Republic of the Philippines

Department of Education
Region I
Schools Division Office I Pangasinan
BAYAMBANG NATIONAL HIGH SCHOOL
SENIOR HIGH SCHOOL
Bayambang, Pangasinan

MODULE
Evolution of Media from Traditional QUARTER

1
E

4 to New Media

INTRODUCTION

An important development with the growth of digital media has been the move from a traditional communication model of ‘one to many’,
characteristic of print and broadcast media, to a ‘peer to peer’ model that facilitates collaborative creation and sharing of content. As
content is digitized, it becomes accessible from a multitude of devices, including radio, television, personal computer, and perhaps most
importantly, the mobile phone, which is emerging as the dominant platform for delivering content of all kinds. The digitalization of voice,
image, sound and data – known as convergence – is creating new opportunities for interaction. This lesson will talk about the media
development breakthrough with the human history. This lesson was designed for you to explore the evolution of media. You may be able to
find out some technologies used throughout the history. You will be amazed how people communicate each other without using cellphones
or any social media accounts.

YOUR TARGETS

Learning Competency:
Explain how the evolution of media from traditional to new media shaped the values and norms of people in the society.

Learning Objectives:
At the end of the lesson, the student should be able to:
1. Identify the technology used by people to communicate with each other, store information, and broadcast information across the
different ages.
2. Understand how different media shaped the values and norms of people; and
3. Create a timeline of your exposure to traditional and new media trough a creative poster.

What I Know: Pre-test

Direction: Classify the following communication tools according to what age they belong.

Were you able to get all correct answers? You may check the Key Answer. The words that you have classified are some of
Learning Module in Media and Information Literacy Module #4 Page 1 of 8
the communication tools that were used in various ages in the history of communication: pre-industrial age, industrial age,
electronic age and new / information age.

DO THIS
Activity #1: Picture Analysis

Direction: Analyze the picture and answer the

succeeding question:
What does the picture tell you? Explain your answer.

Are you familiar with the technologies that they used? Well,
those are some of the technologies that they used for
communication. It was difficult and complicated to
communicate before. It was challenging and time
consuming. With the development of technology, people of
today receive new tools that make them work more efficient
and effective.

Activity #2: How Technology has changed our Lives?

Direction: Read and reflect each item carefully. State whether you agree or disagree to each of the statements by drawing a happy face
() if you agree and a sad face () if you disagree. There is no right or wrong answers for this activity.

FACTS ABOUT MEDIA AND TECHNOLOGY YOUR REACTION

1. Technology has changed education.

2. Technology changed the ways of communication.
3. Technology creates new kind of habits and digital addictions.
4. Lifestyle changes happened after the use of technology.
5. Technology has changed our health.
6. Technology makes our critical thinking skills almost dead.
7. Technology is making a difference in between business processes and systems
8. Technology change the way we store information.
9. Technology brought negative and positive impact on workplace productivity.
10. Technology has changed the behaviors and upgraded human greed

Are you aware of what is happening in your community? Are you still updated with the current issues that our country is facing today? If
yes, good to hear that! I bet you have your cellphone, television or radio with you to stay updated on what is happening around. Did you
ever wonder how people in the past received and delivered information or data?

LESSON PROPER

Technology and the media are interwoven, and neither can be separated from contemporary society
in most core and semi-peripheral nations. Media is a term that refers to all print, digital, and
electronic means of communication. From the time the printing press was created (and even
before), technology has influenced how and where information is shared. Today, it is impossible to
discuss media and the ways societies communicate without addressing the fast-moving pace of
technology change. Two decades ago, if you wanted to share news about your life event, you
phoned or wrote letters. You might tell a handful of people, but you probably wouldn’t call up several In the coming future, there is no
hundred, to let them know. Now, you might join an online community to announce your activities via doubt that robots are going to play a
Facebook. The circle of communication is wider than ever and when we talk about how societies large role in all aspects of our lives.
(Photo courtesy of shay
engage with technology, we must take media into account, and vice versa. sowden/flickr)

Learning Module in Media and Information Literacy Module #4 Page 2 of 8

Technology creates media. The newspaper you bought is a form of media, as is the movie you streamed for family bonding, the web site
you used to order product, the billboard you passed on the way on the street, and the magazine you read while you were waiting for it.
Without technology, media would not exist, but remember, technology is more than just the media we are exposed to.

