2

Over the years, media forms and the

technology that come with them have
evolved dramatically. This display of
ingenuity is a testament of how media has
been ingrained in every human being’s
sensibility.
 3

The McLuhan Mantra

✖ Marshall McLuhan, the famous for the phrase “the medium is
the message” and is the proponent of the media theory on
technological determinism, believed that society is driven by
changes in media and communication technology. McLuhan
(2007) explained that society adapts to advances in
technology, thus, changing cultural, political, and even
historical aspects of that society. Take for instance the case of a
mobile phone and a computer. Some of you might think that it
is almost unimaginable to revert back to the old times where
these two did not yet exist. The only thing that is constant and
inevitable is change. Thus, some look at technology as an
indication of progress. Social change is typically associated with
technological advancement.
 4

✖ A media form that emerges from an older form has

its features and format primarily patterned from
the one that it followed. 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 the Internet and
computer technology.
 5

Hot and Cold Media?

In the language of McLuhan, “hot” media refer to
forms requiring little involvement from the
audience and examples include film and television.
They are hot because, metaphorically speaking,
they cannot be “touched” and thus the experience
is relatively passive and static. “Cool” media are
those with high-level user interactivity, where the
experience is more dynamic and the audience is
more involved.
 6

For McLuhan (1962), the three most significant

inventions in communication would be the phonetic
alphabet, the printing press, and the telegraph. Each of
them linked one period to another. As mentioned
earlier, the most recent forms of media carry the features
of the older media.
 7

✖ In the media map shown, there are four main

periods in history of communication. It begins
with the tribal age where hearing was the
predominant and most valuable sense of
reception. The next period is the literacy age
where the sense of sight was dominant. If the
tribal age was highly acoustic, the literate age was
highly visual. This is because of the inventions of
the alphabet, allowing humans to learn to read.
 8

✖ The printing press was invented in the print age,

which meant mass – producing written texts. With a
growing number of produced and reproduced
reading materials came the inevitable –
the building of libraries and other repositories.
 9

✖ McLuhan’s (1989) idea of the “global village,” a

community where everyone in the world is
interconnected through media, was evident in the
electronic age. In this period the telegraph was
invented which paved the way to the invention of
more recent technologies such as the telephone,
television, mobile phone, and the internet. The
communication technology at this time led
humans to instantly connect to each other even in
great distances. The electronic age is the age of
sound and tactile sense of reception.
 10

✖ In addition to media map of history are two

other time periods not covered in McLuhan’s
periodization .One in information age when the
world entered into a new era of media
experiences in the 21st century. Information was
utilized based on personalized needs and
motivations. Global communication and
networking were enhanced.
 11

✖ Digital technology and Internet become

pervasive, thus, pushing the world to enter the
infrastructure age. A car with global positioning
system is built with it, a railway system which runs
digitally, or even simple appliances or gadgets at
home that can be controlled using the Internet are
all examples of infrastructures in this age. Internet
banking transactions and online purchases are the
proofs to this.
 12

Let’s have an activity

Culture Shapes
Technology
 14

✖ Despite the views provide by McLuhan, not

everyone agrees with his propositions. Contrary
to the idea of technology affecting change to
society, cultural determinism explains the culture
and society shapes technology. According to
Winston (1986), a media scholar who advances
the idea of cultural determinism, 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.
 15

Traditional vs. New Media

 16

In the beginning of this lesson, you were asked to

identify which of media forms stated are
considered “traditional” and which one are
“new”.
 17

✖ Traditional media are those forms in the earlier

periods of McLuhan’s media map. They are
traditional because of the specific characteristics
that they have and functionalities that they offer.
According to McQuail (2005), traditional media is
one-directional. The media experience is limited
and the sense receptors used are very specific (i.e.,
print media requires sense of sight, radio requires
sense of hearing, and television and film requires
both.)
 18

✖ With new media, the experience is more

interactive. The audience are more involved
and are able to send feedback simultaneously.
New media integrates all the aspects of the
traditional media.
 19

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, content,
and contex,” according to McQuail.

