MELC

• Explain how the evolution of media from

traditional to new media shaped the values
and norms of people and society.
 Evolution

• It is the gradual development of something, especially from a simple

to a more complex form.
 Mediamorphosis

• The transformation of communication media, usually brought about by

the complex interplay of perceived needs, competitive and political
pressures and social and technological innovations (Fidler, 1997).
 Remediation

• Repurposing and refashioning of old media with the new media.

 Traditional Media

• Previous media
• Encompasses that of TV, newspapers, radio, and magazine ads.
• It has been employed in the marketing/advertising world for years.
 New Media

• Refers to content that’s simply accessible via many various sorts of

digital media.
• Some examples are computers, websites, blogs, and email.
• When associated with advertising, some examples may include online
advertising (retargeting and banner ads), online streaming (radio and
television) and social media advertising.
 New Media

• Banner Ads -  image-based rather than text-based and are a popular

form of online advertising.
• Retargeting - also called remarketing, is an online advertising method
of reaching out to previous visitors of your website or app, often by
displaying ads or sending emails.
 The Evolution of Traditional to New Media

Prehistoric Age Industrial Age Electronic Age Information

Age
 Prehistoric Age

• Writing Era
• It is the period where human activities were not recorded or
documented.
• Roughly dates from 2.5 million years ago or 1,200 BC
• Humans lived on Earth without leaving written records of their lives –
but they left behind other kinds of remains and artifacts.
 Prehistoric Age

• People discovered fire, developed paper from plants and cast

instrumentality or weapon through stone, bronze, copper and iron.
• Early communication method:
Cave Paintings - the oldest known form of visual communication.
This method involved creating pigments from the juice of fruits and
berries, colored minerals, or animal blood.
 Cave Painting (35,000 BC)

In Bulgaria, the Magura cave is among the most

important caves within the northwestern portion of the
country. Its cave walls were adorned by prehistoric
cave paintings that go back around 8000 to 4000 years
past. Over 700 drawings were discovered on its cave
walls.
 Clay Tablet in Mesopotamia (2,400 BC)

Early writing tablet recorded the allocation of beer,

3100-3000 BC, probably from southern Iraq. The
symbol for beer was an upright jar with pointed base.
Beer was the most popular drink in Mesopotamia and
was issued as rations to workers.
 Industrial Age

• Printing Era
• In the latter half of the 18th century, new machines and techniques in
textiles, iron making, and other industries were introduced (including
books through printing press).
• Goods that were made or crafted by hands started to be produced in
mass quantities by machines in factories.
 Industrial Age

• The ability to communicate across long distances improved

dramatically during the Industrial Revolution that began in Great
Britain around 1760.
 Printing Press

A printing press is a device for applying pressure

to an inked surface resting upon a print medium (such
as paper or cloth), thereby transferring the ink.
Typically used for texts, the invention and spread of
the printing press was one of the most influential
events in the second millennium.
 Electric Telegraph

The electric telegraph is a now

outdated communication system that transmitted
electric signals over wires from location to location
and then translated into a message.
 Typewriter

A typewriter is a mechanical or electromechanical

machine for writing characters similar to those
produced by printer’s movable type. A typewriter
operates by means of keys that strike a ribbon to
transmit ink or carbon impressions onto paper.
Typically, a single character is printed on each key
press.
 Electronic Age

• Telecommunication era (communication over a distance by cable,

telegraph, telephone, or broadcasting
• People harnessed the power of electricity that led to electrical
telegraphy, electrical circuits and the early large-scale computers.
 Electronic Age

• In this period (1930s-1980s), electronic equipment like early

computers came into use after the transistor was invented.
• Long distance communication became more efficient.
• Examples: transistor radio, television, large electronic computers
 Transistor Radio

By early 1954, Texas Instruments (TI) had

perfected production to the point that transistors
became cheap enough for use in consumer items. TI
decided that a portable, handheld radio offered the
most mainstream application of the new technology
and approached several large corporations about
producing the radio.
 Television

The television began its popularity in the 1940s. It

was a novel item that everyone wanted to have. People
were amazed that they could go from simply hearing
voices on the radio to seeing their faces as they spoke.
This technology seemed like a large leap for society at
the time as it began to shape daily routines.
 Apple 1 Computer (1976)

April 11, 1976 – Apple releases its first computer,

the Apple 1. Designed and hand-built by Steve
Wozniak, the computers are sold wholesale by Steven
Jobs. Years later, in 2014, a working Apple-1 will sell
at auction for $905,000.
 Information Age/New Age

• Interactive Communication Era

• The modern age regarded as a time in which information has become a
commodity that is quickly and widely disseminated and easily
available especially through the use of computer technology.
• It is the transmission of data like text, graphics, sounds, and videos
over different communication channels (such as public telephones,
private cables, and satellite).
 Information Age/New Age

• People advanced the use of microelectronics in the invention of

personal computers, mobile devices and wearable technology.
• In this age, the Internet paved the way for faster communication and
the creation of the social network.
• Moreover, voice, image, sound and data are digitalized.
 Computer