Types of Media and Technology

Media and technology have evolved hand in hand, from early print to modern publications, from radio to television to film. New media
emerge constantly, such as we see in the online world. To distinguish the difference between traditional and new media let’s take the
following concepts.

DIFFERENCE BETWEEN TRADITIONAL AND NEW MEDIA

Traditional Media has a very broad exposure because it considers everyone, regardless of age, as its audience. While New Media
describes content available on-demand through the Internet.

Examples of Traditional Media Examples of New Media

 Television  Website and Blogs

 Radio  Streaming Audio and Video
 Newspaper  Chat rooms
 Newsletter  Email
Other print publications  Online Communities
 Social Media and Sharing Platforms
 Web Advertising
 CD-ROM Media
 Augmented Reality
 Virtual Reality environments

How media and information has evolved throughout the history? To answer this query, take a review of the succeeding table that
represents the historical development of media over time.

Different Media Ages

1. Pre-Industrial Age (Before 1700s);

2. Industrial Age (1700s-1930s);
3. Electronic Age (1930s-1980s); and
4. Information Age (1900s-2000s)

Media Ages Description Examples of Media

1. Pre-Industrial Age (Before 1700s)
Clay tablets in
Mesopotamia (2400 BC)
 It is the period where people discovered
fire, developed paper from plants, and
forged weapons and tools with stone,
bronze, copper and iron.
 It is the time where there were no written
accounts of history. Anything prior to the
first written accounts of history is
prehistoric.
a. Cave paintings (35,000 BC)
b. Clay tablets in Mesopotamia (2400 BC)
c. Papyrus in Egypt (2500 BC)
d. Acta Diurna in Rome (130 BC)
e. Codex in the Mayan region (5th Century)
f. Printing press using wood blocks (220
AD)

Learning Module in Media and Information Literacy Module #4 Page 3 of 8

2. 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).
 It was in this age where, oral and written
forms of communication started.
Telegraph
a. Printing press for mass production (19th
century)
b. Newspaper- The London Gazette (1640)
c. Telegraph for long-distance
communication
d. Motion picture photography/projection
(1890)
e. Telephone (1876)
f. Typewriter (1800)
g. Commercial motion pictures (1913)
h. Motion picture with sound (1926)
i. Punch cards

3. Electronic Age  The invention of the transistor a. Transistor Radio

(1930s-1980s) 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
Transistor efficient
b. Television (1941)
c. Large electronic computers- i.e. EDSAC
(1949) and UNIVAC 1 (1951)
d. Mainframe computers - i.e. IBM 704
(1960)
e. Personal computers - i.e. Hewlett-
Packard 9100A (1968), Apple 1 (1976)
f. OHP, LCD projectors

4. Information Age (1900s-2000s)
 In this age, 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.
 Voice, image, sound and data are
digitalized. We are now living in the
information age.
 Web browsers i.e. Mosaic (1993), Internet
Explorer (1995)
 Blogs i.e. Blogspot (1999), LiveJournal
(1999), Wordpress (2003)
 Social networks i.e. Friendster (2002),
Multiply (2003), Facebook (2004)
 Microblogs i.e. Twitter (2006), Tumblr
(2007)
 Video - YouTube (2005)
 Video chat - i.e. Skype (2003), Google
Hangouts (2013)
 Search Engines - Google (1996), Yahoo
(1995)
 Portable computers- laptops (1980),
netbooks (2008), tablets (1993)

How Different Media Shaped the Values and Norms of People?

The Following are Examples of Media and Their Effect to the Society

a. Print Newspaper

Early forms of print media, found in ancient Rome, were hand-copied onto boards and carried around to
keep the citizenry informed. With the invention of the printing press, the
way that people shared ideas changed, as information could be mass
produced and stored. For the first time, there was a way to spread
knowledge and information more efficiently; many credit this development
as leading to the Renaissance and ultimately the Age of Enlightenment.

The invention of the telegraph, in the mid-1800s, changed print media almost as much as the printing press. Telegraph Machine
Suddenly information could be transmitted in minutes.

