Senior High School

NOT

Media and Information

Literacy
Quarter 3 - Module 4, Week 4
Evolution of Media from Traditional
to New Media
 Media and Information
Literacy
Quarter 3 - Module 4, Week 4
Evolution of Media from Traditional
to New Media

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made significant contributions to these modules.
Introduction to Media and Information Literacy Alternative Delivery Mode
Quarter 3 - Module 4: Evolution of Media from Traditional Media to New Media
First Edition, 2020

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Borrowed materials (i.e., songs, stories, poems, pictures, photos, brand names,
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Every effort has been exerted to locate and seek permission to use these materials
from their respective copyright owners. The publisher and authors do not represent
nor claim ownership over them.

Published by the Department of Education – Division of Cagayan de Oro

Schools Division Superintendent: Dr. Cherry Mae L. Limbaco, CESO V
Development Team of the Module

Authors: Marivic Labitad, Mary Ann S. Chiong, Appril Joy

M. Getigan, Bienvenido D. Codillo, Raymond John
M. Baliling, Rosemary Grace J. Balayo, June Zuseth O.
Obsid, Therese Mae Maandig, Ariana Pauline G.
Fernandez,Malou B. Cagalitan
Focal Person/ Reviewer: Dr. Jerry G. Roble
Division English/Reading Coordinator
Language Evaluators: Dr. Jerry G. Roble, Ronald L. Ampong,
Vanessa Mae M. Pagas
Content and Layout
Evaluators: Ronald L. Ampong, Beverly Ann E. Nicolasora
Illustrators/ Layout Artists: Mary Ann S. Chiong, Alma Shiela A. Alorro,
Sheena Cascon, Ryan Roa
Management Team
Chairperson: Cherry Mae L. Limbaco, PhD, CESO V
Schools Division Superintendent

Co-Chairpersons: Alicia E. Anghay, PhD, CESE

Asst. Schools Division Superintendent
Lorebina C. Carrasco,CID Chief

Members Dr. Jerry G. Roble, Division English Coordinator

Dr. Joel D. Potane, LRMS Manager
Lanie O. Signo, Librarian II
Gemma Pajayon, PDO II
Printed in the Philippines by
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Office Address: Fr. William F. Masterson Ave Upper Balulang Cagayan de Oro
Telefax: (08822)855-0048
E-mail Address: cagayandeoro.city@deped.gov.ph
 Table of Contents

What This Module is About…………………………………………………………………………………i

What I Need to Know………………………………………………………………………………………...ii
How to Learn from this Module……………………………………………………………………….........ii
Icons of this Module………………………………………………………………………………………......iii

What I Know…………………………………………………………………………………………………....iii

Lesson 1: Evolution of Media for Tradional Media to New Media…..1

What I Need to Know……………………………………………………………….1

What I Know………….…………………………………………………………...…1

What’s In ……………………………………………………………………………. 2

What’s New: Activity 1…………………………………………………………...... 2

What Is It…………..……………….…………………………………………..…… 3

What’s More: Activity 2 …………………………...……………………………..... 5

What I Have Learned…………………………………………………………….... 6

What I Can Do: (Example: Online Browsing of Satirical Sites……………..…. 7

Summary…………………………………………………………………………………………..… 8
Assessment: (Post-Test)…………………………………………………………………………... 9
Key to Answers………………………………………………………………………………..........10
References………………………………………………………………………………….…….....12
What This Module is About

Media and information literacy refers to “the essential competencies

(knowledge, skills, attitudes) that allow learners to engage with media and other
information providers effectively. It helps learners develop their critical thinking and
life-long learning skills for socializing and becoming active citizens” in the country.

This module will introduce you to the basic concepts of Media and Information
Literacy. Lessons and activities in this module are designed to make you comprehend
the nature of Media and Information Literacy(MIL) and the reasons why you need to
be media literate, information literate, and technology literate.

