The Various Media in the Age of Information
media. Its size and weight allow people to carry
The Exploration
Media is said to be a powerful force in the
society. They are everywhere. Voluntarily or
involuntarily, millions of individuals are exposed
to it. Twenty-four hours, seven days a week,
whether in television or radio, in newspaper or
magazine, or through the internet, people are
affected by its enchanting media features.
3 BASIC TYPES
 PRINT
 BROADCAST
 NEW
THE PRINT MEDIA
Is typed media used in mass communication in
the form of printed publication. The traditional
form of print media involves ink and paper. The
major types of print media are books,
magazines, newspapers, newsletters, posters,
brochures and press releases.
A. BOOK
Is defined as a set of printed sheets of paper that
are held together inside a cover. It is a long
written work intended to inform like reference
books or entertain such as novels.
B. NEWSPAPER
Referred to as a document published regularly,
consisting of news reports, articles, photographs
and advertisements that are printed on large
sheets of papers folded together.
C. MAGAZINE
Defined as a periodical publication containing
articles and illustrations, typically covering a
particular subject or area of interest.
E. POSTER
A bill or placard for posting, which is often
placed in a public place. Posters by nature are
visual. It makes use of photos or graphics to
convey a message.
F. BROCHURE
Is defined as a small, thin book or magazine that
usually has many pictures and information
about a product, or place, etc. It is typically used
as a form of advertisement or promotion.
F. PRESS RELEASE
Is defined as an official statements that gives
information to newspapers, magazines,
television news programs, and radio stations.
THE CHARACTERISTICS OF PRINT MEDIA
1. A PROPONENT OF LITERACY
Print media is essentially written media. One
must be able to read to patronize print. By
requiring literacy, print media also promotes it.
2. PORTABLE
Print media is the most portable platform of
it everywhere
3. INDEPENDENT FORM OF MEDIA
Unlike other forms of media, print does not
require separate medium or technology to
transmit or receive information
4. STRUCTURE
Correct grammar and proper sentence
construction is a must in print media. Arranging
material to follow a layout is required before
publishing. The structure is given emphasis in
print media.
NEWSPAPER AS SOURCE OF INFORMATION
The newspaper is one of the reliable source of
news and information. Its goals are to inform the
public of the latest happening in almost
everywhere and develop public opinion
With the birth of new media, the newspaper is
still to be the medium of the mass because of its
availability and affordability. Thus, many people
are still reading and relying on newspapers in
terms of news and information, entertainment,
and education.
TYPICAL NEWSPAPERS HAS THE FOLLOWING
SECTIONS
1. NEWS SECTION
This section is considered the essence of the
newspaper. Thus, it is found in the first pages of
the newspaper. The front page of the newspaper
is intended for significant news stories from local
community, national, and international scenes.
2. NEWS STORIES
Featured in this section should have a lead that
answers questions who, what, where, when, why
and how.
3. Newspapers must maintain its sense of
fairness, accuracy, and truthfulness in
narrating the stories at all times.
4. PHOTOJOURNALISM
It is a form of journalism that tells new stories
through images. Photojournalism should
maintain its sense of timeliness, objectivity, and
narrativity.
5. OPINION SECTION
It contains editorial stories which report or
tackle issues that concern the public or
communities in an objective and unbiased
manner.
6. OPINION SECTION
Also includes a letter to the editor and editorial
cartoons.
7. SPORTS SECTION
It features local, national and international news
and information on sports events.
 8. ENTERTAINMENT SECTION
It offers feature articles that emphasize the
various aspects of culture. This section includes
film, music, fashion, and food. It may also
contain comic strips, columns on advice, and
horoscopes.
9. CLASSIFIED ADS SECTION
It contains advertisements on services, job
opportunities, and bidding.
THE BROADCAST MEDIA
Broadcasting refers to the airborne transmission
of electromagnetic audio signals (radio) or audio-
visual signals (television) that are readily
accessible to a wide population via standard
receivers.
RADIO BROADCASTING
TELEGRAPH
The first technological advancement that made
long distance communication possible. Despite
its accomplishments, telegraphic communication
was limited.
TELEPHONE- Alexander Graham Bell
It requires complex wires and cables to set up,
so access to these innovations remained limited.
The printed word still remained as the most
conducive medium of communication
Experts aimed to abolish the limitations of the
telegraph wire. Among the earliest breakthrough
is credited to an Italian inventor named
Guglielmo Marconi. He transmitted a message,
which was picked up without any need for wire
connection. He had demonstrated that it is
possible to cast an electronic signal to space so
that it can be captured at random points
without the necessity of wires. In doing so, the
age of broadcasting began.
Initially, radio has been further developed to aid
in communication of the military. It became a
necessity for ships and naval fleets. Its strategic
applications in the military made it a powerful
tool during the First World War. When the war
ended in the year 1918, the Golden Age of radio
