THE EVOLUTION

OF TRADITIONAL
TO NEW MEDIA
 Lesson Objectives
At the end of the lesson, the learners are able to:

• Examine the technology or resources available

during the prehistoric age, the industrial age, the
electronic age, and the new or digital age.

• Identify the devices used by people to

communicate with each other, store information,
and broadcast information across the different
ages.

• Identify the evolution of media in the Philippines

Motivation: Media Then
The Case of Royal Mail Ship Titanic

April 14-15, 1912

What do you think this suggest?
Motivation: Identifying Media
Evolution of Media
Pre-Historic Age (Before 1700s)
People discovered fire, developed paper from
plants, and forged weapons and tools with
stone, bronze, copper and iron.
Codex in the Mayan region Codex
in the Mayan region

Clay tablets in Mesopotamia

Papyrus in Egypt
 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)
Printing Press

Motion picture
photography/projection

Telegraph
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.
Radio Transistor

Television

Mainframe computers
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.
Augmented Reality

Virtual Reality

Wearable Technology
PRACTICE:
Knowing Your Media
at Different Ages.
35 minutes group activity.
Media
Convergence
The coexistence of
traditional and new media
Media
in
the
Philippines
Laguna Copperplate Inscription
Is a legal document inscribed on a copper
plate in 900 AD in Laguna in the
Philippines.

Written in a variety of the Old Malay

language using the Old Kawi script, it is
the earliest known written document found
in the Philippines.
The plate was found in 1989 by a laborer near the
mouth of the Lumbang River in Wawa barangay,
Lumban municipality, Laguna province.
The inscription was first deciphered by Dutch
anthropologist and Hanunó'o script expert Antoon
Postma in 1992.
Radio Broadcasting
The first radio came into the Philippines during
the American regime.

The first radio station was called KZKZ set up by

an American Henry Mann in Manila in 1922.

In 1929, radio was introduced into the provinces.

In 1929, RCP put up KZRC (radio Cebu), a one-

kilowatt experimental station in Cebu city.
KZKZ
A 100 watt station with the call letter
KZKZ

October 4,1924 he sold it to the radio

Corporation of the Philippines
In 1942, during the Japanese
occupation, all radio station were
closed except for KZRH renamed
PIAM used by the Japanese for their
broadcast.

Radio became the news and

information medium after the war in
1945.
Station Identification
Four letter call signs beginning with
KZ were in the use.

However, it was decided later on to

give Philippines the right to use the
call letter D (Deutscheland- German
name of Germany)
Nomenclature
DZ/DW
Established in Luzon
DY
Established in Visayas
DX
Established in Mindanao
Francisco “koko” Trinidad regarded as
the Father of Philippine Broadcasting
Television
During 1946, James Lindenberg founded
Bolinao Electronic Company (BEC)
Dubbed as “The Father of Philippine
Television”.
In 1953, Antonio Quirino bought 70%
of BEC, changing the name to ABS
(Alto Broadcasting System)
First telecast covering a 50 mile
radius.
In 1956, ABS was sold to Lopez Family,
turning it to Chronicle Broadcasting
Network (CBN)
In 1957, CBN owned by Lopez
operated DZAQ 3 and DZXL
• October 29, 1961
• DZBB-tv channel 7 (GMA
now) or the Republic
Broadcasting System (RBC)
was established and owned
by Robert Stewart.
Philippine Press in the Early
Years
The history of the free press in the Philippines
has its roots in nationalistic newspapers
published in Europe and in the Philippines
during the Spanish colonial rule.

The aim was to raise the level of

consciousness with respect to oppressive
conditions prevailing in the country then. These
newspapers were mainly written and published
by the so-called ilustrados.
Tomas Pinpin
Father of Filipino printing; learned the art
of printing from Spanish friars and
Chinese craftsmen.
Spanish Period
Del Superior Govierno, Aug. 8, 1811: first
regularly issued publication to satisfy the needs
of the Spaniards for information on development
in Spain and Europe.

La Esperenza, 1846: set the emergence of other

dailies; existed for three years; catered to the
Spanish elite; was suppressed by the Governor
General after 38 years of publication, allegedly
for inciting the Filipinos to rebel against the
Spaniards.
Revolutionary Period
The mouthpiece of the revolution was La
Solidaridad, Feb. 19, 1889.
 Published in Spain and smuggled into the
Islands fortnightly.
All its writers used pseudonyms; included
were Jose Rizal, Marcelo H. del Pilar,
Mariano Ponce, Andres Bonifacio, Pio
Valenzuela and Graciano Lopez-Jaena
The Golden Age of Philippine
Journalism
The post-war era to the pre-martial law
period (1945-1972)
The Philippine press began to be known
as "the freest in Asia.“
The press functioned as a real watchdog
of the government. It was sensitive to
national issues and critical of government
mistakes and abuses
The Golden Age of Philippine
Journalism
In 1952, the National Press Club was
organized "to promote cooperation among
journalists and uphold press freedom and
the dignity of journalists."

