The Evolution of Traditional

Media to New Media

Prepared by: RJ Borja for G12 Students of SFXCS
 Prehistoric
Age
• Prehistoric refers to the time before the
existence of written or recorded history.
 Prehistoric
Age
• According to archaeologists, the Prehistoric Age occurred some 4.5
million years ago or approximately 30,000 years ago.
• Stone Age and the Metal Age.
• They are called as such because of the kind of tools that the
prehistoric people used during those times.
 Prehistoric
Age
• As the tools were relatively
crude, archeologist believe that a
system of writing had not yet
existed during this era.
• As prehistoric men learned how to
sharpen their tools and use them
for hunting, they also acquired the
knowledge on how to use these
materials in carving stones.
• Eventually, this paved the way for
them to create a system of writing,
which marked the start of the
historic period.
 Prehistoric Art as the Earliest Form of
Traditional Media
• Prehistoric men learned how to etch on caves.
• Prehistoric men drew on caves what they see
around them, such as animals and nature.
 Prehistoric Art as the Earliest Form of
Traditional Media
• During the Stone Age, prehistoric people also used these crude
stone tools to create objects, which are now considered rock art.
• Two kinds of rock art during the Stone Age are petroglyphs and
pictographs.
Prehistoric Art as the Earliest Form of
Traditional Media
 Prehistoric Art as the Earliest Form of
Traditional Media
Petroglyphs Pictographs

• can be carvings or engravings in • represent words or phrases through

rocks or caves. symbols.
• used to refer to sketches or
paintings that usually depict nature,
early people’s way of life.
 Prehistoric Art as the Earliest Form of
Traditional Media
• Apart from cave paintings, prehistoric men also created Megalithic
Art.
 Prehistoric Art as the Earliest Form of
Traditional Media
• There is no concrete system of writing during the Prehistoric Age so
people communicated their way of life, beliefs, and other practices
through music and dance.
• Ex. Oyayi - song
• Ex. Cañao – dance (Cordillera) Offering
 Industrial
Age
• Most people associate factories and machines to industries.
• The Industrial Age began in the 18th century in Great Britain when the
country made drastic reforms to improve their economy.
• Technology shifted from using hand tools to operating power-driven
machines.
 Industrial
Age
• Selling of goods boosted during the Industrial Age. The concept of
mass production or manufacturing of goods in large quantities was
introduced, increasing the demand for bigger and better machines.
• Special equipment were fabricated to meet the specific needs of
different factories.

• In a lot of ways, the Industrial Age has improved the people’s way of
living as new inventions such as steamboats and steam locomotives,
made transportation faster.
 Industrial
Age
• However, some business owners during this era focused only on
earning profit so they took advantage of the poor economic condition
of the working class.

• When the steam press was invented, the printing of materials like
newspapers became much faster, cheaper and easier.
 Industrial
Age
• Before this development, publishers used to receive financial support
from political parties and rich patrons so that the latter can be
featured in the newspaper.
• When printing cost marked down, publishers started to print articles
for the common interest of the public.
• The earlier injustices experienced by the laborers were also
published in the newspaper.
 Industrial
Age
• Communication during the Industrial Age also became viable because
of the invention of the telegraph.
 Electronic
Age
• Electronic refers to an object that has electronic components, such as
sensors, microchips, which functions once it is connected to an
electrical outlet.
• Industrial Age and Electronic Age are quite similar – they thrived in
the manufacturing industries.
• Industrial Age and Electronic Age are different because of the
equipment.
• Ex. Transportation and Communication.
 Information
Age
• The Information Age has upgraded what it can offer to consumers in
terms of gadgets and devices that can make their way of life not only
functional and comfortable, but also offer endless possibilities.
 Relationship between Traditional Media
and New Media
• In the present time, new media is undeniably very useful, but this
does not mean that traditional media has already become obsolete.
• Traditional media is still valuable and influential because it has a
wider reach and market.
• Ex. People who live in remote areas
• People opted to traditional media

• The choice of media is based on one’s needs, interests, ad lifestyle as

both traditional media and new media can carry out their purpose of
keeping the people informed and helping everyone to stay connected.
Roles and Functions of Media in a
Democratic Society
• Colonial Period – people had been restricted to express their ideas and fight for
their rights.
Roles and Functions of Media in a
Democratic Society
• Colonial Period – people had been restricted to express their ideas and fight for
their rights.
Roles and Functions of Media in a
Democratic Society
• On the other hand, in the United States, novels like…
Roles and Functions of Media in a
Democratic Society
• Democracy comes from the Greek words?
• demo (people) and kratos (rule) = Rule of the People
• In a democratic society, the welfare of the public is important and
their rights are protected by the government.
Roles and Functions of Media in a
Democratic Society
• The Philippines’ 1986 and 2001 People Power Revolutions perfectly
show the importance of the role of media in today’s society.
Roles and Functions of Media in a
Democratic Society
• Prior to People Power I, local newspapers, such as:

• have reported about the pervasive protests of people against the

government because of its inability to respond to issues regarding
labor, poverty, and education.
Roles and Functions of Media in a
Democratic Society
• Prior to People Power I, local newspapers, such as:

• Hence, news reporters from TV and radio stations exposed

illegal abductions of citizens who were tortured for criticizing the
government.
Roles and Functions of Media in a
Democratic Society
• As a result, in September 21, 1972, President Ferdinand E. Marcos
declared Martial Law in hope of restoring the peace and order in the
country.

• Instead, this dictatorial government had taken over the mass media.