 Interpersonal communication media- Examples would

be the telephone, mobile phone, and e-mail where
“content is private and perishable and the relationship
established and reinforced may be more important
than the information conveyed.”
 20

 Interactive search media- Video and computer-based

games, plus virtual reality devices compose this
category.
 Information search media- The internet and the World
Wide Web become repositories or source of a vast
collection of information that can be accessed real-time
despite geographical location. Broadcast teletex 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.
 21

 Collective participatory media- This refers to the use

of the internet for “sharing and exchanging
information, idea, and experiences and developing
active (computer-mediated) personal relationships
(McQuail,2010).”
 22

✖ Key characteristics of new media, according to

McQuail, include interactivity, social presence
(or sociability), 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.
 23

✖ The new media generation considers itself globally

networked made possible by the Internet. But as much
as there is greater virtual participation by this
generation, the members of this group have grown to
be more isolated and extremely expressive of their
thoughts.
 24

Functions of Communication and Media

✖ Media, whether traditional or new, has a role to play in the proper
functioning of a democratic society such as the Philippines. In order for
a democratic society to function in an ideal way, media and
communication must fulfil its mandate. According to McNair,
communication and media function to:
1. Inform citizens of what is happening around them (also called the
monitoring function);
2. Educate the audience as to the meaning and significance of the “fact”;
3. Provide a platform for public political discourse, facilitating the
formation of “public opinion” and feeding that opinion back to the
public from whence it came, [including] the provision of space for the
expression of dissent;
 25

4. Give publicity to governmental and political

institutions (known as the “watchdog” role of
journalism);
5. Serve as a channel for the advocacy of political
viewpoints.
Media and Government:
A Love-Hate Relationship
 27

The relationship of media and government is oftentimes

adversarial. This is normal and healthy because media, being
a “watchdog,” keeps everything at bay. Before you can fully
understand the nature of the media in the philippines,
familiarize yourself first with the normative views on
media.
 28

Authoritarian
✖ All forms of communications are under the control of the
governing elite, authorities, or influential bureaucrats.
✖ Controlling the media is necessary to protect and prevent
the people from the national threats through any form
of communication (information or news)
✖ The government has all the rights to restrict/censor any
sensitive issue from press to maintain peace and security in
the nation.
✖ Different types of censors include political censor, moral
censor, military censor, and corporate censor.
 29

Soviet Media
✖ The government undertakes or controls the total media
and communication to serve [and educate] working classes
and their interests.
✖ The state has the absolute power to control any media for
its benefits of the people.
✖ The state puts an end to private ownership of the press
and other media.
✖ Government media provides positive thoughts to create a
strong socialized society as well as providing information,
education, entertainment, motivation, and mobilization.
✖ The public is encouraged to give feedback which would be
able to create interests toward the media.
 30

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 government which is not harmful to
another.
✖ The people are more than enough to find and judge
good ideas from bad [because] people are rational.
✖ The press should not restrict anything, even a negative
content may give knowledge and can help make
better decision during worst situations.
 31

Social Responsibility
✖ Social responsibility should be reached by self-control, not
government intervention.
✖ View media ownership as a form of public trust or
stewardship, rather as an unlimited private franchise.
✖ Media has obligations to society, and media ownership is a
public trust.
✖ Media should follow agreed codes of ethics and professional
conduct.
✖ The government must not merely allow freedom; it must
actively promote it when necessary; therefore, the
government should act to protect the freedom of its citizens.
✖ Under some circumstances, the government may need to
intervene to safeguard public interest.
 32

As you can see, the normative theories mentioned place

expectations on how media conduct themselves and
illustrate the dynamics between media and government
censorship.
 33

Hello!
I am Jayden Smith
I am here because I love to give presentations.

