EVOLUTION OF MEDIA

FROM TRADITIONAL TO NEW

 THE MCLUHAN MANTRA:
"The Medium is the Message"

A phrase made by Marshall McLuhan

That the form of a Medium Embeds itself in the message,

creating a symbiotic relationship by which the medium
influences how the message is perceived.
MARSHAL MCLUHAN
The proponent of the Media Theory on
technological determinism, believed that the
society is driven by changes in media and
communication technology.

Explained that society adapts to advances in

technology, thus, changing cultural, political and
even historical aspects of the society.
CHANGE IS CONSTANT
AND INEVITABLE
 HOT AND COLD MEDIA
IN LANGUAGE OF MCLUHAN

Media forms requiring little Those with high-level user

Involvement from the
audience. They cannot be
"They cannot be touched"
and thus the experience is
relatively passive and static.
interactivity, where the
experience is more dynamic
and the audience is more
involved. Media forms that
utilize animations, or provide
participation.
MCLUHAN'S
MEDIA MAP OF HISTORY
THE 3 MOST SIGNIFICANT INVENTIONS
IN COMMUNICATIONS (1962)
• PHONETIC ALPHABET
• PRINTING PRESS
• TELEGRAPH
TRIBAL AGE
Hearing was the predominant and
most valuable sense of reception
LITERACY AGE
Sense of sight was dominant or it is
highly visual for the sense of
reception
PRINT AGE
Printing press was invented, which
mass-producing written texts.
Gave humans the liberty to read at
their own pace and to share them to
others.
ELECTRONIC AGE
McLuhan's (1989) idea of the
"Global Village," a community
where everyone in the world is
interconnected through media
In this period, the telegraph was
invented which paved the way to
the invention of more recent
technologies.
ELECTRONIC AGE
The communication technology at
this time led humans to instantly
connect to each other even in great
distance.
ELECTRONIC AGE
The communication technology at
this time led humans to instantly
connect to each other even in great
distance.
The age of sound and tactile sense
of reception.
INFORMATION AGE
Also known as the digital or new media
age, this is a time in human history
where everything relied heavily in the
use of computers to run major industries
INFRASTRUCTURE AGE
A Car with global positioning system, a
railway system which runs digitally,
appliances or gadgets at home that can
be controlled using internet are
examples of this age.
 CULTURE SHAPES TECHNOLOGY
According to Winston (1986), a media scholar who advanced the
idea cultural determinism, society is still in control of technology
and the innovations over time do not dictate how it must adapt
and function in relation to these technologies.
 TRADITIONAL VS. NEW MEDIA

Traditional Media are those forms in the earlier periods of

McLuhan's media map. The are traditional because of the
specific characteristics that they have and functionalities.

According to McQuail (2005), traditional media is one-

directional. The media experience is limited and the sense
receptors used are very specific.
 TRADITIONAL VS. NEW MEDIA

New Media , the experience is more interactive. The audiences

are more involved and are able to send feedback
simultaneously. New Media integrates all the aspects of the
traditional media.
 WHAT IS NEW ABOUT NEW MEDIA

Interpersonal Communication Media

"Content is private and perishable and the

relationship establoshed and reinforced may
be more important than the information
conveyed."
 WHAT IS NEW ABOUT NEW MEDIA

Interactive Play Media

Video and computer-based games, plus

virtual reality devices compose this category.
 WHAT IS NEW ABOUT NEW MEDIA

Information Search Media

The internet and the World Wide Web

become repositories or sources of a vast
collection of information that can be accessed
real-time despite geographical location
 WHAT IS NEW ABOUT NEW MEDIA

Collective Participatory Media

Refers to the use of the Internet for "sharing

and exchanging information, ideas, and
experiences
 WHAT IS NEW ABOUT NEW MEDIA

• Interactivity
• Social Presence (Sociability)
• Media Richness
• Autonomy
• Playfulness
• Privacy
• Personalization
 FUNCTION OF COMMUNICATION AND MEDIA

• Inform citizens of what is happening

around them (also called the monitoring
functions)
 FUNCTION OF COMMUNICATION AND MEDIA

2. Educate the audience as the meaning and

signifance of the "facts"
 FUNCTION OF COMMUNICATION AND MEDIA

3. Provide a platform for public political

discourse, facilitating the formation of "Public
Opinion"
 FUNCTION OF COMMUNICATION AND MEDIA

4. Give publicity to governmental and political

institutions (known as the watchdog role of
journalism)
 FUNCTION OF COMMUNICATION AND MEDIA

5. Serve as the channel for the advocacy of

political viewpoints.