CCI PUBLICATION

MEDIA AND INFORMATION

LITERACY

QUARTER 1 – LESSON 1

Pre-industrial, Industrial, Electronic

New (Information) Ages
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 UNIT 1

THE EVOLUTION OF TRADITIONAL TO NEW MEDIA

Ever since the first human beings evolved on planet Earth, communicating
with each other is one of the most essential and immediate need that they had to
learn, develop, and master. This is to convey information they want to share and
get the information they also need. And whenever there's a need for information
and communication, we now know that certain kinds of media should also be
present in order to help facilitate this basic human need.
 THE EVOLUTION OF TRADITIONAL TO NEW MEDIA
Alternative Delivery Mode UNIT 1-LESSON 4
Pre-Industrial, Industrial, Electronic, New (Information) Ages

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Published by School Teaching Staff S.Y. 2020-2021

Development Team of the Module Author/s: RUWEN A. BAUTISTA

Approval: CRISTALYN FAITH R. ANDAYA, VP for Academics, School Principal
Editor: MIKEE C. MERCADO, Assistant School Principal
Reviewer/s: RUWEN A. BAUTISTA, Department Coordinator
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TIMOTHY PAUL M. ROBES, VP for Finance and Operations
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CRISTALYN FAITH R. ANDAYA, VP for Academics, School Principal
NOEMIE B. VIADOR, Department Coordinator
RUWEN A. BAUTISTA, Department Coordinator

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 LESSON 4

PRE-INDUSTRIAL, INDUSTRIAL, ELECTRONIC, NEW

(INFORMATION) AGES
Learning Competencies
Explain how the evolution of media from traditional to new media shaped the values
and norms of people and society
Learning Objectives
At the end of this module the learners must be able to:
a. Examine the technology or resources available during the prehistoric age,
the industrial age, the electronic age, and the new or digital age;
b. Appreciate the evolution of media that gave you the latest media gadget you
have;
c. Identify the devices used by people to communicate with each other, store
information, and broadcast information across the different ages.

WHAT I NEED TO KNOW

Nothing exists in a vacuum. All things on this earth had a process of evolution.

nothing is also created or manufactured at random, for each and every creation was borne

out of a need to fill a gap or to improve on an existing condition.

Such is the case for media. The gadget you are holding in your hand might not be

there had it not been for the entrepreneurial, artistic, mathematic, or scientific acumen of

certain individuals who aimed to serve humanity in their own unique and humble way.

Every new thing has a beginning. It is always important to look back at history in

order to understand how things work in the present. This relevance is also needed in order

for us to look at what is yet to come in the future. Who knows, maybe the next inventor of

the latest state-of-the-art media gadget could be in your classroom-like you!

 WHAT I KNOW

Pre-test

Directions: Encircle the correct answer.

1. People discover fire, developed paper from plants and forge weapons and tools

with stone?

a. Industrial Age b. Pre-Industrial Age c. New Age d. Information Age

2. People advanced the use of microelectronics with the invention of personal

computers, mobile devices, and wearable technology.

a. Information Age b. Electronic Age c. Pre-Industrial d. Industrial Age

3. People harnessed the power of transistors that led to the transistor radio,

electronic circuits, and the early computers.

a. Pre-industrial b. Industrial Age c. Electronic Age d. New Age

4. People advanced the use of microelectronics with the invention of personal

computers, mobile devices, and wearable technology.

a. New Age b. Industrial Age c. Electronic Age d. Pre-

industrial

5. People used the power of steam, developed machine tools, established iron

production, and the manufacturing of various products.

a. Pre-industrial b. Industrial Age c. Electronic age d. New age

 WHAT’S IN

The evolution of media is rapidly changing because people develop their skills and
knowledge to discover new things evolving each time.

Titanic April 14, 1912

If the Titanic sank somewhere in the Atlantic Ocean, how do you think the news reached
people in England and New York at that time?”

