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Lesson-2

The document outlines the evolution of media from traditional forms like television and newspapers to new media facilitated by the internet. It discusses various historical periods, including the Tribal Age, Literacy Age, Print Age, Electronic Age, and the New Media Age, highlighting key innovations and societal impacts. Additionally, it covers the development of media in the Philippines through different colonial periods, emphasizing censorship and the emergence of various forms of communication.

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16 views

Lesson-2

The document outlines the evolution of media from traditional forms like television and newspapers to new media facilitated by the internet. It discusses various historical periods, including the Tribal Age, Literacy Age, Print Age, Electronic Age, and the New Media Age, highlighting key innovations and societal impacts. Additionally, it covers the development of media in the Philippines through different colonial periods, emphasizing censorship and the emergence of various forms of communication.

Uploaded by

rabahmacatangaymck29
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Lesson 2:

Evolution of
Media
Several decades ago, there were only
televisions, radios, and newspapers People
connected and communicated information
through these traditional media. However,
with the rise and development of the internet,
people began switching from traditional media
to new media.
Technological Determinism

is a theory
that believes technology is a steering factor in
how a society develops its structure and values.
Tribal Age
is characterized by the prevalence of
oral communication. Since technology had
yet to develop, prehistoric people relied on
face-to-face interactions, primarily through
their auditory senses, as a method of
communication.
The primary medium of communication
was speech, an oral culture which McLuhan
describes as being structured by a "dominant
auditory sense of life." The tribal age is
characterized as an oral society dependent on
speech and word- of-mouth, who lives in a
world of "acoustic space.
Acoustic space is organic and
integral, perceived through
the simultaneous interplay of
all the senses.
Literacy Age
Human beings learned to read and write,
amplified the use of the sense of sight,
lessening the role of the other senses of the
human body. Members of the tribes from the
previous age were pushed from their groups,
becoming more visual and rational.
Instead of living in a magical world
formed by myths and rituals (i.e. using
chants and songs to express and show
emotions), people were awakened by
the rationality of alphabet use.
Print Age
Invention of the Gutenberg press or movable type

A printing press is a mechanical device for applying


pressure to an inked surface resting upon a print medium,
thereby transferring the ink.

When Johannes Gutenberg invented the printing


press, books were reproduced by thousands.
Electronic
Age
Last period in McLuhan's theory is the
Electronic Age.

- a period characterized by the dominance


of the electric media, such as telegraph,
radio, film, telephone, computer, and
television.
The invention of the telegraph in 1830s
started an electronic revolution
A telegraph is a
communication system that
sends information by making
and breaking an electrical
connection. It is most
associated with sending
electrical current pulses
along a wire with Morse
code encoding.
McLuhan went further by
describing the electronic age
as
a force that turned the planet
into a global village, where
people are all globally
connected, even at a distance
New Media or
Information Age
The Cambridge dictionary defines new
media as the "products and services that
provide information or entertainment using
computers or the internet."
Dr. W. James Potter (2008) enumerated three key
innovations that led to the development of this new mass
medium: affordable personal computer, the digitization
of information, and the internet.
The computer was invented in
the 1940s, which was several
hundred times larger, slower,
and more expensive than the
typical desktop computers
today.
Pre Colonial
Period
•The UMALOHOKAN or town crier
served as a walking bulletin who
went around the barangay to deliver
public announcements.
• Different forms of literature were also
developed during the pre-colonial years,
including sabi (maxim), bugtong (riddle) and
kumintang (war song) of the Tagalogs. tutul
(folk tale), and darangan (epic poetry) of the
Maranaws and many others.
Spanish Period
 When the Spaniards came, the
Filipino natives were introduced to
print media using paper and ink.
 In 1593, the Philippine islands
published it's first ever book-
Doctrina Christiana.
 During this period, strict
government censorship was applied
to newspapers which affected their
editorial content and styles.
Upon learning that, Katipuneros
used the installations of Diario de
Manila.
 Upon the rise of Filipino
ilustrados, nationalistic
newspapers came into existence
like
 La Solidaridad(1889), Kalayaan
(1898), La Independencia (1898)
etc.
• Cinema came to the Philippines
in 1897. By August 1897, the
Spanish soldier
•Antonio Ramos opened up a movie
house in Manila for the general
public to enjoy thus making him the
first motion picture procedure in the
country.
American Period
• During the American
colonization (1898-1946),
newspapers published by
the American journalists
were introduced.
• It was also the American regime
when the broadcast radio was
introduced in the Philippines. The
first radio station that was
established during this period was
KZKZ (1922).
 Some examples
The Manila Times(1898).
The Bounding Billow,
Official Gazette (1898),
Manila Daily Bulletin (1900) and
Philippine Free Press (1908).
The first feature films with and
without sound also emerged
during the American period,
such as the;
• Rose of the Philippines (1909),
• Ang Aswang ( 1932), and;
• Punyal na Guinto (1933).
 From 1930's to 1950's the Golden
Age of the Philippine Cinema
began.
• Another important mass
medium that was used in
the country was the komiks,
formally introduced during
the American period.
Antonio Velasquez, regarded as
the "Father of Comics" saw the
potential of the illustrated
medium in 1926. But it is said
that Dr. Jose Rizal was the first
Filipino to draw published
cartoon strips.
Japanese Period
• During World War II, Japanese forces
who occupied
the Philippines (1941-1945) disbanded all
publications except those used by the
Japanese government such as the Manila
Tribune, Taliba, and La Vanguardia (Braid
and Tuazon, 1999).
• · The period that followed, the
Postwar Era (1945-1972), became
the golden age of Philippine
journalism, for the Philippine
press was considered the “freest
in Asia” (Braid and Tuazon, 1998).
In 1953,
television was
introduced in the
country.
Martial Law
Period
• The media was fully censored and
many editors and journalists who
became critical of the Marcos
government were either arrested or
had gone underground to avoid
arrests and possible incarceration in
military prison camps.
Broadcast stations such as
ABS-CBN 2, RPN 9, and IBC 13
were also sequestered by the
government.
Underground press became
the alternative medium by the
anti-Marcos groups.
Post-Martial
Law Period
• Internet was first made available
in the Philippines on March 29,
1994 through a connection made
by Benjie Tan at a PLDT network
center in Makati City.

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