What I Need to Know

This module will help you achieve this Media and Information Literacy (MIL)
learning competency:
▪ Explain how the evolution of media from traditional to new media shaped the
values and norms of people and society (MIL11/12EMIL-IIIb-5).

To help you master the competency mentioned above, you will undergo
Lesson 1: Evolution of Media from Traditional to New Media

This lesson will help you understand the evolution of media as time goes by
from traditional way to the present media we have.

i
How to Learn from this Module
To achieve the preceding objectives, you are to do the following:
• Take your time reading the lessons carefully.
• Follow the directions and/or instructions in the activities and exercises diligently.
• Answer all the given tests and exercises.

Icons of this Module

What I Need to This part contains learning objectives that

Know are set for you to learn as you go along the
module.

What I know This is an assessment as to your level of

knowledge to the subject matter at hand,
meant specifically to gauge prior related
knowledge
What’s In This part connects previous lesson with that
of the current one.

What’s New An introduction of the new lesson through

various activities, before it will be presented
to you

What is It These are discussions of the activities as a

way to deepen your discovery and under-
standing of the concept.

What’s More These are follow-up activities that are in-

tended for you to practice further in order to
master the competencies.

What I Have Activities designed to process what you

Learned have learned from the lesson

What I can do These are tasks that are designed to show-

case your skills and knowledge gained, and
applied into real-life concerns and situations.

ii
 What I Know

Multiple Choice. Circle the letter of the best answer from the given choices.

1. It provides opportunities for people to communicate, share ideas, speculate, tell

stories and give information.
A. channel C. resource center
B. watchdog D. advocate

2. It refers to an An act called a gateway of information for the society’s consumption.

Thus, it becomes a keeper of memories of the community, preserver of heritage
and source of academic knowledge.
A. channel C. resource center
B. watchdog D. advocate

3. This is a Period where people discovered fire, developed paper from plants, and
forged weapons and tools with stone, bronze, copper and iron.
A. pre-industrial age C. electronic age
B. industrial age D. information age

4. This is the Age where people harnessed the power of transistors that led to the
transistor radio, electronic circuits, and the early computers. Furthermore, long
distance communication became more efficient.
A. pre-industrial age C. electronic age
B. industrial age D. information age

5. 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. This is
called______________.
A. pre-industrial age C. electronic age
B. industrial age D. information age

iii
 Lesson Evolution of Media from
1 Traditional Media to New Media

Grade 12, Second Semester, Q3- Week 4

What I Need to Know

In this lesson, you will examine technologies or resources available during the
Pre-historic 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 and understand how the evolution
of media shape the values and norms of people and society.

In this lesson, you re expected to:

• Explain how the evolution of media from traditional to new media shaped
the values and norms of people and society (MIL11/12EMIL-IIIb-5).

What I Know

Directions: Try to figure out which of the following media comes before the
other. Number it from 1 to 10, where 1 is the latest and 10 as the
oldest. Write your answer in your activity notebook.

1) Web Browser 6) Facebook

2) Newspaper 7) Personal computers
3) Radio 8) Smartphones
4) YouTube 9) Telegraph
5) Twitter 10) Morse Code

1
 What’s In

As shown in the picture, everything undergoes a process called Evolution—

implying that nothing is permanent
except change. This transformation
allows every learner to embrace
improvement on the current
situation or undertaking. Learners in
the 21st century era are now
exposed to the new development of
media and information literacy.
Photo by https://www.sutori.com/story/evolution-of-traditional-
media-to-new-media--1cxSw21yefow7hiCo3gLs3kV
What’s New

Activity 1. Examine and analyze

carefully the process involved in
informing the England people on
the news regarding the sinking of
Titanic at the Atlantic Ocean. Guide
questions are provided to help you
process the task together with the
rubric on how your output will be
rated.

Guide Questions: RMS (RoyalRubrics

Mail Ship) Titanic.
on News Sank on April 14,
Analysis
1912)
1) How did the English people receive
the news about the incident?

2) How did the Titanic ship crews send

“help call” to proper authorities?

