The document provides information about traditional media, including print media such as newspapers, magazines, books, and broadcast media such as radio and television. It discusses the main functions of traditional media, which include surveillance of the environment, cultural transmission, education and entertainment, and serving the political system. The document also contains expectations, activities, and tests related to understanding traditional media and its functions.

1. 9
Media Arts
SPECIAL PROGRAM IN THE ARTS
Quarter 1
Module1
The Media and its Traditional
Function

2. SPA-Media Arts 10
Quarter 1 – Module 1: History and Development of World Cinema First edition 2020
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Published by the Department of Education - Schools Division of Pasig City
Printed in the Philippines by Department of Education – Schools Division of
Pasig City.
Development Team of the Self-Learning Module
Writer: Royce Divine M. Oficial
Editor: Melanie G. Logdat
Reviewers: Alma D. Coronado
Illustrator: Edison P. Clet
Layout Artist: Elinette B. Dela Cruz
Management Team: Ma. Evalou Concepcion A. Agustin
OIC-Schools Division Superintendent
Aurelio G. Alfonso EdD
OIC-Assistant Schools Division Superintendent
Victor M. Javeña EdD
Chief, School Governance and Operations Division and
OIC-Chief, Curriculum Implementation Division
Education Program Supervisors
Librada L. Agon EdD (EPP/TLE/TVL/TVE)
Liza A. Alvarez (Science/STEM/SSP)
Bernard R. Balitao (AP/HUMSS)
Joselito E. Calios (English/SPFL/GAS)
Norlyn D. Conde EdD (MAPEH/SPA/SPS/HOPE/A&D/Sports)
Wilma Q. Del Rosario (LRMS/ADM)
Ma. Teresita E. Herrera EdD (Filipino/GAS/Piling Larang)
Perlita M. Ignacio PhD (EsP)
Dulce O. Santos PhD (Kindergarten/MTB-MLE)
Teresita P. Tagulao EdD (Mathematics/ABM)

3. 9
Media Arts
Quarter 1
Module1
The Media and its Traditional
Function

4. Introductory Message
For the Facilitator:
Welcome to the SPA Media Arts 10 Self-Learning Module on History and
development of World Cinema.
This Self-Learning Module was collaboratively designed, developed and
reviewed by educators from the Schools Division Office of Pasig City headed by its
Officer-in-Charge Schools Division Superintendent, Ma. Evalou Concepcion A.
Agustin, in partnership with the City Government of Pasig through its mayor,
Honorable Victor Ma. Regis N. Sotto. The writers utilized the standards set by the K
to 12 Curriculum using the Most Essential Learning Competencies (MELC) in
developing this instructional resource.
This learning material hopes to engage the learners in guided and independent
learning activities at their own pace and time. Further, this also aims to help learners
acquire the needed 21st century skills especially the 5 Cs, namely: Communication,
Collaboration, Creativity, Critical Thinking, and Character while taking into
consideration their needs and circumstances.
In addition to the material in the main text, you will also see this box in the
body of the module:
As a facilitator you are expected to orient the learners on how to use this
module. You also need to keep track of the learners' progress while allowing them to
manage their own learning. Moreover, you are expected to encourage and assist the
learners as they do the tasks included in the module.
Notes to the Teacher
This contains helpful tips or strategies that
will help you in guiding the learners.

5. For the Learner:
Welcome to the SPA Media Arts 10 Self-Learning Module on History and
development of World Cinema.
This module was designed to provide you with fun and meaningful
opportunities for guided and independent learning at your own pace and time. You
will be enabled to process the contents of the learning material while being an active
learner.
This module has the following parts and corresponding icons:
Expectations - This points to the set of knowledge and skills
that you will learn after completing the module.
Pretest - This measures your prior knowledge about the lesson
at hand.
Recap - This part of the module provides a review of concepts
and skills that you already know about a previous lesson.
Lesson - This section discusses the topic in the module.
Activities - This is a set of activities that you need to perform.
Wrap-Up - This section summarizes the concepts and
application of the lesson.
Valuing - This part integrates a desirable moral value in the
lesson.
Posttest - This measures how much you have learned from the
entire module.

6. EXPECTATION
Most Essential Learning Competencies
 Defines media and its traditional functions
 Explains how media changes peoples’ way of life and beliefs.
Specific objectives:
 Identify the meaning of media and its function
 Discuss case studies to show the commercial or political nature of
media
 Conduct interviews of friends or relatives on how media changes
their way of life
PRETEST
TRUE OR FALSE
Directions: Write True if the statement is correct and False if it is not. Write your
answers on the space provided.
___________1. Media refers to the communication channels.
___________2. Radio and TV are examples of print media.
___________3. Print and broadcast media are used since before the use of Internet.
___________4. Media also serves as cultural transmitters that educates and
entertains.
___________5. Mass media keeps citizens uninformed of news and events.
RECAP
In your previous lesson, we studied about photography and its composition.
Photography is the art of capturing light with a camera, usually via a digital sensor
or film, to create an image. With the right camera equipment, you can even
photograph wavelengths of light invisible to the human eye, including UV, infrared,
and radio.
Now we are going to study about Media and its traditional function.

