Module No.

and Title : Module 2: Old Media In The New World

Lesson No. and Title :
Lesson 1: How does the Internet affect Traditional
Media
Lesson 2: Print Media
Lesson 3: Types of Broadcast Media
Lesson 4: Music Industry

Learning Outcomes:

In this chapter you will learn about:

 Evaluate the changes between the old and new media
 Analyze the possible solution on the death of new media
 Understand the importance of the media

Time Frame: 3 Hours

Introduction:
Hello my dear students! Welcome to this chapter, as the new era of
communication media emerges, the traditional media is facing its slow death. The
internet is taking over the world and it allows people to control almost everything.
With these changes, the audience of the traditional media are now patronizing the
internet. Though this traditional way of disseminating information is slowly dying,
the companies of these media are finding new ways to adapt the changes and
innovation in technology. Keep Fighting! And Enjoy Learning!

Activity: (ANSWER THIS)

Make a list of old/traditional media that you have been touch, saw, hear, or even you owned
one. (At least 10)
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.

Analysis: (ANSWER THIS)

From the list above in the activity, what are the significance or advantages and
disadvantages of this old/traditional media compare to the modern media used today.
 Old/Traditional Media Advantages Disadvantages
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.

Abstraction:

A. How does the Internet affect Traditional Media?

Croteau and Hoynes (2003) stated that the "new era of communication" was
made sense by the flow of information that is one of the main purposes of the
internet. The internet is continuously developed and it reached the point that it gained
attention in unstoppable development. With the complexity of the internet, people
can retrieve new information and knowledge about people and the world. It is said
that internet users are not only limited to the use of information and communication
technology but their way of acting and living their lives are attached to these
technology (Holmes, 2005). Starting from the invention of internet, the first media
age is beginning to lose its audiences, its purpose as major source of public
information and is challenged to survive from dying of the industry.

According to Castells (2003), internet gave people the idea of the internet
being means of communication from many people to many people in specific time on
a global scale. In this connection, internet allows its audience to have freedom of
information and speech by expressing their own thoughts, ideas, emotions, and
feelings. This concept of internet is contrary to the broadcasting media that allows
one person to disseminate information to many people.
 Internet gives people the opportunity to interact with other internet users.
Social networking sites allow people to initiate online discussion and interaction with
other people. Narrowcasting is a process of people to choose and respond with a
certain information according to their interests and it is formulated to be used with
this kind of social media platforms.

B. Print Media
Print media are traditional way of knowing the information. By the form
newspaper, magazines, posters, banners and any form of printed materials. Print
media is a printed information which is to be spread by the use of paper. It is one of
the oldest and basic way of spreading out of news. In early years, people used to
handwrite all info before printing material were invented. It was a painstaking work
to produce a large printed or handwritten information. But print media are not just for
the news and magazine. This production holds a massive area of media, including
important letter, mails, yellow pages, direct mail and outdoors advertising. Majority
of the information coming from this source are considered as true info. According to
Husted, (2017) "Basically, this involves personalizing print media to let customers
feel more connected to your brand."

The art of printing started in China during the Tang Dynasty. It was made of
carved woods to print letters. The first book published in 868 AD was "Diamond
Sutra" by Wang Chick. Some copies of these are still preserved in museums in China.
Before printing materials were discovered, the Egyptians discovered the paper in
3500 BC. They made paper papyrus strips by pressing it together.
Types of Print Media

Newspaper

Newspaper is considered
to be the most popular form of
print media. These are used to
disseminate reliable news to huge
mass of people. Usually,
newspapers are delivered at
homes or made available at
newsstands and stores.

Newsletter

Newsletter is a source of
information for small communities or
groups. The people who are subscribing
to a newsletter share same interest
regarding a certain topic or event. Also,
these are used for promotional use.

Magazine

Magazines offer articles about

various topics like entertainment,
celebrities, food, fashion, and many
more. Unlike newspapers that are
published every day, magazines ar e
publi shed mont hly, quarter ly, or
annually. Also, magazines have a larger
 are published monthly, quarterly,
or annually. Also, magazines have
a larger scope because some titles
are circulating around the world.

