MEDIA AND INFORMATION

LITERACY (MIL)
THE EVOLUTION OF TRADITIONAL
TO NEW MEDIA

Traditional vs. New Media

 TOPIC OUTLINE

I. The Evolution from Traditional to New

Media
A. Traditional Media vs. New Media
 VIDEO PRESENTATION

History of Communication
by Volke.com
https://www.youtube.com/watch?v=rDkxsNmKDGk
 CARTOON ANALYSIS

Source: https://amt.caltech.edu/resources/cartoons
Pre-Industrial Age
•Pre-Industrial Age (Before 1700s) - People
discovered fire, developed paper from plants,
and forged weapons and tools with stone,
bronze, copper and iron.
• Source: Ferdinand B. Pitagan, Ph.D et.al., “Teaching Guide for Senior
High School Media and Information Literacy” Philippines Quezon City:
Commission on Higher Education, 2016, pp.20-21
Cave paintings
Clay tablets in Mesopotamia (2400 BC)
Early Writing Tablet recording the
allocation of beer, 3100-3000
B.C.E, Late Prehistoric period, clay,
probably from southern Iraq. ©
Trustees of the British Museum.
The symbol for beer, an upright jar
with pointed base, appears three
times on the tablet. Beer was the
most popular drink in
Mesopotamia and was issued as
rations to workers.
Papyrus
• Papyrus is made from pith of
papyrus plant. It is used in
ancient times as writing surface
to designate documents written
on its sheets, rolled up to scrolls.
• Source: “The Evolution of Traditional to New Media: Different Devices
through the Ages”, Timetoast, accessed June 11,
2020,https://www.timetoast.com/timelines/prehistoric-or-pre-industrial-
age-before-1700s
 Other examples:

• Acta Diurna in Rome (130 BC)

• Dibao in China (2nd Century)
• Codex in the Mayan region (5th
Century)
• Printing press using wood blocks
(220 AD)
Printing press using wood blocks (220 AD)
Industrial Age

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).
Source: Ferdinand B. Pitagan, Ph.D et.al., “Teaching Guide for Senior High School Media and Information
Literacy” Philippines Quezon City: Commission on Higher Education, 2016, pp.20-21
Printing press for mass production
(19th century)
• A printing press is a device for
applying pressure to an inked
surface resting upon a print
medium (such as paper or cloth),
thereby transferring the ink.
Typically used for texts, the
invention and spread of the
printing press was one of the
most influential events in the
second millennium. A
Telegraph
• Telegraph is used for long-
distance communication by
transmitting electrical signals
over a wire laid between
stations.
• Source: “Morse Code and the Telegraph”, History, last
modified June 6, 2019,
https://www.history.com/topics/inventions/telegraph

https://www.youtube.com/watch?v=EmXsSSHCnsI
Typewriter (1800)
Motion picture
Motion picture (also known as
film or movie) is series of still
photos on film, projected in rapid
succession onto a screen by
means of light.

Source: “Motion Picture”, Encyclopaedia Britannica,

accessed June 12,
2020,https://www.britannica.com/art/motion-
picture/Montage
Other Examples:

• Telephone (1876)
• Motion picture photography/projection (1890)
• Commercial motion pictures (1913)
• Motion picture with sound (1926)
• Punch cards
 Electronic Age
• 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.
Source: Ferdinand B. Pitagan, Ph.D et.al., “Teaching Guide for Senior
High School Media and Information Literacy” Philippines Quezon City:
Commission on Higher Education, 2016, pp.20-21
 Examples

Large Electronic Computers Mainframe Computers

Transistor Radio
Transistor Radio (1954)
Television (1941)
Apple 1 Computer (1976)
Other Examples:

•Television (1941)
• Personal computers - i.e. Hewlett
Packard 9100A (1968), Apple 1 (1976)
• OHP, LCD projectors
New (Information) Age (1970-Present)
People advanced the use of microelectronics in
the invention of personal computers, mobile
devices and wearable technology. In this age, the
Internet paved the way for faster communication
and the creation of the social network. Moreover,
voice, image, sound and data are digitalized.
New Age or Information Age

Laptop Facebook Google Meet

The Computer
Social Media
Smart Phones
Functions of Communication of Media

1. Monitoring Function. This is to inform the citizens on what is

happening around them.
2. Information Function. This is to educate the audience on the
meaning and significance of the facts.
3. Opinion Function. This is to provide a platform for public
political discourse. It is to facilitate public opinion and expression of
dissent.
4. Watchdog Role of Journalism. It denounces the wrongdoing of
the government and the private which leads to increasing of
accountability and spearheading positive changes.
5. Channel for Advocacy of Political viewpoints
Source: “Functions of Communication and Media”, LinkedIn, last modified January 26, 2017,
https://www.slideshare.net/DaveGeraldBooc/b-05-functions-of-communication-and-media
 FORMATIVE ASSESSMENT
Traditional or New Media?
1. Magazine 6. Tabloid
2. Broadsheet 7. Paperback Novel
3. Radio 8. Television
4. Online Video Games 9. Web Video Portals
5. Online Telephony and
Messaging Capability
P. 19, Media and Information Literacy by Boots Liquigan,
Diwa Learning Systems Incorporated
 VIDEO PRESENTATION

History of Social Media

by ShoutOut Digital (YouTube)
https://www.youtube.com/watch?v=Ha3dHchSZDQ
 VIDEO PRESENTATION
How Has Technology Changed Us?
The Medium is the Message
by BBC Radio 4 (YouTube)

https://www.youtube.com/watch?v=Ko6J9v1C9zE
 Age What did people What did people What did people use to share or broadcast information
use to use to store
communicate each information?
other?

