The Evolution of

Traditional Media
to New Media
LESSON 2
Let’s Explore – Activity 2

Answer the questions based on the information

learned or read from other sources.
1. How will you compare traditional media from
new media?
2. Why do you think the older generation prefers
to use traditional media over new media?
3. How does media in general influence and shape
the way people think?
Let’s Examine

Imagine that you lived during the Prehistoric Age.

What image is formed in your mind?
PREHISTORIC
AGE
PREHISTORIC AGE

• Prehistoric refers to the time before the existence of written or

recorded history.

• According to archeologists, the Prehistoric Age occurred some 4.5

million years ago or approximately 30,000 years ago.
• Two periods: the Stone Age and the Metal Age.

• Archeologists believe that a system of writing had not yet existed

during this era.

• Prehistoric men learned how to sharpen their tools and use them for
hunting or carving stones.

• This eventually 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

• By using sharpened tools made of stones, prehistoric men also learned

how to etch on caves.

• These caves served as their big canvas while sharpened tools became
their pen.

• Two kinds of rock art: petroglyphs and pictographs

• Petroglyphs can be carving or engravings in rocks or caves.

• Pictographs represent words or phrases through images and symbols.

It is used to refer to sketches or paintings that usually depict nature,
giving us a glimpse of the early people’s way of life.
• Example:

The Manunggul jar was excavated from the

Tabon Caves in Palawan. This artifact dates back
from 890 to 710 BC. Manunggul jar represents the
beliefs of the early Filipinos about death.
• Apart from cave paintings, prehistoric men also created megalithic
art. This art involves the process of arranging or stacking together
artistically the stones or big rocks for a certain purpose, which still
remains a mystery to most archeologists.
Example:

• The Stonehenge, located at the Salisbury Plains in England, is a perfect example of megalithic art.

• It dates back around 3000-2000 BC.

• Archeologists believe that the Stonehenge is either a burial site or a place used by the early settlers
to learn about astronomy.
• 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.

• For example, the oyayi or hele of the early Filipinos represents a

mother’s care and love by singing her child to sleep.

• Dance was used to express a tribe’s religious beliefs. The tribes from
the CAR perform the cañao as a form of offering.
INDUSTRIAL
AGE
INDUSTRIAL AGE

• An industrial city pertains to a place where several factories are located or

built.

• These factories hire people within the locality as laborers or skilled workers.

• Different factories also manufactured different products, such as textile,

paper products, electronic parts, and chemical products, among others.
• 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.

• Example: loom and steam engines, which made the production and
operation of factories faster and more efficient.
• Industrial Age has improved the people’s way of living as new
inventions, such as steamboats and steam locomotives, made
transportation faster.

• Business owners are focused only on earning profit. Laborers worked

under dangerous circumstances, in exchange of very low salary.

• Steam press was invented so printing of materials became much faster,

cheaper, and easier.
• Communication became viable because
of the invention of the telegraph. A
telegraph is a system used for
transmitting messages from a distance
along a wire.
ELECTRONIC
AGE
ELECTRONIC AGE

• The word electronic is usually associated with the things that work using
electricity.

• Desktop computers and television sets are examples of electronic devices.

• Electronic refers to an object that has electronic components, such as sensors

and microchips, which functions once it’s connected to an electrical outlet.
• Industrial and Electronic Age are quite similar for its efficiency and
with the help of equipment that are operated by machines.

• They are different because the equipment in the Electronic Age are
more complex as they run on electricity instead of fuel.

• Electronic Age marked he beginning of modernization since electronic

equipment are more functional and reliable.
INFORMATIO
N AGE
• We live in the Information Age (visits websites with the use of
technology, new media platforms are also available online – installed
applications)

• Information Age is also labeled as the Computer Age or the New Age
because it gave birth to new media and digital technology.

• Although most devices still run on electricity during this time, their
multifunctional capabilities make them different from the machines used
in the Electronic Age.
• 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.

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

both traditional media and new media can carry out their purpose of
keeping the people informed and helping everyone to stay connected.
SELECTED THEORIES
ON MEDIA AND
INFORMATION
• Nowadays, accessing information and communicating with other
people are fast and easy because there are different forms of media we
can use.

• Apart from the inventors who made high-end gadgets to improve our
information and communication technology (ICT), we should also be
grateful to researchers who were proponents of the theories about
information and media.
1. MEDIA RICHNESS THEORY

• Referred to as Information Richness Theory.

• Richard L. Draft and Robert H. Lengel introduced this theory in the

1980s.

• Used to assess the richness or multifunction capabilities of specific

means of communication, such as phone call, video conferences, and
e-mails.
• According to this theory, personal communication methods, like texting
and making video calls, are generally more effective than other forms of
media as the desired message is sent directly to the receiver.
2. INFORMATION PROCESSING
THEORY
• This theory suggests that humans process the information they receive
instead of merely responding to stimuli.

• The mind is like a computer that analyzes the information it gets from
its environment.

• Associated with the cognitive development approach in psychology.

3. CONTINGENCY THEORY

• Based on Joan Woodward’s work in 1958, this theory argued about the
influence of technology and other variables in organizations.

• Notes that a variable can change the behavior and the structure of an
organization in order to complete a task.
4. MEDIA NATURALNESS THEORY

• Proposed by Nereu “Ned” Kock based on the concept of human

evolution

• Face-to-face communication is the most natural method of

communication.

• Proposes that communication is better established and that the message

is more clearly understood if people talk in person.
5. MEDIA SYNCHRONIZATION
THEORY
• According to this theory, it is better if people who need to
communicate are all present and available in real time. (immediate
feedback and responses)

• Two process of interaction: conveyance and convergence.

• Convey means to make something known to another person.

• Converge means to come together to set a common interest, purpose,

or goal.
6. CHANNEL EXPANSION THEORY

• Proposed by John Carlson and Robert Zmud in 1999.

• Suggests that 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
BUZZ
What’s up in the World?

ENIAC

In 1822, Charles Babbage invented the first mechanical computer. It was

created to assist human with their computations. Hence, the first computer was
actually an automatic computing machine.

Meanwhile, Thomas “Tommy” Flowers demonstrated the first electric

programmable computer in 1943 called the Colossus
 Additionally, the first digital
computer that was fully functional is the
ENIAC, which J. Presper Eckert and
John Mauchly completed in 1946.
ENIAC stands for “Electronic
Numerical Integrator and Computer.”
As an electronic computer, it can solve
numerical problems.
-END -
 ½ crosswise paper

 write your name (surname first)

 write the date today

Challenge your Knowledge

A. Matching Type.

Choose the letter that best describes the

statement in each number. Answer may be
repeated.
a. Prehistoric Age

b. Industrial Age

c. Electronic Age

d. New Age
1. Cave paintings convey that the human race
has a rich heritage.
2. Mathematicians use computers to help
them calculate large numbers.
3. People can access online newspapers using
an iPad or a tablet.
4. The production of newspapers was made
faster during this era.
5. The early computers used to be bulky and
heavy as their internal parts were bigger.
B. Modified TRUE or FALSE.

Write TRUE if the underlined concept is

correct. If it is FALSE, write the correct
concept to make the statement true.
 1. Draft and Lengel proposed the Media
Richness Theory, which cites e-mails 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 first functional digital computer is the
ENIAC which is completed in 1946.
5. During People Power I, President Joseph
Estrada declared the Martial Law and
controlled all forms of mass media.
C. Essay.

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?
Deadline: Thursday, February 25, 2021
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