Banner

Banners are usually made of

cloth or paper. Banners are used to
display slogans, logos, and other
specific messages. Also, banners are
used for advertising and promotion of
some products and companies.

Billboards

Billboards are made for

advertisements and usually made with
graphics and texts. These are printed
in huge size so that it can be read
from far distances and to catch more
attention. Billboards are considered to
be the costliest kind of print media.

Books

'Books are the oldest kind of

print media. Books give writers the
freedom to share their knowledge
about a certain topic. Books provide a
variety of genres and topics like
literature, history, fictional stories,
romance, science, and so on. Books
are not limited to give knowledge but
they also provide entertainment to its
audience.
Brochure

Brochures give information about a certain company or an organization.

Usually, brochures are for giveaways so that brands can be remembered by people.

Flyers

Flyers are mostly used by small brands to help them build their names to the
industry. It is usually distributed at malls, exhibitions, events, or parties.

Direct Mail
Small businesses use direct mail to develop
awareness to the consumers and generate the list of
products and services for advertiser. However, it is
difficult to maintain and not always cost-effective. It
tends to generate purchasing responses than television
and appropriate to campaign the image advertising
than to indirect.

Yellow Pages
Yellow pages show and
arrange the list of ad information
and are easy to scan by consumer
according to products and services
available; location; phone number;
business hours; special features,
such as the acceptable kinds of
payment (i.e., credit cards, checks);
parking availability; discounts; and
delivery policies and emergency
services.

Yellow page ad is used to "complement or extend the effects of advertising

placed in other media."

Outdoor Advertising

Outdoor advertising is a
directional marker to point
customers toward the business as its
strength and comes in two forms
which are billboards and transit
posters.
Death of Print Media

The slow death of print media is evident to the current generation. Hardbound
books are now turning into eBooks and kindles, and newspapers are now flashed into
the screens of our devices.

The current generation is attached to the continuous innovation and

development in technology. All these changes in technology make almost everything
faster. Fast food, fast cars, fast online shop transactions, fast internet, vast
interconnectivity. With the vast interconnectivity of the world, news comes fast to
our smartphones. Before, we have to wait for the evening news or the morning
newspaper delivery. But now, our constant connection with the world, news comes in
within a ding of your phone.
Though this connectivity with the
world is good at some point, in contrary,
this may sacrifice the quality and the
factuality of the news that the people
may receive. Fake news is widespread in
the internet and journalists were being
pointed as the cause of this. Circulation
of these kinds of news is now easier.
However, some of the sources are not really credible of writing such news.
Nowadays, immediate news is in high demand that is why people might take some
unreliable news as factual. Also, due to this, some journalists might base their news
in uncertain and faulty sources.

The advancement of
media technology relinquishes
the quality of its content. Unlike
in print media, we can say that it
is factual for it goes through
processes of fact checking and
copy reading. Besides that, there
are still more bad effects of the
death of print media. It can
eradicate the businesses of local
newspaper publication that has not made its name online. Smaller communities will
be having a hard time to receive local news. And of course, it will tear down the
number of jobs that can be offered to people. You may though that quick news is
convenient but it is not always reliable and good for readers. News produced in press
may seem slow but its contents are more accurate and factual. Maybe, we really just
have to let our patience prevail to get the quality news that we deserve.
The Newspaper

Newspapers are being predicted to be gone since the year 1960s. But the life
of paper is still going until now. It's been almost 92 years since television was made,
and the first new broadcast was in the 1940s which is 79 years from now. It was
allegedly believed that this new electric television broadcast will be the death of
newspapers and other print media. In the now current situation, the world has the
internet and all other electronics that could end the print media. And according to
Professor Picard, people who have the internet have reduced watching their TV,
because of the usage of the internet. And newspapers cannot_ hit equally the internet.
But according to the
(SPHmagazines) research, a survey
conducted by the IPSOS with 4,500
European consumers revealed
surprisingly that 80% of people prefer
reading on paper than on digital media.
Out of this, the digital native (18-24-
year-old) mirrored the same result, with
83% feeling that it was nicer to read on
paper."

