This document discusses the evolution of media from traditional to new media. It describes the four major media ages: pre-industrial age, industrial age, electronic age, and information age. Examples of technologies used for communication, information storage, and broadcasting are provided for each age, ranging from clay tablets and cave paintings to the internet, social media, and mobile devices. The key differences between traditional and new media are also outlined.

1. Media and
Information
Literacy
Prepared By: H UMS S 1 -D Teacher s
Republic of the Philippines
Region I
Schools Division Office I Pangasinan
Bayambang National High School
Bayambang, Pangasinan
Lesson 4:
Evolution of Media from
Traditional to New Media

2. LET’S BEGIN!
This lesson will talk about the media development
breakthrough within the human history. This lesson
was designed for you to explore the evolution of
media. You may be able to find out some
technologies used throughout the history. You will
be amazed on how people communicate with each
other without using cellphones or any social media
accounts.

3. Lesson No. 4
Lesson Title

4. TARGETS
Learning Competencies:

5. Activity 1: Picture Analysis
DO THIS!
Direction: Analyze the picture and
answer the
succeeding question:

6. DO THIS!
Are you familiar with the
technologies that they
used?
What does the picture tell
you? Explain your answer

7. DO THIS!
Those are some of the technologies that they
used for communication. It was difficult and
complicated to communicate before. It was
challenging and time consuming. With the
development of technology, people of today
receive new tools that make them work more
efficient and effective.

8. Explore!
1. What are the technology used by people to
communicate with each other, store information, and
broadcast information across the different ages?
2. Differentiate Traditional Media from New Media.
3.How different media shaped the values and norms
of people

9. Keep this in mind!
Technology and the media are interwoven, and neither can
be separated from contemporary society in most core and semi-
peripheral nations. Media is a term that refers to all print, digital,
and electronic means of communication. From the time the
printing press was created (and even before), technology has
influenced how and where information is shared. Today, it is
impossible to discuss media and the ways societies
communicate without addressing the fast-moving pace of
technology change.

10. Keep this in mind!
Technology creates media. The newspaper you
bought is a form of media, as is the movie
you streamed for family bonding, the web
site you used to order product, the billboard
you passed on the way on the street, and the
magazine you read while you were waiting
for it. Without technology, media would not
exist, but remember, technology is more than
just the media we are exposed to.
In the coming future, there is no
doubt that robots are going to
play a large role in all aspects of
our lives. (Photo courtesy of shay
sowden/flickr)

11. Keep this in mind!
Types of Media and Technology
Traditional Media has a very broad
exposure because it considers everyone,
regardless of age, as its audience.
New Media describes content available on-
demand through the Internet.

12. Keep this in mind!
DIFFERENCE BETWEEN TRADITIONAL AND NEW MEDIA

13. Keep this in mind!
Examples of Traditional Media Examples of New Media
 Television
 Radio
 Newspaper
 Newsletter
Other print publications
 Website and Blogs
 Streaming Audio and Video
 Chat rooms
 Email
 Online Communities
 Social Media and Sharing
Platforms
 Web Advertising
 CD-ROM Media
 Augmented Reality
 Virtual Reality environments

14. Keep this in mind!
How media and
information has evolved
throughout the history?

15. Keep this in mind!
Different Media Ages
1. Pre-Industrial Age (Before 1700s);
2. Industrial Age (1700s-1930s);
3. Electronic Age (1930s-1980s); and
4. Information Age (1900s-2000s)

16. Keep this in mind!
Media Ages Description Examples of Media
1. Pre-Industrial Age (Before
1700s)
Clay tablets in Mesopotamia (2400
BC)
 It is the period where
people discovered fire,
developed paper from plants,
and forged weapons and tools
with stone, bronze, copper
and iron.
 It is the time where there
were no written accounts of
history. Anything prior to the
first written accounts of
history is prehistoric.
Cave paintings (35,000 BC)
Clay tablets in
Mesopotamia (2400 BC)
Papyrus in Egypt (2500
BC)
Acta Diurna in Rome (130
BC)
Codex in the Mayan
region (5th Century)
Printing press using wood
blocks (220 AD)