In 1964, the Philippine Press Institute

(PPI) was organized "to foster the
development and improvement of
journalism in the country."
SOCIAL MEDIA IN
THE PHILIPPINES
Media Consumption in RP: 2010-2011
Device Use in RP

Source: Nielsen Southeast Asia Digital

Consumer Report 2011
Philippine TOP 20 COUNTRIES WITH HIGHEST NUMBER OF INTERNET USERS

Internet Users Internet Users Penetration World

ranks 17th
Country or
# Region Population, Year 2000 Latest Data (% Population) % Users
1 China 1,336,718,015 22,500,000 485,000,000 36.30% 23.00%

in 2

3
United States

India
313,232,044

1,189,172,906
95,354,000

5,000,000
245,000,000

100,000,000
78.20%

8.40%
11.60%

4.70%

4 Japan 126,475,664 47,080,000 99,182,000 78.40% 4.70%

Countries 5

6
Brazil

Germany
203,429,773

81,471,834
5,000,000

24,000,000
75,982,000

65,125,000
37.40%

79.90%
3.60%

3.10%

with 7

8
Russia

United Kingdom
138,739,892

62,698,362
3,100,000

15,400,000
59,700,000

51,442,100
43.00%

82.00%
2.80%

2.40%

Highest 9

10
France

Nigeria
65,102,719

155,215,573
8,500,000

200,000
45,262,000

43,982,200
69.50%

28.30%
2.10%

2.10%

Number of 11

12

13
Indonesia

Korea

Iran
245,613,043

48,754,657

77,891,220
2,000,000

19,040,000

250,000
39,600,000

39,440,000

36,500,000
16.10%

80.90%

46.90%
1.90%

1.90%

1.70%

Internet 14

15
Turkey

Mexico
78,785,548

113,724,226
2,000,000

2,712,400
35,000,000

34,900,000
44.40%

30.70%
1.70%

1.70%

16 Italy 61,016,804 13,200,000 30,026,400 49.20% 1.40%

Users 17 Philippines 101,833,938 2,000,000 29,700,000 29.20% 1.40%

18 Spain 46,754,784 5,387,800 29,093,984 62.20% 1.40%

19 Vietnam 90,549,390 200,000 29,268,606 32.30% 1.40%

20 Argentina 41,769,726 2,500,000 27,568,000 66.00% 1.30%

TOP 20 Countries 4,578,950,118 275,424,200 1,601,772,290 35.00% 75.90%

Rest of the World 2,351,105,036 85,561,292 508,993,520 21.60% 24.10%

Total World - Users 6,930,055,154 360,985,492 2,110,765,810 30.50% 100.00%

NOTES: (1) World Internet User Statistics were updated for June 30, 2011. (2) Additional data for individual countries and regions may be found by clicking each country name. (3) The
most recent user information comes from data published byNielsen Online, International Telecommunications Union, Official country reports, and other trustworthy research sources. (6)
Data from this site may be cited, giving due credit and establishing an active link back to Internet World Stats. Copyright © 2000 - 2011, Miniwatts Marketing Group. All rights reserved.
Top 10 Online Activities of Filipinos

Source: 2011 Report of the Presidential

Commission on Information and Communications
Technology
Present State of Play in RP (2011)
 The Philippines is the social networking capital in Asia
RP no. 8 in Biggest Facebook Users

Ranking Country User Change % Change -/+

Penetration
United
1 States
155,981,46 +234 260 0.15% 50.28%
0

2 Indonesia +1 536 140 3.91% 16.80%

40,829,720

3 India +1 622 020 4.45% 3.24%

38,045,000
United
4 Kingdom
+984 460 3.34% 48.89%
30,481,300

5 Turkey -261 820 -0.85% 39.17%

30,473,280

6 Brazil +2 514 380 9.00% 15.14%

30,453,260

7 Mexico +766 740 2.61% 26.78%

30,121,400

8 Philippines +30 080 0.11% 26.78%

26,752,000

Source: Socialbakers study, 2011

Challenges in Social Media Growth in
Philippines
Usage are concentrated in urban growth centers
especially in Luzon and Mindanao
Urban growth rate of the Philippines is pegged at
2.6% (National Statistical Coordination Board)
Access is critical for growth. Luzon is quite high,
but Mindanao, still growing.
 For the number of internet subscribers, 21,588
subscribers in the Mindanao region, about 85.0 percent
of internet users are Philcom subscribers while others
are subscribed to Cable 21, ICC-Bayantel, PLDT and
Sotelco. (source: NEDA Mindanao, June 2011)
Challenges in Social Media
Growth in Philippines
Social media is an important strategy in
influencing consumer choices but still untested in
changing political or social attitudes.
Social media can change image perceptions if
used correctly.
In spite high internet penetration, majority of
Filipinos are still unable to access Internet.
Only 1 of 3 Internet users in the Philippines are
bloggers. Only 43% of Filipino internet users read
blogs
References
 Joel C. Yuvienco (2017). Media & Information Literacy.
Being the B.E.S.T. Digital Citizen for Senior High School.
C&E Publishing.
 DIWA Senior High School Series: Media and Information
Literacy Module. DIWA Learning Systems, Inc. © 2016
 THE PHILIPPINE PRESS:A BRIEF HISTORY.
http://inspireloveenjoy.blogspot.com/2013/12/the-
philippine-pressa-brief-history.html
 History of Philippine Press.
http://quod.lib.umich.edu/p/philamer/ACR6448.0001.001
?rgn=main;view=fulltext
References
 History of Philippine Mass Media.
https://www.slideshare.net/chrissyustaris/history-of-
philippine-mass-media
 Modern trends on Philippine Broadcasting.
https://www.slideshare.net/themaninprimarycolors/moder
n-trends-in-philippine-broadcasting
 Philippine Television.
https://www.slideshare.net/kikojace/history-of-philippine-
television
 Social Media Usage in the Philippines.
https://www.slideshare.net/revorivera/social-media-
usage-in-the-philippines-2011