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1. HISTORY AND EVOLUTION
OF MEDIA
(TRADITION/LEGACY AND NEW MEDIA)
BY: GROUP 4, BSA AS-3

2. AT THE END OF THE LESSON THE LEARNERS
SHOULD BE ABLE TO:
• Identify Traditional Media
• Identify different sources of information from various ages
• Discuss the relationship between traditional media and new media
• Identify the roles and functions of Media in Democratic society

3. HISTORY
Stated by Luebering (2023), history is a discipline that
studies the chronological record of events, usually
attempting, on the basis of a critical examination of source
materials, to explain events.

4. EVOLUTION
According by Ayala, F. (2023), evolution is
postulating that the various types of plants, animals,
and other living things on Earth have their origin in
other preexisting types and that the distinguishable
differences are due to modifications in successive
generations.

5. TRADITION
Mentioned by Esposito 2023, that tradition is an inherited,
established, or customary pattern of thought, action, or behavior (such as a
religious practice or a social custom) also the handing down of information,
beliefs, and customs by word of mouth or by example from one generation to
another without written instruction.

6. MEDIA
Stated by Rosencrance, 2023. Media is the plural of medium, broadly
describes all channels of communication, including everything from printed
paper to digital data. Media comprises news, art, educational content, and any
form of information that can reach or influence people, including television,
radio, books, magazines, and the internet.

7. THE EVOLUTION OF TRADITIONAL
MEDIA TO NEW MEDIA

8. PREHISTORIC AGE
Prehistoric refers to the time before the existence of
written or recorded history.

9. PREHISTORIC AGE
• 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.

10. PREHISTORIC AGE
• 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.

11. PREHISTORIC ART AS THE EARLIEST FORM OF
TRADITIONAL MEDIA
• Prehistoric men learned how to etch on caves.
• Prehistoric men drew on caves what they see around them, such as animals and nature.

12. PREHISTORIC ART AS THE EARLIEST FORM OF
TRADITIONAL MEDIA
• 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.

13. PREHISTORIC ART AS THE EARLIEST FORM OF TRADITIONAL MEDIA
• Petroglyphs
- can be carvings or engravings or
caves
Pictographs
- represent words or phrases through symbols
used to refer to sketches or paintings that
usually depict nature, early people's way of life.

14. PREHISTORIC ART AS THE EARLIEST
FORM OF
TRADITIONAL MEDIA
• Apart from cave paintings, prehistoric men also created Megalithic Art.

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.
•Ex. Oyayi-song
•Ex. Carloo-dance (Cordillera) Offering

16. INDUSTRIAL AGE
-Most people associate factories and machines to industries.
-The Industrial Age began in the 18" 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.

17. 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.

18. INDUSTRIAL AGE
-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.

19. INDUSTRIAL AGE
• 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.

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

21. ELECTRONIC AGE
• 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, Computer and Communication

22. INFORMATION AGE
• 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.

23. WHAT IS TRADITIONAL MEDIA?
• According by Valencia (2022). In an age where information is constantly at
our fingertips, it’s hard to imagine a time in which traditional media held such
sway. But what is traditional media exactly? Is it still relevant in this digital
age?
• In this article, we’ll look at the different types of traditional media and their
role in today’s society.

24. WHAT IS TRADITIONAL MEDIA?
• Traditional media refers to print media and broadcast media.
Print media includes newspapers, magazines, and books, while
broadcast media includes television and radio.
• The main characteristic of traditional media is one-way
communication in which information flows from the sender to the
recipient with no feedback from the latter. This is in contrast
to new media, defined by two-way communication in which
recipients can provide feedback to the sender.
• Traditional media has been around for centuries, and its origins
can be traced back to early forms of communication, such as cave
paintings and tribal drums. Although new media has eclipsed
print and broadcasting in recent years, traditional news media
still plays a vital role in society as it’s still the primary
source of information for many people.
• Media outlets such as newspapers and magazines are also deemed
by many as more credible than new media sources such as blogs
and social media platforms. As a result, traditional media

25. WHAT IS TRADITIONAL MEDIA?
FAQ
• What is the impact of traditional media?
Traditional media is no longer as dominant as it once
was. Nevertheless, it still has a significant impact on our
lives. Traditional media can help shape our views of the world
and our place in it. It can also provide us with information
and entertainment to which we might not otherwise have access.
• What are the benefits of traditional media?
It may not be evident at times, but traditional media
channels have many benefits. They’re often more reliable than
their online counterparts in terms of providing accurate and
objective information to the general public because of the
stringent editorial standards and fact-checking procedures.
Traditional media also has a broader reach than niche websites,
making it a valuable resource for advertisers.