17. 17

18. Keep this in mind!
Media Ages Description Examples of Media
2. Industrial Age (1700s-1930s)
Telegraph
 People used the power
of steam, developed
machine tools, established
iron production, and the
manufacturing of various
products (including books
through the printing
press).
 It was in this age where,
oral and written forms of
communication started.
a. Printing press for mass
production (19th century)
b. Newspaper- The London Gazette
(1640)
c. Telegraph for long-distance
communication
d. Motion picture
photography/projection (1890)
e. Telephone (1876)
f. Typewriter (1800)
g. Commercial motion pictures
(1913)
h. Motion picture with sound (1926)
i. Punch cards

19. 19

20. Keep this in mind!
Media Ages Description Examples of Media
3. Electronic Age (1930s-1980s)
Transistor
 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
a. Transistor Radio
b. Television (1941)
c. Large electronic computers-
i.e. EDSAC (1949) and UNIVAC 1
(1951)
d. Mainframe computers - i.e.
IBM 704 (1960)
e. Personal computers - i.e.
Hewlett-Packard 9100A (1968),
Apple 1 (1976)
f. OHP, LCD projectors

21. 21

22. Keep this in mind!
Media Ages Description Examples of Media
4. Information Age (1900s-2000s)  In this age, 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.
 Voice, image, sound and
data are digitalized. We are
now living in the
information age.
 Web browsers i.e. Mosaic (1993), Internet
Explorer (1995)
 Blogs i.e. Blogspot (1999), LiveJournal
(1999), Wordpress (2003)
 Social networks i.e. Friendster (2002),
Multiply (2003), Facebook (2004)
 Microblogs i.e. Twitter (2006), Tumblr
(2007)
 Video - YouTube (2005)
 Wearable technology
 Video chat - i.e. Skype (2003), Google
Hangouts (2013) Search Engines -
Google (1996), Yahoo (1995)
 Portable computers- laptops (1980),
netbooks (2008), tablets (1993)

23. 23

24. Keep this in mind!
How Different Media
Shaped the Values and
Norms of People?

25. Keep this in mind!
The Following are Examples of Media and Their
Effects to the Society
a. Print Newspaper
b. Television and Radio
c. Film
d. New Media

26. Keep this in mind!
a. Print Newspaper
Early forms of print media, found in
ancient Rome, were hand-copied onto
boards and carried around to keep the
citizenry informed. With the invention of
the printing press, the way that people
shared ideas changed, as information
could be mass produced and stored.

27. Keep this in mind!
The invention of the
telegraph, in the mid-1800s,
changed print media almost as
much as the printing press.
Suddenly information could be
transmitted in minutes.
Telegraph Machine

28. Keep this in mind!
With the invention and widespread use of
television in the mid-twentieth century,
newspaper circulation steadily dropped off,
and in the 21st century, circulation has
dropped further as more people turn to
internet news sites and other forms of new
media to stay informed.

29. Keep this in mind!
This shift away from newspapers as a source
of information has profound effects on societies.
When the news is given to a large diverse
conglomerate of people, it must maintain some
level of broad-based reporting and balance in
order to appeal to a broad audience and keep them
subscribing.

30. Keep this in mind!
Is print media more effective at conveying
information?
In recent study, Mangen, Walgermo,
and Bronnick (2013) found that students
who read on paper performed slightly
better than those who read an e-book on an
open-book reading comprehension exam of
multiple-choice and short-answer questions.
VS.

31. Keep this in mind!
b. Television and Radio
Radio programming obviously preceded
television, but both shaped people’s lives in
much the same way. In both cases,
information (and entertainment) could be
enjoyed at home, with a kind of immediacy
and community that newspapers could not
offer. Even though people were in their own
homes, media allowed them to share these
moments in real time.

