MEDIA AND INFORMATION LITERACY

RHEYVEN ROSE P. LABAYOG

12-POSEIDON

THE EVOLUTION OF MEDIA

FROM TRADITIONAL TO NEW
MEDIA

EXERCISE 1
1. TRADITIONAL
2. TRADITIONAL
3. TRADITIONAL
4. NEW
5. NEW
6. TRADITIONAL
7. TRADITIONAL
8. TRADITIONAL
9. NEW
10. NEW

EXERCISE 2
1. The phrase “the medium is the message” may be traced to a 1967 book by Marshall
McLuhan called Understanding Media: The Extensions of Man. According to McLuhan,
there are three media that have shaped civilization throughout history: the written word, the
printed word, and electronic image. The “hypodermic needle” metaphor is used to imply that
media influence is powerful and intangible. According to Marshall, media has the same
effect regardless of the content it carries.
2. Technology has improved over time. It is a cycle that starts with our dependence on
technology and then improving it to make life easier. We start with the use of technology in
nature, then we research, invent, discover new technological innovations for convenience,
knowledge and safety. This leads us to an improved technology compared to the 20th
century. Its ingenuity will not end here. Humans will continue to create and research new
forms of technology. On the other hand, the technologies we use and those that affect our
lives daily shape our lives in innumerable ways. The technologies such as improved
transportation, sanitation, food production, and appliances influence how we live our lives.
In conclusion, as we continue to create new technologies, our lives change. As our lives
evolve, so do the technologies that meet other needs and interests. Technological
development shapes our beginnings then we shape technology for convenience and safety.
Technological developments shape our lives resulting in new needs and interests that
continue this cycle of technological development.
 EXERCISE 3

1. According to the photo, the boy seems confused about information he hears and sees from
different types of media. Marshall McLuhan said that "the medium is the message." I agree with
him because although the message is the same, different media convey it in a different way. The
diversity of each medium affects how people perceive both the message and how it is delivered.

EXERCISE 4
1. People are protesting to protect the freedom of journalists and the journalists themselves and for
journalistic integrity.

2. The journalists mentioned in the article are facing threats, beatings, and detention. They also
have limited access to media and press freedom. In addition, fake news is being spread on social
media.

3. The issues discussed in the news are visible in our country, too. World Press Freedom Day was
on May 3, 2021, and CMFR executive director Melinda de Jesus discussed new laws that are being
passed that will further restrict media freedom in the Philippines. The government has also kept
quiet about the pandemic situation.