12
12 SENIOR HIGH SCHOOL
Media and Information
Literacy
Quarter 3 – Module 2:
The Evolution of Traditional Media
to New Media
The Evolution of Traditional Media to New Media
https://bit.ly/3grPTjH
Prehistoric Age (1500 BC – 1500 AD)
The Prehistoric refers to the time before the existence of written or recorded
history. According to archeologist, the Prehistoric Age occurred some 4.5 million
years ago or approximately 30, 000 years ago. It also known as Stone Age and the
Metal Age. They are called such because of the kind of tools that the prehistoric
people used during those times. The tools were relatively crude, archeologist believe
that a system of writing hat not yet existed during this era.
The prehistoric men learned how to sharpen their tools and use them for hunting,
they also acquired the knowledge on how to use these materials in carving stones.
Eventually, this paved the way for them to create a system of writing, which
marked the start of the historic period.
The Clay tablets in Mesopotamia (2400 BC), the early writing tablet recording the
allocation of beer, 3100-3000 B. C.E., another notable invention was the Printing
press using wood blocks (220 AD), originated in china, it is technique or printing
text, images or patterns used widely throughout East Asia.
Prehistoric Art as the Earliest Form of Traditional Media
During the Stone Age, prehistoric people also used these crude stone tools to
create objects, which are now considered rock art.
The two kinds of rock art during the Stone Age are petroglyphs and pictographs.
Petroglyphs Pictographs
Can be carving or engravings in rocks or Represent words or phrases through
caves symbols. Used to refer to sketches or
paintings that usually depict nature,
early people’s way of life.
https://bit.ly/2bz4kHi
https://bit.ly/LSVp7M
There is no concrete system of writing during the Prehistoric Age so people
communicated their way of life, beliefs, and other practices through music and
dance
Orayi (Song) Cañao (Dance Offering)
a cradle
song or
piece of
music
that is
usually
played for
children.
Industrial Age (1700s-1930s)
The Industrial Age began in the 18 th century in Great Britain when the country
made drastic reforms to improve their economy. Technology shifted from using
hand tools to operating power-driven machines. Most people associated factories
and machines to industries.
Selling of goods boosted during the Industrial Age. The concept of mass production
or manufacturing of goods in large quantities was introduced, increasing the
demand for bigger and better machines. Special machines were fabricated to meet
the specific needs of different factories.
The Industrial Age has improved the people’s way
of living as new inventions such as steamboats
and steam locomotives, made transportation
faster. However some business owners during this
era focused only on earning profit so they took
advantage of the poor economic condition of the
Printing Press for Mass Production
(19th Century)
working class. When the steam press was invented, the printing of materials like
newspapers became much faster, cheaper and easier.
Before this development, publishers used to receive financial support from political
parties and rich patrons so that the latter can be features in the newspaper. When
printing cost marked down, publishers started to print articles for the common
interest of the public. The earlier injustices experienced by the laborers were also
published in the newspaper. Communication during the Industrial Age also
became viable because of the invention of the telegraph. The telegraphy key used
to send the famous message “ What Hath God Wroght” over the prototype telegraph
line between Baltimore and Washington D.C. in 1844. A mechanical typewriter
used for writing characters was also invented around 1800.
Electronic Age (1930s – 1980s)
Electronic refers to an object that has electronic components, such as sensors,
microchips, which functions once it is connected to an electronic outlet. The
Industrial Age and Electronic Age are quite similar – they thrived in the
manufacturing industries, the only different because of the equipment used.
Example Transportation and Communication.
By early 1954, Transistor Radio was introduced by Texas instruments (TI) had
perfected production to the point that transistors became cheap enough for use in
consumer items.
The television began its popularity in the 1940s. It was a novel item that everyone
wanted to have. It opened the doors for a variety of new experiences for all
Americans.
Information (Digital) Age (1900s – 2000s)
The Information Age has upgraded what it can offer to consumers in terms of
gadgets and devices that can make their way of life not only functional and
comfortable, but also offer endless possibilities.
Digital Age or Informational Age is a period in human history characterized by the
shift from traditional industry that the Industrial Revolution brought through
industrialization, to an economy
based on information
computerization. The internet paved
the way advanced the used of
microelectronics with the invention
of personal computers, devices
wearable technology. Moreover,
voice, image, sounds, and data are
digitalized. https://bit.ly/2bz4iza
This is the period of computers, laptops, smartphones and social media.
Relationship between Traditional Media and New Media
In the present time, new media is undeniably very useful, but this does not mean
that traditional media has already become obsolete. Traditional media is still
valuable and influential because it has a wider reach and market. Examples the
people whole live in remote areas and people opted to traditional media.
