12

Media and Information

Literacy
Quarter 1 – Module 2:
The Evolution of Traditional Media
to New Media

ii
 What I Need to Know

This module was designed and written with you in mind. It is here to
help you master the context of Media and Information Literacy. It contains
varied activities that can help you as a Senior High School student to not
just be an information literate individual, but a creative and critical thinker
as well as responsible user and competent producer of media and
information.
The module contains lesson in the Evolution of Traditional Media to New
Media.

After going through this module, you are expected to:

1. Identify traditional media and new media and their
relationships.
2. Explain how the evolution of media from traditional to new
media shaped the values and norms of people in the society.
3. Editorialize the roles and functions of media in democratic
society.
4. Search latest theory on information and media.

What I Know

Let us determine how much you already know about the Media and
Information Literacy by answering the questions below. Use your worksheet
for your answers.

A. Multiple Choice: Read the statement carefully. Choose the best answer
for each of the following questions.

1. The audience media experience is limited and one directional.

A. Traditional Media C. New Media
B. Social Media D. Prehistoric Media
2. The time before the existence of written or recorded history, it is also
known as Stone Age.
A. Electronic Age C. Prehistoric Age
B. Industrial Age D. Technology Age
3. The concept of mass production or manufacturing of goods in large
quantities was introduced, increasing the demand for bigger and better
machines.
A. Electronic Age C. Prehistoric Age
B. Technology Age D. Industrial Age
4. People in ____________ use different media platforms as a means to express
their opinion on social issue and the media’s role is very crucial as it
becomes a reliable source of information.
A. Democratic Society C. Prehistoric Society
B. Communist Society D. Monarch Society
5. What new media category are the telephone and e-mail where “content is
private and perishable and the relationship established and reinforced may
be more important than the information conveyed”.
A. Interactive play media
B. Interpersonal communication media
C. Collective participatory media
D. Information search media
6. This refers to the use of the Internet for “sharing and exchanging
information, ideas, and experiences and developing active personal
relationships.
A. Interpersonal communication media
B. Interactive play media
C. Information search media
D. Collective participatory media
7. The video and computer-based games, plus virtual reality device compose
this category.
A. Collective participatory media
B. Interpersonal communication media
C. Information search media
D. Interactive play media
8. The first Philippine-based public access bulletin board system, that went
online on August 1986, with an annual subscription fee of P 1,000.
A. Philippine FidoNet Exchange C. PhilNet
B. First-Fil RBBS D. Philippine Online
9. It is used to expand opportunities for self-expression especially among the
youth through Web logs, online forums and messaging applications.
A. New Media C. Traditional Media
B. Information Search Media D. Print Media
10. It is a period in human history characterized by the shift from traditional
industry that the Industry Revolution brought through industrialization,
to an economy on information computerization.
A. Industrial Age C. Digital Age
B. Electronic Age D. Metal Age

B. True or False: Write True if the statement is correct otherwise, write False
on your answer sheet.

____ 1. The prehistoric men learned how to sharpen their tools and use them
for hunting.

____ 2. During People Power I, President Joseph Estrada declared the Martial
Law and controlled all forms of mass media.

____ 3. The two kinds of rock art during the Stone Age are petroglyphs and
pictographs.

____ 4. New media tends to be much more interactive than traditional media.

_____5. Unlike new media, the results of you receive from traditional media
are often in real-time.

C. Instruction: Study the media indicated in the first column in the table
below. Put a check mark on the corresponding cell identifying whether the
media form is traditional or new.

Media Form Traditional New

Magazine
Tabloid
Broadsheet
Paperback Novel
Radio
Television
Online Video Games
Web Video Portals
Online Telephony and Messaging Capacity
Internet (online apps)
 Module
The Evolution of Traditional
2 to New Media

What’s In

The only thing constant and inevitable is change. The evolution of

technology shows how human being solved certain things in relation to
progress and development.

Consider the Venn Diagram below and answer the questions based on
your understanding.

Media Literacy

Technology Information
(Digital) Literacy Literacy

Guide Questions:
1. What is Media Literacy?

