Media and Information Literacy

Quarter 1 – Module 3: Evolution of Media

Week 3-4

Lesson
Evolution of Media:
1 Traditional to New Media

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?

What’s In

Activity 1. Picture Analysis

Analyze the picture and answer the question that follows.
What does the picture tell you? Explain your answer

Source: “Evolution of Communication”, The Denver

Post, last modified May 7, 2016,
https://www.denverpost.com/2009/03/26/evolution-of-
communication/

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. Let’s find out more!
 What’s New

Activity 2. Classification of Words

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

cave paintings typewriter television Facebook

transistor radio portable laptop papyrus newspaper

smartphones clay tablets telegraph LCD Projectors

motion picture mainframe Computers wood blocks Google

Pre-Industrial Age Industrial Age Electronic Age New/Information Age

Were you able to get all correct answers? You may check the Answer Key.

The words that you have classified are some of 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.
 What is It

As media and information evolve throughout the history, it provided people

with a better and faster access to information that is easier to adopt and to
manipulate.
Below are the different tools that were used in various eras in the history of
communication.

Pre-Industrial Age

Pre-Industrial Age (Before 1700s) - People discovered fire, developed paper from
plants, and forged weapons and tools with stone, bronze, copper and iron.
Source: 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

Examples:

Cave paintings (also known as “parietal art”) are

numerous paintings and engravings found on cave walls or
ceilings around 38 000 BCE.
Source: “Cave Art”, Encyclopedia Britannica, last Modified May 22, 2020,
https://www.britannica.com/art/cave-painting

Clay tablets are used as a writing medium especially for

writing in cuneiform. Cuneiform is one of the oldest forms of
writing. This means of communication was used for over 3
000 years in 15 different languages
Source: “The Evolution of Traditional to New Media: Different Devices through the Ages”,
Timetoast, accessed June 11, 2020,https://www.timetoast.com/timelines/prehistoric-or-pre-industrial-
age-before-1700s

Papyrus is made from pith of papyrus plant. It is used

in ancient times as writing surface to designate
documents written on its sheets, rolled up to scrolls.
Source: “The Evolution of Traditional to New Media: Different Devices through the
Ages”, Timetoast, accessed June 11, 2020,https://www.timetoast.com/timelines/prehistoric-or-
pre-industrial-age-before-1700s
Other examples:

 Acta Diurna in Rome (130 BC)

 Dibao in China (2nd Century)
 Codex in the Mayan region (5th Century)
 Printing press using wood blocks (220 AD

Industrial Age
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).
Source: 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

Examples:

Printing press for mass production (19th century)

A printing press is typically used for texts. It is a device

that applies pressure to an inked surface resting upon a
print medium (like paper or cloth).
Source: “The evolution of Traditional to New Media”, Sutori, accessed June 11, 2020,
https://www.sutori.com/item/printing-press-for-mass-production-19th-century-a-printing-press-is-a-device-
0297

Telegraph is used for long-distance communication

by transmitting electrical signals over a wire laid
between stations.
Source: “Morse Code and the Telegraph”, History, last modified June 6, 2019,
https://www.history.com/topics/inventions/telegraph

Motion picture (also known as film or movie)

is series of still photos on film, projected in
rapid succession onto a screen by means of
light.
Source: “Motion
Picture”, Encyclopaedia Britannica, accessed June 12,
2020,https://www.britannica.com/art/motion-picture/Montage
Other Examples:

 Newspaper- The London Gazette (1640)

 Typewriter (1800)
 Telephone (1876)
 Motion picture photography/projection (1890)
 Commercial motion pictures (1913)
 Motion picture with sound (1926)
 Punch cards

Electronic Age
Electronic Age (1930s-1980s) - The invention of the transistor 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 efficient.
Source: 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

Examples:

Photo ofTransistor Photo ofLarge

radio electronic
computers- i.e.
EDSAC (1949) and
UNIVAC 1 (1951)

Transistor Radio Large Electronic Computers Mainframe Computers

Other Examples:

 Television (1941)
 Personal computers - i.e. Hewlett Packard 9100A (1968), Apple 1 (1976)
 OHP, LCD projectors

