Explaining How the
Evolution of Media from
Traditional to New Media
Shaped the Values and
Norms of People and
Society
Learner's Module in Media and
Information Literacy 12
Quarter 1 ● Module 4
DARIELLE APILAS-BACAYAN
Developer
Department of Education • Cordillera Administrative Region
Republic of the Philippines
DEPARTMENT OF EDUCATION
Cordillera Administrative Region
SCHOOLS DIVISION OF BAGUIO CITY
No. 82 Military Cut-off, Baguio City
Published by
DepEd Schools Division of Baguio City
Curriculum Implementation Division
Learning Resource Management and Development System
COPYRIGHT NOTICE
2021
Section 9 of Presidential Decree No. 49 provides:
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created shall be necessary for exploitation of such work for profit.”
This material has been developed for the implementation of K-12 Curriculum through
the DepEd Schools Division of Baguio City – Curriculum Implementation Division
(CID). It can be reproduced for educational purposes and the source must be
acknowledged. Derivatives of the work including creating an edited version, an
enhancement or a supplementary work are permitted provided all original work is
acknowledged and the copyright is attributed. No work may be derived from this
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What I Need to Know
Hello learner! This module was designed and written with you in mind. This
module will remind you that with various media at your disposal comes great
responsibility.
While going through this module, you are expected to be able to:
1. trace the development of media throughout times, and
2. project possible directions of media.
Now, here is an outline of the different parts of your learning module. The descriptions
will guide you on what to expect in each part of the module.
Label Description
What I need to know This states the learning objectives that you need to achieve as you study this
module.
What I know
This is to check what you already know about the lesson on this module. If
you answered all the questions here correctly, then you may skip studying
this module.
What’s In
This connects the current lesson with a topic or concept necessary to your
understanding.
What’s New This introduces the lesson to be tackled through an activity.
What’s In it This contains a brief discussion of the learning module lesson. Think of it as
the lecture section of the lesson.
What’s More
These are activities to check your understanding and to apply what you have
learned from the lesson.
What I have Learned This generalizes the essential ideas tackled from this module.
What I Can Do This is a real life application of what you have learned.
Post-Assessment This is an evaluation of what you have learned from this learning material.
Additional Activity
This is an activity that will strengthen and fortify your knowledge about the
lesson.
What I Know
A. For numbers 1 to 5, arrange the events that happened during the evolution
of media by using the numbers A to E (Gonzales 2016).
1. Paper was invented and was credited to the Han dynasty.
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2. Print media like books and magazines were mass produced.
3. Heiroglyphic script is believed to be an ancient form of writing.
4. “Advances in photography allowed illustrations” (Gonzales 2016).
5. ARPAnet was replaced by Transmission Control Protocol (TCP) which creation
was credited to Vinton Cerf.
B. For numbers 6 to 10, arrange the events that happened during the
evolution of media by using the numbers F to J (Hidalgo and Mopera
2015).
6. Telephone was invented, which made communication faster.
7. Thomas Alva Edison invented carbon-button transmitter and phonograph.
8. Internet became an integral part of everyone’s daily lives.
9. Desktop came to the Philippines in two types: IBM and Apple.
10. Oral communication is the primary medium of communication.
C. Analyze each statement and determine which period/era the following people
belong to. Choose your answer from the box below.
A. Prehistoric Age C. Industrial Age
B. Electronic Age D. New Information Age
11. Agnes, a history scholar, was excited to learn that paper is already at her disposal for
recording historical events.
12. It was Hannah’s first time to experience having electricity and it was such an amazing
event.
13. For the first time, Mayor Thomas’ picture was included in the announcement that he made
via the local newspaper.
14. Hilda was amazed by her student’s report delivered via PowerPoint. She was the first to
use such a reporting strategy.
15. Rose’s grandmother finds joy in watching Charley Chaplin movies.
Evolution of Media What’s In
Activity: For the Past Week
You have previously learned about the three literacies that this course aims to develop
in you as 21st century citizens. As a recall of these concepts, your task is to create a
table of the media/technology and information that you use.
For example:
Day Technology/Media Information
Updates on home
1 – Monday Messenger
room concerns
2
What’s New
Activity: Kinalakhan ko
Every one of you is a part of the evolution of media, information and technology. You
are a witness to the changes and how fast these changes occur. Your task here is to
trace the changes that occurred to the media and technology you were born into.
For example, if you were born in 2002 or 2003, what media and technology were
available back then? Say, Nokia phones that are colored and have cameras. Later on,
in 2007 or 2008, these Nokia phones were phased out to be replaced by Samsung (or
something like that).
You can use a timeline graphic organizer if you want to. Or you can also write
an essay.
