Evolution

of Media
A global and local perspective
COURSE STANDARDS
CONTENT STANDARDS
The learners discuss the implications of the
evolution of media.
The learners identify communication tools and
networks based on their usage in different
contexts for different purposes.

PERFORMANCE STANDARDS
The learners construct a paradigm shift
illustration about the evolution of media.
The learners predict the future of media and
information.
Global Perspective

1. Pre-historic Age
2. Middle Age
3. Industrial Age
4. Electronic Age
5. Information Age
1. Pre Historic Age
Cave paintings 

Petroglyphs
(carved rocks)

Pictographs

Megalithic Art (stone

monuments and
sculpture)
2. Middle Age
Messengers

Printing Press

Free Press

Adversarial Press
23. Industrial Age

Steam Press

Telegraph
4. Electronic Age

Radio

Television

Telephone
5. Information Age

Computers

Laptops

Tablets

Mobile Phones
Local Perspective

A. Ancient Times to
Spanish Colonization

B. Landmark Events in
Philippine Mass Media
 ANCIENT TIMES TO SPANISH
COLONIZATION

• Baybayin – ancient Filipino alphabet

• Umalohokan – ancient broadcast system: the town

crier

• Print media was brought by colonizers: social

divide was evident in access

• First newspaper: Del Superior Govierno (1811)

• First Filipino newspaper: La Solidaridad

 LANDMARK EVENTS IN
PHILIPPINE MEDIA-PRINT
MEDIA

• American Period -The Manila Times

(1898) and Manila Bulletin (1900)

• Martial Law (1972) - Marcos seized

control of major media organizations
 LANDMARK EVENTS IN PHILIPPINE MEDIA- CINEMA
• The birth of Philippine Cinema is attributed to the establishment of Malayan Films, the
production house owned by Don Jose Nepomuceno, in 1917.

• First Filipino film, Dalagang Bukid (1918)

• 1950s: Golden Age of PH Cinema

• First Asian Film in Venice Film Festival: Genghis Khan by Manuel Conde

• Big Four: LVN Studios, Premiere Productions, Lebran, and Sampaguita Pictures

• Martial Law: Lino Brocka and Ishmael Bernal

• After 1986 Edsa Revolt, cinema became freer

 LANDMARK EVENTS IN PHILIPPINE MEDIA-TELEVISION
1946 - ABS was founded by American electronics
engineer James Lindenberg as Bolinao
Electronics Corporation (BEC).

1953 - BEC was renamed Alto Broadcasting System (ABS)

after Judge Antonio Quirino, brother of President Elpidio
Quirino, purchased the company.

1957 - Eugenio Lopez Sr. and his brother Fernando Lopez,

owner of Chronicle Broadcasting Network (CBN), acquired
The company that would later be merged with ABS to form
ABS-CBN

1961 - Lopez Jr., made his dream 'bridges of air' possible

through its first telecast of DYCB-TV Channel 3 Cebu
 LANDMARK EVENTS IN PHILIPPINE MEDIA-TELEVISION

1950 - founded by Robert La Rue Stewart as

Republic Broadcasting System with flagship AM
radio station, DZBB.

1961 - RBS ventured into television and began

broadcasting on Channel 7 in the Greater
Manila Area.

1974 - Felipe L. Gozon, Menardo R. Jimenez, and

Gilberto M. Duavit took over the management of
RBS.

1996 - RBS was renamed GMA Network, Inc.

 MIL TAKE AWAY

“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” (p.121).
UNESCO
 REFERENCES
Cantor, O. (2016). Media and Information Literacy.
Quezon City: Vibal Group, Inc.
Chan Robles Virtual Law Library (for full text of pertinent
media laws and some landmark cases). Accessible
athttp://lawlibrary.chanrobles.com/
Magpile, C. (2016). Media and Information Literacy
(enhancing education through effective communication).
Quezon City, Philippines: The Inteligente Publishing, Inc.
Liquigan, B.C. (2016). DIWA Senior High School Series:
Media and Information Literacy. Makati City, Philippines:
DIWA Learning Systems INC.
Sayuno, Cheeno Marlo M. (2019). Media and Information
Literacy (Second Edition e-module). Makati. Diwa
Learning Systems Inc.
Wilson, C., Grizzle, A.., Tuazon, R., Akyempong, K., &
Cheung, C. (2011). Media and Information Literacy
Curriculum for Teachers. Paris, France: UNESCO.
Zarate, M.J.E. (2016). Media and Information Literacy.
Quezon City, PH: Rex Book Store, Inc.
Thank you!