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Notes No 2

The document discusses the evolution of media from the pre-industrial age to the information age, highlighting how advancements in technology have transformed communication and information dissemination. It outlines the characteristics of each era, including the impact of media on societal norms and values. The information age, in particular, emphasizes the role of social media in shaping beliefs and behaviors through rapid information sharing.

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8 views2 pages

Notes No 2

The document discusses the evolution of media from the pre-industrial age to the information age, highlighting how advancements in technology have transformed communication and information dissemination. It outlines the characteristics of each era, including the impact of media on societal norms and values. The information age, in particular, emphasizes the role of social media in shaping beliefs and behaviors through rapid information sharing.

Uploaded by

cendy.torremocha
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© © 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 Evolution of Traditional to New Media

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

Pre-Industrial Age (Before 1700s)


During pre-industrial age, about 4.5 million
years ago, the early hominids discovered fire,
developed paper from plants, and built weapons
(Teaching Guide for Senior High School Media
and Information Literacy, p. 20). The
prehistoric inhabitants used stone tools and
metals as part of their daily activities like
hunting and gathering. They also used crude
stone tools to create things considered rock
art. These prehistoric arts such as petroglyphs
and pictographs were considered the earliest
forms of traditional media (Magpile , 2016, p The influence of media on the values and norms
17-18). of people

Industrial Age (1700s - 1930s) Norms are standards of behavior that are expected in
The industrial age occurs during the industrial a society based on their customary laws or conduct.
revolution in Great Britain. This period These norms entail conformist behavior following
brought in economic and societal changes, such social standards like respect for elders, obtaining
education, getting married, and gender roles. The set
as the substitution of handy tools with
of norms begins at home and continues to develop as
machines like the power loom and the steam we expand ourselves to the social world. With the use
engine. The transformation of the manufacturing of social media, people are no longer limited to
industry, and commercial enterprise for mass his/her social group and become more readily
production of various products occurred. Also, connected to global society with diverse values and
long-distance communication became possible via norms.
telegraph, a system used for transmitting
messages. 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
Electronic Age (1930s - 1980s) restricted in the past. Due to people’s capability to
The electronic age started when people utilized relate, deliberate, and communicate freely online,
the power of electricity that made electronic the conventional ideas are challenged. For example,
devices like transistor radio and television there are different women's rights organizations that
work. The creation of the transistor piloted share worldwide awareness of woman equality in our
the rise of the electronic age. The power of society through online platforms. Similarly, the
transistors was used in radio, electronic LGBTQ plus movement advocates gender equality and
acceptance in society. This results in the
circuits, and early computers. In this period,
development of new social norms to conform to in
people made use of air access to communication. search for equal opportunity and tolerance.

Information Age (1900s - 2000s) According to Arias (2016), the influence of media may
The information age is a period also known as have(1) individual or direct effect, and (2) social
the digital age. This period signified the use or indirect effect. He argued that the process of
of the worldwide web through an internet information dissemination has significance to the
connection. Communication became faster and beliefs of a person and subsequently to their
behavior. The widely spread of information helps the
easier with the use of social networks or creation of shared knowledge, hence expanding its
social media platforms such as Facebook, impact on the norms and values of the people in the
Messenger, Instagram, Twitter, among others. society. This is in line with Bandura's (1986) Social
The rapid technological advancement and Learning Theory, wherein media operates by means of
innovation with the use of microelectronics educational models. These educational models perform
lead to the development of laptops, netbooks vital functions by transmitting information, values,
mobile phones, and wearable technology. and behaviors, among others. Information that is
recognized to be publicly accessible improves the
understanding of shared beliefs (Mutz, 1998).
MEDIA AND INFORMATION LITERACY

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