EVOLUTION

of
MEDIA

T THE TRIBAL AGE IS ALSO KNOWN AS

THE “ACOUSTIC ERA“. A TIME WHERE
R THE EAR IS THE VERY ESSENTIAL SENSE
ORGAN FOR INFORMATION GAINING
A
I
G
AND ALLOWED THE PEOPLE TO BE MORE
IMMEDIATELY AWARE OF THEIR
B SURROUNDINGS, WHICH WAS

E
EXTREMELY IMPORTANT FOR HUNTING
A SINCE THEY TRAVEL FROM ONE PLACE
TO ANOTHER.
L

L
The first era, that of the oral tradition, I
A stretches from the time humankind first
acquired speech to the beginnings of literacy
T
E
G five thousand years ago. The second era, the
age of literacy, includes the period from the R
E
invention of writing to the discovery of
electricity and its use in the form of the
A
telegraph. C
Y

P Print age. The third stage

R
McLuhan describes is the Print
Age, when individual media
A
I G
products were mass-produced
due to the invention of the

N printing press. It gave the ability

T
to reproduce the same text over
and over again. E

E
Lastly, McLuhan describes the Electronic Age,
L otherwise included under the information age,
E as an era of instant communication and a
return to an environment with simultaneous
A
C sounds and touch. It started with a device
T created by Samuel Morse's invention of the
G
E
telegraph and led to the telephone, the cell
R phone, television, internet, DVD, video games,
I etc.

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