The document discusses various theories related to media and information, including: - Media Richness Theory, which assesses the capabilities of communication methods like phone calls and emails. - Information Processing Theory, which views the mind as processing information like a computer. - Contingency Theory, which notes how technology and other variables influence organizational structure. - Media Naturalness Theory, which proposes that face-to-face communication is the most natural and effective method. The document also mentions researchers like Richard Daft and Robert Lengel who were proponents of these different theories about media and the sharing of information.

1. Ma’am Analyn Maderazo Delos Santos
SUBJECT TEACHER

3. WHAT IS EVOLUTION?
Evolution of Media refers to the
changes of communication tools used
to deliver information to the
community over time.

4. WHAT IS TRADITIONAL?
Traditional media refers to
various forms of mass media
communication that existed
before the internet.

5. WHAT IS NEW MEDIA?
New media is a term that describes
content made available using different
forms of electronic communication made
possible through the use of computer
technology.

8. • Prehistoric refers to the time before the
existence of written or recorded history.
• According to archaeologists, the Prehistoric Age occurred some 4.5
million years ago or approximately 30,000 years ago.
• Stone Age and the Metal Age.
• They are called as such because of the kind of tools that the
prehistoric people used during those times.

9. • As the tools were relatively
crude, archeologist believe that
a
system of writing had not yet
existed during this era.
• As prehistoric men learned how to
sharpen their tools and use them
for hunting, they also acquired the
knowledge on how to use these
materials in carving stones.
• Eventually, this paved the way for
them to create a system of writing,
which marked the start of the
historic period.

10. PREHISTORIC ART AS THE
EARLIEST FORM OF TRADITIONAL
MEDIA

11. • During the Stone Age,
prehistoric people also used
these crude stone tools to
create objects, which are
now considered rock art.
• Two kinds of rock art
during the Stone Age are
petroglyphs and
pictographs.

12. PREHISTORIC ART AS THE
EARLIEST FORM OF
TRADITIONAL MEDIA
• can be carvings or
engravings in rocks or
caves.

13. • represent words or phrases
through symbols.
• used to refer to sketches or
paintings that usually depict
nature, early people’s way of
life.

14. MEGALITHIC ART
• Megalithic Art is the fourth main type
of Prehistoric Age/Art.
• Megaliths (large stones – also known as
perform) were used to create cyclopean
Stone Age monuments, predominantly
during the Neolithic era.

15. PREHISTORIC ART AS THE
EARLIEST FORM OF TRADITIONAL
MEDIA
• There is no concrete system of writing
during the Prehistoric Age so people
communicated their way of life, beliefs,
and other practices through music and
dance.

16. EXAMPLE OF MUSIC
AND DANCE
OYAYI (SONG) CANAO (Dance)

18. • Most people associate factories and machines to industries.
• The Industrial Age began in the 18th century in Great Britain when
the country made drastic reforms to improve their economy.
• Technology shifted from using hand tools to operating power-driven machines.

19. INDUSTRIAL AGE
• Selling of goods boosted during the Industrial Age. The concept of mass production
or manufacturing of goods in large quantities was introduced, increasing the demand
for bigger and better machines.
• Special equipment were fabricated to meet the specific needs of different factories.
• In a lot of ways, the Industrial Age has improved the people’s way of living as new
inventions such as steamboats and steam locomotives, made transportation faster.

20. • However, some business owners during
this era focused only on earning profit so
they took advantage of the poor economic
condition of the working class.
• When the steam press was invented, the
printing of materials like newspapers
became much faster, cheaper and easier.

21. • Before this development, publishers used to receive financial support
from political parties and rich patrons so that the latter can be featured in
the newspaper.
• When printing cost marked down, publishers started to print articles for
the common interest of the public.
• The earlier injustices experienced by the laborers were also published in
the newspaper.

22. INDUSTRIAL AGE
• Communication during the
Industrial Age also became
viable because of the
invention of the telegraph.

24. • Electronic refers to an object that has electronic components, such as
sensors, microchips, which functions once it is connected to an electrical
outlet.
• Industrial Age and Electronic Age are quite similar – they thrived in the
manufacturing industries.
• Industrial Age and Electronic Age are different because of the
equipment.
• Ex. Transportation and Communication.

25. • The Information Age has upgraded what it can
offer to consumers in terms of gadgets and devices
that can make their way of life not only functional
and comfortable, but also offer endless possibilities.

27. RELATIONSHIP BETWEEN TRADITIONAL MEDIA AND NEW
MEDIA
• In the present time, new media is undeniably very useful, but this does not mean that
traditional media has already become obsolete.
• Traditional media is still valuable and influential because it has a wider reach and
market.
• Ex. People who live in remote areas
• People opted to traditional media
• The choice of media is based on one’s needs, interests, ad lifestyle as both traditional
media and new media can carry out their purpose of keeping the people informed and
helping everyone to stay connected.

29. ROLES AND FUNCTIONS OF MEDIA IN A
DEMOCRATIC SOCIETY
• Colonial Period
people had been restricted to
express their ideas and fight
for their rights.

30. ROLES AND FUNCTIONS OF MEDIA IN A
DEMOCRATIC SOCIETY
• On the other
hand, in the
United States,
novels like…

31. • Democracy comes from the Greek words?
• demo (people) and kratos (rule) = Rule of the People
• In a democratic society, the welfare of the public is important and their
rights are protected by the government.

32. • THE PHILIPPINES’ 1986 AND 2001 PEOPLE POWER
REVOLUTIONS PERFECTLY SHOW THE IMPORTANCE OF
THE ROLE OF MEDIA IN TODAY’S SOCIETY.