If the Titanic sank today, in what format would people receive or read the news?
 WHAT’S NEW
Communication began as drawing on walls of caves, carvings on barks of trees, and,
later on, papyrus and parchment. Each of these illustrated man's capacity and desire to
interact, link up, and build connections. Communal gatherings were means by which they
reached out to each other as a collective, and they spoke to one another using song, dance,
and prayer.
As population increased, people became more dispersed and settlements were built,
mostly in areas where they can find food. These developments altered how people
communicated with one another, how people passed on information across diverse and
dispersed groups of people. Institutions emerged and became sites whereby knowledge is
communicated, and conduits whereby communication is transmitted. The Roman Catholic
Church is a fine example of a social institution that vigorously and aggressively transmitted
ideas through the sacred scriptures, and used its churches and missionaries as the
channels
by which the teachings of the Bible were disseminated.
WHAT IS IT

Interacting with friends and family across long distances has been a concern of
humans for centuries. people have always relied on communication to strengthen their
relationships. When face-to-face discussions are impossible or inconvenient, humans have
dreamed up plenty of creative solutions.
The roots of social media stretch far deeper than you might imagine. Although it seems
like a new trend, sites like Facebook are the natural outcome of many centuries of social
media development.
The earliest methods of communicating across great distances used written
correspondence delivered by hand from one person to another. In other words, letters. The
earliest form of postal service dates back to 550 B.C., and this primitive delivery system
would become more widespread and streamlined in future centuries.
in 1792, the telegraph was invented. This allowed messages to be delivered over a
long distance far faster than a horse and rider could carry them. Although telegraph
messages were short, they were a revolutionary way to convey news and information.
Although no longer popular outside of drive-through banking, the pneumatic post,
developed in 1865, created another way for letters to be delivered quickly between recipients.
A pneumatic post utilizes underground pressurized air tubes to carry capsules from one area
to another.
The telephone in 1890 and the radio in 1891. Both technologies are still in use today,
although the modern versions are much more sophisticated than their predecessors.
Telephone lines and radio signals enabled people to communicate across great distances
instantaneously, something that mankind had never experienced before.
Pre-industrial

When human beings learned how to control their body parts to be able to talk, language is

one of the first things that the brain developed and enhanced. Thus, we could consider

oral traditions as the basic ancestor of information and communication flow. Not only was

language essential to use for every- day life, it also developed humans into having more

complex thoughts. This is the reason why ancient civilizations and older cultures have a

tradition of passing down stories through oral means. Even specific art forms such as

poetry, especially epic poems, have their roots in oral traditions. It is only upon the

invention of writing when some of the orally handed-down stories and information were

recorded.

Industrial Age

When civilizations started embracing more technological advances like the Gutenberg

printing press, the world was ushered into the industrial age. The harnessing of electricity

for daily use was also characteristic of this age, as some of the technological inventions

developed with various electricity-related experimentations. Also characterized by social

change, politically motivated movements and rapid economic developments, this age

clearly saw the active role of technology in the way we communicate and disseminate

information. This is evident in the way the world shifted gears from being a predominantly

agricultural economy towards a more industrialized economy. This means the evolution of

factories, assembly line work flows, and devising mechanisms that would speed up the

production of what human beings need. Thus humans and machinery were hand-in-hand

towards advancing the world into this age.

Electronic Age

While the major media-related technological developments of the industrial age

heavily utilized electricity, the world was not yet ushered into the electronic age upon the

invention of such gadgetry and devices. Perhaps an overlap in the industrial age and

electronic age happened when human beings realized the importance and relevance of

information as a commodity. This means that messages or pieces of information

exchanged from one hand to the other with some form of cost or economic transaction

connected to it. Thus, the electronic age is also characterized by the way humans

consumed information in a rapidly developing pace, leading us towards what they call the

“information society”.