New Age or Information Age

Information Age (1900s-2000s) - 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. Moreover, voice, image, sound and data are
digitalized. We are now living in the information age
Source: 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
Examples:

Laptop Facebook Google Meet

(Social Network) (Video Chat)

Other Examples:

 Web browsers: Mosaic (1993), Internet Explorer (1995)

 Blogs: Blogspot (1999), LiveJournal (1999), Wordpress (2003)
 Social networks: Friendster (2002), Multiply (2003), Facebook (2004)
 Microblogs: Twitter (2006), Tumblr (2007)
 Video: YouTube (2005)
 Augmented Reality / Virtual Reality
 Video chat: Skype (2003), Google Hangouts (2013)
 Search Engines: Google (1996), Yahoo (1995)
 Portable computers- laptops (1980), netbooks (2008), tablets (1993)
 Smart phones
 Wearable technology
 Cloud and Big Data

Functions of Communication 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

Source: “Functions of Communication and Media”, LinkedIn, last modified January 26, 2017,
https://www.slideshare.net/DaveGeraldBooc/b-05-functions-of-communication-and-media
Activity 4. Traditional VS New Media

Write on the line which of the two is traditional media and new media and explain
briefly your answer.

Source:

“Traditional Media Vs New Media”, 1MayaMaria, last modified April 26, 2015,
https://1mayamaria.wordpress.com/2015/04/26/traditional-media-vs-new-media/

Explain your answer:

What I Have Learned

Let us remember:

 As media and information evolve throughout the history, it provided people

with a better and faster access to information that is easier to adopt and to
manipulate.
 Media as a communication tool is used to inform people on what is
happening around them, and educating people to make significance of facts.
 Media is also used as a platform for public political discourse which can
form public opinion.
 Media also serves as a watchdog of the government and private agencies
which leads to accountability and effecting positive change.
Lesson
Indigenous Media and Other
4 Sources of Information

In the previous lesson, we discussed how media and information evolve throughout
the history. It makes us easier to access more information. But, how will we know
the validity and reliability of the information that we get?

What’s In

Activity 1. News Report

The coronavirus or Covid19 pandemic is a global health crisis and the greatest
challenge in 2020. It creates economic, political and social effects to every country
it touches and leaves deep scars to it.
Some people lose their jobs and income. Some businesses are forced to close.
Education switches to remote learning approach. No one has an idea when
normality will return.
Directions: To know more about this pandemic, your task is to look for 3 news
articles about Coronavirus Covid-19 and place them in a sheet of paper. Then,
write on the box the references where you got your news articles and answer the
questions that follow.

Reference for news # 1

Reference for news # 2

Reference for news # 3

Note to the Student

Good topics are news about a politician, a phenomenon
 What is It

Sources of Information
There are three sources of information: indigenous media, library and
internet. Let us learn more of them in the following activities.

Indigenous Media

Indigenous media could also be defined as variety of media expression

conceptualized, produced, and circulated by indigenous people with
information appropriate to their culture.
Source: “Media and Information Sources”, BA Media and Information Literacy,last modified September 18,
2018, https://bamil786447613.wordpress.com/2018/09/18/media-and-information-sources/

Indigenous Knowledge is a unique knowledge from a specific culture or society.

Indigenous Communication is the transmission of information through local

channels or forms by which the culture is preserved, handed down and
adapted.

Source: “Media and Information Sources”, BA Media and Information Literacy,last modified September 18,
2018, https://bamil786447613.wordpress.com/2018/09/18/media-and-information-sources/

Characteristics of Indigenous Media

 oral tradition of communication
 store information in memories
 information exchange is face-to-face
 information is contained within the border of the community
Source: “Oral traditions and expressions including language as a vehicle of the intangible cultural heritage”,
UNESCO, accessed June 12, 2020, https://ich.unesco.org/en/oral-traditions-and-expressions-00053

Forms of Indigenous Media

 Folk or traditional media

 Gatherings and social organizations
 Direct observation
 Records (written, carved, oral)
 Oral instruction
Library
Library is a place where artistic, literary, musical and reference materials such
manuscripts, books, and films are kept for use and not for sale.

Types of Libraries
 Academic Library. This is for Colleges and Universities
 Public Library. This is for cities and towns
 School Library. This is for students from Kindergarten to Grade 12
 Special Library. This is in specialized environment such as hospitals,
private business and the government.

