Media &

Information
Literacy
EVOLUTION OF MEDIA
At the end of this lesson, the learners are expected
to:
1. identify traditional and new media;

2. Identify different sources of information in

various ages;

3. discuss the importance of evaluating information

from the internet;

4. Compare and contrast indigenous media to other

sources of information
Are you aware of what is happening in
your community? Are you still updated
with the current issues that our country
is facing today?

If yes, that’s good! I bet you have your

cellphone, television or radio with you to
stay updated on what is happening
around you. Did you ever wonder how
people in the past received and
delivered information or data?

- WATCH EVOLUTION OF COMMUNICATION

EVOLUTION OF COMMUNICATION
Youtube link:
https://tinyurl.com/53cv6hfu
POSTER ANALYSIS

1. What is the message of this poster?

2. Do you agree with the message? Why or why not?
 FORMATIVE ASSESSMENT
Traditional or New Media?
1. Magazine 6. Tabloid
2. Broadsheet 7. Paperback novel
3. Radio 8. Television
4. Online Video Games 9. Web video portals
5. Online Telephony and
Messaging Capability
TOOLS THAT WERE USED
IN VARIOUS ERAS
OF COMMUNICATION
 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.
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
 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.

OTHER EXAMPLES:

1. Acta Diurna in Rome (130 BC)

2. Dibao in China (2nd Century)
3. Codex in the Mayan region (5th Century)
4. Printing Press using wood blocks (220 AD)

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.
 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 (19th
century) A printing press is typically used for texts.
It is a device that applies pressure to an inked
surface resting upon a print medium (like paper or
cloth).
Telegraph is used for long-distance
communication by transmitting electrical signals
over a wire laid between stations.
 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).

OTHER EXAMPLES:

1. Newspaper – The London Gazette (1640)

2. Typewriter (1800)
3. Telephone (1876)
4. Motion Picture Photography/Projection (1890)
5. Commercial Motion Pictures (1913)
6. Motion Picture with sound (1926)
7. Punch cards
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.
 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 LARGE ELECTRONIC COMPUTERS MAINFRAME COMPUTERS

OTHER EXAMPLES:
Television
Personal computers
LCD projectors
 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 distanceefficient. communication became more

LAPTOP SOCIAL NETWORK VIDEO CHAT

OTHER EXAMPLES:
Web browsers: Mosaic (1993), Internet Explorer (1995) Augmented Reality / Virtual Reality
Blogs: Blogspot (1999), LiveJournal (1999), Wordpress (2003) Video chat: Skype, Google hangouts
Search Engines: Google, Yahoo
Social Networks: Friendster (2002), Multiply (2003), Facebook (2004) Portable computers: Laptops, netbooks, tablets
Smart phones
Video: Youtube (2005) Cloud and Big data
Microblogs: Twitter (2006), Tumblr (2007)
HISTORY OF SOCIAL MEDIA
Youtube link:
https://tinyurl.com/3js98n27
MEDIA AND THE GOVERNMENT
Normative Theories of the Press

Authoritarian

Soviet Media

Libertarian

Social Responsibility
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 of
communication (information or news). The authorities have all
rights to permit any media and control it by providing license to
the media and make certain censorship.
• If any media violate the government policies against license,
then the authority has all right to cancel the license and revoke
it. The government have all right to restrict any sensitive issues
from press to maintain peace and security in the nation.
Censorship is a suppression of any communication which
may consider as harmful to the people, King, government
and its nation.

Types of censors:
• Political censor
• Moral censor
• Religious censor
• Military censor
• Corporate censor
LIBERTARIAN THEORY - people are more than enough to
find and judge good ideas from bad. The theory says
people are rational and their rational thoughts lead them to
find out what are good and bad. The press should not
restrict anything even a negative content may give
knowledge and can make better decision whilst on worst
situation. The libertarian thoughts are exactly against or
opposite to the authoritarian theory which means the
authoritarian theory says “all forms of communication works
under the control of government or elite like king”.
SOCIAL RESPONSIBILITY THEORY - 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. 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. Here, the press ownership
is private.
SOVIET MEDIA THEORY - The government undertake or
controls the total media and communication to serve
working classes and their interest. The theory says that the
state have absolute power to control any media for the
benefit of the people. They put an end to the private
ownership of the press and other media. The government
media provide positive thoughts to create a strong
socialized society as well as providing information,
education, entertainment, motivation and mobilization.
 FORMATIVE ASSESSMENT
How will you
describe media in
the Philippines
using the
normative theories
of the press?
END OF CLASS