What

Need
KNOW I
to
This module has three (3) lessons, namely:
LESSON 4: THE EVOLUTION OF MEDIA
LESSON 5: THE VARIOUS MEDIA IN THE AGE OF INFORMATION
LESSON 6: THE MEDIA AND INFORMATION SOURCES
At the end of this module, the student is expected to:
● examine the technology or resources available during the prehistoric age, the industrial age, the
electronic age, and the new or digital age;
● explain how the evolution of media from traditional to new media shaped the values and norms of
people and society;
● identify the devices used by people to communicate with each other, store information, and
broadcast information across the different ages;
● compare and contrast how one particular issue or nerves is presented through the different type
of media (Print, Broadcast, Online); and
● contrast indigenous media to the more common sources of information such as library, internet
etc.

GENERAL INSTRUCTIONS: Answer all the activities on this module. Use separate sheet(s) of
paper for your answer.
ACTIVITY I
Have you ever imagined how life without technology is? How our ancestors live their
life? Or how or society works without technology?
Using PowerPoint presentation or in a short bond paper, draw how life’s work with and
without technology.
Answer the question:
How technology affects our daily lives?

The Evolution of Media

Media fulfills several basic roles in our society. One obvious role is entertainment. Media
can act as a springboard for our imaginations, a source of fantasy, and an outlet for escapism. It
can also provide information and education. Information can come in many forms, and it may
sometimes be difficult to separate from entertainment. Today, newspapers and news-oriented
television and radio programs make available stories from across the globe, allowing readers or
viewers in London to access voices and videos from our country or neighboring nations. Books
and magazines provide a more in-depth look at a wide range of subjects. Similarly, it can be
used to monitor government, business, and other institutions.
These are how media and information has evolved throughout history. It is described
into four ages.

Pre-Historic
NBC news reported the discovery of a 40000-year-old cave painting in Sulawesi,
Indonesia. Several other discoveries of cave art around the world have proven that even at a
time when no known civilizations existed, the media have been a part of man's life. The innate
need for people to communicate is said to be the reason for their existence. Despite their lack of
speech during those days, cavemen found a means to convey their thoughts. Although different
from our methods, they have the same reasons we do for using the media.
After the Stone Age, ancient civilizations began to emerge along with a certain form of
speech. The development of language made record keeping among civilizations possible. This
is where the ancient forms of writing came into the picture. The earliest of which is the
hieroglyphic script of the ancient Egyptian civilization developed around 32000 BCE. (Scoville,

Page 1 of 8
Subject: Media and Information Literacy – Module 2
2015) The Sumerians developed another notable ancient form of writing around 5000 BCE
called the cuneiform. (Mark, 2011)
These earliest scripts were initially inscribed on wet clay with a reed implement.
Eventually, with the invetion of paper, writing has become a lot easier. Many believe that the
Egyptians develeped the earliest paper through an abundant reed found along the Nile River.
History, however, credits the Han dynasty for the invention of paper, (Violatti, 2013).

A painting of a bison in Altamira Cave, Indonesian 40,000 years old

https://tinyurl.com/y9eoc7st

Other examples:
● Cave paintings (35,000 BC) ● Acta Diurna in Rome (130 BC)

● Clay tablets in Mesopotamia (2400 BC) ● Dibao in China (2nd Century)

● Papyrus in Egypt (2500 BC) ● Codex in the Mayan region (5th Century)

Industrial Age
The industrial age brought improvements in mass media. In the book Industrialization in
the Modern World, Hinshaw and Strears cited the changes in mass media in the industrial age.
In print faster, stream-driven pressure and methods of translating photographs to the printing
press. The year 1850’s paved the way for cheaper manufacturing of page. In 1890’s automatic
composing machines allowed semiskilled typesetting from keyboards to replace highly skilled
manual setting. Advances in photography allowed illustration.

Illustration 1.0 Single Cylinder Large Press in Industrial age

https://tinyurl.com/y2rk5g8m
Other Examples:
● Printing press for mass production (19th ● Motion picture photography/projection (1890)
century)
● Telegraph
● Typewriter (1800)
● Motion picture with sound (1926)
● Telephone (1876)
● Newspaper- The London Gazette (1640)
● Commercial motion pictures (1913)
● Punch cards

Electronic Age
The electronic age of media began with the invention of the telegraph during the mid-
1840s. According to Howe, it was part of a widespread revolution in communications along with
mass production of newspapers, magazines, and books. Simply put, the height of the industrial
age of media, paved the way to the dawn of a new era.
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.