With the invention and widespread use of television in the mid-twentieth century, newspaper circulation steadily dropped off, and in the
21st century, circulation has dropped further as more people turn to internet news sites and other
forms of new media to stay informed.

This shift away from newspapers as a source of information has profound effects on societies.
When the news is given to a large diverse conglomerate of people, it must maintain some level of
broad-based reporting and balance in order to appeal to a broad audience and keep them
subscribing. As newspapers decline, news sources become more fractured, so each segment of
the audience can choose specifically what it wants to hear and what it wants to avoid.
Increasingly, newspapers are shifting online in an attempt to remain relevant. It is hard to tell
what impact new media platforms will have on the way we receive and process information.

Is print more effective at conveying information? In recent study, Mangen, Walgermo, and Bronnick (2013) found that students who
read on paper performed slightly better than those who read an e-book on an open-book reading comprehension exam of multiple-choice
and short-answer questions.
Learning Module in Media and Information Literacy Module #4 Page 4 of 8
 b. Television and Radio

Radio programming obviously preceded television, but both shaped

people’s lives in much the same way. In both cases, information (and
entertainment) could be enjoyed at home, with a kind of immediacy and
community that newspapers could not offer. Even though people were in
their own homes, media allowed them to share these moments in real time.

In the Philippine settings, Private networks like GMA, TV5 etc., exerted a lot of control over what people watched. Public television, in
contrast, offered an educational nonprofit alternative to the sensationalization of news spurred by the network competition for viewers and
monetary advertising. The impact of television on society is hard to overstate. The result of survey released on January 2016 shows that
the Filipino has an average daily TV viewing time of five hours and twelve minutes daily. All this television has a powerful socializing effect,
providing reference groups while reinforcing social norms, values, and beliefs.

c. Film

Like television, early films were unifying for society: as people gathered in theaters to watch new
releases, they would laugh, cry, and be scared together. Movies also act as time capsules or cultural
touchstones for society. Movies illustrate society’s dreams, fears, and experiences. While many
consider Hollywood the epicenter of moviemaking, many countries like Philippines also produce more
films per year that speaks to the cultural aspirations and norms of the Filipino society. Increasingly,
people are watching films online via Netflix, Youtube and other streaming services. In 2013, Google, Inc. reported that YouTube served 1
billion unique viewers every month—an impressive number, considering that it amounts to one-third of the estimated 3 billion accessing the
Internet every month (Reuters 2013; International Telecommunication Union 2014).

d. New Media

New media encompasses all interactive forms of information exchange. These include social
networking sites, blogs, podcasts, wikis, and virtual worlds. Clearly, the list grows almost daily.
However, there is no guarantee that the information offered is accurate. In fact, the immediacy of new
media coupled with the lack of oversight means we must be more careful than ever to ensure our
news is coming from accurate sources.

VIOLENCE IN MEDIA AND VIDEO GAMES: DOES IT MATTER?

A glance through popular video game and movie titles geared toward children and teens
shows the vast spectrum of violence that is displayed, overlooked, and acted out.

Children’s play has often involved games of aggression—from cops and robbers, to fake
sword fights and others. Many articles report on the controversy surrounding the suggested
link between violent video games and violent behavior. Is the link real? Psychologists
Anderson and Bushman (2001) reviewed forty-plus years of research on the subject and, in In the coming future, there is no doubt that robots
2003, determined that there are causal linkages between violent video game use and are going to play a large role in all aspects of our
aggression. They found that children who had just played a violent video game lives. (Photo courtesy of shay sowden/flickr)
demonstrated an immediate increase in hostile or aggressive thoughts, an increase in
aggressive emotions, and physiological arousal that increased the chances of acting out aggressive behavior (Anderson 2003).

Ultimately, repeated exposure to this kind of violence leads to increased expectations that violence is a solution, increased violent
behavioral scripts, and an increased cognitive accessibility to violent behavior (Anderson 2003). In short, people who play a lot of these
games find it easier to imagine and access violent solutions than nonviolent ones, and they are less socialized to see violence as a
negative.

