EVOLUTION OF

THE MEDIA

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THEORIES OF MEDIA EVOLUTION
The Tribal Age
The Age of Literacy
The Print Age
The Electronic Age and the Rise
of the Global Village
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THE TRIBAL AGE – Acoustic Era
q The primary medium was oral
communication
q Dependent on auditory senses
q Ear was the key organ
q Spoken word was more emotionally
laden than the written

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THE TRIBAL AGE

q Spoken word is immediate and alive

q Hearing is more valuable than seeing
q Hearing and smelling was a crucial
ability in the tribal age

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THE AGE OF LITERACY – Visual Era
q Words created dualism between sight
and sound
q Both writer and reader could be
detached from the text
q Eyes was the key organ
q Words were no longer immediate and
alive

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THE AGE OF LITERACY
q Put people into “civilized” private
attachment
q Required a single focus; proximity
became less important
q Phonetic alphabet paved the way for
literacy

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THE AGE OF LITERACY

q Phonetic alphabet freed people

from tribes
q People became independent
learners

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PRINT AGE – VISUAL ERA

q Prototype of Industrial revolution

q Print age was dated to the invention of
the movable type mechanical printing
press by Johannes Gutenberg
q Printing press made visual dependence
widespread

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PRINT AGE
q Printing press was the ultimate extension
of phonetic literacy
q Mass-produced books ushered in the
industrial revolution and nationalism, yet
individuals were isolated
q Men could gain knowledge even without
being in the center of society

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THE ELECTRONIC AGE – ERA OF
INSTANT COMMUNICATION

q Instant communication has returned men

to a pre-alphabetic oral tradition
q People became one tribe – a global
village

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Global Village

A worldwide electronic community

where everyone knows everyone’s
business and all are somewhat testy.

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THE ELECTRONIC AGE

q Was ushered in by the invention of the

telegraph in 1844
q Made printed word a thing of the past
q Could gain information despite not being
able to read or write, since we can
depend on the other senses

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THE ELECTRONIC AGE

q Constant contact with the world became

a daily reality.
q All-at-once-ness was people’s state
being.
q What we feel was more important than
what we think.

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THE ELECTRONIC AGE

q The electronic media have kept people

informed about events across the globe
without leaving the comfort of their own
homes.

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How about the DIGITAL Age?
Is it the fifth era of media?

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 History of
Philippine Media

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HISTORY OF MEDIA
Print Media History
Broadcast Media History
Film History
New Media History

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 PRINT MEDIA HISTORY

Print Invention of Paper (AD 1045)

Media by Tsai Lun
began
Invention of First Movable
in Type Printing Press Made of
China Ceramic Plates
By Pi Sheng
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 PRINT MEDIA HISTORY

“Relation Aller Furnemmen

und gedenckwandigen”
Invention of Metal
(first newspaper in the
Movable Type
modern sense – 1605) by
Printing Press (1439)
German Johann Carlous
By German Johannes
“File”, a German Gutenberg
Newspaper (1609)

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 PRINT MEDIA HISTORY

(During the Spanish period)

oBegan with Tomas Pinpin (Chinese Filipino)

oHe printed the following:
- Librong Pagaaralan nang manga
Tagalog nang Uicang Castilla
- Sucesor Felices (first known mass
media form)

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 PRINT MEDIA HISTORY

(During the Spanish period)

Newspapers published: Magazine-like publication:

• Del Superior Govierno (1811)
• La Ezperanza (1846)
• Diario de Manila (1848)
• Kalayaan (1896)
• La Solidaridad (1889)
• La Independencia (1889)
• La Illustracion Filipinas (1859)
• El Bello Sexo (1891)
• Patnubay ng Katoliko (1890)
• Philippine Magazine (first
magazine to be called as such
– 1904)

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 PRINT MEDIA HISTORY

(During the Spanish period)

Newspapers published: Magazine-like publication:

• Del Superior Govierno (1811) • La Illustracion Filipinas (1859)
• La Ezperanza (1846) • El Bello Sexo (1891)
• Diario de Manila (1848) • Patnubay ng Katoliko (1890)
• Kalayaan (1896)
• La Solidaridad (1889)
• La Independencia (1889)

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 PRINT MEDIA HISTORY

(During the American period)

A new and influential era in Philippine Journalism

Newspapers published:
Magazines published:
• Manila Times (1898)
• Philippine Magazine (first
• Manila Bulletin (1900)
magazine to be called as
• El Renacimiento
such – 1904)
• El Nuevo Dia
• Philippine Free Press (1908)
• Philippine Herald

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 PRINT MEDIA HISTORY

(During the post-war era to premartial law period: 1945 - 1972)

GOLDEN AGE OF PHILIPPINE

JOURNALISM
ü Known to be “the freest in Asia”
ü Manila Chronicle was published (1945)

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 PRINT MEDIA HISTORY

(During Martial Law)

ü took over and controlled all privately

owned newspaper, magazines, radio and
television facilities, and all other media
communications

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 PRINT MEDIA HISTORY

(After EDSA I)

ü Alternative media turned mainstream

Example:
1. Pahayagang Malaya
2. Inquirer

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 BROADCAST MEDIA HISTORY

Radio was invented for military and marine purposes.