began. Many manufacturing companies saw
opportunities in mass marketing home radio
receivers for casual use.
KDKA
The first ever commercially-owned radio station
by the Westinghouse Electric Corporation of
Pittsburgh. They were the first to use radio for
entertainment to entice the public in purchasing
home radio receivers.
AT&T
A radio station owned by American Telephone
and Telegraph Company. The first to broadcast
paid advertisements on its station. A practice
that still persists in today's radio.
According to estimates by the National
Association of Broadcasters, in 1922 there were
60,000 households in the United Stated with
radios, by 1929, the number had topped
methods as an additional incentive in
broadcasting. By 1934, almost 600 radio
stations were broadcasting to more than 20
million homes in the United States.
When World War II broke out, radio gained its
height of influence and prestige. It became the
source of news about war to homes. Several
notable people like Edward Murrow and
President Franklin Delano Roosevelt of the
United States, took to the radio to keep the
public informed. Even Adolf Hitler set the
conditions of war and genocide using the radio.
Eventually, radio also played a vital role in
ending World War II after bombings of
Hiroshima and Nagasaki, when Japanese
emperor used radio to appeal for surrender.
TV BROADCASTING
Unlike the radio the invention of television was
initially prompted by commercialism. The
earliest notable development was that German
inventor Paul Nipko, where he was able to
successfully transmit an image in 1884. Further
developments to Nipko’s mechanical system
known as the rotating disk was made by several
other experts from all over the world.
The earliest us patent for an all-electronic
television system was granted in 1927 to Philo T.
Farnsworth, who transmitted a picture of a US
dollar sign with his so called image dissector
tube in the laboratories of the Philadelphia
Storage Battery Company (PHILCO).
Meanwhile the three communications technology
powerhouses, General Electric, Westinghouse
and RCA – cooperated and pooled their
resources together in the development of TV. The
1930s began the age of TV broadcasting to the
public.
1935
As early as , the BBC initiated experimental
television broadcasts in London for several
hours each day.
That same year CBS hired American theater film
and radio critic Gilbert Seldes as a consultant
to its television programming development
project.
1939
RCA unveiled television to the American public
in grand style at the New York world’s fair, with
live coverage of the fairs opening ceremonies
featuring a speech by President Roosevelt. Daily
telecasts were made from the RCA pavilion at
the fair. Visitors were invited to experience
television viewing and were even given the
opportunity to walk in front of the television
cameras and see themselves on monitors.
World War II halted developments to television in
the United States. When the war ended, the
popularity of the TV began to gain traction. TV
networks began broadcasting simultaneously to
different regions. Viewing choices, however was
limited. Non-commercial stations mostly aired
educational programs.
1960s
Commercial independent stations broadcasted
reruns despite the rise in television stations, and
its growing reach to American homes from the ,
viewing choices remained scarce.
1980s
This scarcity ended when TV networks offered to
transmit programs by cable to paying
subscribers -cable television- started in the .
1990s
A decade later the number of stations increased
from 600 to 1040 commercial and public
stations reaching 98% of homes in the United
States.
CHARACTERISTICS OF BROADCAST MEDIA
Though both are considered broadcast media,
radio and television differ in terms of the
broadcast features or attributes. Radio is a tool
that uses voice, sound and music. These three
are called elements of radio. Because it lacks
visual elements producers of information in
radio bank on these three elements to attract
attention and convey the message.
TWO TYPES OF RADIO FORMAT IN TERMS OF
FREQUENCY
 AM RADIO (AMPLITUDE MODULATED)
 FM RADIO (FREQUENCY
MODULATION)
AM radio offers variety stations that feature
different program formats.
 DRAMATIC PROGRAMS
 NON-DRAMATIC PROGRAMS
1. News and Commentary
2. Talk Show
3. Counselling
4. Educational
5. Informative
In FM radio, the majority of the stations offer
music and entertainment program formats. FM
stations based their offerings on the type of
audience they cater. Example, stations that
cater the lower mass audience may offer novel
music and stations that target high-profile
audience may offer classic music. The genre of
music is important in FM stations. It is basically
one of the factors that listeners consider in
tuning into a particular radio station.
Television, on the other hand, can be can be
considered as the most powerful medium in the
mass communication. It has a complete feature.
It offers both sight and sounds. It is more
convenient to the audience in terms of exposure
and participation.
TELEVISION HAS TWO MAIN ELEMENTS.
1. AUDIO
Sound, Music, and Voice
2. VIDEO OR VISUAL
Footage, Graphics, and Text
In the current setting in the country, television
programs can be accessed through the free
channel and cable channel. The free channel
offers a variety of TV programs that can be
accessed without paying for the networks of
cable service provider. Cable channel offers
specialty programs that can be accessed by
paying cable service provider.
TELEVISION PROGRAM FORMATS