3) What could be the reason of the

many casualties on the said
incident?

4) If this happened in our time, do you

think the number of casualties may
have been reduced?

2
 What Is It

Evolution of Media

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)
• Telegraph
• Punch cards

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. HewlettPackard 9100A (1968), Apple 1 (1976)

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.

3
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

Indeed, as time goes by media changes to be more sophisticated, as a result

media experience becomes more complex. By looking at the picture below from a
one-way communication it becomes more interactive. Audience is more engaged now
than before, they have a variety of ways to access contents and can share or
contribute information in different platforms available to a wider audience.

However, this does not make the traditional media obsolete since people in
remote areas will still find traditional media to be more useful on their end. People will
choose the type of media they will access based on their situation, interests and needs
thus traditional and new media both plays an important role in providing information
making people stay connected no matter where they are.

Traditional vs. New Media

4
 In a democratic society freedom of expression is a fundamental human right
and media plays an important role in providing reliable and accurate information to the
people. Media’s wide reach through different platforms indeed influences how people
perceive and take action on a certain issue.

The following are the roles and functions of media in a democratic society:
1. Channel
--provides opportunities for people to communicate, share ideas, speculate, tell
stories and give information.

2. Watchdog
--exposes corrupt practices of the government and the private sector. Creating
a space wherein governance is challenged or scrutinized by the governed. It
also guarantees free and fair elections.

3. Resource Center
--acts as a gateway of information for the society’s consumption. Also, it
becomes a keeper of memories of the community, preserver of heritage and
source of academic knowledge.

4. Advocate
--bridges the gap of digital divide through its diverse sources or formats.

What’s More

Activity 2. Identify the following kinds of media below as Traditional or New

Media. Write your answer in your activity notebook.

1. Magazine 6. Tabloid
2. Broadsheet 7. Paperback Novel
3. Radio 8. Television
4. Online Video Games 9. Web Video Portals
5. Online Telephony 10. Messaging Capability

5
Activity 3. Fill out the table with significant information on your Media
Favorites.
My Media Favorites
Media Product Local Foreign How did you Why do you
Examples Examples discover like them?
them?
Print

Film

TV

Radio/Music

Online

What I Have Learned

The lesson afforded us the information that the media is now characterized by
blocking the lines of boundaries, especially with the passing of information and the
revision of communication processes through the so-called information highway.
The transaction of information exchange has dramatically changed the way media
producers create media products. As a result, learners have changed the way they
consume media.

Activity 3. Fill out the missing information found in the table below.

6
 What I Can Do

Compare how people communicate during the sinking of Titanic at the Atlantic
Ocean and the communication people use at present on ships like that of Titanic. You
may choose one specific ship to compare to the Titanic ship and provide pictures of
the said modern ship to support your work.

RMS (Royal Mail Ship) Titanic. Sank on April 14, 1912

7
Summary

Traditional and new media have both contributed to the society by providing
valuable information and helping people stay connected.

As time goes by media will continue to evolve to meet the demands of the
evolving way of life of people.

Media plays a very important role in this democratic society to be the source of
reliable and accurate information.

Media’s wide reach through different platforms make it possible for people to
access information very easily and this information will greatly influence how people
see things and take actions.

8
Assessment: (Posttest)
Multiple Choice. Circle the letter of the best answer from the given choices.

1. It provides opportunities for people to communicate, share ideas, speculate, tell

stories and give information.
A. channel C. resource center
B. watchdog D. advocate

2. It is an act called a gateway of information for the society’s consumption. Also, it

becomes a keeper of memories of the community, preserver of heritage and source
of academic knowledge.
A. channel C. resource center
B. watchdog D. advocate

3. This is a Period where people discovered fire, developed paper from plants, and
forged weapons and tools with stone, bronze, copper and iron.
A. pre-industrial age C. electronic age
B. industrial age D. information age

4. This is the Age where people harnessed the power of transistors that led to the
transistor radio, electronic circuits, and the early computers. Furthermore, long
distance communication became more efficient.
A. pre-industrial age C. electronic age
B. industrial age D. information age

5. 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. This is
called______________.
A. pre-industrial age C. electronic age
B. industrial age D. information age

9
Key to Answers

SAMPLE ANSWERS
Activity 1.

