Module 2

THE EVOLUTION OF
TRADITIONAL TO NEW MEDIA
 At the end of this
module, I can:
1.Identify traditional media and new
media, and their relationships.

2.Assess the type of media in the

Philippines vis-à-vis the normative
theories of media.
3.Editorialize the roles and functions
of media in democratic society.

4.Search latest theory on information

and media.

PRE-ASSESSMENT
1.What is the primary characteristic of
traditional media?
a) Interactivity b) Digital format
 c) One-way communication d) Social
sharing
2.Which of the following is an example
of traditional media?
a) Facebook b) Radio c) YouTube d)
Twitter
3.What is the defining feature of new
media?
a) Print format b) Non-digital content
c)Interactivity and user-generated
content
d)Offline distribution
4.Which platform is considered a new
media channel?
a) Newspaper b) Television c) Podcast
d) Magazine
5.Which of the following is NOT a
characteristic of traditional media?
a)Mass audience reach
b)Slow dissemination of information
c) Limited audience participation d)
High production costs
6.What is the term for the merging of
traditional and new media in today's
media landscape?
a) Hybrid media b) Retro media
c) Legacy media d) Conventional media
7.Which platform allows users to
create and share short videos,
exemplifying the shift toward new
media?
a) Facebook b) Instagram c) TikTok d)
LinkedIn
8.What does the term "convergence"
refer to in the context of media
evolution?
a)The emergence of traditional media
dominance
b)The merging of media technologies
and platforms
c) The decline of digital media
d)The expansion of print media
PRE-ASSESSMENT
Direction: Identify the following media form as to
traditional or new. Write T or N.
1. Magazine 6. Television
2. Tabloid 7. Online video games
3. Broadsheet 8. Web video portals
4. Paperback novel 9. Online Telephony and
5. Radio Messaging Capability
9.Which factor has contributed
significantly to the decline of
traditional print media?
a) Increase in quality journalism b)
Reduced advertising revenue
c) Faster printing technology d)
Greater reader engagement
10.McLuhan's concept of hot and cold
media is primarily concerned with:
A) Political bias in media B) The
emotional impact of media
C) The sensory characteristics of media
D) Media ownership and control
EVOLUTION OF MEDIA
• The picture is the illustration of McLuhan’s
(1962) view of the evolution of media and
communication technology.

• The Internet is not exactly an original concept

but rather a hybrid or derivative of the older
forms such as print media, broadcast media, and
film.
• The mobile phones are built on the old idea of
telephony, and smart phones and tablets, on the
idea of Internet and computer technology.
HOT AND COLD MEDIA
HOT MEDIA - refer to forms requiring little
involvement from the audience and
examples include film and television.
They cannot be touched and the
 experience is relatively passive and
static.
COLD MEDIA - are those with high-level user
interactivity, where the experience is
more dynamic and the audience is
more involved. few examples are video
games and other online media
platforms.
 MILESTONES IN MEDIA EVOLUTION

• Three most significant inventions in

communication:
1. Phonetic Aphabet
2. Printing press
3. Telegraph
 Each of them linked one period to another.
The most recent forms of media carry the
features of the older media.

TRIBAL AGE

• Hearing was
predominant and the
most valuable sense of
reception.
• Human relied heavily on their sense of hearing
to hunt for food and to stay alert from danger.

LITERACY AGE

• The sense of sight was

dominant. It is highly
visual.
• This is because of the invention of the alphabet,
allowing humans to learn to read.

PRINT AGE

• mass-production of of
written texts

• gave humans the liberty

to read
• the building of libraries and other repositories
ELECTRONIC AGE
• where everyone is interconnected
through media • telegraph was
invented w/c paved the way to the
invention of more recent technologies
such as the telephone, television,
mobile phone, and the Internet
• communication technology at this time led humans to
instantly connect to each other even in great
distances

• the age of sound and tactile sense of reception

INFORMATION AGE
• also known as the digital or
new media age, the time in
human history where
everything relied heavily in the
use of computers to run major
industries. • digital technology
and Internet become
pervasive, thus, pushing the world to enter the
infrastructure age.
 INFRASTRUCTURE AGE

• a car with global positioning

system built with it,

• a railway system w/c runs

digitally,
• appliances or gadgets that can be controlled
using the internet,

• online banking and purchases

CULTURE SHAPES TECHNOLOGY
• cultural determinism - explains that culture
and society shapes technology;
 • society is still in control of technology and the
innovations over time do not dictate how it
must adapt and function in relation to these
technologies;

• technology is a product of need.

TRADITIONAL VS. NEW MEDIA
TRADITIONAL MEDIA

• one-directional
• media experience is
limited
• sense receptors used are
very specific
NEW MEDIA
• the experience is more
interactive
• audiences are more
involved and are able to
send feedback
simultaneously •
integrates all the aspects of the traditional
media
 WHAT IS NEW ABOUT NEW MEDIA

There are four main categories of new media

and all of them share “certain channel similarities
and are approximately differentiated by types of
use, context, and contenr,” according to McQuail.
1. Interpersonal communication media - content
is private and perishable and the relationship
established and reinforced may be more
important than the information conveyed.
2. Interactive play media - video and computer-
based games, plus virtual reality devices
compose this category.
3. 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.
4. Collective paticipatory media - the use of
Internet for “sharing and exchanging
information, ideas, and experiences and
developing active (computer-mediated) personal
relationships.”
 Key characteristics of new media, according
to Mcquail, include interactivity, social
presence, media richness, autonomy,
playfulness, privacy, and personalization. New
media use expanded opportunities for self-
expression especially among the youth through
Web logs, online forums, Web discussion
boards, social media, and messaging
applications.
 Big Idea
Human history is tied to the history of
communication, media, and information. As
people in society improve and develop, so as
the forms of media and communication.
Media and Government: A Love-Hate
Relationship
The relationship of media and government is
oftentimes adversarial. This is normal and
 healthy because media, being a “watchdog,”
keeps everything at bay.

Normative Theories of the Press

1. Authoritarian - all forms of communication are
under the control of the governing elite,
authorities, or influential bureaucrats.
 - controlling the media is necessary to protect
and prevent the people from national threats
through any form of communication.
- the gov’t. has all the rights to restrict/censor
any sensitive issue from press to maintain peace
and security in the nation.
2. SovietMedia - the state has the power to
control any media for the benefits of the people.
 - the state puts an end to private ownership of
the press and other media.
- the public is encouraged to give feedback
which would be able to create interests toward
the media.
3. Libertarian
- liberalism means information is
knowledge and knowledge is power.
 - Libertarianism is free from any authority or
any control or censorship and is an idea of
individualism and limited gov’t. which is not
harmful to another.
- even a negative content may give knowledge
and can help make better decision during worst
situations.
4. SocialResponsibilty - should be reached by self-
control, not government intervention.
 - media ownership as a form of public trust or
stewardship, rather than as an unlimited private
franchise.
- media should follow agreed codes of ethics
and professional conduct.
- the gov’t must not merely allow freedom; it
must actively promote it when necessary;
therefore the gov’t should act to protect the
freedom of its citizens.
SUMMATIVE ASSESSMENT :)