32. Keep this in mind!
c. Film
Like television, early films were unifying for
society: as people gathered in theaters to
watch new releases, they would laugh, cry,
and be scared together. Movies also act as
time capsules or cultural touchstones for
society. Movies illustrate society’s dreams,
fears, and experiences.

33. Keep this in mind!
d. New Media
However, there is no guarantee that the information
offered is accurate. In fact, the immediacy of new media
coupled with the lack of oversight means we must be more
careful than ever to ensure our news is coming from accurate
sources.
New media encompasses all interactive forms
of information exchange. These include social
networking sites, blogs, podcasts, wikis, and
virtual worlds.

34. Keep this in mind!
VIOLENCE IN MEDIA AND VIDEO GAMES: DOES IT MATTER?
A glance through popular video game and movie titles geared toward children and teens shows the vast
spectrum of violence that is displayed, overlooked, and acted out.
Children’s play has often involved games of aggression—from cops and robbers, to fake sword fights
and others. Many articles report on the controversy surrounding the suggested link between violent
video games and violent behavior. Is the link real? Psychologists Anderson and Bushman (2001)
reviewed forty-plus years of research on the subject and, in 2003, determined that there are causal
linkages between violent video game use and aggression. They found that children who had just played
a violent video game demonstrated an immediate increase in hostile or aggressive thoughts, an
increase in aggressive emotions, and physiological arousal that increased the chances of acting out
aggressive behavior (Anderson 2003).
Ultimately, repeated exposure to this kind of violence leads to increased expectations that violence is a
solution, increased violent behavioral scripts, and an increased cognitive accessibility to violent behavior
(Anderson 2003). In short, people who play a lot of these games find it easier to imagine and access
violent solutions than nonviolent ones, and they are less socialized to see violence as a negative.
In the coming future, there is no doubt that robots
are going to play a large role in all aspects of our
lives. (Photo courtesy of shay sowden/flickr)

35. Keep this in mind!
Planned Obsolescence: Technology That’s Built to
Crash
Chances are your mobile phone company, as well as the makers of
your laptop and your household appliances, are all counting on their
products to fail. Not too quickly, of course, or consumers wouldn’t stand for
it—but frequently enough that you might find that it costs far more to fix a
device than to replace it with a newer model. Appliance repair people say
that while they might be fixing some machines that are twenty years old,
they generally aren’t fixing those that are seven years old; newer models are
built to be thrown out. This strategy is called planned obsolescence, and it
is the business practice of planning for a product to be obsolete or unusable
from the time it is created.

36. Keep this in mind!
Those who use Microsoft Windows might feel that
they are victims of planned obsolescence. Every time
Windows releases a new operating system, there are
typically not many innovations in it that consumers feel
they must have. However, the software programs are
upwardly compatible only. This means that while the new
versions can read older files, the old version cannot read
the newer ones.

37. Keep this in mind!
Homogenization and Fragmentation
Despite the variety of media at hand, the mainstream
news and entertainment you enjoy are increasingly
homogenized (standardized). Most of the different news
outlets all tell the same stories, using the same sources,
resulting in the same message, presented with only slight
variations. Whether you are reading different news web
site, the coverage of national events will likely be the
same.

38. Keep this in mind!
Simultaneously with this homogenization among the
major news outlets, the opposite process is occurring in the
newer media streams. With so many choices, people
increasingly customize their news experience, minimizing their
opportunity to encounter information that does not jive with
their worldview which is known as social fragmentation. For
instance people who want to avoid politics completely can
choose to visit web sites that deal only with entertainment or
that will keep them up to date on sports scores. They have an
easy way to avoid information they do not wish to hear.

39. Keep this in mind!
Functions of Media
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.

40. Keep this in mind!
Functions of Media
5. Channel for Advocacy of Political viewpoints
6. As resource center. It acts as a gateway of information for
the society’s consumption.
7. As the Peace & Consensus Builder. The media should play as
the neutral role in the conflict and provide warring groups a
method for representation and voice to settle their differences
peacefully.