Internet
It is a global computer network providing a variety of information and
communication facilities, consisting of interconnected networks using
standardized communication protocols.

Since it is easy to access information from the internet, the following evaluation
criteria will help you how to assess online resources.
 Currency. It is the timeliness of information.
 Relevance. It is the significance of the information that you need.
 Authority. It is the source of information.
 Accuracy. It is the closeness of the report to the actual data
 Purpose. The reason why it is created.

SKILLS IN DETERMINING THE RELIABILITY OF INFORMATION

1. Check the Author
2. Check the Date of Publication or of update
3. Check for Citations
4. Check the Domain or owner of the site/page.
.com – commercial
.gov – government
.edu – educational
.org – nonprofit organization
.mil – military

Source: “Evaluating Information Sources Guide: Activities”, Charles Darwin University Australia, last
modified May 4, 2020, https://libguides.cdu.edu.au/evaluation

Note to the Student

You really have to be careful in getting information from the internet. It

is easy to access information but takes time to check and validate.
Information might be varied in forms and content in which it is difficult
to determine its reliability and accuracy.
 What’s More

Activity 3. Sources of Information

Give examples of media for each source of information by pasting 3
pictures ineach box. Do this in a short bondpaper.

Indigenous Media Library Internet

Rubric
Criteria 5 4 3 2
Content All pictures are Only 2 pictures Only 1 picture is The pictures are
relevant to the are relevant to relevant to the not relevant to
given source of the given source given source of the given source
information. of information. information. of information.

What I Have Learned

Let us remember:

 There are three sources of information: indigenous media, library

and internet.

 Indigenous media could also be defined as variety of media

expression conceptualized, produced, and circulated by indigenous
people withinformation appropriate to their culture.

 Library is a place where artistic, literary, musical and reference

materialssuch manuscripts, books, and films are kept for use
and not for sale.

 Internet is a global computer network providing a variety of

information and communication facilities, consisting of
interconnected networks using standardized communication
protocols.


 Media and Information
Literacy

Quarter 1 – Module 4
Types of Media

What I Need to Know

Great day to you dear learner! In this module you will learn to compare and
contrast how one particular issue or news is presented through the different types
of media such as print, broadcast, and online.

Media have been a popular tool in forming public opinion. The way issues
and news are presented can impact and influence audiences. Thus, it is important
to be mindful on how information is presented thru different media tools.

May you find significant learning experiences and joy from this module. Let
us start the fun and learning now.

After going through this module, you are expected to:

1. identify the different types of media;
2. classify contents of media type; and
3. editorialized how issue/news is presented through different types of media.
Lesson

5 Types of Media
Have you ever wondered what will happen to our world today if we still use
the same method of communication? We now live in a fast-paced generation, where
communication and information are available anytime and anywhere thru different
types of media. Any form of media has the goal of sending message across wider
audience. It is more efficient and faster. However, which do you think suits your
need best? Let us all figure it out, in this study journey, starting with the activity
below.

What’s In

Activity 1 CROSSWORD

Complete the crossword by filling in the word that fits in the given clue
below. Enjoy playing!

Were you able to get the correct answers?

The words you just unlocked will be the words to be discussed in this module.
Familiarizing to the terms will help you understand and be immersed more
media.
Check the Answer Key to see your progress.

What’s New

Activity 2 Concept Mapping

This time, we will read an excerpt from an article, “The Implications of Social
Media in the Philippines” by Bea Grace Pascual.

To the Filipino Students

Isaac M. Morallo, Master of Arts in Information Technology Education found a

negligible relationship between SNSs and academic performance. The perceived
effects of SNSs on the students’ Academic performance show that SNSs contribute to
the attainment of higher grade by interacting online about schoolwork. The results
show that there is no significant relationship between SNSs usage and student
academic performance because correlation show a negative relationship between
SNSs use and academic performance.

To the Filipino’s Culture and Belief

Roselyn Grace P. Santos wrote that social media has corresponding positive and
negative effects on Filipino culture and behavior. For one on the positive side, it
makes communication with friends and relatives easier. It also made initiating events
and activities hassle-free. The negative effects, on the other hand, are as follows: (1)
It has made it easier to spread bad and potentially damaging information; (2) It has
become a new medium for violence and crime like scams and identity.