Television is one of the media that was invented

https://tinyurl.com/yymnso5t
Other Examples:
● Transistor Radio

● Television (1941)

Page 2 of 8
Subject: Media and Information Literacy – Module 2
 ● Large electronic computers- i.e. IBM 704(1960) EDSAC (1949) and UNIVAC 1 (1951)

● Personal computers - i.e. Hewlett-

● OHP, LCD projectors Packard 9100A (1968), Apple 1 (1976)

● Mainframe computers

Information 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. Moreover, voice, image, sound and data are
digitalized. We are now living in the information age. Today’s media has come a long from way
cave paintings. While the traces of the industrial and electronica age still remain in modern
media, the Internet is the prevailing platform of media in the information age.

The discovery of Internet has changed the media habits and lifestyle of the users and producers of information.
https://tinyurl.com/y52rsem2
o -Multiply (2003),
Other Example:
● Web browsers: Mosaic (1993) ● -Facebook (2004)
● -Wordpress (2003) ● Video: YouTube (2005)
● -Internet Explorer (1995) ● Wearable technology
● Blogs: Blogspot (1999) ● Video chat: Skype (2003), Google
● -LiveJournal (1999) ● Augmented Reality / Virtual Reality
● Smart phones Hangouts (2013)
● Search Engines: Google (1996)
● Cloud and Bing
● Portable computers- laptops (1980)
● Social networks: Friendster (2002)
o -Yahoo (1995)
o -Microblogs: Twitter (2006),
o -netbooks (2008)
o -Tumblr (2007)
o -tablets (1993)

As Briggs and Burke note, these advances meant that “hundreds of thousands of
components could be carried on a microprocessor.” The reduction of many different kinds of
content to digitally stored information meant that “print, film, recording, radio and television and
all forms of telecommunications [were] now being thought of increasingly as part of one
complex.” This process, also known as convergence, is a force that’s affecting media today.

ACTIVITY II
1. Interview three (3) of your young friends on how media have changed their lifestyle. Based your
interview, write a reflection paper.
2. Write a review on an article in newspaper, magazine, or book that discusses the roles and
functions of media in the Philippines.
3. As a student, how can you help disseminate news or articles to other people using different social
media sites?

ACTIVITY III. Using the given media formats below, classify the terms above and have them
write the terms in their corresponding columns.
Promotional poster uploaded in Facebook Media and Information Literacy textbook
24- Oras news program uploaded on YouTube
One-Punch Man manga uploaded in MyManga website Jason Bourne movie shown in theaters
Philippine Daily Inquirer news paper
7 Years by Lukas Graham played on 90.7 Love Radio Memeography
Page 3 of 8
Subject: Media and Information Literacy – Module 2
Books
Bawal Lumabas (The Classroom Song) by Kim Chui in Spotify
 Print Broadcast Film/Movie New Media

Answer the question:

What is your basis in classifying the media formats to corresponding type?

THE VARIOUS MEDIA IN THE AGE OF INFORMATION

What is Media?
As said in the previous discussion, “Media was derived from the Latin word medius,
which means "middle". It is the plural of medium, which refers to the tool people use to mediate
or facilitate the transfer of communication between a sender and a receiver”.
Media is also refers to a vehicle or means of message delivery system to carry an ad
message to a targeted audience. Media like TV, Radio, Print, Outdoor and Internet are
instruments to convey an advertising message to the public Media has several types. But
generally, there are three basic types of media.
Types of Media
1. Print Media 2. Broadcast Media 3. New Media

The Print Media

Print media is a type media used in mass communication in the form of printed
publications. The traditional form of print media involves ink and paper. The major types of print
media are books, magazines, newspaper, newsletter, posters, brochures, and press releases.
Book
The book is defined as a set of printed sheets of paper that are held together inside a
cover. It is a long written work intended to inform like reference books or entertain such as
novels.
Newspaper
Newspaper refers to as a document published regularly, consisting of news reports,
articles, photographs, and advertisements that are printed on large sheets of paper folded
together.
Magazine
The magazine is defined as a periodical publication containing articles and illustrations,
typically covering a particular subject or area of interest.
Poster
A poster is a bill or placard for posting, which is often placed in a public place. Posters
by nature are visual. It makes use of photos or graphics to convey a message.
Brochure
The brochure is defined as a small, thin book or magazine that usually has many
pictures and information about a product, or a place, etc. It is typically used as a form of
advertisement or promotion.
Press Release
It is defined as an official statement that gives information to newspapers, magazines,
television news programs, and radio stations.

