Media and

Information
Literacy
Quarter 3 – Module 2:
The Evolution of Traditional
to New Media
Media and Information Literacy– Grade 12
Alternative Delivery Mode
Quarter 3 – Module 2: The Evolution of Traditional to New Media
First Edition, 2019

Republic Act 8293, section 176 states that: No copyright shall subsist in any work
of the Government of the Philippines. However, prior approval of the government agency or
office wherein the work is created shall be necessary for exploitation of such work for profit.
Such agency or office may, among other things, impose as a condition the payment of
royalties.

Borrowed materials (i.e., songs, stories, poems, pictures, photos, brand names,
trademarks, etc.) included in this book are owned by their respective copyright holders.
Every effort has been exerted to locate and seek permission to use these materials from
their respective copyright owners. The publisher and authors do not represent nor claim
ownership over them.

Published by the Department of Education

Secretary: Leonor Magtolis Briones
Undersecretary: Diosdado M. San Antonio
Assistant Secretary: Alma Ruby C. Torio

Printed in the Philippines

Department of Education – Bureau of Learning Resources (DepEd-BLR)

Office Address: DepEd Complex, Meralco Ave., Pasig City, Metro Manila
Telefax: (+632)8636-1663 | 8633-1942 | 8635-9817 | 8638-7530 | 8638-7531 |
8638-7529 |
(+63919) 456-0027 | (+63995) 921 8461
E-mail Address: action@deped.gov.ph
 12

Media and
Information
Literacy
Quarter 3 – Module 2:
The Evolution of Traditional
to New Media

3
Introductory Message
For the facilitator:
This module was collaboratively designed, developed, and reviewed by
educators to guide you, the teacher or facilitator, in helping the learners meet the
standards set by the Department of Education. Primarily, this module aims to help
the learners understand the lessons in Media and Information Literacy based on
the Most Essential Learning Competencies; and see their relevance to real life
through a fun-filled learning experience. This module hopes to engage the learners
into guided and independent self-learning activities at their own pace and time.
Furthermore, this also aims to help learners acquire the necessary 21st century
skills while taking into consideration their needs and circumstances.
As a facilitator, you are expected to orient the learners on how to use this
module. You also need to keep track of the learners’ progress while allowing them
to manage their own learning. Furthermore, you are expected to encourage and
assist the learners as they do the tasks included in the module.
For the learner:
Welcome to the Media and Information Literacy Grade 12 Alternative
Delivery Mode (ADM) Module. This module was designed to provide you with fun
and meaningful opportunities for guided and independent learning at your own
pace and time. You will be enabled to process the contents of the module while
being an active learner.
Specifically, this module aims to help you acquire knowledge about the
evolution of media from traditional to new media and discover how the innovation
of media throughout time shaped the values and norms of people and society.
This module contains the following parts: a. What I Need to Know (Introduction and
Learning Objectives), b. What I Know (Pretest), c. What’s In (Review), d. What’s New
(Introductory activity), e. What Is It (Content Discussion), f. What’s More
(Enrichment Activities), f. What I Have Learned (Generalization), g. What I Can Do
(Application), h.Assessment (Posttest), Additional Activities, Answer Key, and
References.
To enjoy learning about the lesson, you must set aside all other tasks that
will disturb you while answering the module. Use the module with care. Do not put
unnecessary mark/s on any part of the module. Follow carefully all the contents
and instructions indicated in every page of this module. Take note of the significant
concepts you find in the lesson which you may use for future references. Keep in
mind to USE SEPARATE SHEETS OF PAPER in doing all the provided activities to
meet all the lesson’s objectives. If you encounter any difficulty in answering the
tasks in this module, do not hesitate to consult your facilitator. After accomplishing
all the activities, let your facilitator/guardian assess your answers. The success in
accomplishing this module depends on your will and grit. Keep going and enjoy
learning!

4
 What I Need to Know

This module was designed to help you reflect on the purpose and use of
media in our society as well as for you to determine the forms of traditional and
new media. The scope of this module permits it to be used in many different
learning situations. The language used in this module recognizes the diverse
vocabulary levels of the students. The lessons are arranged to follow the standard
sequence of the course but the order in which you read them can be changed to
correspond with the textbook you are now using.
After going through this module, you are expected to:
1. Explain how the evolution of media from traditional to new media shaped the
values and norms of people and society. (MIL11/12IMIL-IIIa-4)

What I Know
Multiple Choice: Choose the letter of the correct answer. Which period or age the
following types of media emerge in our society? Use separate sheet of paper for your
answer.

