Media Information Literacy

The Evolution of Media

Communication begins with language, the
distinctive ability which has made possible the
evolution of human society. With language any
message, no matter how complex can be
conveyed between people over a limited
distance.
In modern times “town criers” hold an annual contest
to discover which of them can shout a comprehensible
message over the greatest distance

Town criers – an official who made public

announcements .

The History of Communication is mankind's search for

ways to improve than shouting
 The Four Ages of Communication

These are how media and information has

evolved throughout history. It provided
people with a better and faster access to
information that is easier to adopt and to
manipulate.
 Pre- Industrial Age
Pre- Industrial Age (Before 1700s) – People
discovered fire, developed paper from
plants, and forged weapons and tools with
stone, bronze, copper and iron.
 Cave paintings
Also known as “parietal art” are
numerous paintings and engravings
found on cave walls or ceilings around
38 000 BCE.
• In Bulgaria, the Magura Cave is
among the most important caves
within the north-western portion of
the country. Its cave walls square
measure adorned by pre-historic
cave paintings that go back around
8000 to 4000 years past.
 Clay Tablets
Are used as a writing
medium especially for
writing in cuneiform.
Cuneiform – is one of
the oldest forms of
writing. This means of
communication was
used for over 3 000
years in 15 different
languages.
 Papyrus and Parchment Paper

Papyrus- Is made from pith of

Papyrus plant. It is used in ancient
times as writing surface to
designate documents written on its
sheets, rolled up to scrolls.

Parchment paper made from skin

of a sheep or goat ( strong thick
paper )
 Printing Press using wood
blocks
This is a technique for
printing text, images or
patterns used widely
throughout East Asia
and originating in China
in antiquity as a method
of printing on textiles
and later paper. As a
method of printing on
cloth.
 Industrial Age
Industrial Age (1700s-1930s) – People used
the power of steam, developed machine
tools, established iron production, and the
manufacturing of various products
(including books through the printing
press).
 Printing Press for mass
production
A printing press is a device for
applying pressure to an inked
surface resting upon a print
medium such as paper or cloth
thereby transferring the ink.
Typically used for texts, the
invention and spread of the
printing press was one of the
most influential events in the
second millennium.
 Telegraph

Telegraph is used for

long- distance
communication by
transmitting electrical
signals over a wire
laid between stations
 Typewriter
A typewriter is a mechanical
or electromechanical
machine for writing
characters similar to those
produced by printer’s
movable type. It operates by
means of keys that strike a
ribbon to transmit ink or
carbon impressions onto
paper. Typically, a single
character is printed on each
key press.
 Motion Picture
Also known as film
or movie is series of
still photos on film,
projected in rapid
succession onto a
screen by means of
light.
 Other Examples

• Newspaper – The London Gazette 1640

• Typewriter 1800
• Telephone 1876
• Motion picture photography/projection 1890
• Commercial Motion pictures 1913
• Motion picture with sound 1926
• Punch cards
 Electronic Age
Electronic Age 1930s- 1980s – The invention of the
transistor ushered in the electronic age. People
harnessed the power of transistors that led to the
transistor radio, electronic circuits, and the early
computers. In this age, long distance communication
became more efficient.
 Transistor Radio 1954
By early 1954, Texas
Instruments had perfected
production to the point that
transistors became cheap
enough for use in consumer
items. TI decided that a
portable handled radio offered
the most mainstream
application of the new
technology and approached
several large corporations
about producing the radio.
 Television 1941
The Television began its
popularity in the 1940s. It was
a novel item that everyone
wanted to have. People were
amazed that they could go
from simply hearing voices on
the radio to seeing their faces
as they spoke. The t.v opened
the doors for a variety of new
experiences for all Americans.
 Apple 1 Computer 1976
April 11, 1976 – Apple
releases its first Computer the
Apple 1 designed and hand
built by Steve Wozniak, the
computers are sold wholesale
by “Steven” Jobs. To finance
their manufacturing, Wozniak
sells his HP-65 calculator for
$500, while Jobs sells his VW
van. Years later, in 2014 a
working Apple – 1 will sell at
auction for $905,000.
 New Age or Information Age
Information Age 1900s-2000s – The Internet paved the
way for faster communication and the creation of the
social network. People advanced the use of
microelectronics with the invention of personal
computers, mobile devices, and wearable technology.
Moreover, voice, image, sound and data are digitalized.
We are now living in the information age.
 The Computer

