MEDIA AND INFORMATION TECHNOLOGY

Name of Learner: _______________________ Grade Level: __________________

Section:_______________________________ Score:________________________

LEARNING ACTIVITY SHEETS

THE EVOLUTION OF MEDIA FROM TRADITIONAL TO NEW
MEDIA

Background Information for Learners

In this lesson we need to be informed how technologies evolved from prehistoric age into
digital age, new innovations from the simplest going to complex invention. Without this era, there
are no technologies that we are enjoying right now which will be useful for the next generation.

Traditional to New Media

1. Prehistoric Age- People discovered fire, developed paper from plants and forged
equipment or weapon through stone, bronze, copper and iron.

2. Industrial Age- People used the power of steam, developed machine tools, established
iron production and manufacturing of various products (including books through the
printing press).

3. Electronic Age- People harnessed the power of electricity that led to electrical
telegraphy, electrical circuits and the early large-scale computers (through vacuum
tubes, transistors and integrated circuits). In this age, long distance communication
became possible.

4. New (Digital) Age- People advanced the use of microelectronics in the invention of
personal computers, mobile devices and wearable technology. In this age, the Internet
paved the way for faster communication and the creation of the social network.
Moreover, voice, image, sound and data are digitalized.

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TRADITIONAL MEDIA VS. NEW MEDIA

Traditional Media
• Media experience is limited.
• One- directional.
• Sense receptors used are very specific (i.e. print media-sense of sight, radio –sense
of hearing, TV and film- sight and hearing).

New Media
• Media experience is more interactive.
• Audiences are more involved and can send feedback simultaneously.
• Integrates all the aspects of old media.

You may also watch the “History of Communication” by Volke.com in YouTube.

https://www.youtube.com/watch?v=rDkxsNmKDGk

Why Media? What Do Media Do for Us?

Even a brief history of media can leave one breathless. The speed, reach, and power of the
technology are humbling. The evolution can seem almost natural and inevitable, but it is important
to stop and ask a basic question: Why? Why do media seem to play such an important role in our
lives and our culture?

Media fulfill several roles in culture, including the following:

• Entertaining and providing an outlet for the imagination

• Educating and informing
• Serving as a public forum for the discussion of important issues
• Acting as a watchdog for government, business, and other institutions

Thinking more deeply, we can recognize that certain media are better at certain roles.
Media have characteristics that influence how we use them. While some forms of mass media are
better suited to entertainment, others make more sense as a venue for spreading information.

Learning Competency with Code:

Explain how the evolution of media from traditional to new media shaping the values and norms
of people and society. (Quarter 3, Week 4) MIL11/12IMIL-IIIa-4

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Exercise 1

Directions: Identify the following media if it is TRADITIONAL or NEW. Write your answer
on the space provided before each item.
___________1. Magazine
____________2. Broadsheet
____________3. Radio
____________4. Online Video Games
____________5. Online Telephony and
____________6. Tabloid
____________7. Paperback Novel
____________8. Television
____________9. Web Video Portals
____________10. Facebook Messaging Capability

Exercise 2

Directions: Watch the video about “How Has Technology Changed Us?”
The Medium is the Message by BBC Radio 4 (YouTube) with this link:
https://www.youtube.com/watch?v=Ko6J9v1C9zE. After watching answer the following
questions below.
1. Explain the statement of Marshall McLuhan that “The Medium is the Message”.
2. Does technology shaped us or is it us who shaped technology? Explain your answer and
give an example.

Exercise 3

Directions: Analyze and interpret the picture below:

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Exercise 4

Directions: Watch the video about “World Press Freedom Day 2017: UNESCO Calls for Better
Protection of Press” by Al Jazeera with this link:
https://www.youtube.com/watch?v=AZfHwMmjI_8. Then answer the questions below:
1. What is the news all about?
2. What issues facing journalist are mentioned in the news?
3. Are the issues mentioned also evident in the Philippines?

Exercise 5

Directions: Draw on a short bond paper a political cartoon depicting your opinion about how
Philippine media performs its roles and functions in the Philippines which is a democratic country.
(10 points) Explain the message of your political cartoon in not less than 3 sentences.

Rubric for Scoring:

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References:

The Evolution of Traditional To new Media. arneilping, silideshare. Accessed July 2020.

World Press Freedom Day 2017: UNESCO calls for better protection of press.
watch?v=AZfHwMmjI_8. Accessed July 2020.

The Medium is the Message. watch?v=Ko6J9v1C9zE. Accessed July 2020.

Media killings. cnnphilippines.com/news/2016/06/01/. Accessed July 2020

Media Organization twisted Coverage. Philstar/Headlines/2017/03/30/16 86079. Accessed July

2020.

A Brief History of Communication. watch?v=rDkxsNmKDGk. Accessed July 2020

Understanding Media and Culture-An Introduction To Mass Communication.

saylordotorg.github.io. Accessed July 2020.

Media and Information Literacy Curriculum Guide by DepEd

Media and Information Literacy by Boots C. Liquigan, Diwa Learning Systems Inc.

P. 19, Media and Information Literacy by Boots Liquigan, Diwa Learning Systems Incorporated

Prepared by:

IVY LORRAINE M. GUILLEN

Writer

Edited by:

GLENAH A. TAGUIBAO
Teacher III

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