MILESTONE IN

MEDIA
EVOLUTION
Source:www.0ducks.wordpress.com
 THE MCLUHAN MANTRA
The Medium is the
message
Society adapts to advances
in technology, thus
changing cultural, political
and historical aspects of
society (2007)
 HOT AND COLD MEDIA
1. Hot Media – refers to forms of
requiring little involvement from the
audience
2. Cold Media – those with the high level
user interactivity
- Where the experience is more
dynamic and the audience is more
involved
 MCLUHAN 1962

A. Significant inventions in
Communication
- Phonetic Alphabet
- Printing Press
- Telegraph
 4 MAIN PERIODS OF
COMMUNICATION

1.Tribal Age
2.Literacy Age
3.Print Age
4.Electronic Age
 MEDIA MAP HISTORY
A.Information Age
- Also known as the digital or
new media age
st
- 21 century
 MEDIA MAP HISTORY
A.Infrastructure Age
 KINDS OF MEDIA

Traditional Media
New Media
 TRADITIONAL MEDIA
This includes all kinds of
written or print media
1. News paper
2. Magazines
3. Comics
4. Books
 TRADITIONAL MEDIA
Broadcast
Media

Uses electricity
and technology
to deliver
message or
information
 TRADITIONAL MEDIA
Film or Cinema
Carry audio
visual
messages
 NEW MEDIA
It refers to media that developed when the
use of computer technology became
ordinary and common in most parts of the
world.
a. Social Media
b. Mobile communications technology
c. Related and Emerging Technologies
 4 MAIN CATEGORIES OF NEW
MEDIA (MC QUAIL )
1. Interpersonal Communication
Media
Private and perishable
Relationship established
Reinforced is more important
than the information conveyed.
2. Interactive Play Media
Video and computer based games
3. Information Search Media
Sources of a vast collection of
information that can be accessed
real time despite geographical
location.
4. Collective participatory media
Refers to the use of the internet
for “sharing and developing active
(computer mediated) personal
relationship
Traditional Media is …….
a. One directional
b. Limited
c. Specific characteristics
New Media is…..
a. Interactive
b. Integrates all the aspects of the
traditional media
 GROUP ACTIVITY
MINI PETA NO. 1
As a student volunteer for a non governmental
organization which goes to communities to educate
Grade 10 Students about media and information
literacy.
1. Your Goal is to create an advocacy to promote
responsible use of media
2. Your Role as a member is to campaign and
advertise your advocacy
3. Your Product will be :
a. Tagline
b. Script
c. Jingle
d. Flyers
e. Video
 RUBRICS

A. Concept

B. Content

C. Creativity

D.Teamwork