26. WHAT ARE THE TYPES OF
TRADITIONAL MEDIA?
• There are many different types of traditional media, each with its
own strengths and weaknesses.
-Print
The print media refers to any publication printed on paper,
whether a newspaper, magazine, or book. In the past, print media
was the primary source of information and entertainment, but it
has since been eclipsed by electronic media such as television
and the internet. Nevertheless, print media still plays an
essential role in society.
Traditional press is often seen as more trustworthy and
reliable than electronic media, allowing readers to consume
information at their own pace. In addition, print media is
portable and can be read in places where electronic devices are
not allowed, such as on airplanes or in hospitals. As a result,
print media continues to thrive despite the rise of digital

27. -TELEVISION
• Television is a form of mass media that uses
moving images and sound to communicate
information. Some examples of this type of
traditional media include static content like
news programs and movies.
• Televisual media has a significant impact on
both individuals and society. On an individual
level, television media can influence the way
people think, feel, and behave. It can also
shape people’s attitudes and beliefs.
-Radio
• Radio is one of the oldest and most widely used
examples of traditional media. It’s a form of
broadcasting that dates back to the early 20th
century and remains popular due to its
portability and versatility. Radio waves can
carry audio signals over long distances, making
it possible to listen to radio stations from all
around the world.
• Radio is also relatively inexpensive to produce,

28. ADVANTAGES OF TRADITIONAL MEDIA
• Traditional media, such as newspapers, books, and television,
is still a relevant source of information for society. They
provide news and entertainment, and they help shape public
opinion.
• In recent years, traditional media has come under pressure
from new media, such as the internet and social media. While
new media is more convenient for some, traditional media is
still more reliable. This is because traditional media is
more regulated than new media, making it less likely to
contain false or misleading information.
• Traditional media channels also reach a broader audience than
new media, thus ensuring a greater impact on public opinion.

29. • What are the challenges of traditional
media?
Traditional media channels, such as newspapers and
television stations, face many challenges in the modern
era. The most prevalent is the reduced readership and
viewership. This results in people turning to the internet
for their news and entertainment.
• Is traditional media still useful?
Traditional media outlets are still useful today,
even with all the digital sources available at our
fingertips. For one thing, these outlets have been around
for longer and have established a reputation for accuracy
and impartiality. Furthermore, it provides more in-depth
coverage of stories than we can find online.

30. 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.

31. • What is the difference between traditional and new
media?
The emergence of new media has made it difficult for some to
differentiate the various channels. One way to tell them apart is to
ask defining questions like — what is traditional media, what is new
media, and how are they different? Perhaps the most apparent
distinction is that traditional media involves one-way communication,
whereas new media is interactive. This means that readers or viewers
of traditional media have no way to respond to what they’re seeing or
hearing. With new media, users can post, comment, and discuss with
other users.

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

33. • On the other hand, in the United States, novels like...

34. ROLES AND FUNCTIONS OF MEDIA IN A
DEMOCRATIC SOCIETY
•
-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.

35. ROLES AND FUNCTIONS OF MEDIA IN A
DEMOCRATIC SOCIETY
• The Philippines' 1986 and 2001 People Power Revolutions perfectly show the importance of
the role of media in today’s society.

36. 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 e-mails and
video calls, are generally more effective than other forms of media as the
desired message is sent directly to the receiver.

37. *INFORMATION PROCESSING THEORY
• Suggests that humans process the information they
receive instead of merely responding to the stimull.
• Also, the mind is like a computer that analyzes the
information it gets from its environment.
*Contingency Theory
-Based on loan 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.

38. •
*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
Theary proposes that communication is better established and that the message is more clearly understood
if people talk in person.
• It argues that the farther the sender is from the receiver, the hard it is to process information and
comprehend the message.
*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.

39. •
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.

40. 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.

41. REFERENCES
• https://www.slideshare.net/rubenjezarryborja/the-evolution-of-traditional-media-
to-new-media?fbclid=IwAR2xaZHy-KjU
• https://www.slideshare.net/rubenjezarryborja/the-evolution-of-traditional-media-
to-new-media?fbclid=IwAR2xaZHy-
KjUzppD4vf3kHHQIfl8k3bDWkJPvSZLjlPQ4YQKJACtVz3GTCk

42. THANK YOU!