 DRAMATIC FORMAT
1. Drama Series
2. Drama Special
3. Sitcom
 NONDRAMATIC FORMAT
1. News and Public Affairs Program
2. Talk Show Debate Discussion
Program
3. Contest Quiz Show Game Show
Program
4. Educational Program
5. Informative Program
6. Variety Shows Program
Users of media should learn the advantages and
disadvantages of radio and television. Below are
the tables that show the advantages and
disadvantages of the two broadcast media.
THE NEW MEDIA:
THE WORLD WIDE WEB
Where ordinary people can go on their computer
screens and with a few clicks of a meme button,
find a vast array of information and
entertainment that originates all around the
world. Tim Berners-Lee invented it back in 1989.
CHARACTERISTICS OF NEW MEDIA
1. NETWORKED LINKAGE
Vanishing of fixed place: geographical separation
is no longer an issue with the new media.
Through developments in computer networks,
information resources need not be stored on a
single centralized server instead made it possible
to just connect the networks together.
2. UBIQUITY
New media made information simultaneously
present everywhere.
3. DIGITAL
Because of its digital nature, information in the
new media became: infinite, where duplication
and multiplication of information are possible.
Easily altered or edited. Easily retrievable, and
machine readable. Frequently stored on
magnetic or optical surfaces, which do not have
a proven permanence.
Where ordinary people can go on their computer
screens and with a few clicks of a meme button,
find a vast array of information and
entertainment that originates all around the
world. Tim Berners-Lee invented it back in 1989.
CHARACTERISTICS OF NEW MEDIA
4. SPACE BINDING AND DISTANCE
INSENSITIVITY
New media creates bridges across continents.
Information from anywhere in the world can be
easily accessed everywhere. The only problem is
that the volume of information makes it difficult
to store them over time.
5. GEOGRAPHICAL INSENSIVITY
Distance makes little difference in the time cost
or speed of getting information.
6. PERSONALIZED
New media commonly exist in smart (computing)
devices and networks. As such, these systems
can be instructed to customize or individualize
information for each user.
Where ordinary people can go on their computer
screens and with a few clicks of a meme button,
find a vast array of information and
entertainment that originates all around the
world. Tim Berners-Lee invented it back in 1989.
CHARACTERISTICS OF NEW MEDIA
7. PROSTHESIS AND TELEPRESENCE
Studies show that personal gadgets like
smartphones and computers reveal a lot about
its user. People’s dependence on new media has
affected their daily lives, making their devices
become that they are.
8. VIRTUALITY, VIRTUAL COMMUNITY
New media has created a social environment
without having the need for proximity.
10. HYPERTEXT
Links documents together in such a way that
one need not read documents in a prescribed
order; authors, styles and permissible rules of
content may vary as one reads linked
documents; responsibility and control are
diffused - as is ownership of the resulting
content; form and structure are easily changed,
composed on demand for individuals.
11. INTERACTIVITY
It seeks user input to perform functions based
upon it. One example would be the function of
cookies that stores personal data and
preferences as a tool to decipher what type of
information would be interesting to the user.
12. PUSH V. PULL
New media contrast with older forms in that
users/audiences request custom content and
are not programmed to in the usual sense of
television and the press. Instead content is
“pulled” by the consumer, not “pushed” by the
media organization.
13. CONVERGENT
Merged modal capabilities, multimedia, and
multiple media. These terms denote that
formerly separate technologies (and the
industries behind them) are blending together
with a digital common denominator.
“SMART” SERVER CONTROLLED FUNCTIONS,
APPLICATIONS
Below are terminals of new media
Hot Java and implications. The idea here is that
one doesn’t have software locally, but draws it in
continuously updated form from the internet.
One may rent software in the future, rather than
buy a version outright.
Web TV and implications the core idea here is an
“appliance” computer for web access. Costs are
lowered by using home TVs as a display,
commonly the most costly part of a computer
set-up.
Secure modes and transactions central here are
conducting financial and personal transactions
in privacy and free from possible fraud by the
electronic intercept.
14. WIRED, WIRELESS, TERRESTRIAL AND
SATELLITE-BASED
While not strictly characteristic of new media,
the digital and smart character of new media
make them more easily configured for a variety
of transmission methods.
15. ELECTROMAGNETIC V. OPTICAL
Digitally based new media are more readily
converted to optical transmission (using pulses
of light), which affords advantages over
conventional electronic transmission (using
magnetic pulses). In brief, electromagnetic
systems are more fragile, are often bulkier for a
given capacity more subject to interference and
often can be more easily tapped. Optic fibers
deliver gains in capacity, reliability and accuracy
compared with traditional copper wire and
microwave radio technologies.
THE AVENUES OF NEW MEDIA:
SOCIAL MEDIA NETWORKING SITES
FACEBOOK
The world’s largest and most visited social
networking site with more than 900 million
users, FB is the easiest way to connect and
share moments with family and friends online.
Signing up is easy all you have to do is fill-up all
