W

Traditional Media and E

L
New Media C
O
M
E

And their Relatioships

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 LEARNING OBJECTIVES

1. Examine the technology or resources available during

the pre-industrial age, industrial age, electronic age, and
information age.

2. Identify the devices used by people to communicate

with each other, store information, and broadcast
information across the different ages.

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PRE-TEST Read each statement carefully. Choose the letter of the correct answer

1. At what age did people improve the power of 2. Which of the following media is from
transistors that led to the transistor radio, electronic INDUSTRIAL AGE?
circuits, and the early computers?
a. Cave paintings
a. Pre-industrial age
b. Mainframe computers
b. Electronic age
c. Typewriter
c. Industrial age
d. Augmented Reality/Virtual Reality
d. Information age

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PRE-TEST Read each statement carefully. Choose the letter of the correct answer

3. In this era, people discovered fire, developed 4. In this era, people used the power of steam,
paper from plants, and forged weapons and tools developed machine tools, established iron
with stone, bronze, copper and iron. production, and the manufacturing of various
products (including books through the printing
a. Pre-industrial age press)

b. Industrial age a. Information age

c. Electronic age b. Electronic age

d. Information age c. Pre-industrial age

d. Industrial age

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PRE-TEST Read each statement carefully. Choose the letter of the correct answer

5. The use of Facebook belongs to this age. 6. Which of the following forms of Media is not
from the Electronic Age?
a. New Media Era
a. Transistor Radio
b. Electronic Age
b. Large electronic computers
c. Literacy Age
c. Mainframe computers
d. Tribal Age
d. Portable computers

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PRE-TEST Read each statement carefully. Choose the letter of the correct answer

7. It is characterized by the internet that paved the 8. Electronic age is characterized by the invention
way for faster communication and the creation of of transistors that last from?
social networks.
a. 1990s-2000s
a. Pre-industrial age
b. 1930s-1980s
b. Industrial age
c. 1700s-1930s
c. electronic age
d. before 1700s
d. d. information age

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PRE-TEST Read each statement carefully. Choose the letter of the correct answer

9. Which of the following statements is NOT true 10. Which of the following mediums are used
about pre-industrial age? during the electronic age?

a. People have learned how to make tools out a. Clay tablets

stones
b. Virtual reality
b. Paper is made out of papyrus
c. cloud and big data
c. China has the oldest newspaper which is the
Dibao d. LCD projectors

d. People used typewriters as tools for

communication

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NEW OLD
MEDIA MEDIA

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 ACTIVITY
INSTRUCTIONS

Give at least five (5) examples of Pre-Industrial ages, Industrial ages, Electronic ages and Information
A
C ages you are familiar with.
T
V
I
T
T
Y

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 ACTIVITY
INSTRUCTIONS

Give at least five (5) examples of Pre-Industrial ages, Industrial ages, Electronic ages and Information
A
C ages you are familiar with.
T
V
I
T
T
Y

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ANALYSIS
1. How do social media help in communication?

2. What is the difference between traditional media to new

media?

3. In what way does media affect your life (personal,

professional, academic, social, others)?

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 ABSTRACTION
What is Traditional Media?

- related to publicity and advertising, traditional media includes that of television, newspaper, radio and
magazine ads. They are the primary roots of advertising and marketing and the most common form
used by businesses on a daily basis.
- Though traditional media is effective and operative, over the last few years we have seen more
businesses utilizing and adopting new media to reach its target audiences.

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ABSTRACTION
What is New Media?

- New media is the future of marketing.

- new media refers to content that is easily reachable via many different forms and types of digital
media. When related to advertising and marketing, some examples of new media include online
advertising like retargeting, banner ads and a lot more, online streaming like radio and television
even every online game streaming and social media advertising. Each of these are means in which
businesses have the competence to reach consumers and other businesses with comfort.

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The Titanic was a
luxury British
steamship that sank in
the early hours of April
15, 1912 after striking
an iceberg, leading to
deaths of more than
1,500 passengers and
crew.
1. Pre- Industrial Age (Before 1700s)

In this age, people discovered fire, developed paper that comes from any plants, and forged weapons and tools
with stone, bronze, copper and iron.