1. Telegraph
2. Video
3. Cave
painting
4. News
paper
5. Radio
6. Web browser
7. Typewriter
8. Television
9. Social network
10.Clay tablet
11.OHP
12.Blog
13.Codex
14.Telephone
15.Motion picture
5
Lesson The Evolution of
1 Traditional to New Media
Media have evolved throughout time from prehistoric age to the new
information age. When man learned to communicate with his fellow human beings,
media have started to evolve as well. The evolution of traditional to new media
depicts the records of the past on the progress of media technology which helps
people communicate and disseminate information in the fastest and efficient ways.
In relation with the innovation of media across all times, it also shapes the values
and norms of people and society.

What’s In

On the previous lesson, you have learned about the introduction of media
and information literacy. To test your understanding of the lesson, I want you to
look at the following jumbled words and rearranged the letters to form the
word/words being defined
1. I D A M E C E R A T I L Y - Highlights the capacity of an individual to
comprehend the functions of media and determine the relevant use and
worth of media platforms
2. M I O N A T O N F R I C E R A T I L Y - Way of acquiring of data or facts
which relates to the use of media information. This involves a careful and
thorough way of gathering information.
3. C H O L O G Y T E N C E R A T I L Y - is the skill of an individual to
manipulate technology independently or with the assistance of others in
using technology in an efficient and suitable way.
4. I D A M E A N D M I O N A T O N F R I C E R A T I L Y - The necessary
skills that let a person interact using different media platforms and get an
access to information around the globe.
5. I A L S O C I D A M E E N C E R S I N F L U - They have huge followers
who share their post in the internet to reach more people.

6
 What’s New
Personal Technology Timeline
Make a timeline of the means of communication that you have used since then up
to now. Write a short description about it. You can draw or paste cut-outs of
pictures from magazines or newspapers.
Example:

Your output will be graded based on the following rubrics:

Criteria Needs Improvement Meets Expectations Exceed Expectations
Score 5 10 15
Content Present insufficient Present sufficient level of Present high level of
ideas, facts, and ideas, facts, and ideas, facts, and
information information. information.
Creativity Show minimal level Show adequate level Show high level
artistry and artistry and artistry and
attractiveness attractiveness attractiveness
Labels Accuracy No more than five No more than two label No label errors
label errors errors

7
Originality Output created shows Output created shows Output created shows
other people’s ideas some originality and large amount of
and not originally uniqueness original ideas and
made uniqueness.

What is It
The Evolution of Traditional to New Media
How does the evolution of media shape the values and norms of the people
and the society? Does it make modifications on our existing values and norms?
These are some of the questions that we need to answer being part of a society that
takes advantage on the use of and benefits of technology in the modern society.
Technology in particular often creates changes specifically on the values and
norms of the people in our society. It is observable that the more advanced the
technology a person used the more a person is drowned to it, to the extent that he
or she even chooses to talk or communicate on his/her love ones or friends on
social media rather than face to face. People tend to spend much on their
cellphones, loads, and internet connections rather than saving money for
emergency purposes. Also, people spend a lot of time using mobile phones and
computers instead of socializing to other people and their communities. Because of
technological advancement, our standard of proper or acceptable behavior changes
throughout time. The old Filipino values like close family ties are now deteriorating
because of the use of new media. They are now sacrificing family bonding or family
get together. Some families, though sharing one household, seldom communicate to
one another because everyone is busy on their social media accounts. Some share
a close relationship only social media. Technology helps us gain more friends,
however, the quality of friendship suffers. On positive note, the advancement on
media and information helps people to communicate or connect with their families
and friends in different places of the world. They can now see each other using
video calls, video chats and the like. Technology connects people, entertains and
lessens the anxiety of the people in this time of pandemic.
During the COVID-19 crisis, people face a difficult challenge. People are
restrained to do their usual day to day activities like going to work, school, and
church because of social distancing and home quarantine protocols to prevent the
spread of the corona virus disease. In the new normal, the role of media has been
highlighted more than ever. The society relies on the help of media and information
technology to aid them to a new normal life.
Have you ever wondered how media have changed throughout time? How did
we reach technological advancement? Let us now discover how media have evolved
from prehistoric age until the present time of new information age.
A. Prehistoric Age (220 BCE - 1,700 BCE)
The prehistoric age is about million years ago before writing was developed
and the use of technology began. The early hominids used stone tools as part of
their daily activities such as in hunting and gathering. Even during prehistoric
period, the forms of media and technology evolved. Some of the important factors
are the development of human behavior and human brain. The homo sapiens as
the early humans were capable of conceptualization, abstract thought,
communication, reflection, and providing solutions to the problems they
8
encountered during that time specifically in terms of media and information. The
following are the samples of forms of media invented and used during prehistoric
age namely, the Cave Painting (13,000 BC), Codex (5th Century), Acta (130 BC), Dibao
(2nd Century), Clay tablets (2400 BC), Papyrus (2500 BC) and Wood blocks Printing
press (220 AD)