Planned Obsolescence: Technology That’s Built to Crash

Chances are your mobile phone company, as well as the makers of your laptop and your People have trouble keeping up with technological
innovation. But people may not be to blame, as
household appliances, are all counting on their products to fail. Not too quickly, of course, or
manufacturers intentionally develop products with
consumers wouldn’t stand for it—but frequently enough that you might find that it costs far short life spans.
more to fix a device than to replace it with a newer model. Appliance repair people say that
while they might be fixing some machines that are twenty years old, they generally aren’t fixing those that are seven years old; newer
models are built to be thrown out. This strategy is called planned obsolescence, and it is the business practice of planning for a product
to be obsolete or unusable from the time it is created.

To some extent, planned obsolescence is a natural extension of new and emerging technologies. After all, who is going to cling to an
enormous and slow desktop computer from 2000 when a few additional cost can buy one that is significantly faster and better?

Those who use Microsoft Windows might feel that they are victims of planned obsolescence. Every time Windows releases a new
operating system, there are typically not many innovations in it that consumers feel they must have. However, the software pr ograms are
upwardly compatible only. This means that while the new versions can read older files, the old version cannot read the newer ones.
Learning Module in Media and Information Literacy Module #4 Page 5 of 8
In short order, those who have not upgraded right away find themselves unable to open files sent by colleagues or friends, an d they
usually wind up upgrading as well.

Ultimately, whether you are getting rid of your old product because you are
being offered a shiny new free one (like the latest smartphone model), or
because it costs more to fix than to replace (like the iPod model), or because
not doing so leaves you out of the loop (like the Windows model.

Homogenization and Fragmentation

Despite the variety of media at hand, the mainstream news and entertainment you enjoy are increasingly homogenized (standardized).
Most of the different news outlets all tell the same stories, using the same sources, resulting in the same message, presented with only
slight variations. Whether you are reading different news web site, the coverage of national events will likely be the same.

Simultaneously with this homogenization among the major news outlets, the opposite process is occurring in the newer media streams.
With so many choices, people increasingly customize their news experience, minimizing their opportunity to encounter information that
does not jive with their worldview which is known as social fragmentation. For instance people who want to avoid politics completely can
choose to visit web sites that deal only with entertainment or that will keep them up to date on sports scores. They have an easy way to
avoid information they do not wish to hear.

Functions of Media

1. Monitoring Function. This is to inform the citizens on what is happening around them.
2. Information Function. This is to educate the audience on the meaning and significance of the facts.
3. Opinion Function. This is to provide a platform for public political discourse. It is to facilitate public opinion and expression of dissent.
4. Watchdog Role of Journalism. It denounces the wrongdoing of the government and the private which leads to increasing of
accountability and spearheading positive changes.
5. Channel for Advocacy of Political viewpoints
6. As resource cente r- It acts as a gateway of information for the society’s consumption.
7. As the Peace & Consensus Builder - The media should play as the neutral role in the conflict and provide warring groups a method for
representation and voice to settle their differences peacefully.

WHAT I HAVE LEARNED?

Activity #3: Short Answer

Direction: Complete the sentence stem below.

1. What are the differences between traditional and new media?

2. What are the different media ages and example of devices used?
3. List at least three media and briefly explain how it shaped your values and norms.

WHAT I CAN DO

Activity #4: Poster/Scrapbook Making

Direction: Create a timeline of your exposure to traditional and new media through a creative
poster or scrapbook. For each item of media, you should include the following:
(a) Poster Title, (b) image, (c) year of exposure, (d) short description and (e ) personal insight about
the function/significance of that media in your life. Submit your final output, with your FULL NAME
and SECTION. Put your output using long coupon bond (8.5x13).

ASSESSMENT (POST-TEST)

Direction: Write the letter of the correct answer in a separate sheet of paper.

1. The fact that your cell phone is using outdated technology within a year or two of purchase is an example of ____________.
A. Conflict perspective B. Conspicuous consumption C. Media D. Planned obsolescence

2. When it comes to technology, media, and society, which of the following is true?
A. Media influences technology, but not society.
B. Technology created media, but society has nothing to do with these.
C. Technology, media, and society are bound and cannot be separated.
D. Society influences media but is not connected to technology.