33. PRIOR TO PEOPLE POWER I,
LOCAL NEWSPAPERS, SUCH AS:
News paper’s • Have reported about the pervasive
protests of people against the
government because of its inability
to respond to issues regarding labor,
poverty, and education.
• Hence, news reporters from TV and
radio stations exposed illegal
abductions of citizens who were
tortured for criticizing the
government.

34. ROLES AND FUNCTIONS OF MEDIA IN A
DEMOCRATIC SOCIETY
• As a result, in September 21, 1972, President Ferdinand E. Marcos
declared Martial Law in hope of restoring the peace and order in the
country.
• Instead, this dictatorial government had taken over the mass media.
• Some editors and journalists were arrested and detained to control the
dissemination of negative news against the government, particularly the
president.

35. ROLES AND FUNCTIONS OF MEDIA IN A
DEMOCRATIC SOCIETY
• People Power II (2001).
• Tenure of President Joseph Estrada.
• Media reported about his involvement in illegal gambling and
adultery.
• Impeachment trial where the President Estrada was accused of
plunder, betrayal of public trust, and culpable violation of the
Constitution as cited in Article XI.

36. ROLES AND FUNCTIONS OF MEDIA IN A
DEMOCRATIC SOCIETY
• People Power II (2001)
• Tenure of President Joseph Estrada.
• Media reported about his involvement in illegal gambling and adultery.
• Impeachment trial where the President Estrada was accused of plunder,
betrayal of public trust, and culpable violation of the Constitution as cited
in Article XI.
• Television and radio stations made a live coverage of its court
proceeding as the entire nation took interest in this issue

37. ROLES AND FUNCTIONS OF MEDIA IN A
DEMOCRATIC SOCIETY
• When the second envelope, which allegedly contained
incriminating evidences against President Estrada, was not
opened based on the senators’ majority vote, the prosecutors
walked out.
• Also, the people who were watching it since the first day of the
trial believed that the truth had not been compromised.

38. CARDINAL SIN
• Known figures, like Cardinal Sin,
expressed their dismay in public and
called on the people to unite and gather at
EDSA to start a peaceful revolution.
• With the growing number of people
encampled in EDSA and the majority if
President Estrada’s cabinet members
leaving their posts, President Estrada had
no choice but to step down from office.

39. ROLES AND FUNCTIONS OF MEDIA IN A
DEMOCRATIC SOCIETY
• This proves that in democratic society, the media’s role is very
crucial as it becomes a reliable source of information.
• People in democratic society also use different media platforms
as a means to express their opinion on social issues.
• With the massive reach of media, it can greatly influence
people’s views and actions.

40. SELECTED THEORIES ON MEDIA AND
INFORMATION
• Accessing information and communicating with other people are fast and
easy because there are different forms of media we can use.

41. SELECTED THEORIES ON MEDIA AND
INFORMATION

42. RESEARCHERS WHO WERE PROPONENTS
OF THE THEORIES ABOUT INFORMATION
AND MEDIA.

43. MEDIA RICHNESS THEORY
• Introduced by Richard L. Draft and Robert H. Lengel in the 1980s.
• Communication serves as a medium that can reproduce information.
• Media Richness Theory can be used to assess the richness or multifunction
capabilities of specific means of communication, such as phone calls, video
conferences, and e-mails.
• According to this theory, personal communication methods, like emails and video
calls, are generally more effective than other forms of media as the desired message is
sent directly to the receiver.

44. INFORMATION PROCESSING THEORY
• suggests that humans process the information they receive
instead of merely responding to the stimuli.
• also, the mind is like a computer that analyzes the information
it gets from its environment.

45. CONTINGENCY THEORY
• based on Joan Woodward’s work in 1958.
• this theory argued about the influence of technology and other variables
in organizations.
• Contingency theory notes that a variable can change the behavior and the
structure of an organization in order to complete a task.

46. MEDIA NATURALNESS THEORY
• was proposed by Nereu “Ned” Kock based on the concept of human
evolution.
• suggests that face-to-face communication is the most natural method of
communication.
• Media Naturalness Theory proposes that communication is better
established and that the message is more clearly understood if people talk
in person.
• it agues that the farther the sender is from the receiver, the hard it is to
process information and comprehend the message.

47. MEDIA SYNCHRONIZATION THEORY
• it is better if people who need to communicate are all present and available in real
time.
• in this way, they will be able to note immediate feedback and responses since they
are fully engaged in the conversation.
• emphasizes that communication involves interaction as it has two processes: convey
and converge.
• convey mans to make something known to another person, which converge means to
come together to set a common interest, purpose, or goal.

48. CHANNEL EXPANSION THEORY
• suggests that an individual chooses a type of
media to use for communication based on his
experience in handling that type of media
alongside the person he needs to speak with
and what their topic is all about.

49. INFORMATION BITS
• Cave paintings from the Prehistoric Age can be considered as the oldest form of
media.
• During the Industrial Age, the invention of the steam press allowed the faster printing
of newspapers, which became an important source of information about the disputes in
old factories. Some news about the plight of workers regarding unjust wages were also
exposed.
• Technology was primarily used to assist experts on how to process figures and data
accurately during Electronic Age.
• The Information Age gave ordinary citizens the opportunity to become instant
reporters by posting current issues on their social media accounts.

50. WHAT’S UP IN MY TOWN?
The Angono Petroglyphs – Carlos “Botong” Francisco