B. Industrial Age (1700s - 1930s)

The Industrial age is a period when changes occur during industrial
revolution and brought in economical and societal changes. This began in Great
Britain during 1760. This period is defined
by the substitution of handy tools with
electrical machines like the power loom and
the steam engine. During the period of the
transformation of manufacturing industry,
man advanced technology equipment,
substantiate iron armor, and the commercial
enterprise of various products for mass
production. Some samples of the forms of
media during industrial age are the
following: Printing press (1900), Newspaper
(1740), Typewriter (1800), Telephone (1876),
Photography, Motion picture projection (1913),
Motion picture with sound (1926) Telegraph,
and Punch Card.
C. Electronic Age (1930s - 1980s)
The electronic age started when
electronic devices like computers were used.
The creation of the transistor piloted the rise
of the electronic age. Man applied the power
of transistors that were used in radio,
electronic circuits, and the early computers.
In this period, people make use of air access
of communication. The following are the
samples of forms of media during electronic
age: Transistor radio, Television (1941),
Electronic Computers, Main Computers
(1960), OHP, and LCD projectors.

9
D. New Information Age (1900s - 2000s)
The new information age, also known as digital age, is a period in human
society defined by the replacement of conventional industry to worldwide web or
through website with the use of internet connection. This led to faster
communication connection and the beginning of the social networks. Men
innovated the use of microelectronics with the emergence of personal computer,
laptops, net books mobile phones, and wearable technology. Also, voice messages,
and video calls are used this time in communication. The following are the samples
of new information age forms of media: Web browser, (1993), Internet Explorer
(1995) Search engines (1996) Blog (1999), Social network (2002), and Video Chat
(2003)

10
 What I Can Do

Activity 1.1. Data Retrieval

Complete the table below by providing information in each column. Then answer
the questions that follow. Use a separate sheet of paper for this activity.
Different Ages Technology Technology used Technology used
used to to Store to share
communicate information information
Prehistoric Age

Industrial Age

Electronic Age

Information Age

Processing Questions:
1. How do people communicate in different ages?
2. How do people store information in different ages?
3. How do people share information in different ages?
Your written output will be graded based on the following rubrics:
Criteria Needs Improvement Meets Expectations Exceed Expectations
Score 10 15 20
Content Present insufficient Present sufficient level of Present high level of
ideas, facts, and ideas, facts, and ideas, facts, and
information information. information.
Organization of The thoughts were The thoughts were The thoughts were
Thought expressed in an expressed in a coherent expressed in a coherent
incoherent manner. manner. manner. Writing is very
clear and organized.
Grammar and No more than five No more than two No spelling and
Spelling spelling and grammar spelling and grammar grammar errors.
errors. errors.

11
Activity 1. 2. Point of View (POV)
Complete the table below by checking the column Agree or Disagree. Write your
point of view on the effects of media to the values and norms of people and society.
Use separate sheet of paper for this activity.