Examples:

• Papyrus in Egypt (2500 BC)

• Cave Paintings (35,000 BC)

• Clay tablets in Mesopotamia (2400 BC)

• Acta Diurna in Rome (130 BC)

• Printing Press using wood blocks (220 AD)

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PAPYRUS IN EGYPT (2500 BC)
The first papyrus was only used and seen in
Egypt, but by about 1000 BC people all over the West
Asia began buying papyrus from Egypt and began
using it, since it was much more convenient and
appropriate to use than clay tablets (less breakable,
and not that heavy). People made papyrus in small
sheets and then put them together glued the sheets
together to make big pieces.

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CAVE PAINTINGS (35,000BC)
In prehistoric art, the term “cave paintings”
covers any parietal art which involves the application
of color pigments on the floors, walls or even in
ceilings of ancient rock shelters. A monochrome cave
painting is a portrait and a representation made with
only one color which is usually black. For example,
the monochrome images at Chauvet.

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CLAY TABLETS IN MESOPOTAMIA (2400 BC)
In the Ancient Near East era, clay tablets or
called Akkadian tuppu were used as a writing
medium, especially for writing in cuneiform, a logo
script that was used to write different languages,
throughout the Bronze Age and into the Iron Age.
Cuneiform characters and scripts were imprinted on a
wet clay tablet using a stylus often made of reed pen.

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ACTA DIURNA IN ROME (130 BC)
Acta Diurna were everyday Roman official
notices and news, a sort of daily newspaper. They
were carved and written on stone and metal and
viewed in message boards in public places for public
viewing like the Forum of Rome. These were also
called just Acta and the first forum appeared around
131 BC during the Roman Republic.

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PRINTING PRESS USING WOOD BLOCKS (220
AD)
Woodblock printing is a technique used for
printing text, images, pictures or patterns outlines
shapes used widely throughout East Asia and
originating in China in ancient times as a process of
printing on textiles and materials and later on paper.
Before the invention of woodblock printing, they
were using seals and stamps for printing.

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2. INDUSTRIAL AGE (1700s-1930s)
People use power of steam, developed machine
tools, iron production, and manufacturing of
various products (including books through printing
press).

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TELEPHONE (1876)
Alexander Graham Bell’s Large Box Telephone
invented in 1876. On March 7, 1876, Alexander
Graham Bell, a scientist, inventor and innovator,
received the first patent for an “apparatus for
transmitting vocal or other sounds telegraphically,”
a device called telephone.

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TYPEWRITER (1800)
The first typewriter to be commercially
successful was invented in 1868 by Americans
named: Christopher Latham Sholes, Frank Haven
Hall, Carlos Glidden and Samuel W. Soule in
Milwaukee, Wisconsin, although Sholes soon
disowned the machine and refused to use.

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NEWSPAPER – THE LONDON GAZETTE (1640)
The London Gazette is one of the official
journals of record of the British government, and
the most important among such official journals in
the United Kingdom, in which certain statutory
notices are required to be published. The London
Gazette claims to be the oldest surviving English
newspaper.

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PRINTING PRESS FOR MASS PRODUCTION
(19TH CENT.)
A printing press is a device used for applying
pressure to an inked surface resting upon a print
medium such as paper or cloth, thereby transferring
the ink. The printing press was invented in the Holy
Roman Empire by the German Johannes Gutenberg
around 1440, based on existing screw presses.

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MOTION PICTURES PHOTOGRAPHY/
PROJECTION (1980)
The history of film technology traces the
development and progress of film technology from
the early development of “moving pictures” at the
end of the 19th century to the present. Motion
pictures were initially exhibited and showed as a
fairground novelty or primary innovation.

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MOTION PICTURES PHOTOGRAPHY/
PROJECTION (1980)

TELEGRAPH
Developed in the 1830s and 1840s by Samuel
Morse (1791-1872) and other inventors, the
telegraph revolutionized long-distance
communication. It worked by transmitting electrical
signals over a wire laid between stations.

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3. 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 time of life, long distance communication became more efficient.

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TRANSISTOR
A transistor radio is a small and portable radio
receiver that uses transistor-based circuitry. During their
development in 1954, made possible by the invention of
the transistor in 1947, they became the most popular
electronic communication device and medium in history,
with billions manufactured during the years 1960 and
1970.

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OVERHEAD PROJECTOR
An overhead projector is a variant of slide
projector that is used to display images and
pictures to a target audience. The name is often
abbreviated to as OHP.

