What I Know
Multiple Choice. Select the letter of the best answer from among the given choices.
1. What year were Facebook online social networking services is being introduce to the
internet world?
A. 2000 B. 1995
C. 2004 D. 2020
2. In the evolution of Electronic Age, what year is being started and introduce?
A. 1930–1980 B. 2001- 2005
C. 1995-2000 D. All of the above
3. Before 1700s or during the Prehistoric age, what was there way of communication as
they’re painting in the wall as they will represent dancing and hunting people?
A. Cave painting B. Email
C. Mobile phone D. All of the above
4. In the aspect of media and government under the normative theories of the press,
what theory that describe that all forms of communications are under the control of the
governing elite.
A. Social responsibility B. Authoritarian
C. Libertarian D. All of the above
5. What type of media is Philippine Daily Inquirer newspaper?
A. Print media B. Broadcast media
C. Film D. New media
6. GMA 24 Oras aired on channel 7?
A. Broadcast media B. Print media
C. New media D. All of the above
7. A place in which literary, musical, artistic, or reference materials can be found that are
kept for use.
A. Internet B. Library
C. Indigenous knowledge D. None of the above
8. Types of information, provide very current information about event, people, or places
as the time they are published.
A. Newspaper B. Magazines
C. Books D. All of the above
9. An electronic communications network that connect computer networks and
organizational computer facilities around the world.
A. Book B. Magazines
C. Internet D. None of the above
10. Ways to consider in evaluating information EXCEPT.
A. Accuracy B. Fairness
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C. Relevance D. Copying
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Lesson
The Evolution of Traditional
1 Media to New Media
What’s In
In reference to the previous module, consider the figure below. Answer the following
questions based on your own understanding.
Activity 1: Venn Diagram
Guide Questions:
1. What is Media Literacy?
2. What is Information Literacy?
3. What is Technology (Digital) Literacy?
4. What are the similarities and differences of media literacy, information literacy, and
technology literacy?
1
What’s New
Activity 2: Throwback
What famous world event happened on April 14, 1912?
Source: Source:
https://sputniknews.com/asia/201709221057600450- https://www.livescience.com/19635-titanic-disaster-
titanic-documentary-unearth-chinese-survivors/ happen.html
Process Questions:
1. If the Titanic sank in the Atlantic Ocean, how did the news reach the people in England
and New York at that time?
2. If the Titanic sank today, in what format will people receive or read the news?
What Is It
Traditional media, or as some check with as previous media, has been employed in
the marketing/advertising world for years. Once associated with advertising, ancient media
encompasses that of TV, newspaper, radio and magazine ads. These sorts of communication
area unit the steadfast ways in which businesses have reached each customers and alternative
firms for many years.
New media is that the way forward for advertising. Additional and additional customers
and businesses accept new media to seek out their info. Ultimately, new media refers to
content that’s simply accessible via many various sorts of digital media. Once associated with
advertising, some samples of new media embody on-line advertising (retargeting, banner ads,
etc.), on-line streaming (radio and television) and social media advertising.
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PREHISTORIC AGE (Before 1700s)
People discovered fire, developed paper from plants and cast instrumentality or
weapon through stone, bronze, copper and iron.
In Bulgaria, the
Magura cave is among
the most important caves
within the north-western
portion of the country. Its
cave walls square measure
adorned by prehistoric
cave paintings that go back
around 8000 to 4000 years
past. Over 700 drawings
were discovered on its
cave walls.
Cave Painting (35,000 BC)
Image: https://search.creativecommons.org/photos/0dc65822-b5d5-4bd4-be92-b074f03db2cd
Early Writing Tablet
recording the allocation of
beer, 3100-3000 B.C.E,
Late Prehistoric period, clay,
probably from southern Iraq. ©
Trustees of the British Museum.
The symbol for beer, an upright
jar with pointed base, appears
three times on the tablet. Beer
was the most popular drink in
Mesopotamia and was issued
as rations to workers.