Effects of Media Agree Disagree Point of View

1. Nowadays, people are highly
dependent on technology in different
aspects of their lives.
2. Technology in particular often
creates changes specifically on the
values and norms of the people in
our society.
3. The old Filipino values like
close family ties are now
deteriorating because of the use of
new media.
4. Because of technological
advancement, our standard of
proper or acceptable behavior
changes throughout time.
5. Technology helps us gain
more friends but the quality of
friendship suffers.

Your written output will be graded based on the following rubrics:

Criteria Needs Improvement Meets Expectations Exceed Expectations
Score 10 15 20
Depth of Analysis Demonstrate a Demonstrate a sufficient Learners provided new
minimal level of level of reflection and and creative insights
reflection and internalization of the resulting from a
internalization of the given material. profound reflection and
given material. internalization of the
given material
Organization of The thoughts were The thoughts were The thoughts were
Thought expressed in an expressed in a coherent expressed in a coherent
incoherent manner. manner. manner. Writing is very
clear and organized.
Grammar and No more than five No more than two No spelling and
Spelling spelling and grammar spelling and grammar grammar errors.
errors. errors.

12
 What I Have Learned

Q and A: Answer the following questions and start your answer with the statement
I believe…
1. Given the available media that we have now, what are its roles and functions
in a democratic society?
I believe
2. How do social media affect the values and norms of the people and the
society?
I believe

What I Can Do

Reflection Paper
Based on what you have learned from the lesson, write a reflection paper on how
the evolution of media shaped the values and norms of people and the society. You
can read news articles or surf the internet about the effects of media and
information to the values and norms of the Filipinos.

Your output will be scored based on the following rubrics:

Criteria Needs Improvement Meets Expectations Exceed Expectations
Score 10 15 20
Depth of Analysis Demonstrate a Demonstrate a sufficient Learners provided new
minimal level of level of reflection and and creative insights
reflection and internalization of the resulting from a
internalization of the given material. profound reflection and
given material. internalization of the
given material
Organization of The thoughts were The thoughts were The thoughts were
Thought expressed in an expressed in a coherent expressed in a coherent
incoherent manner. manner. manner. Writing is very
clear and organized.
Grammar and No more than five No more than two No spelling and
Spelling spelling and grammar spelling and grammar grammar errors.
errors. errors.

13
 Assessment

Multiple Choice: Choose the letter of the best answer. Write your answer on a
separate sheet of paper.
1. Which of the following is NOT a factor for the evolution of media and
technology?
a. the development of human brain
b. the development of human society
c. the development of human behavior
d. the development of human relationship
2. An age in human history where early hominids used stone tools as part of their
daily activities.
a. Prehistoric Age
b. Industrial Age
c. Electronic Age
d. New Information Age
3. The prehistoric age refers to the time for about million years ago before writing
was developed and the use of technology began. This statement speaks of _____
a. truth
b. belief
c. opinion
d. fallacy
4. Which is true about Homo sapiens?
a. Early humans were hunter-gatherers.
b. Early humans are known as handyman.
c. Early humans had the ability to stand and walk upright.
d. Early humans were capable of conceptualization and abstract
thought.
5. The following are examples of prehistoric age forms of media EXCEPT one:
a. Codex
b. Papyrus
c. Photography
d. Cave Paintings
6. What changes occur during industrial revolution?
a. brought in societal and physical changes
b. brought in political and economic changes
c. brought in economical and societal changes
d. brought in physical and behavioral changes
7. In what country did the industrial revolution begin?
a. France
b. America
14
 c. Germany
d. Great Britain
8. Which period is defined as the substitution of handy tools with electrical
machines?
a. Prehistoric Age
b. Industrial Age
c. Electronic Age
d. New Information Age
9. The following are examples of industrial age forms of media EXCEPT one:
a. Newspaper
b. Computer
c. Typewriter
d. Printing press
10. Which period in human history started when electronic devices like computers
were used?
a. Prehistoric Age
b. Industrial Age
c. Electronic Age
d. New Information Age
11. Which is NOT true about electronic age?
a. Man had already his access to internet connection.
b. Man used electronic circuits, and the early computers.
c. The creation of transistor piloted the rise of the electronic age
d. Man applied the power of transistors that were used in radio
12. The following are the samples of forms of media during electronic age EXCEPT
one:
a. OHP
b. Radio
c. Television
d. Internet Explorer
13. The New Information age is also known as ______________.
a. Bronze Age
b. Digital Age
c. Old Stone Age
d. New Stone Age
14. The following described the new information age EXCEPT one:
a. the used of stone tools
b. the used of world wide web
c. the used of fast internet connection.
d. the used of the social network sites
15. Which of the following is NOT a form of new media information?
a. Twitter
b. Facebook
c. Telegram
d. Instagram

15
 Additional Activities

Think About This!