The choice of media is based one’s needs, interests, and lifestyle as both
traditional media and new media can carry out their purpose of keeping the people
informed and helping everyone to stay connected.
The Traditional Media and New Media
Traditional Media New Media
- It is one-directional - The audiences are more involved
- The media experience is limited - They are able to feedback
- The sense of receptors used are simultaneously
very specific (i.e., print media - Integrates all the aspects of the
requires sense of sight, radio traditional media.
requires sense of hearing, and - Media experience is more
television and film requires both) interactive
Four Main Categories of New Media (according to McQuail)
a. Interpersonal communication media. Examples would be the telephone,
and e-mail where’’ content is private and perishable and the relationship
established and reinforced may be more important than the information
conveyed.’’
1. Interactive play media. Video and computer-based games, plus virtual
reality devise compose this category.
2. Information search media. The Internet and the World Wide Web become
repositories or sources of a vast collection of information that can be
accessed real-time despite geographical location. Broadcast teletext and
radio data services are also examples. Information retrieval is no longer
limited to personal computers because this functionality has been extended
to smart phones and tablets. Other means of information storage and
retrieval include the personal video recorder, CD-ROM, compact disc, and
DVD.
3. Collective participatory media. This refers to the to the use of the Internet
for ‘’sharing and exchanging information, ideas, and experiences and
developing active (computer-mediated) personal relationships active
(McQuail, 2010),
Roles and Functions of Media in a Democratic Society
During the Colonial Period, people had been restricted to express their ideas and
fight for their rights. Democratic comes from the Greek words “demo” (people and
“kratos” (rule) which means rule of the people. In democratic society, the welfare of
the public is important and their rights are protected by the government. The
Philippines’ 1986 and 2001 People Power Revolutions perfectly show the
importance of the role of media in today’s society. Prior to People Power 1, local
newspapers such as The Manila Times, Daily Mirror and The Manila Chronicles
have reported about the pervasive protests of people against the government
because of its inability to respond to issues regarding labor, poverty and education.
As a result, in September 21, 1972, President Ferdinand E. Marcos declared
Martial Law in hope of restoring the peace and order in the country. Instead, this
dictatorial government had taken over the mass media. Some editors and
journalists were arrested and detained to control the dissemination of negative
news against the government, particularly the president.
During the People Power II on 2001, the tenure of President Joseph Estrada.
Media reported about his involvement in illegal gambling and adultery.
Impeachment trial where the President Estrada was accused of plunder, betrayal of
public trust, and culpable violation of the Constitution as cited in Article XI. When
the second envelop, which allegedly contained incriminating evidences against
President, was not opened based on the senators’ majority vote, the prosecutors
walked out. Also, the people who were watching it since the first day of the
senators’ majority vote, the prosecutors walked out. With the growing number of
people encamped in EDSA and the majority of President Estrada’s cabinet
members leaving their posts, the President had no choice but to step down from
office.
This proves that in democratic society, the media’s role is very crucial as it
becomes a reliable source of information. People in democratic society also use
different media platforms as a means to express their opinion on social issues.
With the massive each of media, it can greatly influence people’s views and actions.
Media, whether traditional or new, has a role to play in the proper functioning of a
democratic society such as the Philippines. In order for a democratic society to
function in an ideal way, media and communication must fulfill its mandate.
According to McNair, communication and media function to:
a. Inform citizens of what is happening around them (also called the
monitoring function);
b. Educate the audience as to the meaning and significance of the “facts”;
c. Provide a platform for public political discourse, facilitating the formation of
“public opinion” and feeding that opinion back to the public from whence it
came, the provision of space for the expression of dissent;
d. Give publicity to government and political institutions, (known as the
“watchdog” role of journalism);
e. Serve as a channel for the advocacy of political viewpoints.
f.
Philippine Internet Timeline
On March 29, 1994, the free and open Web first opened its doors to Filipinos. To
celebrate Philippine Internet's 20th year, we've put together a timeline leading up
to the day that would forever change how we communicate, consume media, do
commerce, and access information—essentially, how we live our lives.
August 1986: The first Philippine-based, public-access BBS [bulletin board
system], First-Fil RBBS went online with an annual subscription fee of P1,000. A
precursor to the local online forum, it ran an open-source BBS software on an IBM
XT Clone PC with a 1200bps modem and was operated by Dan Angeles and Ed
Castañeda.
1987: The Philippine FidoNet Exchange, a local network for communication
between several BBSes in Metro Manila, was formed.
1990: A committee helmed by Arnie del Rosario of the Ateneo Computer
Technology Center was tasked with exploring the possibility of creating an
academic network comprised of universities and government institutions by the
National Computer Center under Dr. William Torres. Recommendations were made
but not implemented.
