For Teachers

Bukidnon Association of Catholic Schools (BUACS), Inc.

SACRED HEART ACADEMY OF VALENCIA INC.
Media and Information Literacy 11/12
Quarter 1

Name of Learner: Grade Level:

Section: Date:
Address:
Date of Release: Date of Submission: Date of Received:

LEARNING ACTIVITY SHEET NO. 2

The Evolution of Traditional Media to New Media
A. Background Information for Learners
Over the years, media forms and the technology that come with them have evolved dramatically. This display of
ingenuity (inventiveness) is a testament of how media has been ingrained (embedded) in every human being’s sensibility.
1. The McLuhan Mantra
Marshall McLuhan (2007), who said, “the medium is the message”, believed that society is driven by changes in
media and communication technology. This is called technological determinism. Society adapts to advantage of
technology, thus, changing cultural, political, and even historical aspects of that society. Answer briefly the following
question:
How did mobile phone and computer change the way people live their lives today?
______________________________________________________________________________________________
____________________________________________________________.
Media and communication have and will always significantly affect and change our way of life. As we learned
from the previous topic, the only thing constant and inevitable is change. Thus, some look at technology as an
indication progress.
A media form that emerges from an older form has its features and format primarily patterned from the one it
followed. These are the following examples: the internet is a hybrid or derivative of the print media, broadcast media,
and film; mobile phones are from telephony; Smart phones and tablets are from Internet and computer technology.
2. Hot and Cold Media?
Hot media refers to forms requiring little involvement from audience. Ex. film and television. They are hot
because they cannot be “touched” and thus the experienced is relatively passive and static.
Cold Media are those with high-level user interactivity, where the experience is more dynamic and the audience
is more involved. Ex. utilize animation such as video games, or provide participation, like online media platforms.
3. Milestones in Media Evolution

Periods in the History of Communication

Tribal Age -hearing was predominant and most valuable sense of reception/
highly acoustic.
-relied heavily on their sense of hearing to hunt for food and to
stay alert from danger.
Literacy Age -sense of sight was dominant or highly visual.
(2,000-1,500 BC) -invention of alphabet, allowing to read.
Mc Luhan’s Print Age -invention of printing press
Media Map (1450) - mass-producing written texts.
-allow to read and to share them to others.
-building of libraries and other repositories.
Electronic Age -invention of telegraph leading to the invention of more recent
(1850) technologies (telephone, television, mobile phone, and internet).
-Leading to instantly connect to each other even in great
distances like online video games, video call, etc.
-“global village” where everyone in the world is interconnected
through media.
Addition Information Age -everything relied heavily in the use of computers to run major
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21st Century industries.
-information was utilize based on personal needs and
motivations
-global communication and networking was enhanced.
Infrastructure Age -digital technology and Internet become pervasive
21st Century -Ex. A car with global positioning system built with it, a railway
system which runs digitally, or even simple appliances or
gadgets at home that can be controlled using the Internet.
-More involvement in the cyberspace like internet banking and
online purchases.

4. Culture Space Technology

Contrary to McLuhan’s idea of technology affecting change to society, Winston (1986) argues that it is the culture
and society shapes technology. This is called cultural determinism. The 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. Technology is a
product of need and not the other way around. If there is no need for the technology, or it does have a practical use, it
will perish.
5. Traditional Media vs. New Media
Traditional Media is one-directional. The media experience is limited and the sense receptors used are very
specific (i.e. print media requires sense of sight, radio—sense of hearing, television and film both senses.
New Media has more interactive experience. The audience are more involved and are able to send feedback
simultaneously. New media integrates all the aspects of the traditional media. Key characteristics of new media
include interactivity, social presence (or sociability), media richness, autonomy, playfulness, privacy, and
personalization.
Remember that traditional media is still prevalent despite the emergence of new media. New media may be
viewed as an addition rather than a replacement for old media. Media experience has been enriched by new media
forms because of the added value they provide.
6. Functions of Communication and Media
Media (whether traditional or new) has a role to play in the proper functioning of a democratic society
such as the Philippines. By doing so, media and communication must fulfill the mandate of a democratic society to
function in an ideal way. They function to:
6.1. Inform citizens of what is happening around them (also called the monitoring
function);
6.2. Educate the audience as to the meaning and significance of the “facts”;
6.3. Provide a platform for public discourse
6.4. Give publicity to governmental and political institutions (known as the “watchdog” role of journalism
—exposes corrupt practices of the government and private sector); and
6.5. Serve as channel for advocacy of political viewpoints.
In a democratic society such as the Philippines, the media has a very important role and function as a
great equalizer. Media monitors events, educates the audience, provides a venue for debate, acts as a “watchdog,” and
serves a channel for active participation in political affairs.
B. Learning Competency with Code
1) Explain how the evolution of media from traditional to new media shaped the values and norms of people and
society (MIL11/12EMIL-IIIb-5)
C. Objectives/Learning Targets
1. Identify traditional media and new media and their relationships
2. Editorialize the roles and functions of media to their generation and in democratic society.
3. Demonstrate an interview on one’s perspective on the role of media in the government and a reaction to it
D. Detailed Directions/Instructions
Read the following instructions in each activity
E. Exercises/Activities
Activity 1: Check Media Form
Activity 2: Short Essay
Activity 3: See, React, & Comment
F. Rubrics for Scoring
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For Activities 2 & 3: 5 points with full understanding of the topic; 3-4 points with good understanding; 1-2
points does not seem understanding the topic very well.
G. Values Integration
Discipline, Excellence, and Nationalism
H. References for Learners
Liquigan, Boots. DIWA Senior High School Series: Media and Information Literacy. Makati City: DIWA
Learning Systems, Inc., 2016.
I. Answer Key
Activity 1: Check Media Form
Instruction: Study the media forms indicated in the first column on the table below. Put a check mark
 on the corresponding cell identifying whether the media form is traditional or new.
(1 pt. each)

Media Form Traditional New

Magazine
Tabloid

Broadsheet
Radio

Television

Online Video Games

Web Video Portals

Online Telephony and

Messaging Capability

Activity 2: Reflect Upon

Instruction: Answer the following questions in three sentences.
1. Do you agree that the new media may be viewed as an addition rather than a replacement for old, traditional
media? Support your answer with examples. 5pts.

2. Do you think that the new media environment that exists today can tell us about what the youth values the most?
How? 5pts.

Activity 3: See, React, and Comment

Instruction: Make an informal interview with a person of legal age. It could be one of your family members (preferably
your parents, grandparents, and uncle/aunt). Ask them to WRITE answer the following questions below. Write your
reaction from their answer afterwards.
Name of the Interviewee: _____________________ Date of Interview: ______________________
What is your opinion about the role of media in government particularly the disallowance of the Congress to the renewal
of ABS-CBN franchise?
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Among the two theories of the Press, which one would you prefer: 1) the government has the rights to restrict/censor any
sensitive issues from press to maintain peace and security in the nation; Or 2) Social responsibility should be reached by
self-control, not government intervention?

___________________________________
Signature above Printed Name:

ME: React and Comment (5pts)

What is your reaction from the answers? (Example: If you agree or not, challenged, surprised etc.); Why? Your answer
should not be less than 4 sentences