The computer considered by most historians to be

the first truly portable computer was the Osborne 1.
Thai born book and software publisher Adam Osborne
(1939–2003) was the founder of Osborne Computer
Corp, which produced the Osborne 1 in 1981.
 Social Media

Facebook was founded in 2004 by Mark

Zuckerberg, Eduardo Saverin, Dustin Moskovitz, and
Chris Hughes, all of whom were students at Harvard
University. Facebook became the largest social
network in the world, with more than one billion users
as of 2012, and about half that number were using
Facebook every day.
 Smart Phones

A smartphone is a cellular telephone with an

integrated computer and other features not originally
associated with telephones, such as an operating
system, web browsing, and the ability to run software
applications. Smartphones are now almost integral to
everyday modern life.
Traditional Media New Media

1. Media experience 1. Media experience

is limited. is more interactive.
2. One-directional 2. Audience is
3. Sense receptors involved
used are very 3. Integrates all the
specific aspects of old
media
 Functions of Communication and Media

1. Monitoring
2. Opinion
3. Channel for Advocacy for Viewpoints
 Functions of Communication and Media

Monitoring
• Inform citizens of what is happening around them.
• Example: In times of natural disasters, war, health, etc.
• TV Patrol, 24 Oras
• Information and Watchdog Role of Journalism
 Functions of Communication and Media

Information
• Educate the audience as to the meaning and significance of the
“facts”; ability of the media to teach the various norms, rules and
values.
• Example: Watching educative or documentary shows/programs like
Matanglawin, Ancient X files, Super Book, Mathtinik, etc.
(Broadcast Media).
 Functions of Communication and Media

Watchdog Role of Journalism

• Give publicity to governmental and political institutions.
• Examples: Pork Barrel scandal (Bantay kaban, GMA special report),
Bayan Mo Ipatrol Mo (ABS-CBN election coverage)
 Functions of Communication and Media

Opinion
• Provide a platform for public political discourse
• Facilitate the formation of “public opinion” and feeding that opinion
back to the public from whence it came.
• Examples: Political forums like debates, hearings and speeches.
 Functions of Communication and Media

Channel for Advocacy for Political Viewpoints

• Serve as the channel for the advocacy of political viewpoints
• Example: SONA Media Coverage
 Types of Media

1. Print Media
2. Broadcast Media
3. Film/Cinema
4. Video Games/Digital Games
5. New Media
 Print Media

• This type of news media used to be the only way of delivering

information to the public.
• For the generations of the 80s and 90s, print media was the only
media of entertainment.
• People relied on newspapers and magazines to learn everything, from
recipes and entertainment news to important information about the
country or the world.
 Examples of Print Media

Newspapers
• Printed and distributed on a daily or weekly basis.
• They include news related to sports, politics, technology, science,
local news, national news, international news, birth notices, as well
as entertainment news related to fashion, celebrities, and movies.
• Today’s parents grew up with this type of printed media.
 Examples of Print Media

Magazines
• Printed on a weekly, monthly, quarterly, or annual basis. It contains
information about finance, food, lifestyle, fashion, sports, etc.

Books
• Focused on a particular topic or subject, giving the reader a chance to
spread their knowledge about their favorite topic.
 Examples of Print Media

Brochures
• A type of booklet that includes everything about one company – its
products, services, terms and conditions, contact details, address, etc.
• They are either distributed with the newspapers, or hand over to
people.
 Examples of Print Media

Banners
• Used to advertise a company’s services and products, hung on easily-
noticed sights to attract people’s attention.

Billboards
• Huge advertisements created with the help of computers. Their goal
is to attract people passing by.
 Examples of Print Media

Banner Billboard
 Examples of Print Media

Flyers
• Used mostly by small companies due to the low cost of advertising.
• They contain the basic information about a company, their name,
logo, service or product, and contact information, and they are
distributed in public areas.
 Broadcast Media

• Broadcast media describes the traditional forms of media that include

television and radio.
• This means to communicate or transmit a signal, a message, or
content, such as audio or video programming, to numerous recipients
simultaneously over a communication network.
 Film/Cinema

• The Term ‘film’ is commonly applied to movies of

an artistic or educational nature and is not expected
to have broad, commercial appeal.
• It is a series of images, which when displayed on
screen, create an illusion of moving images by the
phi phenomenon.
 Video Games/Digital Games

• Any various interactive games played using a

specialized electronic gaming device or a
computer or mobile device and a television or
other display screen, along with a means to
control graphic images.
 New Media

• Defines “new media” as forms of communicating in the digital world,

which includes publishing... most significantly, over the Internet.
• It implies that the user obtains the material via desktops, laptops,
computers, smartphones and tablets.
• Every company in the developed world is involved with new media.
 References
Noran, M. (2021, September 24). The Evolution of Traditional to New
Media | Media and Information Literacy [Video]. YouTube.
https://youtube.com/watch?v=EUkHZBlvn84&feature=share