New (Information, Digital) Age

Digital age refers to our current age wherein information is still seen as a

commodity yet its mode of recording, storage, delivery and playback relies heavily on

digital technology. Digital technology encompasses the breaking down of information into

the readable and easily transferable zero-one computer binary, focusing on media

gadgets that could encode and decode such a binary. Previous media technologies were

updated and improved upon to accommodate this computerized version of information

and communication production and dissemination.

Pre-Industrial Age (Before 1700s) - People discovered fire, developed paper from
plants, and forged weapons and tools with stone, bronze, copper and iron. Examples:
• Cave paintings (35,000 BC)
• Clay tablets in Mesopotamia (2400 BC)
• Papyrus in Egypt (2500 BC)
• 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)
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).

Examples:
• Printing press for mass production (19th
century)
• Newspaper- The London Gazette (1640)
• Typewriter (1800) Telephone (1876)
• Motion picture photography/projection (1890)
• Commercial motion pictures (1913)
• Motion picture with sound (1926)

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.

Examples:
• Transistor Radio
• Television (1941)
• Large electronic computers- i.e. EDSAC (1949) and UNIVAC 1 (1951)
• Mainframe computers - i.e. IBM 704 (1960)
• Personal computers - i.e. Hewlett-Packard 9100A (1968), Apple 1 (1976)
• OHP, LCD projectors

Information Age (1900s-2000s) - The Internet paved the way for faster communication
and the creation of the social network. People advanced the use of microelectronics with
the invention of personal computers, mobile devices, and wearable technology. Moreover,
voice, image, sound and data are digitalized. We are now living in the information age.

Examples:
• Web browsers: Mosaic (1993), Internet Explorer (1995)
• Blogs: Blogspot (1999), LiveJournal (1999), Wordpress (2003)
• Social networks: Friendster (2002), Multiply (2003), Facebook (2004)
• Microblogs: Twitter (2006), Tumblr (2007)
• Video: YouTube (2005)
• Augmented Reality / Virtual Reality
• Video chat: Skype (2003), Google Hangouts (2013)
• Search Engines: Google (1996), Yahoo (1995)
• Portable computers- laptops (1980), netbooks (2008), tablets (1993)
• Smart phones
• Wearable technology
• Cloud and Big Data
 ASSESSMENT

Activity A:

Directions:

What format/ What format/ What format/

equipment did equipment did equipment did
Age people use to people use to store people use to share
communicate with information? or broadcast
each other? information?
Pre-industrial
Industrial
Electronic
New Age

Activity B:

Directions: Write the age/era of the following devices/equipment in the space provided.

__________________ 1. Printing press

__________________ 2. Transistor radio
__________________ 3. Papyrus
__________________ 4. Clay tablets
__________________ 5. Punch cards
__________________ 6. Social Networks
__________________ 7. Dibao in China
__________________ 8. Television
__________________ 9. Wearable technology
__________________ 10. Codex in Mayan Region
__________________ 11. Cloud and Big Data
__________________ 12. Mainframe computers
__________________ 13. Printing press using woodblocks
__________________ 14. Newspaper
__________________ 15. Web browsers
 REFERENCES

Virginia P. Andres, Louis Mark N. Plaza, Conrado C. Rotor, Ph.D, Aurelio P. Vilbar, Ph.D,

Cheryl F. Villanueva, (2016) The Evolution of Traditional to New Media Teaching Guide for

Senior High School Media and Information Literacy Core Subject, Commission on Higher

Education

Olivia “Libay” Linsangan Cantor, (2016) Media Then and Now Media and Information

Literacy, Vibal Group, Inc.

Maria Jovita E. Zarate, (2016 First Edition) Communication Vis-à-vis Mas Communication

Media and Information Literacy, Rex Books Store, Inc.

https://www.theguardian.com/news/1912/apr/16/leadersandreply.mainsection

https://smallbiztrends.com/2013/05/the-complete-history-of-social-media-infographic.html