Activity 2.

Traditional or New Media?

1. Magazine - Traditional 6. Tabloid – Traditional

2. Broadsheet - Traditional
3. Radio - Traditional
4. Online Video Games - New Media
5. Online Telephony and – New Media
Messaging Capability
7. Paperback Novel - Traditional
8. Television – Traditional/ New Media
9. Web Video Portals – New Media

10
References

Books

Amos A, Haglund M. “From social taboo to “torch of freedom”: the marketing of

cigarettes to women. Tobacco Control 2000; 9:3-8

Arias, Eric. “How Does Media Influence Social Norms? Experimental Evidence on
the Roles of Common Knowledge.” Political Science Research and Methods
7, no. 3 (2019): 561-78 Doi:10.1017/psrm.2018.1.

Zarate, Maria Jovita E. Media and Information Literacy.2016. Manila, Philippines:

Rex Bookstore

Websites

“Block & White ‘Color Difference.” No.12 Yellow Brick Road. Published on April 14,
2016. YouTube video, 00:16 https://youtube.com/watch?v=Wqbw5YvzH_M

“Businesstopia, Models of Communication,” in Businesstopia, February 4,

2018.https://www.businesstopia.net/communication

“Businesstopia, Models of Communication,” in Businesstopia, February 4, 2018.

https://www.businesstopia.net/communication

Cook, Sue D. People-holding-hands-under-cloud-with-social-media-communication-

icons-with_MyFJ7oiO_L.2020. jpeg.https://action4mediaeducation.org/people-
holding-hands-under-cloud-with-social-media-communication-icons-
with_myfj7oio_l

Department of Health (Philippines). “To-DOH list sa pagpasok at pag-uwi mula sa

trabaho.” June 11, 2020 https://facebook.com/15656631021264/post-
/3398140596863835

“Family Planning TVC 2014.” Department of Health Philippines. Published on June 10,
2014. YouTube video, 00:48 https://youtube.comwatch?v=2pNWpojebjc

Guttmann, A. “Global Advertising Spending 2010-2019.” Statista.com. January 8,

2020. https://www.statista.com/statistics/236943/global-advertising-spending

Poepsel, Mark. Media, Society, Culture, and You. Southern Illinois University
Edwardsville. 2018. https://press.rebus.community/mscy/

11
Prince, Richard. Marlboro Man. 1980-1992, jpeg.https://alchetron.com/Marlboro-Man
“Science of Persuasion.” Influenceatwork. Published on November 27, 2012.
YouTube video, 11:50 https://youtube.com/watch?v=cFdCzN7RYbw

“Timeline of the Evolution of Mass Media”. National Institute of Mass Communication

& Journalism, Ahmedabad.https://nimcj.org/blog-detail/timeline-of-the-
evolution-of-mass-meddia.html

UNESCO IITE. Educating for the Media ad the Digital Age. Austria. 1999.
http://www.unesco.org/new/en/communnicatioin-and-information/media
development/media-literacy/mil-as-composite-concept/

“United Media Information Literacy for Teachers.” United Nations Alliance of

Civilizations (UNAOC)—United Nations Educational, Scientific and Cultural
Organization (UNESCO). 2020.http://unesco.mil forteachers.unesco.
org/modules/module-1/unit-1/http://unesco.mil-for-teachers.unesco.
org/modules/module-1/unit-3/

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Department of Education – Bureau of Learning Resources (DepEd-BLR)

DepEd Division of Cagayan de Oro City

Fr. William F. Masterson Ave Upper Balulang Cagayan de Oro
Telefax: ((08822)855-0048
E-mail Address: cagayandeoro.city@deped.gov.ph