41. Try This!
1.What are the technology used by people to
communicate with each other, store
information, and broadcast information across
the different ages?
2. Differentiate Traditional Media from New
Media.
3.How different media shaped the values and
norms of people

42. Media Ages Description Examples of Media
1. Pre-Industrial Age (Before
1700s)
Clay tablets in Mesopotamia (2400 BC)
 It is the period where people
discovered fire, developed paper
from plants, and forged weapons
and tools with stone, bronze,
copper and iron.
 It is the time where there were
no written accounts of history.
Anything prior to the first written
accounts of history is prehistoric.
Cave paintings (35,000 BC)
Clay tablets in Mesopotamia (2400
BC)
Papyrus in Egypt (2500 BC)
Acta Diurna in Rome (130 BC)
Codex in the Mayan region (5th
Century)
Printing press using wood blocks
(220 AD)
Try This!
1. What are the technology used by people
to communicate with each other, store
information, and broadcast information
across the different ages?

43. Media Ages Description Examples of Media
2. Industrial Age (1700s-1930s)
Telegraph
 People used the power of steam,
developed machine tools,
established iron production, and
the manufacturing of various
products (including books through
the printing press).
 It was in this age where, oral and
written forms of communication
started.
a. Printing press for mass
production (19th century)
b. Newspaper- The London Gazette
(1640)
c. Telegraph for long-distance
communication
d. Motion picture
photography/projection (1890)
e. Telephone (1876)
f. Typewriter (1800)
g. Commercial motion pictures
(1913)
h. Motion picture with sound (1926)
i. Punch cards
Try This!
1. What are the technology used by people
to communicate with each other, store
information, and broadcast information
across the different ages?

44. Media Ages Description Examples of Media
3. Electronic Age (1930s-1980s)
Transistor
 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
a. Transistor Radio
b. Television (1941)
c. Large electronic computers- i.e.
EDSAC (1949) and UNIVAC 1 (1951)
d. Mainframe computers - i.e. IBM
704 (1960)
e. Personal computers - i.e. Hewlett-
Packard 9100A (1968), Apple 1
(1976)
f. OHP, LCD projectors
Try This!
1. What are the technology used by people
to communicate with each other, store
information, and broadcast information
across the different ages?

45. Media Ages Description Examples of Media
4. Information Age (1900s-2000s)  In this age, 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.
 Voice, image, sound and
data are digitalized. We are
now living in the information
age.
 Web browsers i.e. Mosaic (1993), Internet
Explorer (1995)
 Blogs i.e. Blogspot (1999), LiveJournal
(1999), Wordpress (2003)
 Social networks i.e. Friendster (2002),
Multiply (2003), Facebook (2004)
 Microblogs i.e. Twitter (2006), Tumblr
(2007)
 Video - YouTube (2005)
 Wearable technology
 Video chat - i.e. Skype (2003), Google
Hangouts (2013) Search Engines -
Google (1996), Yahoo (1995)
 Portable computers- laptops (1980),
netbooks (2008), tablets (1993)
Try This!
1. What are the technology used by people
to communicate with each other, store
information, and broadcast information
across the different ages?

46. Try This! 2. What activities/habits do you need to
practice to become a media and information
literate person?
DIFFERENCE BETWEEN TRADITIONAL AND NEW MEDIA

47. a. Print Newspaper
Early forms of print media, found in
ancient Rome, were hand-copied onto
boards and carried around to keep the
citizenry informed. With the invention of
the printing press, the way that people
shared ideas changed, as information could
be mass produced and stored.
Try This! 3. How different media shaped the values and
norms of people?