the necessary information then you can now
easily connect to friends and family from here or
abroad. Facebook was created by Mark
Zuckerberg and fellow Harvard University
students, Eduardo Saverin, Andrew McCollum,
Dustin Moskovitz and Chris Hughes in February
2004.
TWITTER
It is an online social networking and
microblogging service that enables users to send
and read text-based messages. You can follow
the tweets of your friends, your relatives and
even public personalities from all over the world.
This is where the word “trending”, “follow back”
and “hashtag” first emanated. Tweets are
publicly visible, but users can filter and restrict
messages and deliver them just to their
followers. It was created in March 2006 by Jack
Dersey and was launched in July.
INSTAGRAM
Instagram or more commonly known as “IG” was
originally created to be a photo-sharing site.
Just recently, it incorporated a 15-seconds video
sharing service that adds up to its main tenures.
What makes IG different is that users can apply
digital filters on their pictures and upload them
on various social network platforms like
Facebook, Twitter, Tumblr or Flickr. It has
become popular by its hashtags “throwback
Thursday” and “flashback Friday”. It was created
by Kevin Systrom and Mike Krieger and was
launched in October 2010.
YOUTUBE
Popularly known to be a video sharing website,
YouTube was created in February 2005 by
former PayPal employees. Users can upload view
and share videos online. Unregistered users can
watch videos while registered users can upload
an unlimited number of videos. Videos
considered to contain potentially offensive
content are available only to registered users at
least 18 years old.
TUMBLR
A blog site at enables users to post multimedia
contents, Tumblr is one of the social media sites
that contains a variety of funny pictures and
videos which can be shared and re-shared thru
the dashboard interface and to other social
media sites.
THE CONVERGENCE OF MEDIA IN THE AGE
OF INFORMATION
The age of information has posed threats to the
traditional media platforms (print, radio, and
TV). In a time when the internet has become the
media platform of choice for many, the
traditional have expanded their horizons to keep
up with the times. They have moved outside
their original medium format and explored other
available media technologies. This phenomenon
is called the convergence of media.
TRADITIONAL MEDIA
 NEW MEDIA
 INTERNET
 SOCIAL MEDIA
DIGITAL PRINT MEDIA
Newspaper businesses like the Manila Bulletin,
Philippine Daily Inquirer and Philippine Star
have gone digital. These so called big three in
the newspaper print sector of the media are all
running online news sites to supplement their
daily prints as a means of reaching the
smartphone population. These newspapers have
also launched apps.
Magazines have also evolved and joined the
digital revolution. Summit media, the leading
magazine publisher in the country have created
its own digital arm to manage their magazine
websites and offered copies of their magazines
on the digital bookstore.
Another example under this category is Rappler.
Rappler is a native to the digital print media
sector. They bypassed traditional print and went
straight ahead to the cyberspace when they
launched the first of January in the year 2012.
This digital print media publishes a variety of
stories online that are similar to those published
in traditional magazines and newspapers.
TELERADIO
The two mass media technologies of the
industrial age which are radio and television
have formed an alliance in the form of teleradio.
Teleradio or television-radio is a program that
combines the visual aspect of television with am
or news radio. Filming of teleradio happens in
radio booths and simultaneously broadcasted on
radio stations, television channels and even
online one.
Example of this media convergence is teleradio
DZBB Super Radyo, an am radio station run by
the GMA network, airs a teleradio program
entitled Saksi Sa Dobol B, a morning news and
talk program daily. A simulcast of this program
on GMA news channel, AM 594, and on
www.gmanetwork.com makes the program
available to consumers of varying media
preferences.
STREAM MEDIA
Stream media, in this context refers to the
transmission of television or radio content
online. In this scenario, allows these two
traditional media players to broaden their reach
to internet media consumers. It provides access
to those who have limited or no access to
television and radio but is connected online.
MASS MEDIA AND SOCIAL MEDIA
Social media websites are extremely popular in
society. Billions of people from all over the world
are connected to several social media websites
and apps at any given time of the day. Mass
media platforms sought to take advantage of
these numbers and bring their content to a
wider audience. As such, most media companies
in existence today regardless of their platform
turn to social media to grow their patronage.
INFORMATION LITERACY
THE INFORMATION IN THE MODERN AGE
INFORMATION
Is defined as facts or details about a subject.
Information is just at the tip of the user’s
fingertips. However, it raises issues of
credibility of the available information, THE COMMUNICATION OF INFORMATION
requiring filtering of information and
verification. Information literacy aims to solve “If information gives meaning to a subject, then
this issue. the communication of information is defined
as the transfer of meaning.”
THE FOUR SKILLS TO BE INFORMATION
LITERATE – University of Washington