1991-1993: Emergence of email gateways and services in the Philippines,
including some from multinational companies like Intel, Motorola, and Texas
Instruments, which used a direct Internet connection, X.25, or UCCP protocol.
Local firms ETPI, Philcom, and PLDT also operated commercial X.25 networks.
June 1993: With the support of the Department of Science and Technology and
the Industrial Research Foundation, the Philnet project (now PHNET) was born.
The Philnet technical committee, composed of computer buffs working at the DOST
and representatives from the Ateneo de Manila University (Richie Lozada and Arnie
del Rosario), De La Salle University (Kelsey Hartigan-Go), University of the
Philippines Diliman (Rodel Atanacio and Rommel Feria), and University of the
Philippines Los Baños, would eventually play a significant role in connecting the
Philippines to the World Wide Web.
July 1993: Phase one of the Philnet project shifted into full gear after receiving
funding from the DOST. It proved to be successful, as students from partner
universities were able to send emails to the Internet by routing them through
Philnet's gateway at the Ateneo, which was connected to another gateway at the
Victoria University of Technology in Australia.
November 1993: An additional P12.5-million grant for the first year's running
cost was awarded by the DOST to buy equipment and lease communication lines
needed to kickstart the second phase of Philnet, now led by Dr. Rudy Villarica.
March 29, 1994, 1:15 a.m.: Benjie Tan, who was working for ComNet, a company
that supplied Cisco routers to the Philnet project, established the Philippine's first
connection to the Internet at a PLDT network center in Makati City. Shortly
thereafter, he posted a short message to the Usenet newsgroup soc.culture.filipino
to alert Filipinos overseas that a link had been made. His message read:
The Evolution of Media in the Philippines
1500 – Pre-colonial: Baybayin or Alibata (referred to in Unicode as the Tagalog
content) is a pre-Hispanic Philippine composition framework that started from the
Javanese content Old Kawi. The written work framework is an individual from the
Brahmic family and is accepted to be being used as ahead of schedule as the
fourteenth century. It kept on being used amid the Spanish colonization of the
Philippines up until the late nineteenth Century. The term baybayin actually
implies spelling.
1800- Print Industry and Filipino Freedom: Philippines was acquainted with
books, magazines, and daily papers like "La Solidaridad" by the Spaniards who
colonized the Philippines for around 333 years. American colonialization left a
blemish on the press and molded its style: a flourid lingua, a nonpartisan state of
mind, matched with the commitment of obstinate and prevalent writers.
1890 – Broadcast Industry: The first telephone system of the country began its
operations, and the whole archipelago enjoyed this system of information and
communication exchange.
1897 – European Film Import: The cinematography film camera and projector
developed by the Lumpier siblings got through the Spanish fighter named Carlo
Naquera. Naquera demonstrated a few Spanish-dialect movies to choose gatherings
of people in 1987.
1922 - During this time, the Filipinos readily accepted radio news and
entertainment programs, and local businessmen, who recognized its profitability,
established their own radio stations to advertise their products and services. A
couple of 50-watt radio stations were established in Pasay and in Manila by Henry
Hermann.
1980 – Electronic Age: Broadcast or storage media that exploits electronic
innovation. They may incorporate TV, radio, Web, fax, Disc ROMs, DVD, and some
other medium that requires power or computerized encoding of data. The term
'electronic media' is regularly utilized as a part of appearing differently in relation
to print media.
1994 – Local Online Media: Benjie Tan, who was working for ComNet, an
organization that provided Cisco switches to the Philnet venture, set up Philippine's
first association with the Web at a PLDT arrange focus in Makati City. Presently, he
presented a short message on the Usenet newsgroup soc.culture.filipino to ready
Filipinos abroad that a connection had been made. As of Walk 29, 1994 at 1:15 am
Philippine time.
2011 - Philippines was names as the "Social Media Capital of the World"
ACTIVITY: 1
Instruction:
Using the Internet, books, magazine, consult some reliable sources that provide a
timeline or chronology of media and communication technologies, from the
primitive down to the most recent ones. Pick out those technologies that you think
have a great impact on human civilization.
Submit your research in the form of a photo or image collage of cutouts from old
newspapers and magazines(You can also download pictures from the internet).
Below the collage, briefly discuss in two or three paragraphs your rationale for
choosing these particular technologies.
For the soft copy send it to jabcastillo0916@gmail.com /graded
File name format: Name, Grade, Section, Title (Jolly Vee Marie B. Castillo, Grade-
12-Ephesian, The Evolution of Traditional Media to New Media)