2. What is Information Literacy?

3. What is Technology (Digital) Literacy?

4. What are the similarities and differences of media literacy,

information literacy, and technology literacy?
 What’s New

Throwback:
What famous world even happened on April 14, 1912”

Source: https://en.wikipedia.org/wiki/File:St%C3%B6wer_Titanic.jpg

Questions:

1. If the Titanic sank in the Atlantic Ocean, how did the news reach the
people in England and New York at that time?
2. If the Titanic sank today, in what format will people received or read
the news?

What is It

The Evolution of Traditional Media to New Media

https://bit.ly/3grPTjH
Prehistoric Age (1500 BC – 1500 AD)
The Prehistoric refers to the time before the existence of written or
recorded history. According to archeologist, the Prehistoric Age occurred
some 4.5 million years ago or approximately 30, 000 years ago. It also known
as Stone Age and the Metal Age. They are called such because of the kind of
tools that the prehistoric people used during those times. The tools were
relatively crude, archeologist believe that a system of writing hat not yet
existed during this era.
The 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.
The Clay tablets in Mesopotamia (2400 BC), the early Wood Block Products
writing tablet recording the allocation of beer, 3100-
3000 B. C.E., another notable invention was the
Printing press using wood blocks (220 AD), originated
in china, it is technique or printing text, images or
patterns used widely throughout East Asia.

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.
The two kinds of rock art during the Stone Age are petroglyphs and
pictographs.
Petroglyphs Pictographs
Can be carving or engravings in Represent words or phrases
rocks or caves through symbols. Used to refer
to sketches or paintings that
usually depict nature, early
people’s way of life.

https://bit.ly/LSVp7M
https://bit.ly/2bz4kHi
 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.

Orayi (Song) Cañao (Dance Offering)

a cradle
song or
piece of
music
that is
usually
played
for
children.

Industrial Age (1700s-1930s)

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. Most people
associated factories and machines to industries.
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 machines were fabricated to meet
the specific needs of different factories.
The Industrial Age has improved the
people’s way of living as new inventions such
as steamboats and steam locomotives, made Printing Press for Mass
Production (19th Century)
transportation faster. 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.
Before this development, publishers used to receive financial support
from political parties and rich patrons so that the latter can be features 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.
Communication during the Industrial Age also became viable because of the
invention of the telegraph. The telegraphy key used to send the famous
message “ What Hath God Wroght” over the prototype telegraph line between
Baltimore and Washington D.C. in 1844. A mechanical typewriter used for
writing characters was also invented around 1800.

Electronic Age (1930s – 1980s)

Electronic refers to an object that has electronic components, such as
sensors, microchips, which functions once it is connected to an electronic
outlet. The Industrial Age and Electronic Age are quite similar – they thrived
in the manufacturing industries, the only different because of the equipment
used. Example Transportation and Communication.
By early 1954, Transistor Radio was introduced by Texas instruments
(TI) had perfected production to the point that transistors became cheap
enough for use in consumer items.
The television began its popularity in the 1940s. It was a novel item
that everyone wanted to have. It opened the doors for a variety of new
experiences for all Americans.

Information (Digital) Age (1900s – 2000s)

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.
Digital Age or Informational Age is a period in human history characterized
by the shift from traditional industry
that the Industrial Revolution brought
through industrialization, to an
economy based on information
computerization. The internet paved the
way advanced the used of
microelectronics with the invention of https://bit.ly/2bz4iza
personal computers, devices wearable
technology. Moreover, voice, image, sounds, and data are digitalized.
This is the period of computers, laptops, smartphones and social media.
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. Examples the people who live in remote areas and people opted to
traditional media.
The choice of media is based one’s needs, interests, and lifestyle as both
traditional media and new media can carry out their purpose of keeping the
people informed and helping everyone to stay connected.
The Traditional Media and New Media
Traditional Media New Media
- It is one-directional - The audiences are more
- The media experience is involved
limited - They are able to feedback
- The sense of receptors simultaneously
used are very specific (i.e., - Integrates all the aspects
print media requires sense of the traditional media.
of sight, radio requires - Media experience
sense of hearing, and is more interactive
television and film
requires both)