You can find me at:

@username
 34

1.
Transition headline
Let’s start with the first set of slides
 35

Quotations are commonly printed as a

means of inspiration and to invoke
philosophical thoughts from the reader.
 36

This is a slide title

✖ Here you have a list of items

✖ And some text
✖ But remember not to overload your slides
with content

Your audience will listen to you or read the

content, but won’t do both.
 37

BIG CONCEPT
Bring the attention of your audience over a
key concept using icons or illustrations
 38

You can also split your content

White Black
Is the color of milk and Is the color of coal,
fresh snow, the color ebony, and of outer
produced by the space. It is the darkest
combination of all the color, the result of the
colors of the visible absence of or complete
spectrum. absorption of light.
 39

In two or three columns

Yellow Blue Red
Is the color of Is the colour of Is the color of
gold, butter and the clear sky and blood, and
ripe lemons. In the deep sea. It is because of this it
the spectrum of located between has historically
visible light, violet and green been associated
yellow is found on the optical with sacrifice,
between green spectrum. danger and
and orange. courage.
 40

A picture is worth a thousand words

A complex idea can be conveyed with just a single still image,
namely making it possible to absorb large amounts of data quickly.
 41

Use charts to explain your ideas

White Gray Black

 42

Or use diagrams to explain complex ideas

Lorem
ipsum
tempus

Lorem ipsum congue

tempus
 43

And tables to compare data

A B C

Yellow 10 20 7

Blue 30 15 10

Orange 5 24 16
 44

Maps

our office
 45

89,526,124
Whoa! That’s a big number, aren’t
you proud?
 46

89,526,124$
That’s a lot of money

185,244 users
And a lot of users

100%
Total success!
 47

Our process is easy

first second last

 48

Let’s review some concepts

Yellow Blue Red
Is the color of gold, butter Is the colour of the clear sky Is the color of blood, and
and ripe lemons. In the and the deep sea. It is because of this it has
spectrum of visible light, located between violet and historically been associated
yellow is found between green on the optical with sacrifice, danger and
green and orange. spectrum. courage.

Yellow Blue Red

Is the color of gold, butter Is the colour of the clear sky Is the color of blood, and
and ripe lemons. In the and the deep sea. It is because of this it has
spectrum of visible light, located between violet and historically been associated
yellow is found between green on the optical with sacrifice, danger and
green and orange. spectrum. courage.
 49

You can copy&paste graphs from Google Sheets

 50

Place your screenshot

here

Mobile project
Show and explain your web, app or software projects using these gadget templates.
 51

Place your screenshot here

Tablet project
Show and explain your web, app or software projects using these gadget templates.
 52

Place your screenshot here

Desktop project
Show and explain your web, app or software projects using these gadget templates.
 53

Thanks!
Any questions?
You can find me at:
@username
[email protected]
 54

Credits

Special thanks to all the people who made and

released these awesome resources for free:
✖ Presentation template by SlidesCarnival
✖ Photographs by Unsplash
 55

Presentation design
This presentations uses the following typographies and colors:
✖ Titles: Amatic SC
✖ Body copy: Merriweather
You can download the fonts on these pages:
https://www.fontsquirrel.com/fonts/amatic
https://www.fontsquirrel.com/fonts/merriweather

✖ Light gray #f5f6f7

✖ Dark gray #95a5a6
✖ Navy #2c3e50
✖ Salmon #f55d4b
You don’t need to keep this slide in your presentation. It’s only here to serve you as a design guide if you
need to create new slides or download the fonts to edit the presentation in PowerPoint®
 56

SlidesCarnival icons are

editable shapes.

This means that you can:

● Resize them
without losing
quality.
● Change fill color
and opacity.

Isn’t that nice? :)

 57

😉
Now you can use any emoji as an icon!
And of course it resizes without losing quality and you can
change the color.

How? Follow Google instructions

https://twitter.com/googledocs/status/730087240156643328

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