THE EVOLUTION OF MEDIA: FROM TRADITIONAL TO NEW MEDIA
MEDIA
MEDIA
- is the foundation of a democracy. Media is the window of the people to see and be aware of the important happenings
in the social, political, and economic scenes that would greatly their lives. It mirror’s the realities of life.
THE IMPORTANCE OF MEDIA
Pervasiveness
Information source
Entertainment source
Persuasion forum
Binding influences
Pre-historic Age (Before 1700s) – People discovered fire, developed paper from plants, and forged weapons and tools
with stone, bronze, copper and iron.
Industrial Age (1700s-1930s) – People used the power of steam, developed machine tools, established iron production,
and the manufacturing of various products (including books through the printing press).
Electronic Age (1930s-1980s) – The invention of the transistor ushered in the electronic age. People harnessed the
power of transistors that led to the transistor radio, electronic circuits, and the early computers. In this age, long distance
communication became more efficient.
Information Age (1900s-2000s) – The Internet paved the way for faster communication and the creation of the social
network. People advanced the use of microelectronics with the invention of personal computers, mobile devices, and
wearable technology. Moreover, voice, image, sound and data are digitalized. We are now living in the information age.
THE CONCEPTS OF MASS MEDIA AND MEDIA DEMASSIFICATION
MASS MEDIA
-Refer to channels of communication that involve transmitting information in some way, shape or form to large numbers
of people
TYPES OF COMMUNICATION IN TERMS OF FOUR ESSENTIAL CHARACTERISTICS:
DISTANCE
TECHNOLOGY
SCALE: mass media communication deals with broadcasting information to the masses simultaneously
COMMODITY: due to its massive scale and technological equipment it requires, mass media is an expensive type
of communication
MEDIA DEMASSIFICATION
DEMASIFICATION
– is derived from the word demassify which means to divide or break up (a social or political unit) into its component
parts.
INFORMATION LITERACY
INFORMATION
-Defined as facts or details about a subject. Acquiring information has never been easy as it is today. Advancement of
technology have led to an insurmountable availability of information and a more convenient means of accessing them.
THERE ARE FOUR SKILLS NECESSARY TO BE INFORMATION LITERATE:
Recognize the need for information
Ability to locate and access
Assess and evaluate
Ability to use the needed information effectively
AN INFORMATION LITERATE INDIVIDUAL IS ABLE TO:
Determine the extent of information needed
Access the needed information effectively and efficiently
Evaluate information and its sources critically
Incorporate selected information into ones knowledge base
Use information effectively to accomplish a specific purpose
Understand the economic, legal,and social issues surrounding the use of information, and access
information ethically and legally
THE INFORMATION NEEDS
Information today INC defines INFORMATION NEED as the motivation people think and feel to seek information .
It is the reason why people go out of their way to find answers to their questions, or solutions to their problems.
INFORMATION NEEDS CAN BE FURTHER DIVIDED IN TWO, ACCORDING TO THE UNIVERSITY OF WASHINGTON:
INFORMATION DEMANDS refers to the requirement of information
INFORMATION WANTS to deals with the desire to have information
TAYLOR, (1968) EXPLAINS THAT THERE ARE FOUR POINTS ALONG THE NEED CONTINUUM:
Actual but unexpressed need
Conscious description of the need
Formal statement of the need
Comprised need
THE COMMUNICATION OF INFORMATION
-If INFORMATION gives meaning a subject then, the COMMUNICATION OF INFORMATION is operationally defined by the
University of Washington as the transfer of meaning.
Meltzer (1971)
- said that COMMUNICATION OF INFORMATION requires an understanding of data.
THE ETHICAL USE OF INFORMATION
-The scholars define ETHICS as the branch of philosophy that involves systematizing, defending, and recommending
concepts of right and wrong conduct.
ETHICS gives a predetermined set of guidelines based on a code of morality that people in the society will follow.
ETHICAL USE OF INFORMATION:
Give credit where credit is due
Practice due diligence
Respect everyone’s privacy
Separate facts from opinion
Who - to identify the person
What – to know about something
Where – to locate a place
When – to know specific time and date
Why – to state the reason
How – the way or manner in which things are done
Topic Outline
Media
Types
Media and Culture
Media Convergence
1. Definition
2. Examples
3. Importance
The Types of Media
1. Print media
2. Broadcast media
3. Cartoon analysis
4. Film/cinema
New Media
-Digital media that are interactive, incorporate two-way communication and involve some form of computing.
Social Media
- forms of electronic communication (such as web sites) through which people create online communities to share
information, ideas, personal messages, etc.
Mass Media
-refer to channels of communication that involve transmitting information in some way, shape or form to large numbers
of people
Media Effects
-are the intended or unintended consequences of what the mass media does.
Types of Media Effects
1. Reciprocal Effect
-When a person or event gets media attention, it influences the way the person acts or the way the event
functions. Media coverage often increases self-consciousness, which affects our actions.
2. Boomerang Effect
-Refers to media-induced change that is counter to the desired change
3. Cultivation Theory (George Gerbner)
-States that media exposure, specifically to television, shapes our social reality by giving us a distorted view on
the amount of violence and risk in the world
4. Propaganda Model of Media Control (Herman & Chomsky )
-The model tries to understand how the population is manipulated, and how the social, economic, political
attitudes are fashioned in the minds of people through propaganda.
5. Third – party Theory
-People think they are more immune to media influence than others.
6. Agenda-setting Theory (Lippmann/ McCombs and Shaw)
- Process whereby the mass media determine what we think and worry about.
- Public reacts not to actual events but to the pictures in our head, created by media.
7. Propaganda
- ideas or statements that are often false or exaggerated and that are spread in order to help a cause, a political
leader, a government, etc.
MTRCB (Movie and Television Review and Classification Board) is the government agency responsible for rating
television programs and films in the Philippines.