What Is It
The need to communicate is innate in human beings. Long before the current
technology for communication has been invented, people learn ways to express their
thoughts, ideas and feelings. Because of this need to express and communicate and
the ability of people to adapt to changes, the methods of communication has also
evolved. This evolution of information and media is divided into four ages: prehistoric
age, industrial age, electronic age and information age.
Prehistoric Age
From the world history’s perspective, the earliest form of communication was the
development of speech. As speech or oral communication developed, ancient forms
of writing also started to be developed. The first to be recorded are the hieroglyphic
scripts of the ancient Egyptian civilizations around 32000 BCE. Later on, 12around
5000 BCE, the cuneiform was invented by the Sumerians (Gonzales 2016).
Ancient heiroglyphic script (GmbH 2016) Cuneiform script (Scaliger n.d.)
According to Violatti (2013) as mentioned by Gonzales (2016), “these scripts were
intially inscribed on wet clay with a reed implement”. Eventually, paper was created,
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which was credited to the Han dynasty. The invention of paper allowed the
preservation of history through manuscripts, which were eventually known as the
earliest form of print media.
From the national perspective, the first medium of communication is the oral language
that certain groups of people come up with. Each tribe’s main concerns, which most
likely are the motives for communication, are only about “food, water, shelter,
reproduction and safety from natural occurrences and wild animals” (Hidalgo and
Mopera 2015).
The oral language that was devised by each tribe is unique only to their group because
meanings of sounds and symbols are socially agreed upon and is limited to wh3at they
see, do, feel and eat. According to Hidalgo and Mopera (2015), “the vocabulary of
Filipinos was limited to what the Filipinos have around them”. What unique word does
your community have that may serve as a proof to what Hidalgo and Mopera said?
Industrial Age
The industrial age saw the beginning of what people are currently enjoying today. It is
also the birth of mass media.
During this age, iron and steel were the main materials for inventions. Add to these
materials were new energy sources such as fuel, coal, steam engine, electricity,
petroleum and combustion engine. Transportation and communication were greatly
affected by these new developments. The transportation sector saw the invention of
steam locomotive, steamship, automobile and airplane.
The communication sector, on the other hand, progressed with the creation of
telephone, telegram and radio, making communication faster and easier. It was also
during this age where “faster, steam-driven presses and methods of translating
photographs to the printing press” (Hidalgo and Mopera 2015) were used.
(Collector 1999) (How to Use a Bell Telephone, 1876 n.d.) (Tesla's radio, 1890s n.d.)
The 1850s saw the manufacturing of cheaper paper and by 1890s, “automatic
composing machines allowed semiskilled typesetting from keyboards to replace highly
skilled manual setting” (Hidalgo and Mopera 2015). Illustrations in print materials were
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also improved with the advancement of photography. For emphasis and retention,
enumerate the developments in the communication sector.
Electronic Age
It was during this age that Thomas Alva Edison bloomed as an inventor. He was able
to invent a “duplex telegraph which can transmit two messages simultaneously in one
wire and print converted electrical signals to letters”. These messages were called
telegrams. He was also able to develop the carbon-button transmitter that are still
being used in telephones and microphones. Aside from these, he developed the
phonograph which started the motion-picture industry. It is also a common knowledge
that Edison invented the incandescent lamp that you are currently using.
Aside from Edison, this age also gave birth to Alexander Graham Bell who was known
for the invention of telephone.
The invention of cassette recorders, Betamax, compact disc (CD), digital video
disc (DVD) and colored television all came to being during this age.
Gonzales (2016) said that it was during this age that “the barriers of space were
broken allowing a quicker and easier communication…”. The mass production of
newspapers, magazines and books also peaked during this age. Describe this age in
one to two sentences based on the discussion above.
New Information Age
Inventions and innovations from the previous ages continued to be used and
improved to this age. An additional innovation during this age is what you currently
know as the World Wide Web or the Internet.
How did the World Wide Web or Internet come to be as you know it? It was first
used during the cold war but it was known as ARPAnet. It was a single network where
only a few dozens can connect to. It was made to ensure that the United States would
survive should there be a Soviet attack.
Later on, Vinton Cerf was credited in making this single network wider through what
they called Transmission Control Protocol (TCP). This TCP allowed “world’s
mininetworks to communicate with one another” (Gonzales, 2016). This started the
idea that worldwide networking is possible.
In the 1990s, Tim Berners-Lee was able to come up with the modern World Wide Web
(www). Information is stored in the cloud and access is no longer limited to two parties
but is open to everyone.
In the Philippines, it was only in the 1980s that the desktop computer was made
available. There were only two kinds of computer: the big IBM or the Apple desktop.
Applications were very limited and simple. What you know as Microsoft Word was
known as Wordstar which later was known as Word Perfect. It was a decade later
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when Microsoft Office came and introduced what you enjoy now as Word, Excel and
Presentation.
The late 1990s saw the evolution of the telephone into what you now know as cellular
phone or mobile phone. It was heavy, has antenna and can only be used for calling.