 Recognize the need for information “Communication of information requires an

understanding of the data. Transferring
 Able to assess and evaluate
information from one party to another cannot be
 Ability to locate and access
considered communication if information data is
 Ability to use the needed information
not understood.”
effectively
– Meltzer (1971)
AN INFORMATION LITERATE INDIVIDUAL IS
ABLE TO Subject Information
 Determine the extent of information Deciphering the meaning of information is
needed the true task of the Communication of
Information.
 Access the needed information
effectively and efficiently THE ETHICAL USE OF INFORMATION

 Evaluate information and its sources ETHICAL USE OF INFORMATION

critically
Give credit where credit is due
 Incorporate selected information into
one’s knowledge base The abundance of information is because of
many content contributors. So it is important to
 Use information effectively to accomplish give credit to an individual’s work when someone
a specific purpose uses it as material.

 Understand the economic, legal, and Practice due diligence

social issues surrounding the use of
information, access and use of It is important to find out if the information
information ethically and legally. source is credible.. Doing due diligence before
accepting information is necessary to filter out
THE INFORMATION NEEDS false data.

INFORMATION NEED Respect everyone’s privacy

The motivation people think and feel to seek Users should not share personal information
information. It is the reason why people go out of about someone else without their consent.
their way to find answers to their questions, or
solutions to their problems.” Separate facts from opinion

– Information Today INC Users should not publish personal beliefs and
claim that they are right without proper
2 DIVISIONS OF INFORMATION NEEDS research. They must only consider information
and not abuse it.
Demands

Refer to the requirement of information

Wants

Deals with the desire to have information

FOUR POINTS ALONG THE NEED CONTINUUM

According to Taylor (1968)

 Actual but unexpressed need

 Conscious description of the need
 Formal statement of the need
 Comprised need

“Information needs may be prompted by

educational, research, professional, cultural,
personal, or recreational activities. Once the
purpose of the need is recognized, identifying
when information is needed becomes easier.”

– University of Copenhagen College of

Information Science