Four Main Categories of New Media (according to McQuail)

a. Interpersonal communication media. Examples would be the

telephone, and e-mail where’’ content is private and perishable and the
relationship established and reinforced may be more important than the
information conveyed.’’
1. Interactive play media. Video and computer-based games, plus virtual
reality devise compose this category.
2. Information search media. The Internet and the World Wide Web
become repositories or sources of a vast collection of information that
can be accessed real-time despite geographical location. Broadcast
teletext and radio data services are also examples. Information retrieval
is no longer limited to personal computers because this functionality
has been extended to smart phones and tablets. Other means of
information storage and retrieval include the personal video recorder,
CD-ROM, compact disc, and DVD.
 3. Collective participatory media. This refers to the to the use of the
Internet for ‘’sharing and exchanging information, ideas, and
experiences and developing active (computer-mediated) personal
relationships active (McQuail, 2010).

Normative Theories of the Press

1. Authoritarian Theory – it describes that all forms of communications
are under the control of the governing elite or authorities or influential
bureaucrats. Authoritarians are necessary to control the media to
protect and prevent the people from the national threats through any
form communication. The press is an instrument to enhance the ruler’s
power in the country rather than any threats.

2. Soviet Media Theory – The Soviet Union was restructured with new
political system based on the Marxist-Leninist principles. The newly
formed communist party by Lenin shows much interest in the media
which serves to the working class in the country and their welfare. So
the Soviet originates a theory from Marxist, Leninist and Stalinist
thoughts, with mixture of Georg Wilhelm Friedrich Hegel ideology is
called “Soviet Media Theory” is also known as “The communist Media
Theory”. The same theory was developed and followed by Adolf Hitler’s
Nazi in Germany and Benito Mussolini in Italy

3. Marxist Theory – The basis which our analysis perspectives,

programme, and participation in the movement are based. It is our
“guide to action” and is why the international Marxist Tendency places
so much emphasis on political education.

4. Marxist Theory and Leninist Theory – The crimes we shall expose are
to be judge not by the standards of Communist regimes, but by the
unwritten code of the natural laws of humanity.

5. Stalinist Theory – The method of rule, or policies of Joseph Stalin,

Soviet Communist Party and state leader from 1929 until his death in
1954. Stalinism is associated with a regime of terror and totalitarian
rule.

6. Libertarian Theory – Sees people are more enough to find and judge
good ideas from bad. The theory says people are rational and their
 rational thoughts lead them to find out what are good and bad. The
press should not restrict anything even a negative content may give
knowledge and can make better decision while in worst situation. The
libertarian thoughts are exactly against or opposite to the authoritarian
theory which means the authoritarian theory says “all forms of
communication works under the control of government or elite like
king”.

7. Social Responsibility Theory – Allows free press without any

censorship but at the same time the content of the press should be
discussed in public panel and media should accept any obligation from
public interference or professional self-regulations or both. The theory
lies between both authoritarian theory and libertarian theory because it
gives total media freedom in one hand but the external controls in other
hand.

Georg Wilhelm Friedrich Hegel – a German Philosopher who developed

a dialectical scheme that emphasized the progress of history and of
ideas from thesis to antithesis and thence to a synthesis.

Roles and Functions of Media in a Democratic Society

During the Colonial Period, people had been restricted to express their
ideas and fight for their rights. Democratic comes from the Greek words
“demo” (people and “kratos” (rule) which means rule of the people. In
democratic society, the welfare of the public is important and their rights are
protected by the government. The Philippines’ 1986 and 2001 People Power
Revolutions perfectly show the importance of the role of media in today’s
society. Prior to People Power 1, local newspapers such as The Manila Times,
Daily Mirror and The Manila Chronicles have reported about the pervasive
protests of people against the government because of its inability to respond
to issues regarding labor, poverty and education. 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.
During the People Power II on 2001, the 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. When the second envelop, which allegedly contained
incriminating evidences against President, 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 senators’ majority vote, the
prosecutors walked out. With the growing number of people encamped in
EDSA and the majority of President Estrada’s cabinet members leaving their
posts, the President had no choice but to step down from office.
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 each of media, it can greatly influence people’s
views and actions. Media, whether traditional or new, has a role to play in
the proper functioning of a democratic society such as the Philippines. In
order for a democratic society to function in an ideal way, media and
communication must fulfill its mandate. According to McNair,
communication and media function to:
a. Inform citizens of what is happening around them (also called the
monitoring function);
b. Educate the audience as to the meaning and significance of the “facts”;
c. Provide a platform for public political discourse, facilitating the
formation of “public opinion” and feeding that opinion back to the public
from whence it came, the provision of space for the expression of
dissent;
d. Give publicity to government and political institutions, (known as the
“watchdog” role of journalism);
e. Serve as a channel for the advocacy of political viewpoints.

