• Brochure- is defined as a small, thin
2Mod 6: The Various Media In
The Age Of Information
Different media have different forms
and characteristics. The users of media
must understand its nature to maximize
its use.
*Media has several types. But
generally, there are three basic types of
media.
1.Print Media
2. Broadcast Media
3.New Media
➢ PRINT MEDIA
-is a type of media in mass
communication in the form of printed
publications. The traditional form of print
media involves ink and paper.
*The major types of print media are;
• Book- is defined as a set of printed
sheets of paper that are held together
inside a cover.
• Newspaper- refers to as a document
published regularly, consisting of news
reports, articles, photographs, and
advertisements that are printed on large
sheets of paper folded together.
• Magazine-is defined as a periodical
publication containing articles and
illustrations, typically covering a
particular subject or area of interest.
• Poster- is a bill or placard for posting,
which is often placed in a public place.
book or magazine that usually has
many pictures and information about a
product, or a place, etc.
• Press Release- is defined as an
official statement that gives information
to newspaper, magazines, television
news programs and radio stations.
*The Characteristics of Print Media
❖ A proponent of literacy
Print Media is essentially written media.
One must be able to read to patronize
print. By requiring literacy, print media
also promotes it.
❖ Portable
Print media is the most portable
platform of media. Its size and weight
allow people to carry it everywhere.
❖ Independent form of media
Unlike other forms of media, print does
not require a separate medium or
technology to transmit or receive
information.
❖ Structure
Correct grammar and proper sentence
construction are a must in print media.
The structure is given emphasis in print
media.
➢ BROADCAST MEDIA
-the term broadcasting refers to the
airborne transmission of
electromagnetic audio signals or
audiovisual signals that are readily
accessible to a wide population via
standard receivers.
*The major types of broadcast media
are;
• Radio Broadcasting
The invention of the radio began with
telegraph. As the first technological
advancement that made long distance
communication possible, its popularity
at the time cannot be overstated.
Despite its accomplishments,
telegraphic communication was limited.
• TV Broadcasting
Unlike the radio, the invention of
television was initially prompted by
commercialism. The earliest notable
development was that of German
inventor Paul Nipko, where he was
able to successfully transmit an image
in 1884. Further developments to
Nipko’s mechanical system known as
the rotating disk was made by several
other experts from all over the world.
*The Characteristics of Broadcast
Media
Though both are considered broadcast
media, radio and television differ in
terms of the broadcast features or
attributes.
*RADIO*
❖ Generally, there are two types of radio
format in terms frequency;
1. AM (Amplitude Modulated) radio
2. FM (Frequency Modulated) radio
❖ AM radio offers variety stations that
feature different programs formats.
1. Dramatic Programs
2. Non-dramatic Programs
*TELEVISION*
❖ Television has two elements;
1. Audio- sounds, music & voice
2. Video/Visual- footage, graphics & text
❖ Television program formats are
almost similar to the program formats in
radio.
1. Dramatic Format
(a) Drama Series (b) Drama Special (c)
Sitcom
2. Non-dramatic Format
(a) News & public affairs program
(d) Educational program
(b) Talk show, debate, discussion
program
(e) Informative program
(c) Contest quiz show, game show
program
(f) Variety show program
Below are the tables that show
advantages and disadvantages of the
two broadcast media;

