EVOLUTION OF MEDIA

Lesson 2
Marshall Mcluhan
Four Ages
 Tribal Age
 Age of Literacy
 Print Age
 Electronic Age
PRE-INDUSTRIAL AGE
Tribal Age
Age of Literacy
INDUSTRIAL AGE
 Print Age
 Electronic Age

 New Media or Information Age

TRIBAL AGE

 Characterized by the
prevalence of oral
communication.
 Pre historic people relied in
face to face interaction.
 TRIBAL AGE
 People stuck to their tribes to avoid exclusion in the
tribe communication process.
 Emphasizes equality in terms of information access.
 Lessen individualism and specialization
AGE OF LITERACY

• Human beings learned to read and write.

• Amplified the use of sense of sight.
• Members of the tribes from the previous age
were pushed from their group, becoming
more visual and rational
 AGE OF LITERACY
• At this age people were communicate and share
information privately.
• They were able to share information without the need to
stay within their groups.
• Had the freedom to leave the tribe and be exposed to
other cultures, group and people.
CAVE PAINTINGS
Youtube.com GlimpsofHistory.com
Clay Tablet in Mesopotamia

Hieroglyphs

Khanacademy.com
 Papyrus in Egypt

Acta Diurna In rome

 Dibao in China
UMALOHOKAN

 serve as walking bulletin who went

around the barangay to deliver public
announcement
DIFFERENT FORMS OF LITERATURE

 sabi (maxim)
 bugtong (riddles)
 kumintang (war song)
 tutul (Folk tale)
 baybayin
Example
 PRINT AGE
Due to the incapacity to have mass
reproduction of the written works, books and
papers were reproduced manually.
Highlighted by the invention of Johannes Gutenberg press or
movable type in the 15th century.
 PRINT AGE

Because of the Invention of Gutenberg press, written materials such

as book became increasingly available to the people of different
socioeconomics classes.

This period was characterized by the further dominance of visual

space and logical thinking.
 Print age is the same age laid the groundwork
for the Industrial Age.

The Invention of the Guternberg press in 15th Century

Europe as the start of the Print Age. However, Printing
originated in China in the 9th Century
Letterpresscommons.com

History.com
During Spanish period, filipino native were introduced to print
media using paper and ink

Doctrina Christiana
In 1593, the Philippine Island Published its first
ever book – Doctrina Christiana.
A book dealing with Christian, it was introduced
by Spaniards

Gutenberg.org
Aviso Al Publico- The First Spanish Sheet

Commons.Wikimedia.org
of Information called appeared in the
Philippines in 1809.
 Del Superior Gobierno- The first regular newspaper
in the country, introduced by the Spanish
Government in 1811.

 La Esperanza- the first newspaper distributed

daily in the country in 1846.

Commmedia.aijc.com.ph
Diario de Manila- Spanish government closed down
this printing press in 1898, upon learning that
katipuneros used it against them.

Memoriademadrid.es
 NATIONALISTIC NEWSPAPER

La Solidaridad (1889)- established

by the reformist from the
Propaganda movement
Kalayaan- the official organ of the
Katipunan (1898)
 La Independencia(1898)- the most widely read newspaper
of the revolution.
 La Libertad
 El Heraldo de Iloilo Media.timeoast.om
Naquem.blogspot.com
Cinema came to the Philippines in 1897.
 Zarzuela
vaudiville
Señor Pertierra
Introduced the motion picture to the
Filipinos in Manila on January 1, 1897

Antonio Ramos
Spanish soldier opened up a movie house in Manila for the general public to
enjoy. He also filmed local scenes in Manila, making him the first motion
picture producer in the country
ELECTRONIC AGE
ELECTRONIC AGE
Characterized by the dominance of the electric media.
W1tp.com

Telegraph
Morse Code

The invention of telegraph in 1830s started an electronic revolution

that diminish the role of the print media.
Radio

Telephone

 Television m.economictimes.com

Banggood.com
AMERICAN REGIME
The broadcast radio was introduced in the Philippines.
KZKZ
first radio Station that was established during the American
period.
Other radio station are the KZRM, KZEG, KZIB

KZRC in Cebu
first radio Station operating outside Manila
The call letters of the first radio stations in the Philippines started
with “k” since the country was a colony of U.S.A back then.

Francisco “koko” Trinidad “father of Philippine Broadcasting ”

Requested the International telecommunications Union
(ITU) to change the call letter “k” in the Philippines to “RP”.

This request was denied and ITU gave the Philippines the call
letter “D” instead.
KOMIKS
Another Important mass medium that was used in the country. It
was Formally introduced during the American period.

Antonio Velasquez
“Father of Filipino Komiks” saw the potential of the illustrated
medium in 1926. It was Velasquez who first illustrated a cartoon
Character named Kenkoy, in cooperation with Romualdo Ramos.
Komiks Continue to Flourish in succeeding decades until its
decline in the early 2000s

In 1953, television was introduced in the country

NEW MEDIA OR INFORMATION AGE

Tribal age, Age of Literacy and Electronic age all

revolved around traditional media.
The products and services that provide information or
entertainment using computers or the internet, new media
are digitally produced as interactive, and requires at least
two way communication.
3 keys of innovation that led to the development of this new
mass medium

 Affordable computers
 Digitization of information
 Internet
See you a gain!
 NEWS
North East West South