2. Learning Outcomes
At the end of this lesson, you are expected to:
Identify the latest
theory on information
and media
1
3 4
Identify traditional
media and new media
and their relationships
Trace the development of
traditional mass media
and the new media in the
Philippines
2
3. Four Eras in the Evolution of
Human Communication
01
4. 1 2 3 4
To understand the shift from the old to the new media, Everett Rogers, a communication sociologist,
in his book Communication Technology, The New Media in Society (1986) identified the four eras on
how human communication evolved.
Writing Printing Telecommunications Interactive communication
5. When the printing machine was invented, books could then be
reproduced. However, Roger said that printing technology
actually began in China when paper was also invented from
textiles around 1000 AD. Movable-type printing was originally
invented by Pi Shengin 1041 AD and developed for wide use in
Korea, with metal-type printing in AD (Pool as cited by Rogers,
1986)
1
2
Writing was the main method of media communication for several years.
Perhaps, writing began as early as 4000 BC in Sumeria. Rogers said that
before the invention of the printing machine, books such as Bible were
“copied by hand by individuals who had a particularly neat
handwriting” (Rogers 1986, 27).
6. Telecommunications enabled communication over
distances. The telegraph and the telephone were
invented by American inventors Samuel Finley Breese
Morse in 1844 and Alexander Graham Bell in 1876,
respectively.
2
cont
3
4
Johannes Gutenberg, a German inventor, invented the printing
machine in Germany using the movable metal type in 1456 AD.
This technology meant a much wider distribution of books as
more copies could be printed, which was a key factor in the
rebirth of Western civilation (Rogers 1986)
7. When computers were invented in 1946, interactive
communication became more promising, with the
invention of other computer parts, tools, and gadgets
including the microprocessor, central processing unit, and
semiconductor chip in 1971 by Ted Hoff, Federico Faggin,
and Stanley Mazor of Intel Corporation (Rogers 1986).
3
cont
4
4
Electronic communication also paved way the way for the
invention of movies, radio and television. These developments
dispensed with the need for literacy and people have since
turned to mass communication for information and
entertainment (Rogers 1986).
8. The mobile phone, as minicomputer, has
also made such interactive
communication possible.
Send and receive emails
from other people
Chat with friends and
relatives
Surf the internet and use
social media
10. In the Philippines, communication channels have evolved as
a result of available technologies and skills acquired by
Filipinos. Our ancestors use some indigenous forms of
communication as evidenced by writings on barks of trees
and bamboos in the early days.
• Umalohokan (town criers) who spread the news to
community members
Some literary forms also evolved that are considered as
earliest and oldest forms of communication in Pre-Spanish
period:
• Sabi (maxim), bugtong (riddle), darangan (epic poetry),
kumintang (war song), hudhud (wedding song).
In those days, storytelling was an art. With no mass media
channel to use, family members gathered around and told
stories.
11. Mass media channels---primarily the print
media--- have fully replaced the
indigenous channels.
Traditional or old media includes:
Newspaper
Radio
Television
These strengthened to disseminate
information at a much faster speed and to
reach a broad target audience.
12. In this fast-changing world, people need
to embrace the old and the new media
because both give significant
contributions for the development and
advancement of communication. Today,
Filipinos are generally enjoying digital
or new media, which have transformed the
way we communicate, live and work.
15. These developments in Philippine mass
media have also changed the way you
communicate with other individuals.
These include the use of language such as
slangs and short messages especially in
social media and text messaging.
The emergence of new information and
communication technologies has
transformed communication processes
among individual and groups.
16. Credits: This presentation template
was created by Slidesgo, including
icons by Flaticon, and infographics
& images by Freepik and
illustrations by Storyset
THANK
YOU