To the Philippine Tourism Industry

In the Asia Pacific Multidisciplinary Research, it was concluded that social media
is a great avenue to disseminate the information faster, especially for tourism
establishments with lesser cost. However, customer’s opinions, thoughts and
expressions are not well presented, leading to bad impressions and unfair criticisms.
Thus, researchers suggest that establishments or their staff should familiarize
themselves with different social media applications or social networking sites to
avoid problems, especially in terms of privacy of contents and their information.
 To the Philippine Politics

Social media has proven itself to be a game – changer in terms of Philippine

politics. Given the fact that Filipinos are translating internet use as Facebook, it has
been a nest to some aspiring candidates during the May 2019 elections. Listen Ph, a
listening tool which records the statistics of candidates on different social networking
sites shows that Doc Willie Ong (senatorial candidate) holds the top spot for the most
popular, most viewed, fastest-growing, and most liked post on Facebook from March
25 to March 31, 2019.

Source: https://sagisag.com/article/642/technology/the-implications-of-social-media-in-the-
philippines

Did you enjoy outlining? It is important that we understand the predominance

of media in every aspect of our society. Media is not just use to send information and
communicate. It has greater impact in our culture, beliefs and even decision making.
The influence of media should not be taken lightly. As a student and the next leader
of this country, giving high regard to media and its influence, will help us control
media, rather than media controlling us. Check out the TEDx video of Min Kim:
https://www.youtube.com/watch?v=ZpjWioF6iMo for additional knowledge.
 What is it
We associate media to ABS-CBN and GMA, the two biggest mainstream media
in the Philippines. However, have we ever thought why “media” exist? In this lesson
you will understand contents of media, and how issues are presented through
different types of media.

The evolution of the type of media has drastically taken over the world. From
print, to broadcast radio and television and now we have the online media. Print
media is a paper publication. It can be in the form of books, newspapers, journals,
magazines, newsletters.

Broadcast media describes the traditional forms of media that include

television and radio. It is the distribution of audio and video content to a dispersed
audience via radio, television. Broadcast media commonly come in two forms: radio
and television broadcasting. Radio broadcasting is a one-way sound broadcasting
service, transmitted over a radio wave. Television broadcasting is a medium use to
transmitting moving images in monochrome or color.
Online media is a medium which use internet to send information.

Have you ever wondered what content will you upload on this new generation
media? In this part of the discussion, you will classify and understand media
content. Enjoy reading!

The influence of media

As media evolve from the regular print to broadcasting, to online media, its
content has also progressed. Traditionally, media is known for delivering
information. Now, it has become a platform of introducing products and services
and even opinion. The media today is more than about information. It is about
selling, and convincing you on something: products, services, and ideologies.
Through advertisement media can entice as to use and buy a product and try
services. Ideologies are being sold too, using your favorite actress on TV, or an
online influencer. For example, media wants to sell political ideology. The political
advertisement tries to convince you buy showing the side of the politician in an
issue, with given facts or none. The convincing power depends on how the content
is presented, considering the believability of the presenter and the idea. The result
is that you, as an audience or voter will side with that politician and may end up
voting for him.

Media Content
Content is the idea that is delivered to the audiences, in a form of images still
and moving, audio, documents and files. News and information were the highlights
 of print media in its early years. Over the years though it has progressed by adding
advertisements, and written entertainment.
Radio and Television broadcasting both have the same content with the
modern print media. However, radio has been regarded more when it comes to
music and radio drama which stirs listeners’ imagination. Television on the other
hand has the best attribute and advantage of moving image plus the audio, which
is more entertaining. It also can foster emotion and empathy reaching a wider
target of audience; thus, the presentation of content becomes more effective.
Online media having almost all the content of print and broadcasting, has
changed its game by introducing the power of communication and interaction,
encouraging the audience to participate, which makes the audience feel they are
involve, and that gives the audience satisfaction.
Over the time, the content of media is headway to more sophisticated
creation, from the basic giving of information, to entertainment and now to
influence individual, group of people, and societies in defining themselves; from the
use of Print media, to radio and TV broadcasting, and now Online media.

