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evolution

The document outlines the evolution of media from the pre-industrial age to the information age, highlighting key developments in communication technology over time. It emphasizes the increasing reliance on media and information technology in modern society for communication, education, and social interaction. Additionally, it discusses the influence of media on societal norms and values, particularly in promoting awareness and advocacy for issues like gender equality and LGBTQ rights.

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Jocelyn Reyes Gabe
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17 views6 pages

evolution

The document outlines the evolution of media from the pre-industrial age to the information age, highlighting key developments in communication technology over time. It emphasizes the increasing reliance on media and information technology in modern society for communication, education, and social interaction. Additionally, it discusses the influence of media on societal norms and values, particularly in promoting awareness and advocacy for issues like gender equality and LGBTQ rights.

Uploaded by

Jocelyn Reyes Gabe
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Media and

Information
Literacy
The The Evolution of
Evolution of Traditional to New
Traditional to Media
Lesson 1

Media have evolved throughout time – from pre-industrial age to


information age. The evolution of traditional to new media depicts the
records of the past on the progress of media technology which helps people
communicate and disseminate information in the fastest and efficient ways.
Furthermore, media also shaped the values and norms of people and
society.

The Evolution of Traditional to New Media

The term “media” is described as means of communication for people


which includes newspapers, radio, televisions, and the internet. In the
advent of the “new normal”, the role of media has been highlighted more
than ever. The society relies heavily on media and information technology,
not only for communication, but also for information dissemination,
distance learning, work at home, etc. With the attainment of technological
advancement, people wondered how media changes throughout time and
what forms of media exist in different ages. To answer these queries, let us

1
now discover how media have evolved from pre-industrial age to
information age.

Pre-Industrial Age (Before 1700s) loom and the steam engine. The
During pre-industrial age, about 4.5 transformation of the
million years ago, the early hominids manufacturing industry, and
commercial enterprise for mass
discovered fire, developed paper from
production of various products
plants, and built weapons (Teaching occurred. Also, long-distance
Guide for Senior High School Media and communication became possible
Information Literacy, p. 20). The via telegraph, a system used for
prehistoric inhabitants used stone tools transmitting messages.
and metals as part of their daily activities (Magpile, 2016, p. 19-20)
like hunting and gathering. They also
used crude stone tools to create things

2
Figure 2: Cave Paintings in 13,000 B.C. Image
courtesy to: https://commons.wikimedia.
org/wiki/File:San_cave_painting__Phoenicean_s
h ip.jpg

Figure 3: Printing Trades (1916) Image


courtesy to: https://commons.wiki
media.org/wiki/File:The_printing_trades_(1916)
_ (14765737815).jpg
Electronic Age (1930s -
1980s)
The electronic age started
when people utilized the power
of electricity that made
electronic devices like transistor
radio and television work. The
creation of the transistor piloted
the rise of the electronic age.
The power of transistors was
used in radio, electronic circuits,
and early computers. In this
period, people made use of air
access to communication.
(Teaching Guide for Senior High
School Media and Information
Literacy, p. 21 Information
Age (1900s - 2000s)
The information age is a period
also known as the digital age.
This period signified the use of

3
the worldwide web through an internet
connection. Communication became
faster and easier with the use of social
networks or social media platforms such
as Facebook, Messenger, Instagram,
Twitter, among others. The rapid
technological advancement and
innovation with the use of
Figure 4: Desktop Personal Computer
microelectronics lead to the Image courtesy to: https://commons.wikimedia.
development of laptops, netbooks org/wiki/File:Desktop_personal_computer.jpg

mobile phones, and wearable


technology. (Teaching Guide for Senior
Figure 5: Social Media Apps
High School Media and Information Image courtesy to:
Literacy, p. 21) https://commons.wikimedia.org/ wiki/
File:Socialmedia-pm.png

Here are the lists of media that have evolved throughout the four ages
in history.

Pre-Industrial Age (Before 1700s)


• Cave paintings (35,000 BC)
• Clay tablets in Mesopotamia (2400 BC)
• Papyrus in Egypt (2500 BC)
• Acta Diurna in Rome (130 BC)
• Dibao in China (2nd Century)
• Codex in the Mayan region (5th Century)
• Printing press using wood blocks (220 AD)

Industrial Age (1700s-1930s)


• Printing press for mass production (19th century)
• Newspaper- The London Gazette (1640)

4
• Typewriter (1800) Telephone (1876)
• Motion picture photography/projection (1890)
• Commercial motion pictures (1913)
• Motion picture with sound (1926)
• Telegraph
• Punch cards
Electronic Age (1930s-1980s)
• Transistor Radio
• Television (1941)
• Large electronic computers- i.e. EDSAC (1949) and UNIVAC 1 (1951)
• Mainframe computers - i.e. IBM 704(1960)
• Personal computers - i.e. HewlettPackard 9100A (1968), Apple 1
(1976)
• OHP, LCD projectors
Information Age (1900-2000s)
• Web browsers: Mosaic (1993), Internet Explorer (1995)
• Blogs: Blogspot (1999), LiveJournal (1999), Wordpress (2003)
• Social media: Friendster (2002), Multiply (2003), Facebook (2004)
• Microblogs: Twitter (2006), Tumblr (2007)
• Video: YouTube (2005)
• Augmented Reality / Virtual Reality
• Video chat: Skype (2003), Google Hangouts (2013)
• Search Engines: Google (1996), Yahoo (1995)
• Portable computers- laptops (1980), tablets (1993) netbooks (2008),
• Smartphones
• Wearable technology
• Cloud and Big Data

Source: Teaching Guide for Senior High School Media and Information Literacy.
Commission on Higher Education in collaboration with Philippine Normal University. K to
12 Transition Program, p. 20-21.

The influence of media on the values and norms of people


Norms are standards of behavior that are expected in a society based on
their customary laws or conduct. These norms entail conformist behavior
following social standards like respect for elders, obtaining education, getting
married, and gender roles. The set of norms begins at home and continues to
develop as we expand ourselves to the social world. With the use of social
media, people are no longer limited to his/her social group and become more
readily connected to global society with diverse values and norms.

5
With the advent of the information age, media become more influential
in different aspects of people’s lives. Media provide access to ideas that are
restricted in the past. Due to people’s capability to relate, deliberate, and
communicate freely online, the conventional ideas are challenged. For
example, there are different women's rights organizations that share
worldwide awareness of woman equality in our society through online
platforms. Similarly, the LGBTQ plus movement advocates gender equality
and acceptance in society. This results in the development of new social
norms to conform to in search for equal opportunity and tolerance.
According to Arias (2016), the influence of media may have(1) individual or
direct effect, and (2) social or indirect effect. He argued that the process of
information dissemination has significance to the beliefs of a person and
subsequently to their behavior. The widely spread of information helps the
creation of shared knowledge, hence expanding its impact on the norms and
values of the people in the society. This is in line with Bandura's (1986) Social
Learning Theory, wherein media operates by means of educational models.
These educational models perform vital functions by transmitting
information, values, and behaviors, among others. Information that is
recognized to be publicly accessible improves the understanding of shared
beliefs (Mutz, 1998).

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