Texting during this time was through a smaller gadget known as pagers.
By 2000, the cellular phone became more compact and more advanced. It became
handier and can be used for both texting and calling already. The camera was also
added to it. Aside from these improvements in the cellular phone, laptops with cameras
were also introduced.
Communication became even more world wide with the introduction of social media
sites such as Friendster. Facebook, Twitter and Instagram came after a few years.
Because of these, the pen and paper type of communication became known as snail
mail.
With the rise of this technological advancement, other media such as the print media
were affected negatively. People tend not to patronize other kinds of media because
they can easily access same information in the internet without hassle.
Currently, almost all transactions can be done through the internet: shop, book flights
and accommodations, transact with most government offices (NBI, DFA, PRC) and
other institutions (banks, book shops, libraries, even schools) and with the pandemic,
even consultation with doctors can be done via the internet. What are the newest
inventions and innovations that you see in the communication sector, especially given
the current situation?
What’s More
Activity 1: Media’s Timeline
You have learned how to use a timeline or chain of events graphic organizer in your
Reading and Writing course. Your task is to create a timeline of the development of
media throughout the different ages. Pictures are not needed; words and time would
do. Refer to the rubrics adapted from IRA/NCTE (2004).
Excellent (5) Very Satisfactory Satisfactory (3) Needs
(4) Improvement (2)
Quality of content Included events are Most of the Some events Many major events
important and included events included are trivial, are excluded, and
interesting. No are important and major events too many trivial
major details are or are missing. events are included.
excluded.
interesting. One or
two major events
may be missing.
Sequence of Events are placed in Almost all events Most (~75%) of the Most events are
Content proper order. are placed in proper events are placed in incorrectly
order. proper order.
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placed on
the timeline.
Dates An accurate, An accurate, An accurate date Dates are inaccurate
complete date has complete date has has been included or
been included for been included for for almost every missing for several
each event. almost every event. event. events.
What I Have Learned
Activity: What Indeed?
If there is one thing you have realized about media in this lesson, what is it? If there
is also a confusing concept, what is it?
Realization: _________________________________________________________
What I Can Do
Activity: I Am An Inventor
The evolution of media has proven how fast it can change over periods of time. Your
task is to think ahead in say, 10 years’ time. Given the current situation and the
developments in the communication and media sector and if given the chance to invent
something for the sake of communication and media, what would it be and why? What
can your invention do those current inventions cannot do?
You may draw or write a simple essay about your ‘invention’.
Assessment
A. For numbers 1 to 5, choose the letter of the age when the events presented
below occurred.
A. Prehistoric Age C. Electronic Age
B. Industrial Age D. New Information Age
1. Tim Berners-Lee made another Internet innovation, which you now know as the
World Wide Web.
2. Meanings of sounds and words are agreed upon by the community members.
3. Communication became a means of disseminating information to the masses
via the radio.
4. “Barriers of space were broken allowing a quicker and easier communication…”
(Gonzales 2016).
5. Betamax evolved to compact discs which eventually also turned into digital
video discs.
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B. For numbers 6 to 10, analyze each statement and determine which
period/era the following people belong to. Choose your answer from the
box above.
6. Erica misses her mother so much but she finds comfort in the fact that
she can still see her mom via video chat.
7. Beatrice wore a smile the whole day because she received a telegram
from Lucas earlier.
8. Flora is a non-reader and a non-writer because she was taught to
communicate orally.
9. Agnes, a history scholar, was excited to learn that paper is already at her
disposal for recording historical events.
10. For the first time, Mayor Thomas’ picture was included in the
announcement that he made via the local newspaper.
C. For number 11 to 15, determine whether the statements are correct or
incorrect by choosing the letter of the word/phrase that makes the
statement erroneous. If the sentence is correct, choose the letter E.
Statements taken from Hidalgo and Mopera (2015) and Gonzales (2016).
11. With the development of the handy landline, communication became fast and
A B C D
easy. No error.
E
12. The original desktop computer started with Apple. No error.
A B C D E
13. Letters are used to send important messages fast, especially in remote places.
A B C D
No error.
E
14. The internet is a development instead of an invention. No error.
A B C D E
15. The telephone was developed by Thomas Alva Edison. No error.
A B C D E
Additional Activity
Activity: My Media’s History
Look at all your accounts in all of your gadgets. Recall how you came up with these
accounts. Create a historical timeline for each of the accounts that you have (You may
search for the history of the media that you are using but do not forget to acknowledge
your sources).
For example: Facebook
2003
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February 2004
FaceMash,
Facebook's Launching of September 2006
predecessor, Facebook; Founded Opened to a wider created by
Mark by Mark Zuckerberg group of people Zuckerberg was
used by Harvard having the following students requirements: valid
email address and aged
13 years and
above