Clay tablets in Mesopotamia (2400 BC)
Image: https://www.khanacademy.org/humanities/ancient-art-civilizations/ancient-near-east1/the-
ancient-near-east-an-introduction/a/cuneiform
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This is a technique for
printingtext,imagesorpatterns
used widely throughout East
Asia and originating in China
in antiquity as a method of
printing on textiles and later
paper. As a method of printing
on cloth, the earliest surviving
examples from China date to
before 220 AD.
Printing press using wood blocks (220 AD)
Image:
INDUSTRIAL AGE (1700s-1930s)
People used the power of steam, developed machine tools, established iron production
and manufacturing of various products (including books through the printing press).
A printing press
is a device for applying
pressure to an inked
surface resting upon a print
medium (such as paper or
cloth), thereby transferring
the ink. Typically used
for texts, the invention
and spread of the printing
press was one of the most
influential events in the
second millennium.
Printing press for mass production (19th century)
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The telegraph key
used to send the famous
message “What Hath God
Wroght” over the prototype
telegraph line between
Baltimore and Washington
D.C. in 1844 (Smithsonian
American Art Museum)
Telegraph (1844)
A typewriter
is a mechanical or
electromechanical machine
for writing characters similar
to those produced by printer’s
movable type. A typewriter
operates by means of keys that
strike a ribbon to transmit ink or
carbon impressions onto paper.
Typically, a single character is
printed on each key press.
Typewriter (1800)
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ELECTRONIC AGE (1930 - 1980)
People harnessed the power of electricity that led to electrical telegraphy, electrical
circuits and the early large scale computers (through vacuum tubes, transistors and integrated
circuits). In this age, long distance communication became possible.
By early 1954, Texas
Instruments (TI) had perfected
production to the point that
transistors became cheap
enough for use in consumer
items. TI decided that a
portable, handheld radio
offered the most mainstream
application of the new
technology and approached
several large corporations
about producing the radio.
Transistor Radio (1954)
The television began its
popularity in the 1940s. It was a
novel item that everyone wanted
to have. People were amazed that
they could go from simply hearing
voices on the radio to seeing their
faces as they spoke. The television
opened the doors for a variety of
new experiences for all Americans.
This technology seemed like a large
leap for society at the time as it
began to shape daily routines.
Television (1941)
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April 11, 1976 – Apple
releases its first Computer the
Apple 1. Designed and hand-
built by Steve Wozniak, the
computers are sold wholesale by
“Steven” Jobs. To finance their
manufacturing, Wozniak sells his
HP-65 calculator for $500, while
Jobs sells his VW van. Years
later, in 2014, a working Apple-1
will sell at auction for $905,000.
Apple 1 Computer (1976)
New (Information) Age (1970-Present)
People advanced the use of microelectronics in the invention of personal computers,
mobile devices and wearable technology. In this age, the Internet paved the way for faster
communication and the creation of the social network. Moreover, voice, image, sound and
data are digitalized.
The computer considered
by most historians to be the first
truly portable computer was
the Osborne 1. Thai born book
and software publisher Adam
Osborne (1939–2003) was the
founder of Osborne Computer
Corp, which produced the
Osborne 1 in 1981.
The Computer
Image: Ben, Kolde, https://unsplash.com/photos/t9DooibgMEk
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Facebook, American
company offering online social
networking services. Facebook
was founded in 2004 by Mark
Zuckerberg, Eduardo Saverin,
Dustin Moskovitz, and Chris
Hughes, all of whom were
students at Harvard University.
Facebook became the largest
social network in the world, with
more than one billion users as of
2012, and about half that number
were using Facebook every day.
The company’s headquarters are
in Menlo Park, California.
Social Media
Image: Austin, Distel, https://unsplash.com/photos/tLZhFRLj6nY
A smartphone is a cellular telephone with
an integrated computer and other features not
originally associated with telephones such as an
operating system, web browsing, and the ability
to run software applications. Smartphones can
be used by individuals in both a consumer and a
business context, and are now almost integral to
everyday modern life.
Smart Phones
Image:Oleg Magni, https://unsplash.com/photos/E7FYfLSy9KM
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What Is It
The Difference Between Traditional Media and New Media
Let us try to compare this traditional media and new media, in the view of how this
Media being part in our daily lives today. As we continually interacting, listening and exchanging
ideas to each and every one. The New media is much appreciated and completely being use
in different form of communications. It allows its users to give their opinions instantly. Take a
look at the illustration below for you to come up with the total distinction or similarity.
