EVOLUTION OF

TRADITIONAL
TO NEW MEDIA
(PART 1)
Pre-Industrial
Age (Before the
1700s) when people first discovered fire for
communication, leaves of plants and
carved woods and stones to send a
message, and made use of the
metals as their tools.
Sample
• machine tools were developed and used
in production and manufacturing.
• This age welcomed the publication of texts
• The use of electrical signals over a wire
served as the means of communication in
long-distance places like us of the Telegraph
• The birth of movies through the
motion picture added features on
how people can reach and express
themselves.

Industrial Age (1700s-1930s)

Sample
Electronic Age (1930s-1980s)

• significantly uses the

features of the
transistors
• leads to the harnessing of
a transistor radio,
electronic circuits, and
computers.
Sample
Electronic New Age (1990-2000s)

• also called the Information Age

• provides the speedy use of
communication tools which
we call now as the internet,
personal computers, social
media, and wearable
technology.
Sample
 Functions of communication of media in our
community
• Monitoring Function. This is to inform the citizens of what is
happening around them and be aware.
 Functions of communication of media in our
community
• Information Function. This is to educate the audience on the
meaning and significance of the facts. Availability and
accessibility of information nowadays are very helpful in
assessing every information that we received as facts or not.
 Functions of communication of media in our
community
• Opinion Function. This is to provide a platform for public
political discourse. It is to facilitate public opinion and
expression of dissent. This function allows people to speak and
listen to others as well.
Functions of communication of media in our
community
• Watchdog Journalism. Watchdog journalism is a form of 
investigative journalism where journalists, authors or publishers
of a news publication fact-check and interview political and 
public figures to increase accountability. (Related to
Government Investigation Journalism). Watchdog journalism
usually takes on a form of beat reporting about specific aspects
and issues
 Functions of communication of media in our
community
• Channel for Advocacy of Political viewpoints. This function
helps certain groups to promote their campaign and gain
support from the general public.
MEDIA AND GOVERNMENT

Normative Theories of the Press

Authoritarian
Soviet Media
Libertarian
Social
Responsibility
Authoritarian Theory
• Press is controlled by the government.
• No Feedback here.
Soviet Media
• Press is also controlled by the government, but there is feedback.
Libertarian
• Freedom of Speech.
Social Responsibility
• Accountable as Individuals.
• Press has a Social Responsibility.