➢ NEW MEDIA; THE WORLD
WIDE WEB
Where ordinary people can go on their
computer screens and with a few clicks
of a mouse button, find a vast array of
information and entertainment that
originates all around the world. Tim
Berners-Lee invented it back in 1989.
*The Characteristics of Broadcast
Media
a) Networked Linkage- Through
developments in computer networks,
information resources need not be
stored on a single centralized server
instead made it possible to just connect
the networks together.
b) Ubiquity- New media made
information simultaneously present
everywhere.
c) Digital- Because of its digital nature,
information in the new media became;
• Infinite, where duplication and
multiplication of information are
possible.
• Easily altered or edited
• Easily retrievable, and machine
readable
• Frequently stored on magnetic or
optical surfaces, which do not have a
proven permanence
d) Space Binding and Distance
Insensitivity- New media creates
bridges across continents. Information
from anywhere in the world can be
accessed everywhere.
e) Geographical Insensitivity-
Distance makes little difference in the
time, cost or speed of getting
information.
f) Personalized- New media commonly
exist in smart devices and networks. As
such, these
systems can be instructed to customize
or individualize information for each
user.
g) Prothesis & Telepresence-
People’s dependence on new media
has affected their daily
lives, making their devices become that
they are.
h) Virtuality, Virtual Community- New
media has created a social environment
without having the need of proximity.
i) Hypertext- Links documents together
in such a way that one need not read
documents in a prescribed order.
j) Interactivity- It seeks user input to
perform functions based upon it.
k) Push v. Pull- New media contrast
with older forms in that user/audiences
request custom content and are not
programmed to in the usual sense of
television and the press.
l) Convergent- These terms donate
that formerly separate technologies are
blending with a digital common
denominator.
m) Smart Server controlled
functions, applications- Secure
modes and transactions central
here are conducting financial and
personal transactions in privacy and
free fraud by the electronic methods.
n) Wired, Wireless, Terrestrial and
Satellite-based- While not strictly
characteristics of new media, the digital
and smart character of new media
make them more easily configured for
a variety of transmission methods.
o) Electromagnetic v. Optical-
Digitally based new media are more
readily converted to optical
transmission, which affords advantages
over conventional electronic
transmission.
➢ THE AVENUE OF NEW MEDIA:
SOCIAL MEDIA NETWORKING
SITES
❖ FACEBOOK
The world’s largest and most visited
social networking site with more than
900 million users, FB is the easiest
way to connect and share moments
with family and friends online. Facebook
was created by Mark Zuckerberg and
fellow Harvard University students,
Eduardo Saverin, Andrew McCollum,
Dustin Moskovitz and Chris Hughes in
February 2004.
❖ TWITTER
Just like Facebook, Twitter is one of the
visited sites. It is online social
networking and microblogging service
that enables users to send and read
text-based messages. Tweets are
publicly visible, but users can filter and
restrict messages and deliver them just
to their followers.
It was created in March 2006 by Jack
Dorsey and was launched by July.
❖ INSTAGRAM
Instagram or more commonly known
“IG” was originally created to be a
photo-sharing site. It has become
popular by its hashtags “Throwback
Thursday” and “Flashback Friday”. It
was created by Kevin Systrom and Mike
Krieger and was launched in October
2010.
❖ YOUTUBE
Popularly known to be a video-sharing
website, YouTube was created in
February 2005 by former PayPal
employees. User can upload, view and
share videos online.
❖ TUMBLR
A blog site that enables users to post
multimedia contents, Tumblr is one of
the social media sites that contains a
variety of funny pictures and videos
which can be shared and re- shared
thru the dashboard interface and to
other social media sites.
➢ THE CONVERGENCE OF MEDIA
IN THE AGE OF INFORMATION
The age of information has posted
threats to the traditional media
platforms (print, radio and TV). In a time
when the Internet has become the
media platform of choice for many, the
traditional have expanded their horizon
to keep up with the times. They have
moved outside their original medium
format and explored other available
media technologies. This phenomenon
is called the convergence of media or
media convergence.

MOD 5: THE MEDIA AND
INFORMATION SOURCES
*THE MEDIA AS INFORMATION
SOURCE*
The library of Virginia explains that
information can come from virtually
anywhere- media, blogs, personal
▪ INDIGENOUS MEDIA
Indigenous media may be defined as
forms of media expression
conceptualized, produced, circulated by
indigenous people around the globe as
vehicles for communication, including
cultural preservation, cultural and
artistic expression, political self-
determination, cultural sovereignty,
according to Oxford bibliographies.
It reflects indigenous communities and
has been used as a powerful social
movement catalyst all over the world.
Indigenous media seeks to spark
activism, promote advocacy, be a
source of empowerment, and
encourage community building among
indigents.
*THE COMMUNITY MEDIA AND THE
INDIGENOUS PEOPLE*
Community media is an independent,
civil society-based media that operate
for social benefit and not
for profit according to UNESCO.
Community media is popular alternative
top commercial media among minority
groups like the indigenous community.
It also ensures that their culture is
preserved without sacrificing
development.
The role of community media plays in
society make up for its lack off
commercial opportunities. By
being a proponent of social
responsibility and public participation,
community media helps in the
development
communities.
▪ Examples of Indigenous Media
a) Ethnographic films
Matthew Durington defines
ethnographic film as the visual
manifestation of anthropological
practice organized in linear moving
media. Ethnographic film is a non-fiction
work that reflects the lives of indigenous
people, typically following the
documentary format. Ruby 2000 and
Ruby 2005 argue for strict definition of
ethnographic film, limited top
productions by individuals with
anthropological training, preferably at a
professional level combined with a
media production background. Heider
2006, on the other hand, claims that
any film can be considered
ethnographic while providing a set of videos and musical recordings) are
evaluative criteria to gauge available for people to use
or borrow.
ethnographic film for both research and
pedagogy.
*THE INTERNET AS SOURCE OF
b) Aboriginal Media INFORMATION*
Abundance, availability, and
One of the most notable aboriginal accessibility are the three key aspects
media in existence is run by the Central of Internet as a source of information.
Australian Aboriginal Media Association The World Wide Web has considerably
or CAAMA called Imparja. Imparja grown from its introduction in 1991. As
(which means “tracks” or “footprints” IN of the writing of this book, Internet Live
Central Australian Language, Arrente) Stat has reported over billion of
is a commercial station intended for the registered websites.
aboriginal population. Apart from public
service announcements it also
broadcasts aboriginal programs aimed
at promoting awareness about the
concerns and issues of Aboriginal
people, preserves the aboriginal
languages, and culture through art,
music, stories, and dances. (Ginsburg,
1991).

*TRADITIONAL MEDIA AS PRIMARY

SOURCE OF INFORMATION*

TRADITIONAL MEDIA- print, radio,

and television- was initially invented as
a means of mas communication with
the purpose to inform. Print can be
traced back to ancient record keeping
intended to teach the next generations
about their history and practices.

*THE LIBRARY AS SOURCE OF

INFORMATION*

The library in its most traditional sense

is defined by Merriam- Webster’s
dictionary as a place where books,
magazine, and other materials (such as