Media and Government
The Philippine Constitution state, in Section 4 Article III “No law shall be passed
abridging the freedom of speech, of expression, or the press, or the right of the people
peaceably to assemble and petition the government for redress of grievances.” This should
be a core foundation between media and government. Looking at the real situation right now
media is being use by the dirty politician for their personal interest and intentions.
I would like to introduce this normative theories of the press to take your time in reading
and reflect on it. This would somehow will give you an idea of how media and government
working in old times. Normative theories were first proposed by Fred Siebert, Theodore
Peterson and Wilbur Schramm in their book called “Four Theories of the Press”. At first
the word “Normative Theory” was pronounced in USA during the height of ‘cold war’ with
communism and soviet. Often it called as western theories of mass media.
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Authoritarian Theory
Authoritarian theory describe that
all forms of communications are under the
Stalinist Theory
control of the governing elite or authorities
or influential bureaucrats. The method of rule, or policies, of
Joseph Stalin, Soviet Communist Party and
Authoritarians are necessary to
state leader from 1929 until his death in
control the media to protect and prevent the
1953. Stalinism is associated with a regime
people from the national threats through any
of terror and totalitarian rule.
form communication (information or news).
The press is an instrument to enhance the
ruler’s power in the country rather than any Georg Wilhelm Friedrich Hegel
threats.
German philosopher who developed
a dialectical scheme that emphasized the
SOVIET MEDIA THEORY progress of history and of ideas from thesis
to antithesis and thence to a synthesis.
The Soviet Union was restructured
with new political system based on the
Marxist-Leninist principles. The newly Libertarian Theory
formed communist party by Lenin shows
much interest in the media which serves to Sees people are more enough to find
the working class in the country and their and judge good ideas from bad. The theory
welfares. So the Soviet originates a theory says people are rational and their rational
from Marxist, Leninist and Stalinist thoughts, thoughts lead them to find out what are
with mixture of Georg Wilhelm Friedrich good and bad. The press should not restrict
Hegel ideology is called “Soviet Media anything even a negative content may give
Theory” is also known as “The Communist knowledge and can make better decision
Media Theory”. The same theory was whilst worst situation. The libertarian
developed and followed by Adolf Hitler’s thoughts are exactly against or opposite
Nazi in Germany and Benito Mussolini in to the authoritarian theory which means
Italy. the authoritarian theory says “all forms of
communication works under the control of
government or elite like king”.
Marxist Theory
The basis upon which our analysis, Social Responsibility Theory
perspectives, programme, and participation
in the movement are based. It is our “guide Allows free press without any
to action” and is why the International censorship but at the same time the
Marxist Tendency places so much emphasis content of the press should be discussed
on political education. in public panel and media should accept
any obligation from public interference or
professional self-regulations or both. The
Marxist Theory and Leninist Theory theory lies between both authoritarian theory
and libertarian theory because it gives total
The crimes we shall expose are to be
media freedom in one hand but the external
judged not by the standards of Communist
controls in other hand.
regimes, but by the unwritten code of the
natural laws of humanity.
(Source:Stéphane Courtois [The Black Book
of Communism, Crimes, Terror, Repression,
with Nicolas Werth, Jean-Jouis Panné, Andrzej
Paczkowski, Karel Bartoshek, and Jean-Louis
Margolin, translated by Jonathan Murphy and Mark
Kramer, Harvard University Press, 1999, p.3])
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Funtion of Communication and Media
(According to McNair communication and media function)
Monitoring Functions
Inform citizens of what is happening around them.
Example: In times of natural disasters, war, health scares, etc. Broadcast media (TV
Patrol, 24Oras and etc.)
Information Function
Educate the audience as to the meaning and significance of the “facts”; ability of the
media to teach the various norms, rules and values.
Example: Watching educative or documentary shows/programs like matanglawin,
Ancient X files, Super Book, Mathtinik and etc. (Broadcast Media).