48. b. Television and Radio
Radio programming obviously preceded
television, but both shaped people’s lives in
much the same way. In both cases,
information (and entertainment) could be
enjoyed at home, with a kind of immediacy
and community that newspapers could not
offer. Even though people were in their own
homes, media allowed them to share these
moments in real time.
Try This! 3. How different media shaped the values and
norms of people?

49. c. Film
Like television, early films were unifying for
society: as people gathered in theaters to
watch new releases, they would laugh, cry,
and be scared together. Movies also act as
time capsules or cultural touchstones for
society. Movies illustrate society’s dreams,
fears, and experiences.
Try This! 3. How different media shaped the values and
norms of people?

50. d. New Media
However, there is no guarantee that the information
offered is accurate. In fact, the immediacy of new media
coupled with the lack of oversight means we must be more
careful than ever to ensure our news is coming from accurate
sources.
New media encompasses all interactive forms
of information exchange. These include social
networking sites, blogs, podcasts, wikis, and
virtual worlds.
Try This! 3. How different media shaped the values and
norms of people?

51. Summary

52. Performance Task
Direction: Create a timeline of your exposure to traditional
and new media through a creative poster, scrapbook or
video presentation. For each item of media, you should
include the following:
(a) Poster Title, (b) image, (c) year of exposure, (d) short
description and (e ) personal insight about the
function/significance of that media in your life.
Activity: Poster/Scrapbook
Making

53. 53

54. Performance Task
Rubrics:
Criteria 4 3 2 1
Completion Timeline is completely finished. Timeline is incomplete and
contains 1 unfinished elements.
Timeline is incomplete and
contains 2 unfinished elements.
Timeline is incomplete and
contains3 or more unfinished
elements.
Graphics All graphics are related to content.
All graphics are in appropriate size
and good quality. Graphics create an
overall theme and make
connections that help the audience
understand the concepts.
All graphics are related to
content. All graphics are in
appropriate size and good
quality. Graphics do not create
an overall theme, but show a
general flow of topics.
Some (up to 59%) of the
graphics are unrelated to
content. Too many graphics on
one page. Some of the graphics
are distracting. Images are of
poor quality. They are either too
large or too small.
Most (60%+) of the graphics are
unrelated to content. Too many
graphics on one page. Most of
the graphics distract from the
text. Images are poor quality.
They are either too large or too
small.
Mechanics Most words are carefully chosen;
writing is clear and legible. Most
words are spelled correctly and
proper punctuation is employed.
Some words are carefully
chosen; writing is clear and
legible. Most words are spelled
correctly and proper
punctuation is employed.
Words are chosen with less care;
writing is sometimes unclear;
most words are spelled correctly
and is grammatically correct.
Words are chosen with less care;
writing is sometimes unclear;
some words are spelled
incorrectly and proper
punctuation is not employed.
Content Major points are presented and fully
supported with convincing
arguments, ideas and data.
Major points are presented.
However, some of them are not
supported with convincing
arguments, ideas and data
Major points are presented.
However, most of them are not
supported with convincing
arguments, ideas and data
Topic is oversimplified or fails to
present major points.

55. Apply what you have learned?
Direction: Provide your answers to the following
questions..
1. What are the differences between traditional and new
media?
2. What are the different media ages and example of devices
used?
3. List at least three media and briefly explain how it shaped
your values and norms.
Assignement: Short Answer

56. References
Media and Information Literacy by Boots C. Liquigan, Diwa
Media and Information Literacy – Grade 11 Alternative Delivery Mode by
DepEd
Ferdinand B. Pitagan, Ph.D et.al., “Teaching Guide for Senior High School
Media and Information Literacy” Philippines Quezon City: Commission on
Higher Education, 2016, pp.20-21
https://www.google.com/images
https://courses.lumenlearning.com/sociology/chapter/media-and-
technology-in-society/
https://opentextbc.ca/introductiontosociology2ndedition/chapter/chapter-8-
media-and-technology/#section8.1
https://www.klientsolutech.com/examples-of-how-technology-has-changed-
our-lives/