The Sensible Print

Delivering a sense of comfort to the reader by holding and reading the

material, this allows the reader to familiarize the user which or where the crucial
information they are reading. In online media site, there is this article that leads to
another link which might lead to a whole circle of the undying link, which can make
the reader having a difficulty to navigate what was the information they were
reading.

Error-free news

Meyer (1988) believed that newspaper is comprised of five dimensions,

including accuracy, fairness, bias, completeness, and trustworthiness. Newspapers
and magazines are seen to be more credible, balance and honest information,
providing accurate balance of storytelling, complete information and unbiased news.

Newspaper as Historical Sources

Books, journal, newspapers and other printed materials when get aged is a big
part of the history. Most historians use books and newspapers as their utilized source,
to track, solve and to reveal history. The presence of these print media is not just
source of information. The newspaper reflects the periods of time and provides a
glimpse from the past.
Importance of Print Media to the Marketing Industry

One of the leading beneficiaries of print media is the marketing industry. It

offers tangible, credible and more engaging to the customers. Print helps the target
market. Public posters and flyers are more convincing, plus it gives comfort to the
user. Printed materials engage more the customer and lead them to scan and
understand more about the offered product. The effect of print media to the
marketing industry is definitely important.

C. Types of Broadcast Media

Television
The television is a source of
information and entertainment. To gain
viewer's attention, producers of
television content basically use
graphics, sound and music, color, and
motion. Televisions are also being used
as medium of promotion by companies
and brand with their advertisements. In
late -1940's television also known as
TV was replicated by Filipino engineers
and
students then released and introduced to the Filipinos in 1953. Only three major
networks used an analog TV; they are ABS-CBN Corporation, GMA Network Inc.
and TV5 Network Inc. Analog television in the Philippines used NTSC standard and
began to shut down on February 28, 2017, and is scheduled to complete by 2023.

Radio
Radio is a premier medium for dissemination
of news and information to the mass audience.
Radio has wide scope and reach as long as the radio
has signal to connect with. Just like television, radio
is also being used by advertisers to promote their
brands. Henry Herman Sr., a former soldier and
owner of Electrical Supply Company in Manila,
established the AM Radio in the Philippines in
1924.

D. Music Industry
 Making of music for years are human activities, individuals or groups; for
thousands of years music was part of our life. Written lyrics, folk song, storytelling
and more are just evidences of the world music history and industry. Music industry
is the

business of making music. Artists who create music,

perform, record and manage a profit-making business
music. Behind the music, history makers are the finest
songwriters and composers. Songwriters picture each
song with their emotions and feeling, the words and
meaning of each song.

History of the Music Industry

It began in world wars I and II when radios
became available to families. And it wasn't taken that
long to produce an entertainment source. It was 1923
when the first radio advertisement was broadcast.

In 1960's when communication technology has rapidly improved, people

thought about that world as smaller than they could imagine. FM radio is on full
steam, and because of this it became a household item. Musicians improved and
adopted the technology to deliver more music and entertainment to the audience.
During this time music production, tracked mix were performed live on specialized
studios.

This is when music production labels became an influential in music industry.

Recording labels are supporting artist in hope to become superstar. Artists and labels
work together to produce music, advertise and live performances.

Improving musical instruments from the sound synthesizer, recording music

and studios, musicians need to adopt new way and record their music. Les Paul is
known for American jazz, songwriter, blue guitarist and inventor. He invented the
single-coil solid guitar which was also the first commercial guitar. It was invented
because the normal guitar can't produce much that sound for live performances. And
all of these advancement lasted only in 1960's when Elvis Presley and The Beatles
started making massive record internationally and promoting more live
performances.