Philippine Internet Timeline

The Evolution of Media in the Philippines

1500 – Pre-colonial: Baybayin or Alibata (referred to in Unicode as the

Tagalog content) is a pre-Hispanic Philippine composition framework that
started from the Javanese content Old Kawi. The written work framework is
an individual from the Brahmic family and is accepted to be being used as
ahead of schedule as the fourteenth century. It kept on being used amid the
Spanish colonization of the Philippines up until the late nineteenth Century.
The term baybayin actually implies spelling.
1800- Print Industry and Filipino Freedom: Philippines was acquainted
with books, magazines, and daily papers like "La Solidaridad" by the
Spaniards who colonized the Philippines for around 333 years. American
colonialization left a blemish on the press and molded its style: a flourid
lingua, a nonpartisan state of mind, matched with the commitment of
obstinate and prevalent writers.

1890 – Broadcast Industry: The first telephone system of the country began
its operations, and the whole archipelago enjoyed this system of information
and communication exchange.

1897 – European Film Import: The cinematography film camera and

projector developed by the Lumpier siblings got through the Spanish fighter
named Carlo Naquera. Naquera demonstrated a few Spanish-dialect movies
to choose gatherings of people in 1987.

1922 - During this time, the Filipinos readily accepted radio news and
entertainment programs, and local businessmen, who recognized its
profitability, established their own radio stations to advertise their products
and services. A couple of 50-watt radio stations were established in Pasay
and in Manila by Henry Hermann.

1980 – Electronic Age: Broadcast or storage media that exploits electronic

innovation. They may incorporate TV, radio, Web, fax, Disc ROMs, DVD, and
some other medium that requires power or computerized encoding of data.
The term 'electronic media' is regularly utilized as a part of appearing
differently in relation to print media.

1994 – Local Online Media: Benjie Tan, who was working for ComNet, an
organization that provided Cisco switches to the Philnet venture, set up
Philippine's first association with the Web at a PLDT arrange focus in Makati
City. Presently, he presented a short message on the Usenet newsgroup
soc.culture.filipino to ready Filipinos abroad that a connection had been
made. As of Walk 29, 1994 at 1:15 am Philippine time.

2011 - Philippines was names as the "Social Media Capital of the World"
 What’s More

DIRECTIONS: Using the Internet, books, magazine, consult some reliable

sources that provide a timeline or chronology of media and communication
technologies, from the primitive down to the most recent ones. Pick out those
technologies that you think have a great impact on human civilization.

Submit your research in the form of a photo or image collage of cutouts from
old newspapers and magazines. Below the collage, briefly discuss in two or
three paragraphs your rationale for choosing these particular technologies.

Rubric
10-9 points 8 points 7 points 6-below points
Creativity Exceptional Most of the Only a few Minimal
degree of collage areas of the creativity
student reflects collage
creativity is students reflect student
displayed, creativity. creativity
showing
flexibility of
thought &
originality
Craftsmanship Collage is Collage is well Collage is well Haphazard
seamlessly assembled with assembled with craftsmanship
assembled & only a few only several (3-
completely pieces (1-2) 4) that are not
covered. Pieces that are not well cut out or
glued down.
are precisely well cut out or
cut and well glued down.
glued down.
Description Description is Description is Description is Minimal
full and well written, but well written, but description or
detailed so that leaves 1-2 leaves 3-4 No description
a reader unclear unclear
can clearly statement statement
understand
 What I Have Learned

DIRECTIONS: Answer each questions based on your objective insights and

critical thinking.
1.In your opinion, would traditional media, such as newspapers and
magazines, become obsolete in the future? Why and why not?
2.If you were a journalist during Martial Law, would you risk writing about
the truth even if it would endanger your life? Why or why not?

