HOW MEDIA WAS MADE?

Marshall McLuhan, who is famous for the phrase “the medium is the message” and is the
proponent of the media theory on technological determinism, believed that society is driven by changes
in media and communication technology.

It was Christians who invented the codex around AD 100, a document which can be rightfully
reffered to as the prototype of the book.

Doctrina Christiana (1593), the first book to be printed in the Philippines, was a prayerbook
written in Spanish with an accompanying Tagalog translation.

Del Superior Govierno - The First Newspaper in the Philippines

Diaryong Tagalog - The First Newspaper in the Philippines written in TAGALOG

Radio in the Philippines started in 1924 with the establishment of KZKZ (AM) in Manila,
Philippines by Henry Herman Sr., owner of the Electrical Supply Company in Manila.

Internet in the Philippines first became available on March 29, 1994, 10:18 a.m. With the
Philippine Network Foundation (PHNet) connecting the country and its people to Sprint in the United
States via a 64 kbit/s link.

TRADITIONAL MEDIA VS. NEW MEDIA

Traditional media are those forms in the earlier periods of McLuhan’s media map. They are
traditional because of the specific characteristics that they have and functionalities that they offer.
According to McQuail (2005), traditional media is a one directional. The media experience is limited
and the sense receptors used are very specific.

In 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.

DIFFERENT TYPES OF MEDIA

Print Media

 Includes all types of publications, including newspapers, journals, magazines, books and reports.

 It is the oldest type

 Broadcast Media

 Refers to radio and TV, which came onto the scene at the beginning and middle of the 20th
century respectively

Internet

 Specifically websites and blogs – are rapidly emerging as viable and major channels of
communication as more and more people seek news, entertainment and educational material
online.

INDIGENOUS KNOWLEDGE AND INDIGENOUS MEDIA

 A rather unconventional source for information is the so-called indigenous knowledge (IK).
Indigenous knowledge was define by Warren (1991) as the “knowledge that is unique to given
culture or society.”
 Also known as community media, indigenous media is any form of media that is created and
controlled in the community, for the community, about the community and by the community is
separate from commercial media, state-run media, or public broadcasting.
 Indigenous communities are typically known to adhere to oral tradition of communication. This
means that they are not reliant on mainstream media. They store information in their memories
so the danger of losing information is greater.

CODES AND CONVENTIONS

Codes and conventions are in fact more complex and elaborate concepts. That is
because they are tied to the concept of genre.

Media Codes
 Technical, written and symbolic tools used to construct or suggest meaning in media forms and
products.

Media Conventions
 Rules or generally accepted ways of constructing form and informing meaning in media

Form conventions
 Form conventions are the certain ways we expect types of media’s codes to be arranged.

Story Conventions
 Story conventions are common narrative structures and understandings that are common in
story telling media products.

Genre
 The word genre comes from the French and means “kind” or “class”.
 The original Latin word is “genus” and means a class of things that can be broken down in
subcategories.