Music industry caught a lot of attention and began to produce more music and
artists. The live performance and other musical records become a profitable income
for producers and artists. For years of successful strategy, more artists and producers
continue this method.
Music Incorporated with Current Technology
The modern technology helps music producers create music easier. Also,
musicians can use the technology today to promote their music. Furthermore,
musicians do not have to compete just to get some shelf space at the music store and
do not have to worry about their distributor. Physical records are now getting
A disadvantage of this
outdated because artists are now publicizing their music through music streaming
advancement is that the music of artists is
applications that can be installed in mobile phones. Music streaming applications
easier to be pirated and shared for free.
have grown since people are now looking for the most convenient and easiest way to
listen toMoreover,
music. These music apps
musicians now require
can dealtheir users to subscribe for a fee.
with its audiences directly and do not have
to have a third party company just to reach
out to their audience. Artists will now
spend less just to promote their music. The

technology today is so powerful for the music industry

because this can be the medium of musicians for self-
promotion that is easier and cheaper than the traditional
music production. Here are some of the best music
applications and streams available for iOS and Android.

Google Play Music

Google play music is a free subscription that is
available in two platforms — android and iOS. This
music application promised a soft landing and
complete transition in the year 2019 with full access
on cloud-based music collection through play music
website as well as podcasts. This application allows to
upload up to. 50,000 songs with good background
listening, downloads and ad-free music.

Apple Music
Apple music application is not a free
subscription and its subscription starts at 10USD per
month in the US and in the Philippines, this is
sometimes packaged on the customers' telecom
subscribers. This application is the first music
streaming service that offers in accessing any songs
no matter where you are and can upload 100,000
YouTube Music
YouTube music is a free subscription application
that gives the background listening, no ads and downloads
with a premium option on subscription that allows to
listen to more than 200,000 songs and videos. Google
makes the interface more appealing and easy to navigate.

Spotify
Spotify, a music
application available in the
personal computer, has the
same functionality that allows
to stream single tracks and
entire album of the singers
and has the option to create a
custom playlist. This
application has 80 million
subscribers with 40 million
tracks. Known as one of the
best players in the game that
play any song, listen offline,
and ditch those ads.
Shazam
Shazam is a music
application that has music-
detection skills which recognize
songs and television shows with
options and lyrics. This
application is not a standalone
and works in another streaming such as Amazon Music,
Spotify, Apple Music, and more, and has real-time
chart.
Amazon Music
Amazon music allows the user to access free
songs and create a cloud player library that can upload
songs and purchased songs up to 50 million. This
streaming application is pretty good and slightly left out
compared to Apple Music, Google Play Music, and
8Tracks
8tracks is a free subscription that can access songs and
create a playlist where the user can hand craft and play the list
of songs in every occasion.

TuneIn Radio
TuneIn radio is a music
application that offers a bevy of
local content on-demand streams
encompassing sports, news, talk
shows, music, and current events
among other stellar offerings. It can
access to more than 120,00 live radio stations around the
world.

Sound Cloud
Soundcloud is an
application that allows to search a
wide range community of bands, podcasters, musicians and
many more for new artists to follow, listen to songs in your
feed, and even record and post own audio to retain the
hallmarks of site.
Pandora
Pandora is music
stream application that use
the advanced algorithms in
specifying the tracks and
artist, suggestions catered for
user to get better with
feedback. This is only
available in the U.S. at the
moment.
Tidal
Tidal is a music
application that is designed
for the audio aficionado with
more than 60 million lossless-quality tracks, an offline
mode, quick access to music videos, tailor-made
suggestions, and in-depth interviews covering
 Stringray Qello Concerts
Stingray Qello Concerts is an application
that accesses the full-length concerts and riveting
documentaries from the likes of Pink Floyd, Nirvana,
Lady Gaga, and countless others.

This is available on a wide variety of devices,

including Apple TV, Roku, and Android TV
Musix Match Lyrics
Musixmatch allows the
user to listen songs with synced
lyrics, including English-translated
language, lets the user search for song lyrics, helps to
identify music play with a simple tap and adding of
lyrics. This application is the world's largest catalog of
lyrics.
Slacker Radio
Slacker Radio allows the
user to access the news and sports
with curated music that user can
customize to suit their own tastes.

Deezer
Deezer offers the users'
favorite types of music and
creates a mix of music and artists
with massive library of tracks
and headline feature is the Flow
feature.

Jango Radio
Jango is a music
streaming application that has a
free subscription. The users can
browse music, explore by
category, or create their own
station by searching for an artist.
It can also share stations with
your friends on Facebook and
Twitter.
Napster Music
Napster application is a business music that roots as
a P2P file sharing platform with 40 million songs in its
database.