The Broadcast Media

The Broadcast Media The term broadcasting refers to the airborne transmission of
electromagnetic audio signals (radio) or audiovisual signals (television) that are readily
accessible to a wide population via standard receivers.
a. Radio Broadcasting
Page 4 of 8
Subject: Media and Information Literacy – Module 2
 The invention of radio began with the telegraph. As the first technological advancement
that made long distance communication possible, its popularity at the time can- not be overstated.
Despite its accomplishments, telegraphic communication was limited.
b. TV Broadcasting
Unlike the radio, the invention of television was initially prompted by commercialism. The
earliest notable development was that of German inventor Paul Nipko, where he was able to
successfully transmit an image in 1884. Further developments to Nipko's mechanical system
known as the rotating disk was made by several other experts from all over the world.
Characteristics of Broadcast Media
Though both are considered broadcast media, radio and television differ in terms of the
broadcast features or attributes. Radio is a tool that uses voice, sound, and music. These three
are called elements of radio. Because it lacks visual elements, producers of information in radio
bank on these three elements to attract attention and convey the message.
Generally, there are two types of radio format in termsfreguency.
1. AM (Amplitude Modulated) radio
2. FM (Frequency Modulation) radio

AM radio offers variety stations that feature different program formats.

1. Dramatic Programs
2. Non-dramatic Programs
a. News and commentary c. Counseling e. Informative
b. Talk show d. Educational

New Media
Content organized and distributed on digital platforms such as the Internet. It refers to
“those digital media that are interactive, incorporate two-way communication and involve some
form of computing,” Robert Logan writes in his book Understanding New Media. New media is
“very easily processed, stored, transformed, retrieved, hyperlinked and, perhaps most radical of
all, easily searched for and accessed.”
The Characteristics of Print Media
1. A proponent of literacy - Print media is essentially written media. One must be able to read to
patronize print. By requiring literacy, print media also promotes it.
2. Portable -Print media is the most portable platform of media. Its size and weight allow people to carry it
everywhere.
3. Independent form of media -Unlike other forms of media, print does not require a separate medium or
technology to transmit or receive information.
4. Structure - Correct grammar and proper sentence construction is a must in print me- dia. Arranging
material to follow a layout is required before publishing. The structure is given emphasis in print media.

ACTIVITY IV. Do a research of two (2) examples for the following platform where the media
convergence is much existing. Use the table below to be guided.
Media Convergence Platform Specific Example
Ex. Facebook, Instagram, and
Communication Social Network
Twitter
Education Learning Resources Center
Advertisement Services Advertisement
News News Agency
Entertainment Multimedia Personality

ACTIVITY V. To better reflect on how you are as a media consumer, answer the questions
below.
1. How can you tell if the source of information is credible?
2. What do we mean by the “creative techniques” in media? And how does it affect the message
being sent?
3. Why do other people interpret the same message differently?
4. In what way do ideals and values being “sold” through media?
5. How can the purpose of a message affect your response as a media consumer?

Page 5 of 8
Subject: Media and Information Literacy – Module 2
THE MEDIA AND INFORMATION SOURCES
The Media as information source
One of the primary roles media plays is to inform. From news to current affairs to lifestyle
Subjects, weather reports to celebrity updates, educational subjects to recreational details and
more, the wide array of data the media offers makes it an invaluable source of information. The
library of Virginia explains that Information can come from virtually any- where media, blogs,
personal experiences, books, journal and magazine articles, expert opinions, encyclopedias,
and web pages, and the type of information you need will change depending on the question
you are trying to answer.
Indigenous media
Indigenous media may be defined as forms of media expression conceptualized,
produced, and circulated by indigenous peoples around the globe as vehicles for
communication, including cultural preservation, cultural and artistic expression, political self-
determination, and cultural sovereignty, according to Oxford bibliographies.
It is a reflection of indigenous communities and has been used as a powerful social movement
catalyst all over the world. Indigenous media seeks to spark activism, promote advocacy, be a
source of empowerment, and encourage community building among indigents.