• Some editors and journalists were arrested and detained to control

the dissemination of negative news against the government,
particularly the president.
Roles and Functions of Media in a
Democratic Society
• People Power II (2001)
• Tenure of President Joseph Estrada
• Media reported about his involvement in illegal gambling and
adultery.
• Impeachment trial where the President Estrada was accused of
plunder, betrayal of public trust, and culpable violation of the
Constitution as cited in Article XI.
Roles and Functions of Media in a
Democratic Society
• People Power II (2001)
• Tenure of President Joseph Estrada
• Media reported about his involvement in illegal gambling and
adultery.
• Impeachment trial where the President Estrada was accused of
plunder, betrayal of public trust, and culpable violation of the
Constitution as cited in Article XI.
• Television and radio stations made a live coverage of its court
proceeding as the entire nation took interest in this issue.
Roles and Functions of Media in a
Democratic Society
• When the second envelope, which allegedly contained incriminating
evidences against President Estrada, was not opened based on the
senators’ majority vote, the prosecutors walked out.

• Also, the people who were watching it since the first day of the trial
believed that the truth had not been compromised.
• Known figures, like Cardinal Sin, expressed their
dismay in public and called on the people to unite
and gather at EDSA to start a peaceful revolution.
• With the growing number of people encampled in
EDSA and the majority if President Estrada’s cabinet
members leaving their posts, President Estrada had
no choice but to step down from office.
Roles and Functions of Media in a
Democratic Society
• This proves that in democratic society, the media’s role is very
crucial as it becomes a reliable source of information.
• People in democratic society also use different media platforms as a
means to express their opinion on social issues.
• With the massive reach of media, it can greatly influence people’s
views and actions.
 Selected Theories on Media and
Information
• Accessing information and communicating with other people are fast
and easy because there are different forms of media we can use.
Selected Theories on Media and
Information
Selected Theories on Media and
Information

Researchers who were proponents of the

theories about information and media.
 Media Richness
Theory
• introduced by Richard L. Draft and Robert H. Lengel in the 1980s.
• communication serves as a medium that can reproduce information.
• Media Richness Theory can be used to assess the richness or
multifunction capabilities of specific means of communication, such
as phone calls, video conferences, and e-mails.

• According to this theory, personal communication methods, like e-

mails and video calls, are generally more effective than other forms of
media as the desired message is sent directly to the receiver.
 Information Processing
Theory
• suggests that humans process the information they receive instead
of merely responding to the stimuli.

• also, the mind is like a computer that analyzes the information it

gets from its environment.
 Contingency
Theory
• based on Joan Woodward’s work in 1958.
• this theory argued about the influence of technology and
other variables in organizations.
• Contingency theory notes that a variable can change the
behavior and the structure of an organization in order to complete
a task.
 Media Naturalness
Theory
• was proposed by Nereu “Ned” Kock based on the concept of
human evolution.
• suggests that face-to-face communication is the most natural
method of communication.
• Media Naturalness Theory proposes that communication is better
established and that the message is more clearly understood if people
talk in person.
• it agues that the farther the sender is from the receiver, the hard it
is to process information and comprehend the message.
 Media Synchronization
•
Theory
it is better if people who need to communicate are all present
and available in real time.
• in this way, they will be able to note immediate feedback and
responses since they are fully engaged in the conversation.

• emphasizes that communication involves interaction as it has

two processes: convey and converge.

• convey mans to make something known to another person, which

converge means to come together to set a common interest, purpose, or
goal.
 Channel Expansion
Theory
• suggests that an individual chooses a type of media to use for
communication based on his experience in handling that type of
media alongside the person he needs to speak with and what their
topic is all about.
 Information
Bits
• Cave paintings from the Prehistoric Age can be considered as the
oldest form of media.
• During the Industrial Age, the invention of the steam press allowed
the faster printing of newspapers, which became an important source
of information about the disputes in old factories. Some news about
the plight of workers regarding unjust wages were also exposed.
• Technology was primarily used to assist experts on how to process
figures and data accurately during Electronic Age.
• The Information Age gave ordinary citizens the opportunity to
become instant reporters by posting current issues on their social
media accounts.
 What’s up in my
town?
The Angono Petroglyphs – Carlos “Botong” Francisco
 Challenge your
Matching Type
Knowledge
a. Prehistoric Age
1. Cave Paintings convey that the human race has
a rich heritage.
b. Industrial Age
2. Mathematicians use computers to help them
calculate large numbers.
3. People can access online newspapers using an c. Electronic Age
iPad or tablet.
4. The production of newspapers was made faster d. New Age
during this era.
5. The early computers used to be bulky and
heavy as their internal parts were bigger.
 Challenge your
Knowledge
True or False
1. Draft and Hengel proposed the Medial Richness Theory, which cites e-
mais and video calls as examples of media richness.
2. Media Naturalness Theory suggests that people should communicate in
real time to clearly understand their exchange of messages.
3. According to the Channel Expansion Theory, people should talk face to
face as human interaction allows them to get the message directly.
4. The telegraph was invented during the Digital Age or New Age.
5. During People Power I, President Joseph Estrada declared the Martial
Law and controlled all forms of mass media.
 Challenge your
Knowledge
Answer each question based on your objective insight and critical thinking.

1. If you are currently inspecting an actual cave painting, how would you
feel?

2. In your opinion, would traditional media, such as newspapers and

magazines, become obsolete in the future? Why or why not?

3. If you were a journalist during Martial Law, would you risk writing about
the truth even if it would endanger your life? Why or why not?