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LCD PROJECTOR
An LCD projector is a type of video
projector that is used for displaying video,
images, or computer data on screen or any other
flat surface. It is a modern equivalent of the slide
projector or the overhead projector.

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4. 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.

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LIVE JOURNAL (1999)
LiveJournal, stylized as livejournal, is a Russian social networking service
where users can keep a blog, a journal or diary. American programmer named
Brad Fitzpatrick started LiveJournal on April 15, 1999, as a way of keeping his
high school friends updated on his activities and drills.

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FRIENDSTER (2002)
Back in the year 2020, Friendster was a social gaming site based in Kuala Lumpur,
Malaysia. It has been originally a social networking service website. Before Friendster
was redesigned, the social gaming site allowed users to contact other members,
maintain those contacts, and share online content and media with those contacts. Users
could share their videos, photos, messages and comments with other members or part
of their friend list via profiles and networks. It is considered one of the original social
media networks.

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FACEBOOK (2004)
During the year 2004, Facebook, Inc. is an
American online social media and social networking
service company based in Menlo Park, California. It’s
a website was launched on February 4, 2004, by Mark
Zuckerberg, along with fellow Harvard College
students and roommates Eduardo Saverin, Andrew
McCollum, Dustin Moskovitz and Chris Hughes. It is
considered one of the Big Four technology companies
along with Amazon, Apple and Google.

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YOUTUBE (2005)
YouTube was created by Paypal employees as a
video-sharing website where users could upload, share
and view content. The Internet domain name
“www.youtube.com” was activated on Monday,
February 14, 2005, at 9:13 p.m. During the summer of
2006, YouTube was one of the fastest growing sites on
the World Wide Web, hosting more than 65,000 new
video uploads. The sites delivered an average of 100
million video viewers per day in July.

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TWITTER (2006)
Twitter is an American online news and
social networking service on which users post and
interacts with messages known as “tweets”.
Twitter was created in March 2006 by Jack
Dorsey, Noah Glass, Biz Stone, and Evan
Williams and launched in July of that year.

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38
APPLICATION

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INSTRUCTION: On the table provided below, list down the different materials/things that are
applicable used by the different ages.

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POST TEST Read each statement carefully. Choose the letter of the correct answer
1. Which of the following does not belong to the 2. Which device is used for applying pressure to an
Pre-Industrial Age? inked surface resting upon a print medium (such as
paper or cloth), thereby transferring the ink?

a. Acta Diurna
a. Cave Paintings
b. Telegraph
b. Acta Diurna
c. Telephone
c. Printing Press (Wood blocks)
d. Printing Press
d. Newspaper The London Gazette

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PRE-TEST Read each statement carefully. Choose the letter of the correct answer

3. In this era, people discovered fire, developed 4. In this era, people used the power of steam,
paper from plants, and forged weapons and tools developed machine tools, established iron
with stone, bronze, copper and iron. production, and the manufacturing of various
products (including books through the printing
a. Pre-industrial age press)

b. Industrial age a. Information age

c. Electronic age b. Electronic age

d. Information age c. Pre-industrial age

d. Industrial age

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PRE-TEST Read each statement carefully. Choose the letter of the correct answer

5. The use of Facebook belongs to this age. 6. Which of the following forms of Media is not
from the Electronic Age?
a. New Media Era
a. Transistor Radio
b. Electronic Age
b. Large electronic computers
c. Literacy Age
c. Mainframe computers
d. Tribal Age
d. Portable computers

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PRE-TEST Read each statement carefully. Choose the letter of the correct answer

7. It is characterized by the internet that paved the 8. Electronic age is characterized by the invention
way for faster communication and the creation of of transistors that last from?
social networks.
a. 1990s-2000s
a. Pre-industrial age
b. 1930s-1980s
b. Industrial age
c. 1700s-1930s
c. electronic age
d. before 1700s
d. d. information age

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PRE-TEST Read each statement carefully. Choose the letter of the correct answer

9. Which of the following statements is NOT true 10. The following are media used to share and
about pre-industrial age? store information during the industrial age
EXCEPT __?
a. People have learned how to make tools out
stones a. Mainframe computers such as IBM 704

b. Paper is made out of papyrus b. NewsPaper- The London Gazette

c. China has the oldest newspaper which is the c. Telegraph

Dibao
d. Punch cards
d. People used typewriters as tools for
communication

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 T

Thank you!
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Do you have any questions?
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