Delivery mode of content in different types of media

Live streaming allows a creator to share creation and idea in real time. It can be in
Broadcast media, but commonly used in online media using Facebook, YouTube
and Instagram as its platform.
Webinars create a room for seminars, trainings, lectures, and discussion using
online media. It can also be use in presenting new products showcasing latest
creation.
Podcast is known as “new radio” merged from the word iPod and broadcast. It is an
audio programme done in series and delivered in digital audio. Listeners can access
through online media and download it for offline listening.
Infographics is a visual presentation of information and data. It comes in imagery,
charts and minimal texts which allows the reader to have a quick overview of the
concept or idea. Infographics use print media and online media.
E-books are electronic version of printed books. Stories can be read on computer or
handheld device. One of the advantages of E-book is its “interactivity” and
“personalization”. It is interactive in a way that reader can take note, underline
bookmark a page and go through hyperlinks to gain more information.
Personalization allows the reader to change the font and the backlight.

Activity 5: You know me!

DIRECTIONS: Identify the personalities below and answer the questions asked.
Write your answer on bondpaper.

https://www.facebook.com/Bri
gadaNewsGensan
Source: meg.onemega.com source: sunstar.com.ph
 1. What makes him/her interesting in his/her field?

a.)

b.)

c.)

2. Who has more influence in the society? Why?

3. What are the contributions of these personalities in the society?

a.)

b.)

c.)

What I Have Learned

Let us remember the following:

 The evolution of the type of media has drastically taken over the
world from print, to broadcast radio and television and now online
media.
 Print media is a paper publication. It can be in the form of books,
newspapers, journals, magazines, newsletters.
 Broadcast media describes the traditional forms of media that
include television and radio.

 Broadcast media commonly come in two forms: radio and

television broadcasting.
 Radio broadcasting is a one-way sound broadcasting service,
transmitted over a radio wave.
 Television broadcasting is a medium use to transmitting moving
images in monochrome or color.
 Online media is a medium which use internet to send information.
 Content is the idea that is delivered to the audiences, in a form of
images still and moving, audio, documents and files.

Assessment

Test I.
DIRECTIONS: Read the following statements and choose the best answer. Write
your answer on a sheet of paper.
1. What do you call this traditional media which uses frequency to send
information?
A. broadcast
B. digital
C. online
D. print

2. Which of the following best describes the advantage of e-book?

A. E-book can be easily shared for free.
B. E-book has backlight so you do not need a study lamp.
C. E-book is interactive and can be personalized.
D. E-book is saved on mobile phone only.

3. What do you call the idea that is delivered to the audience, in a form
of images still and moving, audio, documents and files?
A. content
B. information
C. message
D. news

4. It allows a creator to share creation and idea in real time

A. blog
B. infographics
C. livestreaming
D. podcasting

5. Why do news stations include visual images in their news stories?

A. It is easier to watch and read.
B. It makes the story believable.
C. It is more fun.
D. It is cheaper.

6. It is a medium used to transmitting moving images in monochrome or

color
A. cellphone
B. laptop
C. radio
D. television

7. What medium is more accessible in far flung areas?

A. cellphone
B. laptop
C. radio
D. television

8. DXBM, DXMF, DXRR are examples of .

A. broadcast media
B. film media
 C. new media
D. print media

9. Which of the following is an advantage of print media?

A. Printed document is more valid and difficult to alter.
B. Printed document can be recycled.
C. Printed document can be put in your bag.
D. Printed media can be a scratch paper.

10. All forms of media will create opinion to the

A. audience
B. politicians
C. influencers
D. sponsors

11. How do media sell political ideologies?

A. political advertisement
B. political singing
C. political dancing
D. political rally

12. Which media is best use in Industry Revolution 4?

A. broadcast
B. online
C. print
D. all of the above

13. How does social media change our lives in a good way?
A. Facebook changed the definition of friend.
B. Facebook created online jobs and opportunities.
C. Facebook created negative effects on culture as well as society.
D. Facebook made us care less of our privacy.

14. Time spent online seems to displace which other medium?

A. newspaper
B. radio
C. television
D. all of the above

15. Which of the following is not a purpose in advertising?

A. to denounce consumerism
B. to persuade
C. to make a point
D. to inform