The computer
considered by most
historians to be the
first truly portable
computer
 Social Media
Facebook, American company
offering online social
networking services.
Facebook was founded in
2004 by Mark Zuckerberg,
Eduardo Saverin, Dustin
Moskovitz and Chris Hughes,
all of whom were students at
Harvard University. The
company headquarters re in
Menlo Park, California. As of
2012 there are 1B users.
 Smart Phones
A smartphone is a cellular
telephone with an integrated
computer and other features not
originally associated with
telephones such as an operating
system, web browsing, and the
ability to run software
applications. Smartphones can
be used by individuals in both a
consumer and a business
context, and are now almost
integral to everyday modern
life.
 Infrastructure Age
Example:
A car with global positioning system built with it, a railway
system which runs digitally, or even simple appliances or gadgets
at home that can be controlled using the internet.
• Self- driving cars
• Automated homes
• Self- aware mobile apps.
• Intelligent and responsive home appliances
The Difference between Traditional
Media and New Media
 Traditional Media
Media experience is limited.
One directional.
Sense receptors used are very
specific.
 New Media
Media experience is more interactive
 Audiences are more involved and can
send feedback simultaneously.
 Integrates all the aspects of old media.
 Marshall Mcluhan
• First Father and leading prophet of the Electronic Age
• High Priest of Pop Culture
• Proponent of the media theory on technological determinism
• Explained that society adapts to advances in technology, thus
changing cultural, political and even historical aspects of the
society.
• “THE MEDIUM IS THE MESSAGE”
 Cultural Determinism
• Advanced by Media Scholar Brian
Winston 1986
- Dr. Brian Winston (University Professor)
the former dean of Media and
Humanities.
 Cultural Determinism
• Culture and Society shapes
technology.
• Technology is a product of need
and not the other way around.
Media and the Government
Normative Theories of the
Authoritarian Press Soviet Media

Libertarian Social Responsibility

The Philippine Constitution state, in Section 4 Article III
“ No law shall be passed abridging the freedom of speech, of
expression, or the press, or the right of the people peaceably to
assemble and petition the government for redress of grievances.”
• This should be a core foundation between media and
government.
• Looking at the real situation right now media is being use by the
dirty politician for their personal interest and intentions.
 Authoritarian theory
• Describe that all forms of communications are under the
control of the governing elite or authorities or influential
bureaucrats.
• Authoritarians are necessary to control the media to protect
and prevent the people from the national threats through any
form communication (information news)
• The press is an instrument to enhance the ruler’s power in the
country rather than any threats.
 Soviet Media theory
• The people and especially the political and military leaders of
the Union Soviet Socialist Republics
• The governments undertakes or controls the total media and
communication to serve working classes and their interests.
• Government media provides positive thoughts to create a
strong socialized society as well as providing information,
education, entertainment, motivation and mobilization.
 Libertarian theory
• Liberalism means information is knowledge and knowledge is
power.
• Libertarianism is from any authority or any control or
censorship and is an idea of individualism and limited
government which is not harmful to another.
• Sees people are more enough to find and judge good ideas
from bad.
 Social Responsibility
• Allows free press without any censorship but at the same time
the content of the press should be discussed in public panel
and media should accept any obligation from public
interference or professional self- regulations or both.
• Social responsibility should be reach by self-control, not
government intervention
• Media has obligations to society, and media ownership is a
public trust.
 Social Responsibility
• Media should follow agreed codes of ethics and
professional conduct
• Codes of ethics – abiding principles
• The theory lies between both authoritarian theory and
libertarian theory because it gives total media
freedom in one hand but the external controls in other
hand.
 Roles of Media in a Democratic Society
1. Monitoring Function – This is to inform the citizens
on what is happening around them.
2. Information Function – This is to educate the
audience on the meaning and significance of the
facts.
3. Opinion Function – This is to provide a platform for
public political discourse. It is to facilitate public
opinion and expression of dissent.
4. Watchdog Role of Journalism – It denounces the
wrongdoing of the government and the private which
leads to increasing of accountability and spearheading
positive changes.
5. Channel for Advocacy of Political viewpoints.
 Timeline of Internet in the Philippines
• More than 12 years ago, March 29, 1994 to be exact, the free and open
World Wide Web was launched in the Philippines
• E-mail It started as early 1986 and was operated using a software that ran
on an IBM XT Clone PC with a modem that ran on 1200 bpm.
Subscription fees ran as high as 1000 pesos per month (allows user to
connect and exchange messages)
• By 1987, inter BBS was enabled through the Philippine FidoNet exchange.
One Bulletin board system in Metro Manila is now able to connect to other
bulletin board systems in the same area.
 Timeline of Internet in the Philippines
Sponsors;
• By the early years of 90’s , email gateways and services broadened
courtesy of some multinational corporations operating in the Philippines.
• 1993 – The role discharged by the DOST with the support of Industrial
Research Foundation , The PhilNet project was launched consisting of
representatives from various universities.
• UP Diliman, UP Los Baños, De La Salle University. They would team up
with Dr. Rudy Villarica who would represent the IRF.
 Timeline of Internet in the Philippines
• By July 1993 with full funding from the DOST, the PhilNet project scaled
up students from the above stated universities were abvle to connect to
another gateway at the Victoria University of Australia.
• By November 1993, an additional grant of 12.5 million pesos would flow
to the purchase of equipment and lease of communication lines.
• By March 29, 1994 the Philippines was formally connected to the Internet,
using the PLDT network center in Makati City. On the same day the First
International E-mail Conference was being held at the University of San
Carlos in Cebu.
 The Internet of Things
• Mobile networks already deliver connectivity to a
broad range of devices, enabling the development of
innovative new services and applications.
• This new wave of connectivity is going beyond tablets
and laptops; to connected cars and buildings; T.V’s
and game consoles; smart meters and traffic control;
with the prospect of intelligently connecting almost
anything and anyone.
 Assignment
• Interview an elder in the family, make them recall the
forms of media that they used either as sources of
information and entertainment. Engage them in a
freewheeling interview session where they can
enjoyably go down memory lane and share with you
their sources of media and information.
THANK YOU FOR
LISTENING 