GarageBand
GarageBand application can play and loop a variety of instruments, from
cello and acoustic guitar to drums and synths, using your iPhone's touchscreen
display.
FL Studio Mobile
FL Studio Mobile is an
application for advanced audio-
editing app that offers synthesizers,
drum kits, loop beats, and more. It
comes with a bunch of effects, and
you can expect to find limiters,
parametric equalizers, a chorus tool,
and MIDI controller support.

Loopminal
Loopimal music application
is good for kids where in the kids
create music loops by representing
each individual part of the track as
a different animal or shape.
Essentially a musical sandbox for
the kids, it's nevertheless a pretty
powerful music-making tool, and
it's one that might help spark an
interest in music creation that could
last a lifetime.
 Musyc
Musyc application has
effect channels, as well as a
coupled track Mixer that builds
upon the app's 88 instruments.
This application is more of a game
than a full-fledged music creation
suite, it's nonetheless a great way
to create some tunes.

DJ Studio 5
DJ Studio 5 is a music
application that can mix, remix,
scratch, loop, pitch, and record
any of your music files by using
the two virtual turntables.

Ultimate Guitar Tabs

Ultimate Guitar Tabs
allows to view the chord
diagrams and the placement of
various notes on the fretboard at
a glance. This application is free,
touts interactive lessons and a
robust catalog of more than
800,000 ukulele and guitar tabs.

ForScore Mini
ForScore Mini allows to
edit and annotate your music
while providing the users with
options for tagging, sharing, and
displaying the music alongside
the accompanying audio track.
Application: (ANSWER THIS)

I. IDENTIFYING
Identify the kind of the following traditional media.

1. _________________________ 2. _________________________

3. _________________________ 4. _________________________

5. _________________________ 6. _________________________
 7. _________________________ 8. _________________________

9. _________________________ 10. _________________________

II. FILL IN THE BLANK

___________________ 1. Music stream application that use the advanced
_ algorithms in specifying the tracks and artist,
suggestions catered for user to get better with
feedback
___________________ 2. Mostly used by small brands to help them build
_ their names to the industry
___________________ 3. Application is not a free subscription and its
_ subscription starts at 10USD per month in the US
and in the Philippines, this is sometimes packaged
on the customers' telecom subscribers
___________________ 4. The oldest kind of print media
_
___________________ 5. Offer articles about various topics like
_ entertainment, celebrities, food, fashion, and many
more
___________________ 6. Considered to be the most popular form of print
_ media
___________________ 7. Give information about a certain company or an
_ organization usually are for giveaways so that
brands can be remembered by people
___________________ 8. A free subscription that is available in two
_ platforms — android and iOS. This music
application promised a soft landing and complete
transition in the year 2019 with full access on cloud-
based music collection through play music website
as well as podcasts
___________________ 9. A music application that offers a bevy of local
_ content on-demand streams encompassing sports,
news, talk shows, music, and current events among
other stellar offerings
 ___________________ 10. Traditional way of knowing the information by the
_ form newspaper, magazines, posters, banners and
any form of printed materials
___________________ 11. Usually made of cloth or paper and are used to
_ display slogans, logos, and other specific messages
___________________ 12. An application for advanced audio-editing app that
_ offers synthesizers, drum kits, loop beats, and more
___________________ 13. An application that allows to search a wide range
_ community of bands, podcasters, musicians and
many more for new artists to follow, listen to songs
in your feed, and even record and post own audio to
retain the hallmarks of site.
___________________ 14. A large outdoor advertising, typically found in high-
_ traffic areas such as alongside busy roads
___________________ 15. A free subscription application that gives the
_ background listening, no ads and downloads with a
premium option on subscription that allows to listen
to more than 200,000 songs and videos

III. ESSAY (Not more than 5 sentences)

1. What could be the factors of the death of Print Media?

2. What could be the importance of Print Media to the Marketing Industry?

References:

Living In The Information Technology Era

Teodero F. Revano Jr.
MINDSHAPERS CO., INC.
Congratulations! You did a great job for this lesson! You can now proceed to the next
lesson.