Pre-industrial Age Traditional paper Traditional paper Traditional paper and writing materials, Cave paintings/stone tablets
and writing and writing
materials materials, Cave
paintings/stone
tablets
Industrial Age Paper and Pen, Printing press or Printing press or books, Newspaper/ magazines
Typewriter books

Electronic Age Telegraph, Printing press or Printing press or books, Computers, Radio, Newspaper/magazines,
Telegram, books, Computers Personal computers
Telephone,
Computers

New/Informational Age Personal Printing press or Newspaper/ magazines, Television, Radio, Digital books, Websites,
computers, Mobile books, Digital Mobile phones, Smart phones,
phones, Smart books, Personal
phones, Wearable computers, Mobile
technology, Social phones, Smart
Media phones, Wearable
technology,
The Impact of Fake News in the Workplace
Fake news can affect behavior. It encourages people to
invent excuses, to dismiss others' ideas, to exaggerate
the truth, and to spread rumors. Misinformation and
fake news can also harm your business. Invented
reviews of your products or inaccurate financial
updates, for example, can do serious reputational
damage.
Six Ways to Spot Fake New
1. Develop a Critical Mindset. One of the main reasons fake news is
such a big issue is that it is often believable and also written to
create "shock value," that is, a strong instinctive reaction such as
fear or anger. It is important that you keep your emotional response
to such stories in check. Instead, approach what you see and hear
rationally and critically.
2. Check the Source. Check the web address for the page you're
reading. Spelling errors in company names, or strange-sounding
extensions like ".info net" and “. offer," rather than ".com" or “.
co.uk," may mean that the source is suspect. Trusted online fact-
checking sites like Snopes can help you to verify stories that sound
too good to be true
Media and Government

The Philippine Constitution state, in Section 4

Article III “No law shall be passed abridging
the freedom of speech, of expression, or the
press, or the right of the people peaceably to
assemble and petition the government for
redress of grievances.”
MEDIA AND GOVERNMENT

Normative Theories of the Press

Authoritarian
Soviet Media
Libertarian
Social Responsibility
Authoritarian
•This theory describe that all forms of
communications are under the control of the
governing elite or authorities or influential
bureaucrats.
•Authoritarians are necessary to control the
media to protect and prevent the people from
the national threats through any form
communication (information or news).
For right Nikolai Yezhov, standing near Stalin was removed from this
photograph after he shot dead in 1940. These types of censors are common
during Stalin’s reign.
Censorship
Censorship is a suppression of any
communication which may consider as
harmful to the people, King, government and
its nation.
There are different types of censors like:

•Political censor
•Moral censor
•Religious censor
•Military censor
•Corporate censor
Communist(Soviet Media Theory)

•The government controlled all the media

according to this theory and had
absolute power. The theory was
implemented to help in achieving the
communist objectives for the benefits of
the people.
•Soviet media theory looks similar like
authoritarian theory but the core part is
different from each other. In authoritarian
theory is a one way communication, there is no
feedback allowed from the public but in Soviet
media theory is a two way communication at the
same time the whole media is controlled or
works under the leadership.
Libertarian Theory
Libertarian theory sees people are more enough to find and
judge good ideas from bad. The theory says people are
rational and their rational thoughts lead them to find out
what are good and bad. The press should not restrict
anything even a negative content may give knowledge and
can make better decision whilst worst situation. The
libertarian thoughts are exactly against or opposite to the
authoritarian theory which means the authoritarian theory
says “all forms of communication works under the control of
government or elite like king”.
Social Responsibility Theory
Social responsibility theory allows free press without
any censorship but at the same time the content of
the press should be discussed in public panel and
media should accept any obligation from public
interference or professional self regulations or both.
The theory lies between both authoritarian theory
and libertarian theory because it gives total media
freedom in one hand but the external controls in
other hand.
 The theory helped in creating professionalism in media by setting up a
high level of accuracy, truth, and information. The commission of press
council also included some tasks based on social responsibility of media,
which are as follows:

•Formulate the code of conduct for the press.

•Improve the standards of journalism.
•Safeguarding the interests of journalism and
journalist.
•Criticize and make some penalty for violating the
code of conduct.
Function of Communication and Media(According to
McNair communication and media function)