PRE-INDUSTRIAL AGE
(before 1700s)
Fire, paper from plants, weapons and
tools with stone, bronze, copper and
iron
Cave Paintings (35,000 BC)
-PETROGLYPHS rock carvings
-PICTOGRAPHS rock paintings
-Used of stone chisel and hammerstone
-cultural symbols that reflect the
complex societies and religions of the
surrounding tribes. Petroglyphs are
central to the monument's sacred
landscape where traditional ceremonies
still take place
-Papyrus in EGYPT (2500 BC)
-Clay Tablets in MESOPOTAMIA (2400
BC)
-Acta Diurna in ROME (130 BC)
-Dibao in CHINA (2ND Century)
- Codex in MAYAN REGION (5th Century)
-Printing press Wood blocks (220 AD)
Christians-CODEX (AD 100) – prototype
papyrus of a book
15th Century, technology – paper
- Revolution in printing
JOHANN GUTENBERG- invented printing
technology (1394-1460) movable type
machine BIBLE
INDUSTRIAL AGE
(1700s-1930s)
Power of steam, machine tools, iron
production, manufacturing of various
products
-Printing press for mass production
(19TH Century)
-Newspaper Production (1600s)
-LONDON GAZETTE (1665)
-Typewriter (1800)
-Telegraph (1840s)
-Motion Pictures (1890)
-Sound Films (1894) – Thomas Edison
KINETOGRAPH/ KINETOSCOPE
-Punch Cards (1890s-1930s)
Gutenberg printing press- newspapers
(17TH Century)
First newspaper was patronized by
merchants
1700- Free Press- independent from the
control of the government – emerged
as a strong rhetoric against
authoritarian states
Newspaper- significant innovation than
book
ADVERSARIAL PRESS- ability to conduct
dialogue and even argue with the
government.
19TH Century- rise of newspaper in PH
ELECTRONIC AGE INFORMATION AGE
(1930s-1980s) (mid 1900s-2000s)
Transistor, people harnessed the power Internet paved the way for faster
of transistors communication and the creation of the
social network
-Transistor Radio (1950s)
-Commercial Television (early to mid TRADITIONAL MEDIA – synonymous
1940s) with the seven most common forms of
-Large Electronic Computers (late 1940s media – books, newspapers, magazine,
to early 1950s) sound recording, radio, television and
-EDSAC (1947) -electronic delay storage film.
automatic calculator
-UNIVAC I (1951) -UNIVersal Automatic ARPANET – created and considered as
Computer I) the predecessor of the internet.
-Mainframe Computers (1960s)
-Personal Computers (late 1960s) 1983, ARPANET was universally
adopted.
George Eastman – invented the film
and built a company that would be Search engines
known as KODAK. Blogging sites
Social networks
Thomas Edison & William Dickson– Microblogging sites
turned the use of the photographic film Photo and video sharing websites
into an illusion of a moving object Instant messaging and video
conferencing
Louis & Augusto Lumiere – developed Portable computers
the technology of film projectors Mobile phones
Wearable technology
Rough Sea at Dover – first film shown Cloud and big data
using the VITASCOPE
Radio and television followed closely.
1907, “television” was already used in a
magazine.
 PRINTING PRESSES – 242 cities, western 1930, ELECTRONICTheory
Soviet-Communist SCANNING was
Europe LA ESPERANZA– first daily newspaper; introduced.
published in December 1, 1846 • The Soviet-Communist Theory originated from the Soviet Union from
DOCTRINA CRISTIANA- 1ST book printed Marxist, Leninist, and Stalinist thoughts after the 17th century.
in PH LA SOLIDARIDAD– published in Spain in
- Treatise on the teaching of the 1889 the state owns or in some way controls all forms of mass media directly.
roman catholic church - was actively used to campaign for • The media’s authority falls in the hands of a small group of party
- FRAY JUAN PLASENCIA reforms for the Philippines.
leaders. • The media reports less on the bad things that happen under
(AUGUSTINIAN PRIEST)
communism, and emphasizes the bad things that happen in democratic
ANG KALAYAAN – published in January
18, 1896 areas
- revolutionary newspapers of the KKK
TRADITIONAL MEDIA NEW MEDIA
-media experience is -interactive The Authoritarian Theory
limited -audience more involved,
-one-directional can send feedback 16th and 17th century in England.
-sense receptorsused are -all aspects of old media is operationalized as strict control of content by the state and a general lack of
very specific freedom for the public to criticize state policies.

FUNCTION OF COMMUNICATION AND MEDIA Under an Authoritarian media system, ownership of the media can be either public
or private. • Ownership of printing medias are mostly private, while broadcast and
1.MONITORING FUNCTION- inform citizens of what is happening
cinemas usually remain in the hands of the government
2.MEANING AND SIGNIFICANCE OF FACTS – educate the audience
3.PUBLIC OPINION AND EXPRESSION OF DISSENT – provide a platform for Libertarian Theory
public discourse
-views prevalent among the general public thought in Europe from the 16th Century.
4.”WATCHDOG” ROLE OF JOURNALISM
describes societies that provide media with unrestrained freedom, especially from
5.CHANNEL FOR ADVOCACY FOR POLITICAL VIEWPOINTS
government control, so that they are free to report a variety of views.

Normative Theories of the Press There is no control or censorship. Under a libertarian media system, ownership of
Authoritarian = Soviet Media = Libertarian = Social Responsibility media is mainly private. • Under the Libertarian Theory, the media’s purpose is to
inform, entertain, sell, and serve as a “watchdog”, keeping the government in check.

Social-Responsibility Theory

professional standards and codes of conduct when exercising their editorial freedom. • Under the Social-Responsibility Theory, ownership of media
is mostly private and practice self-regulation according to standards, codes and guiding principles. • The media is relatively free of arbitrary
government controls. • Under a Social-Responsible media system, the role of the media is to serve the public, and in order to do so, should remain
free of government interference. The idea of this theory is that the media has a moral obligation to provide adequate information for citizens to
make informed decisions