Commercial use of radio began through Harold Power.

March 8, 1916 was the first commercial broadcast.

Edwin Howard Armstrong developed FM radio.

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 BROADCAST MEDIA HISTORY

RADIO
Began in early 1922

American Henry Hermann – established the first

commercial radio

Francisco “Koko” Trinidad – Father of Philippine

Broadcasting

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 BROADCAST MEDIA HISTORY

RADIO
DZRH – oldest existing radio station (1939)
– broadcasted the “Voice of Freedom” during
World War 2

“Bataan has fallen, but the spirit that made it stand, a

beacon to all liberty – loving people of the world,
cannot fall.”
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 BROADCAST MEDIA HISTORY

TELEVISION
Television entered the country because of politics.
DZAQ-TV Channel 3 – first telecast was a garden
party at the Quirino residence
ABS-CBN – first radio-tv network in the country
DZXL-TV Channel 9 (ABS-CBN) – second TV station

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 BROADCAST MEDIA HISTORY

TELEVISION
DZBB-TV Channel 7 (1960) – established by Bob
Stewart under RBS
Kapisanan ng mga Brodkaster ng Pilipinas (KBP:1973)
– was allowed for self-regulation
RBS was changed to GMA Network
TV5 was established (2010)
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 FILM HISTORY

La sortie de l’Usine Lumiere aLyon (Worker Leaving the

Lumiere Factory in Lyon
First large screen projected film (1895)
Thomas Edison
Invested in Armat’s and Jenkins’s projection machine
invention
George Melies
First filmmaker to incorporate special effects and use
actors in his film
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 FILM HISTORY

Antonio Ramos
Spanish filmmaker
Composed the first film using Lumiere
technology (1897)
La vida de Jose Riza
First Filipino feature film
Zamboanga
Oldest existing film copy (1936)
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 FILM HISTORY

Jose and Jesus Nepomuceno

First Filipino filmmakers
Founders of Philippine Cinema
Produced “Dalagang Bukid” – First
Filipino silent movie

LVN Pictures and Sampaguita Pictures

Famous film companies after World War II
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 NEW MEDIA HISTORY

The World Wide Web

(WWW) “The Internet would not
C o n c e i ve d a s a s e a m l e s s be the communication
world in which all information, and information
f r o m a n y s o u r c e, c a n b e medium it is today
accessed in a consistent and without the web.”
simple way

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 NEW MEDIA HISTORY

PHILIPPINE LONG DISTANCE

TELEPHONE (PLDT)
Initiated the commercial use of
online communication via the
Internet

WILLIAM TORRES RODOLFO VILLARICA

Grandfather of the Philippine Father of the Philippine
Internet Internet

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 NEW MEDIA HISTORY

PHILNET PHASE 1 REPUBLIC ACT NO. 7925

Academic Internet connection
established through a link to
Australia’s University
PHILNET PHASE 2
Administered by Dr. Rodolfo
Villarica and was supported
by I n d u s t r i a l R e s e a r c h
Foundation (IRF)
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(1995 PUBLIC
TELECOMMUNICATION
ACT OF THE PHILIPPINES)
U n d e r t h i s l a w,
telecommunication firms
could offer “value-added
services” without the need
for a congressional
franchise
 NEW MEDIA HISTORY

FIVE INTERNET SERVICE

PHILIPPINE INTERNET PROVIDERS THAT FORMED
EXCHANGE (PhIx) PhIx
Launc hed by PLDT in July q Infocom Technologies
1 9 9 7 a n d i m p ro ve d t h e q Mosaic Communications
Internet service q IPhil Communications
q Virtual Link
q WorldTel Philippines

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 NEW MEDIA HISTORY

“In 2004, Filipinos entered the social networking

scene with the coming of Friendster, but shifted to
Facebook 3 years later.”

“In 2013, the Philippines was dubbed as the ‘SOCIAL

MEDIA CAPITAL’ of the world.”

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