Republic of the Philippines

Department of Education
Region V SHS
SCHOOLS DIVISION OF SORSOGON
CASTILLA CLUSTER

MEDIA AND INFORMATION LITERACY

LEARNING ACTIVITY SHEET NUMBER: 4 (Quarter 1)

Evolution of Media

Name of Student: __________________________ Parent’s Signature: ___________

Grade and Section: _______________________________________________________

I. Introductory Concept

Media Evolution and Society

Since time immemorial, media has remained an integral part of human

civilization. From the days of Kodigo ni Kalantiyaw, the Umaluhokan to the modern
day’s audio video, print, and online media has always taken a pivotal role in shaping
our society. During the days of freedom struggle newspapers like La Solidaridad, with
Jose Rizal’s Noli Me Tangere and El Filibusterismo acted as a platform to place the
demands of common Indio and to express with freedom fighters. Philippine media
after independence era has grown phenomenally and today comprises of hundreds
of magazines, newspapers, television and radio channels.
In this era of liberalization, privatization and globalization the world has
reached our drawing room thanks to media. Since the introduction of radio and
television in our country in aural and visual media becomes a very potential tool in
informing the current news to the society, entertaining the people and shaping up of
public opinion. The World Wide Web technologies have given rise to electronic media
where even a common man can express views through blogs, vlogs, website posts,
Facebook and Twitter and other social media. Coupled with traditional print media
all these audio video and social media caters to a richly diversified media industry in
the country.
As the public’s eye, media helps in fighting against corruption, nepotism,
cronyism of institutional machinery and carrying out relentless campaign against
them. Thanks to exposes, it acted as a catalyst to government action compelling
government to swing into action including suspending officials and putting them into
jail. Without media, the news of government schemes and benefits would have never
reached the target audience.
MEDIA TIMELINE
TIME INVENTION/ DISCOVERY
People discovered fire,
developed paper from plants,
and forged weapons and tools
with stone, bronze, copper
Pre- and iron
Industrial
Age (before
1700s)
People used the power of
steam, developed machine
tools, established iron
production, and the
manufacturing of various
products (including books
Industrial through the printing press).
Age Examples:
(1700s-
1930s)
The invention of the
transistor ushered in the
electronic age. People
harnessed the power of
transistors that led to the
transistor radio, electronic
Electronic circuits, and the early
Age computers. In this age, long
(1930s- distance communication
1980s) became more efficient.
- 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
Information
computers, mobile devices,
Age
and wearable technology.
(1900s-
Moreover, voice,
2000s)
image, sound and data are
digitalized. We are now living
in the information age.
MEDIA EXAMPLE
• Cave paintings (35,000 BC)
• Clay tablets in Mesopotamia
(2400 BC)
• Papyrus in Egypt (2500 BC)
• 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)
• Printing press for mass
production (19th century)
• Newspaper- The London Gazette
(1640)
• Typewriter (1800) Telephone
(1876)
• Motion picture
photography/projection (1890)
• Commercial motion pictures
(1913)
• Motion picture with sound (1926)
• Telegraph
• Punch cards
• Transistor Radio
• Television (1941)
• Large electronic computers- i.e.
EDSAC
(1949) and UNIVAC 1 (1951)
• Mainframe computers - i.e. IBM
704
(1960)
• Personal computers - i.e.
HewlettPackard 9100A (1968),
Apple 1 (1976)
• OHP, LCD projector
• 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

Contemporary Media Roles in Society

1. Information
2. Education
3. Entertainment
4. Advancement
5. Correlation of parts in society

Influence of media on today’s society

Society is influenced by media in so many ways. It is the media that people get
information about a lot of things and also form opinions and make a judgment
regarding various issues. It is the media, which keep people updated about what is
happening around them and the world

II. Most Essential Learning Competencies

Explain how evolution of media from traditional to new media shaped the values and
norms of people and society (MIL11/12IMILIIIa2)

III. Activities

A. Direction: Provide answer and fill in the table below.

What What What

Age format/equipment format/equipment format/ equipment
did people use to did people use to store did people use to share
communicate with information? or broadcast
each other? information?
Per- Industrial
Age
Industrial Age
Electronic
Information Age

B. Identification
Analyze the Information below then identify whether each of the following
media belongs to traditional or new media.

Write TM if it is under Traditional and NM if it is under New Media.

1. Radio 6. Tabloid
2. Magazine 7. Paper Novel
3. Broadsheet 8. Television
 4. Online Video game 9. Web novels
5. Online telephony and messaging 10. Newspaper

IV. Reflection

Answer the following questions:

1. Explain the statement of Marshall McLuhan that “The Medium is the
Message”.
2. Does technology shaped us or is it us who shaped technology? Explain your
answer and give an example.

V. Rubrics for Scoring

CRITERIA
4 3 2 1
A complete re- Good solid re- Explanation is Misses key
Explanation sponse with a de- sponse with clear unclear points
tailed explanation explanation
Shows complete Shows substan- Response Response
understanding of tial understand- shows some shows a com-
Demonstrated
Knowledge
the questions, ideas ing of the prob- understanding plete lack of
and processes lem, ideas and of the problem understanding
processes of the problem
Goes beyond the re- Meet the require- Hardly meets Does not meet
quirements of the ments of the the require- the require-
Requirements
problems. problems. ments of the ments of the
problem problem.

VI. Answer Key

Activity 1- Answers may vary

Activity 2- 1. TM, 2. TM, 3. TM, 4. NM, 5. NM, 6. TM, 7. TM, 8. TM, 9. NM, 1O. TM
Reflection: Answer may vary

VII. References:
Media and Information Literacy for Teachers
SLMs
https://Google.com/ Search
info@pdfcoffe.com
Elvira D. Tuliao/Writer
https://www.rcampus.com rubric
Scribd.com
Slideshare.com

Prepared by: Evaluated by:

ANGELITA M. TRIÑANES, TII LHENY J. LATO, TI

Cumadcad NHS Dinapa NHS