How do social media affect you personally, academically, and socially?
Write your answer on a separate sheet for this activity.

A. Personal

B. Academic

C. Social

Your output will be graded based on the following rubrics:

Criteria Needs Improvement Meets Expectations Exceed Expectations
Score 10 15 20
Depth of Analysis Demonstrate a Demonstrate a sufficient Learners provided new
minimal level of level of reflection and and creative insights
reflection and internalization of the resulting from a
internalization of the given material. profound reflection and
given material. internalization of the
given material
Organization of The thoughts were The thoughts were The thoughts were
Thought expressed in an expressed in a coherent expressed in a coherent
incoherent manner. manner. manner. Writing is very
clear and organized.
Grammar and No more than five No more than two No spelling and
Spelling spelling and grammar spelling and grammar grammar errors.
errors. errors.

16
Answer Key

17
References
Online Sources
Carolyn Wilson et. al. UNESCO Curriculum for Teachers. United Nations
Educational, Scientific and Cultural Organization. Paris,France (2008)
Accessed November 24, 2019
https://en.unesco.org/themes/media-and-information-literacy
Gwyneth Louise Echavia Estologa, The Evolution of Traditional Media (2017)
Accessed December 1, 2019 https://www.scribd.com/document/
339559592/The-Evolution-of-Traditional-Media
Joyce Shyna Mae Baculi, The Evolution of Traditional Media to New Media
Accessed November 24, 2019, https://www.sutori.com/story/the-
evolution-of-traditional-media-to-new-media-- 6EnZMSt2Sq
CEmNnYTdYXh2XN
Lexter Neil, Evolution of Media: Traditional Media to New Media (2007)
Accessed December 1, 2019 https://www.timetoast.com/timelines/
evolution-of-media-traditional-media-to-new-media
Michael A. Noll, The Evolution of Media. Rowman & Littlefield Publishers (2006)
Accessed November 24,2019 https://rowman.com/isbn/97807425548
25/the-evolution-of-media
Virginia P. Andres, et. al. Teaching Guide for Senior High School Media and
Information Literacy. Commission on Higher Education K to 12 Transition
Program Management Unit. Diliman, Quezon City (2016)
Images
Arian Zwegers, COdex in Mayan Region (5th Century) Accessed November 26,
2019https://commons.wikimedia.org/wiki/File:Copan_Museum,_Altar_Q,_d
ynastic_rulers_(15771343718).jpg
David K. Edward, Cave Paintings (13,000 BC) Accessed November 26, 2019
https://commons.wikimedia.org/wiki/File:San_cave_painting_-_Phoenicean
_ship.jpg
Digital World Pakistan, Timeline and History.jpg Accessed December 1, 2019
https://commons.wikimedia.org/wiki/File:Timeline_and_History.jpg
Ibrahim.ID, Socialmedia-pm.png Accessed December 1, 2019 https://commons.
wikimedia.org/wiki/File:Socialmedia-pm.png
Internet Archive Book Images, The Printing Trades (1916) Accessed December 1,
2019 https://commons.wikimedia.org/wiki/File:The_printing_trades_
(1916)_(14765737815).jpg
Jeremy Banks, Desktop personal computer Accessed December 1, 2019
https://commons.wikimedia.org/wiki/File:Desktop_personal_computer.jpg
Joe Haupt, Vintage Zenith Royal 500N 8-Transistor Radio, Made In USA, Circa
1965 Accessed December 1, 2019 https://commons.wikimedia.org/wiki/
File:Vintage_Zenith_Royal_500N_8Transistor_Radio,_Made_In_USA,_Circa_1
965_(14608664469).jpg
mailer_diablo, Overhead projector December 1, 2019 https://commons.
wikimedia.org/wiki/File:OHP-sch.JPG

18
19