7. LESSON
The term media, which is the plural
of medium, refers to the communication
channels through which we disseminate
news, music, movies, education, promotional
messages, and other data.
These are types of media that have been
used since before the Internet and mobile
phone were developed. This includes print
and broadcast media.
FUNCTIONS OF TRADITIONAL MEDIA
Mass communication exists to observe and inform. Mass media keeps
citizens informed of news and events. In times of crisis, mass media
announcements offer warnings and instructions.
Print Media
It is the oldest type of media.
It includes all types of
publications, including:
 newspapers,
 journals,
 magazines,
 books,
 banners,
 billboards,
 brochures
 flyers
Broadcast Media
It refers to radio and TV,
which came onto the scene at the
beginning and middle of the 20th
century respectively.
Most people still get their news from
TV and radio broadcasts – however,
experts predict that it will not be long
before online sources take over.
1. Surveillance of the Environment
2. The Correlation Function
What is
Media?
What is
Traditional
Media?

8. Traditional news outlets once were the only arbiters of what was
selected as newsworthy and of how broadcasters and journalists interpreted
information. Alternatively, newspapers tapped experts in the field. Although
publishers and news stations may have had their biases, most organizations
maintained the old, hard-formed principles of journalism.
Although the first two functions are to provide and interpret news and
information, the third allows media to reflect and influence societal norms. The
media serve as transmitters of cultural messages, letting the masses understand
what are considered acceptable forms of behavior. Cultural transmission, however,
evolves. What once was taboo can become the norm when enough people embrace
it and when the media report on it.
4. Education and Entertainment
Media also serves as cultural transmitters that educates and
entertains. Long before the advent of mass media, people were forced to
entertain themselves. They may have participated in activities or attended
live events. The advent of mass communication enabled viewers and
listeners to see and hear and learn in real time from wherever they are.
Media also works as a watchdog for political actors, disseminating
information that could hurt political objectives or actors if they do not
maintain their mandated course of action. Media has been seen as required
for democracy because it creates a public sphere, for which public discourse
may occur surrounding politics and political activities.
3. Cultural Transmission and Influencing Societal Norms
5. Service to Political System

9. ACTIVITIES
DAY 1
ACTIVITY 1 – GRAPHIC ORGANIZER
DIRECTION: Create a graphic organizer by identifying the meaning of media
and its traditional function. Write descriptions for each function. You may use
any shapes, figures and charts to express your idea.

10. DAY 2 AND 3
ACTIVITY 2
SURVEY AND REFLECTION
DIRECTION: Conduct an interview of with two of your friends or relatives.
Use the survey format below, then answer the reflection questions.
NAME OF INTERVIEWEE No. 1:
AGE:
1. What kind of media are you used to?
2. How does media influence your way
of life?
(ex. Music, Language, attitude
towards women)
NAME OF INTERVIEWEE No. 2
AGE:
1. What kind of media are you used to?
2. How does media influence your way
of life?
(ex. Music, Language, attitude towards
women)
REFLECTION
Relate the answers to the traditional function of media. Use the space
provided.
_________________________________________________________________________
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_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________

11. _________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
WRAP–UP
Traditional media includes print and broadcast media. Functions of
traditional media includes surveillance of the environment, the correlation function,
cultural transmission and influencing societal norms, educational and
entertainment and service to political system.
VALUING
Although new media has taken its grasp on our daily lives, traditional media
is still an important means of communication. The key to a successful media
campaign is to have a well-balanced mix of media that ultimately targets the
audience.

12. POSTTEST
MULTIPLE CHOICE
Directions: Encircle the letter of the correct answer.
1. It refers to radio and TV, which came onto the scene at the beginning
and middle of the 20th.
A. Print Media B. Broadcast Media C. The Internet
2. It is a function of traditional media which works as a watchdog for
political actors.
A. Surveillance of the Environment
B. Education and Entertainment
C. Service to political system
3. Media also serves as cultural transmitters that educates and
entertains.
A. Surveillance of the Environment
B. Education and Entertainment
C. Service to political system
4. Media serve as transmitters of cultural messages, letting the masses
understand what are considered acceptable forms of behavior.
A. Cultural Transmission and Influencing Societal Norms
B. Education and Entertainment
C. Service to political system
5. Which is NOT a type of Print Media?
A. Magazine B. TV C. Newspaper

13. KEY TO CORRECTION
REFERENCES
“What is media? Definition and meaning - Market Business News”, Market
Business News. Available at : https://marketbusinessnews.com/financial-
glossary/media-definition-meaning/
Gooseberry, Wendy. 2019. “What Are the Different Types of Media?”.
Whatagraph.com [blog] . Available at
https://whatagraph.com/blog/articles/different-types-of-media. Accessed
June 10, 2020
“The Traditional Functions of the Media” – The Politics of New Media .
Available at https://cmn4ward.wordpress.com/category/the-traditional-
functions-of-the-media/ Accessed June 10, 2020
PRE
TEST
POST
TEST
1.
True
1.
B
2.
False
2.
C
3.
True
3.
B
4.
True.
4.
A
5.
False
5.
B

14. ACKNOWLEDGEMENT
_____________________________________________
EDISON P. CLET
Illustration
ELINETTE B. DELA CRUZ
Project Development Officer II (LRMS)
Lay-out Artist
ROYCE DIVINE M. OFICIAL
Video/ PowerPoint Presenter
MELANIE G. LOGDAT /DEMOSTHENES B. SORIANO
Validator
MARIVIC D. LISING
MAPEH Department Head
GILBERT O. INOCENCIO
Rizal High School
School Head
NORLYN D. CONDE
MAPEH Education Program Supervisor
RODOLFO B. MANUEL/ROLANDO C. JULIAN
Public Schools District Supervisor