The community media and the indigenous people

Community media is an independent, civil society based media that operate for social
benefit and not for profit according to UNESCO. As the term implies community media is run by
a community, and for a community. Community in this context can be geographical or a
community of people with the same interests.
Community media is a popular alternative to commercial media among minority groups
like the indigenous community. What makes community media even more compelling to the
marginalized is the fact that it is basically a reflection of their community. Here, their traditions
are observed traditions are observed and their language is spoken. Community media ensures
that their culture is preserved without sacrificing development.
The role community media plays in society make up for its lack of commercial opportunities. By
being a proponent of social responsibility and public participation, community media helps in the
development of communities.
Examples of Indigenous media
● Ethnographic Films
Matthew Durington defines ethnographic film as the visual manifestation of anthropological
practice organized in a linear moving media. Ethnographic film is a non- fiction work that reflects the lives
of indigenous people, typically following the documentary format. The meaning of ethnographic film has
been a subject of discussion in the film industry. Ruby 2000 and Ruby 2005 argue for a strict definition of
ethno graphic film, limited to productions by individuals with anthropological training, preferably at a
professional level combined with a media production background. Heider 2006, on the other hand, claims
that any film can be considered ethnographic while providing a set of evaluative criteria to gauge
ethnographic film for both research and pedagogy.
● Aboriginal Media
One of the most notable aboriginal media in existence is run by the Central Australian Aboriginal
Media Association or CAAMA called Imparja. Imparja (which means "tracks" or "footprints" in Central
Australian language, Arrente) is a commercial station intended for the aboriginal population. Apart from
public service announcements it also broadcasts aboriginal programs aimed at promoting awareness
about the concerns and issues of Aboriginal people, preserves the aboriginal languages, and culture
through art, music, stories, and dances. (Ginsburg, 1991)
Traditional media as primary source of information
Traditional media -print, radio, and television was initially invented as a means of mass
communication with the purpose to inform. Print can be traced back to ancient record keeping
intended to teach the next generations about their history and practices. Radio was developed
to break the barrier of distance that hinders the travel of information from one place to another.
Television, despite being invented for commercial purposes, incorporated educational materials
in their early programming. Decades after their birth, traditional media still remain as a primary
source of information.
People keep in touch with the world through newspaper headlines, and news and
current affairs programs. In times of natural disasters, the public relies on traditional media for
weather reports and updates. The academic, educational, and scholar societies, lean heavily on
Page 6 of 8
Subject: Media and Information Literacy – Module 2
various types of print media for research. The masses are exposed to multiple subjects through
feature articles, and magazine programs. These and much more are just some of the
information source applications of traditional media.
The public has always relied on traditional media to give credible and reliable
information. This is because any information they release goes through a rigorous process of
check and balance. This standard procedure, in accordance with strict rules and regulations
imposed upon them, is the reason behind traditional media's undisputable role as a source of
information.

The Library as source of information

The library in its most traditional sense is defined by the Merriam-Webster's dictionary as
a place where books, magazines, and other materials (such as videos and musical recordings)
are available for people to use or borrow. Since it hosts a collection of information materials, this
is a place where people go -or at least used to go- for research or to simply read.
Studies indicate that there has been a decline in the usage of libraries. In the United
States alone, Pew Research Center shows an annual decrease in the number of people who
have visited the library aged 16 and up from 2012-2015. Despite its dwindling popularity,
libraries still remain as an abundant yet systematic source of information.
A feature that separates libraries from other information sources is its effective
cataloging system. This makes searching for information through the wide collection of libraries
easier for users.
The Internet as source of information
Abundance, availability, and accessibility are the three key aspects of Internet as a
source of information. The World Wide Web has considerably grown from its introduction in
1991. As of the writing of this book, Internet Live Stats has reported over a billion of registered
websites.
The existence of wireless connections and mobile gadgets made access to The Internet easier
and ever present. All these three combined accounts for Internet’s reputation as the leading
source of information in the digital age.

ACTIVITY VI. Get a newspaper and read the editorial section. Find the issue raised in the
editorial section. Weigh the argument of the editor by answering the following questions below
1. What are the significant points of the editor in his or her article?
2. What do you think of the manner it was written? Is it fair and unbiased? Support your
answer.
3. Based on your findings, what is your stand on the issue?

ACTIVITY VII. Answer the following questions below.

1. What are the different types of information sources? Compare and Contrast.
2. Enumerate some examples of indigenous information sources in the country
3. Where else can you find information sources aside from the library, internet, and
indigenous media?

ACTIVITY VIII MULTIPLE CHOICE. Choose the letter that corresponds to your answer.
1. Media comes from the Greek word ______ means middle.
a. Medius c. Mediosa
b. Medium d. Medio
2. Evolution of media is consists of,
a. Prehistoric-Industrial-Electronic-Information
b. Prehistoric-Neolitic-Electronic-Information
c. Prehistoric-Industrial-Electronic Neolitic
d. Prehistoric-Electronic-Neolitic-Information
Page 7 of 8
Subject: Media and Information Literacy – Module 2
3. The discovery of 40,000 year old cave painting is in what place?
a. Sulawesi Cave Indonesia c. Hinagdanan Cave Philippines
b. Altamira Cave Indonesia d. Cabagnao Cave Philippines
4. In this age, it paves the way for cheaper manufacturing of paper because of the invention of
printing press.
a. Prehistoric Age c. Industrial Age
b. Electronic Age d. Information Age
5. It is the major type of print media.
a. Print Media c. New Media
b. Broadcast Media d. All of the above

B. IDENTIFICATION. Identify what is being asked in each item.

1. The age in the evolution of media where Internet is considered as a medium.
2. The age in the evolution of media where Cave Painting is considered as a medium.
3. The age in the evolution of media where Television is considered as a medium.
4. A characteristic of mass media that tells mass media an expensive type of communication
due to its massive scale and the technological equipment it requires.
5. The age in the evolution of media when ‘Dibao’ was invented.

Page 8 of 8
Subject: Media and Information Literacy – Module 2