What I Can Do

DIRECTIONS:
1. Draw in a short bond paper a political cartoon depicting your opinion
about how Philippine Media performs its roles and function in the
Philippines which is a democratic country.
2. Explain the message of your political cartoon in not less than 3
sentences.

Category Excellent (5) Acceptable (4) Minimal (3) Unacceptable (2)

Message Key issue and Key issues and Key issue is Key issue and
cartoonist’s cartoonist’s identifiable, cartoonist’s
position are position are cartoonist’s position are
clearly identifiable position may be unclear
identifiable. unclear
Visual Carton is neat Carton is neat Carton is Color is messy;
presentation and clean, color and clean, color somewhat neat color and
and and creative and creative and clean, color graphics are
Creativity graphics graphics are and creative lacking; captions
Exceptionally used; Caption graphics are omitted
well are readable used; Caption unreadable
are readable
Content Cartoon clearly Cartoon conveys Cartoon conveys Cartoon conveys
conveys an an a limited little or no
understanding of understanding of understanding understanding of
the issue, title is the issue, title is of the issue, title the issue, title is
clear, clever, and clear and is unclear or missing.
relevant to topic. relevant to topic. irrelevant to
topic
 Assessment

Multiple Choice: Read the statement carefully. Choose the best answer for
each of the following questions. Write only the letter of the correct answer in
your answer sheet.

1. The media experience is more interactive and audiences are able to send
feedback simultaneously.
A. Traditional media C. New media
B. Internet media D. Printing media

2. The time before the existence of written or recorded history, it is also

known as Stone Age.
A. Electronic Age C. Prehistoric Age
B. Industrial Age D. Technology Age

3. The concept of mass production or manufacturing of goods in large

quantities was introduced, increasing the demand for bigger and better
machines.
A. Electronic Age C. Prehistoric Age
B. Industrial Age D. Technology Age

4. People in ____________ use different media platforms as a means to

express their opinion on social issue and the media’s role is very crucial
as it becomes a reliable source of information.
A. Democratic Society C. Prehistoric Society
B. Communist Society D. Monarch Society

5. What new media category are the telephone and e-mail where “content
is private and perishable and the relationship established and
reinforced may be more important than the information conveyed”.
A. Interactive play media
B. Interpersonal communication media
C. Collective participatory media
D. Information search media

6. This refers to the use of the Internet for “sharing and exchanging
information, ideas, and experiences and developing active personal
relationships.
 A. Interpersonal communication media
B. Interactive play media
C. Information search media
D. Collective participatory media

7. The first Philippine-based public access bulletin board system, that

went online on August 1986, with an annual subscription fee of P 1,000.
A. Philippine FidoNet Exchange C. PhilNet
B. First-Fil RBBS D. Philippine Online

8. It is used to expand opportunities for self-expression especially among

the youth through Web logs, online forums and messaging applications.
A. New Media C. Traditional Media
B. Information Search Media D. Print Media

9. It is a period in human history characterized by the shift from traditional

industry that the Industry Revolution brought through
industrialization, to an economy on information computerization.
A. Industrial Age C. Digital Age
B. Electronic Age D. Metal Age

10.In a global study called Digital in 2018, Filipinos spent an average of 3

hours and 57 minutes in social media every day in 2017 and number of
internet users in the country has grown rapidly. From 2011 to 2017,
the Philippines has taken the global lead in time spent in social media
and often tag as…
A. Facebook Capital
B. Global Social Media Hub
C. Social Media Capital of the World
D. Social Media Capital in Asia

B. Instruction: Identify either Traditional or New media. Write only the letter
in your answer sheet.

A. Traditional Media B. New Media

____ 1. Tabloid ____ 6. Web video games

____ 2. Paperback Novel ____ 7. Magazine
____ 3. Radio ____ 8. Online Telephony
____ 4. Online video games ____ 9. Manila Times newspaper
____ 5. Broadsheet ____ 10 Teleconferencing / Webinar