Opinion Function
Provide a platform for public political discourse, facilitating the formation of provide
a platform for public political discourse, facilitating the formation of “public opinion”
and feeding that opinion back to the public from whence it came.
Example: Political forums like debates, hearings and speeches.
Watch Dog Role of Journalism
Give publicity to governmental and political institutions.
Example: Pork Barrel scandal (Bantay kaban, GMA special report). Bayan mo
ipatrol mo (ABS-CBN election coverage)
Channel for advocacy for political viewpoints
Serve as the channel for the advocacy of political viewpoints
Example: SONA media coverage
What’s More
Activity 3: The Evolution of Traditional to New Media
Provide answers and fill in the table on the Evolution of Traditional to New Media.
Ages What devices did What devices did What devices did
people use to people use to store people use to
communicate with information? share or broadcast
each other? information?
Prehistoric Age
Industrial Age
Electronic Age
New (Digital) Age
Adapted from teaching guide by CHED to DepEd, pp.22. (Teaching Guide for SHS)
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Activity 4: Picture Analysis
Guide Questions:
1. What is the picture all about?
2. Why do you think these people
participated in this event?
3. If given the chance, will you join this
rally? Why or why not?
Image source: VladTchompalov, https://unsplash.com/
photos/cpAKc-G6lPg
Picture Analysis Rubric
Category 4 3 2 1
Observations Student makes Student makes Student makes Student
a complete a detailed a detailed descriptions
and detailed description of description of are not detailed
description of most of the some of the or complete.
the subject subject matter subject matter
matter and/or and/or elements and/or elements
elements seen seen the photo. seen the photo.
the photo.
Understanding Analysis of Analysis of Analysis of Analysis of
the piece the piece the piece the piece
demonstrated demonstrated demonstrated demonstrated
Thorough considerable some little
understanding understanding understanding understanding
of principles, of principles, of principles, of principles,
concepts and concepts and concepts and concepts and
relationships. relationships. relationships. relationships.
Thinking/ Analysis and Analysis and Analysis and Analysis and
Inquiry Interpretation Interpretation of Interpretation
of images is images is sound. of images is Interpretation
strong. satisfactory. of images is
weak.
Application Ability to make Ability to make Ability to make Ability to make
and express and express and express and express
judgements, judgements, judgements, judgements,
conclusions and conclusions and conclusions conclusions
predictions was predictions was and predictions and predictions
insightful and considerably was moderately was limited.
effective. effective. effective.
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What I Have Learned
Activity 5: Function of Media and Government
Provide answers and fill in the table about the Function of Media and Government.
Normative Media Control Functions of Media
theories of the
press
Authoritarian
Soviet Media
Libertarian
Social
Responsibility
What I Can Do
Instructions:
1. Draw on a short bond paper a political cartoon depicting your opinion about how
Philippine media performs its roles and functions in the Philippines which is a
democratic country.
2. Explain the message of your political cartoon in not less than 3 sentences.
Category Excellent (4) Acceptable (3) Minimal (2) Unacceptable (1)
Message Key issue and Key issue and Key issue is Key issue and
cartoonist’s cartoonist’s position identifiable; cartoonist’s position
position are are identifiable. cartoonist’s are unclear.
clearly identifiable. position may be
unclear.
Visual Carton is neat and Carton is neat and Carton is Carton is messy;
presentation clean; color and clean; color and somewhat neat color and graphics
and Creativity creative graphics creative graphics and clean; color are lacking;
are used are used; and creative captions omitted
graphics are unreadable.
Exceptionally Captions are used; captions are
well; captions are readable. readable.
readable.
Content Cartoon clearly Cartoon conveys Cartoon conveys Cartoon conveys
conveys an understanding a limited little or no
understanding of the issue; understanding of understanding of
of the issue; uses appropriate the issue; attempts the issue; does not
excellent use symbolism; title is to use symbolism; use symbolism; title
of appropriate clear and relevant to title is unclear or is missing.
symbolism; title is topic. irrelevant to topic.
clear, clever, and
relevant to topic.
Source:https://assets.pearsonschool.com/asset_mgr/current/201129/govt_rubric_political_cartoon.pdf