3. Which of the following is NOT a form of new media?

A. cable television program B. cooking blog C. Wikipedia D. Facebook

Learning Module in Media and Information Literacy Module #4 Page 6 of 8

4. Research regarding video game violence suggests that ______________________________.
A. Boys who play violent video games become more aggressive, but girls do not.
B. Girls who play violent video games become more aggressive, but boys do not.
C. Violent video games have no connection to aggressive behavior.
D. Violent video games lead to an increase in aggressive thought and behavior.

5. What marks the Electronic Age?

A. The invention of wearable technology B. The invention of the Internet
C. The invention of Transistor D. The invention of Television

6. What is new media?

A. Content made available in the internet B. Offline information
C. Printed information D. Word of mouth

7. What type of engagement does the new media provides for its audience?
A. One-way communication B. Two-way communication
C. Three-way communication D. None of these is correct

8. On what Media Age does video chat service become widely available?
A. Pre-Industrial Age B. Industrial Age C. Electronic Age D. Information Age

9. What type of media was developed that leads to the Age of Enlightenment?
A. Film B. Print C. Radio D. Television

10. It is a policy of planning or designing a product with an artificially limited useful life, so that it becomes unfashionable or no longer
functional after a certain period of time.
A. homogenization B. fragmentation C. planned obsolescence D. None of the choices

REINFORCEMENT ACTIVITY
Activity #5: Media and Technology in the Society (Short Answer)

Direction: Provide your answers to the following questions. Submit your final output, with your FULL NAME and SECTION. Put your
output using yellow pad paper or long coupon bond (8.5x13).

1. Do you support or defy the premise that access to technology leads to greater opportunities? If your answer is No, Why?, if Yes, How
have you noticed technology use and opportunity to be linked, or does your experience contradict this idea? Why/How?
2. Should a government be responsible for providing all citizens with access to the internet? Or is gaining internet access an individual
responsibility?
3. How has digital media (other term for social media) changed social interactions? Do you believe it has deepened or weakened human
connections? Defend your answer.
4. Where and how do you get your news? Do you watch network television? Read the newspaper? Go online? How about your parents or
grandparents? Do you think it matters where you seek out information? Why or why not?
5. Where are you most likely to notice advertisements? What causes them to catch your attention?
6. In what way does media affect your life (personal, professional, academic, social, others)?

Activity #6: Table Completion (My Media Favorites)

Direction: Fill out the table with significant information on your media favourites. Submit your final output, with your FULL NAME and
SECTION. Put your output using yellow pad paper or long coupon bond (8.5x13).
.
MY MEDIA FAVORITES
Foreign
Media Product Local Examples How did you discover them? Why do you like them?
Examples
PRINT
FILM
TV
RADIO/
MUSIC
ONLINE

SUMMARY

Media and technology have been interwoven from the earliest days of human communication. The printing press, the telegraph, and the
Internet are all examples of their intersection. Mass media have allowed for more shared social experiences, but new media now create a
seemingly endless amount of airtime for any and every voice that wants to be heard. Advertising has also changed with technology. New
media allow consumers to bypass traditional advertising venues and cause companies to be more innovative and intrusive as the y try to
gain our attention.

Learning Module in Media and Information Literacy Module #4 Page 7 of 8

 REFERENCES

Media and Information Literacy by Boots C. Liquigan, Diwa

Media and Information Literacy – Grade 11 Alternative Delivery Mode by DepEd
Ferdinand B. Pitagan, Ph.D et.al., “Teaching Guide for Senior High School Media and Information Literacy” Philippines Quezon City:
Commission on Higher Education, 2016, pp.20-21
https://www.google.com/images
https://courses.lumenlearning.com/sociology/chapter/media-and-technology-in-society/
https://opentextbc.ca/introductiontosociology2ndedition/chapter/chapter-8-media-and-technology/#section8.1.
https://www.klientsolutech.com/examples-of-how-technology-has-changed-our-lives/

KEY ANSWER:

Pre-test: Classification of Words

10. C 5. C
9. B 4. D
8. D 3. A
7. B 2. C
6. A 1. D

Post-test

cave paintings typewriter transistor radio Portable laptop

papyrus motion picture television Facebook
clay tablets newspaper mainframe smartphones
wood blocks telegraph computers Google
LCD Projectors

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