Republic of the Philippines

Department of Education
Regional Office IX, Zamboanga Peninsula

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Zest for Progress
Z Peal of artnership

English
Quarter 2 – Module 4:

Traditional versus New Media

Name of Learner: ___________________________

Grade & Section: ___________________________
Name of School: ___________________________
 What I Need to Know
This module presents the foundation for the succeeding lessons you will
encounter. As a learner, you are exposed to different forms of media every day and
these shape the world you are living in. The transfer of information and knowledge has
underwent into a more complex one due to the popularity of computer, mobile phones,
television, radio, and the presence of the Internet in homes, schools, and public
spaces. Indeed, media presence is seen and felt everywhere.

The module contains lessons that will enable you to explain how the evolution
of media from traditional to new media shaped the values and norms of people and
society.

Also, this module will help you compare and contrast how one particular issue
or news is presented through the different types of media (print, broadcast, online).

After going through this module, you are expected to:

1. Differentiate and classify the different ages of media;
2. Identify a particular issue or news and state how it is presented through the
different media types (print, broadcast, online);
3. Explain the evolution of traditional media; and
4. Value the role of media in the society.

What’s In
Activity 1. Frayer Model
Directions. Using the Frayer Model below, supply the needed information such as the
meaning, examples, synonym, and non-examples in each of the following concepts.

The Frayer Model – A graphic organizer that provides the definitions, examples and
other relevant information
Meaning

Examples Non-examples

1. Traditional
Media
Synonyms

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 Meaning

Examples Non-examples

2. New
Media
Synonyms

What’s New
Activity 2. Childhood Memories
Directions. Write down three types of sources of information that you used when you were still
a kid. Relate your unforgettable experiences about each.

1.____________________________________________________________
____________________________________________________________.
2. ____________________________________________________________
____________________________________________________________.
3.____________________________________________________________
____________________________________________________________.

What is it
Traditional and New Media
The need to transfer information and knowledge from one person to another
can be considered as a basic one. It is important to understand how past civilizations
were able to accomplish this by utilizing whatever resources they had at that time.
This lesson will discuss the different forms of media used, and how traditional media
evolved into what we call new media.
Pre-industrial Age (Pre- 1700’s).This era is described to occur before the
1700’s or the boom of the industrial age. It is also known as the prehistoric age, as
most of the media used to record information dates back to ancient civilizations. The
earliest examples of media discovered in this period are shown in prehistoric cave
paintings, which have been around since 35,000 BC. Other examples of media from
the pre-industrial age are the papyrus paper used in ancient Egypt in 2,500 BC, the
clay tablets found in Mesopotamia in 2,400 BC, the Acta Diurna (an early gazette) in
Rome in 130 BC, the Dibao (an ancient gazette) in China in the second century, the in
the Mayan region in the fifth century, and the wooden printing blocks found in 220 AD.
Industrial Age (1700’s to 1930’s). This period is described as the product of
harnessing the power of machines. The industrial age (1700’s to 1930’s) not only paved
the way for the mass production of goods and products, but also became responsible
for the widespread dissemination of information. The most notable invention of this era
is undoubtedly the printing press in the nineteenth century, as it allowed the mass
production of books, newspapers, and other printed materials.
Fig. 1. An image of a printing press which
revolutionized the mass production of printed
materials.
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 The typewriter in the 1800’s allowed a more uniform method of recording text
without the confusion of understanding the handwriting of every person. The invention
of the telegraph and the telephone allowed real-time communication across a great
distance; this in turn allowed people to convey messages and information in a faster
and more efficient manner.
Electronic Age (1930’s to 1980’s). The invention of the transistor started the
era of electronic computing. This device allowed the development of electronic
components which are far more efficient than their analog counterparts. The earliest
electronic devices that used the this invention were the transistor radio, the television
in 1941, the first generations of large electronic computers and mainframes, and the
earliest forms of personal computers. The electronic age allowed mass media to take
form; thanks to this, wherein a vast number of recipients would be able to receive data
transmitted from a single source in real time.

Fig. 2. An image of a television

during electronic age.

Information Age (1900’s to 2000’s). This modern age is characterized by the

massive influence of the Internet. The Internet allowed communication and information
to be accessible real-time and on-demand anywhere across the globe. Electronic
computing devices such as personal computers, smartphones, tablets, and wearable
devices all harness the power and capabilities of the Internet. The most notable trend in
this era is the use of social media websites and applications in order to reach out to
people. A majority of media resources are already being converted to digital as they
are easier to consume and transferred compared to traditional media. Current trends
such as cloud computing, and big data are also buzzwords in the information age.

Activity 3. Journey through the Ages

Directions Determine the period or age when the forms of media/device/platform existed by
marking the corresponding cell with an ‘X’ mark. Do remember that an item might be
applicable to more than one period
Medium/Device/ Pre-industrial Industrial Electronic Information
Platform Age Age Age Age
Printing Press

Typewriter

Twitter

Telephone

Stone/Clay
Tablets

This is it. Read this rubric first before you answer the test so that you can complete the
test perfectly.

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Activity 4. Essay Writing Test
Directions: Write your opinion about each concept on the space provided below. Six points
per item.

Criteria 3 pts. 2 pts. 1 pt.

The answers show a deep The answers show little The answers show
Understanding of understanding of the understanding of the no understanding of
the topic topic. topic. the topic at all.
The answers are clear, The answers are clear The answers are little
Clarity detailed, well-organized and easy to follow. hard to follow.
and easy to follow.

1. Compare the four periods of the evolution of traditional to new media. What are the
catalysts for change from each period towards the next?
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
__________________________________

2. Do you think there will be another period after the information age? If yes, how do you
think it will differ?

Today, you will deepen your understanding about the evolution of traditional media
to new media.

The Role of Media in the Society

The influence and roles of media in society were revolutionized in the industrial age.
The invention of the printing press allowed the mass production of reading materials, which
in turn provided people a quick and efficient method of acquiring and sharing knowledge
through books and other publications. To this day, these printed materials serve as the most
basic form of spreading ideologies and influencing people. The influences of mass media on
society grew more effective with the arrival of the electronic and digital age.
The pervasiveness of new media or digital media highly influences how people go
about their lives in our modern society. Digital media is used in a variety of ways depending
on the needs of an individual or a group. Mass communication companies such as news
and entertainment organizations use the capability of mass media in order to reach out to
their consumers. People that live across different geographical areas can use digital media
in order to communicate and transfer information on demand and in real time. With all of the
technological advancements in how people communicate and share information, it is highly
evident that media plays a major role in influencing how members of the society think and
act.

Perhaps one of the most pervasive forms of new media that is highly influential to the
lives of people is social media. A vast majority of Filipinos consider themselves to be social
media savvy, as they have the ability to access and maintain their social media accounts. A
large number of business organizations, government offices, and influential people in politics

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and entertainment use social media as a platform to reach out to their customers,
constituents, and followers. On a very simple level, using this platform highly influences how
followers think and react to issues and topics which may or may not be relevant to how they
function in the society. Although using social media is quite effective in reaching out to a
multitude of people, this platform can also be used to spread false information on certain
topics and issues. Many people may actually be influenced, even without investigating the
truthfulness of the shared information.

DID YOU KNOW?

The Philippines is number one worldwide for most time
spent on Social Media. Filipinos spend an average of
more than 4 hours per day on social media sites such as
Facebook. The Philippines is followed by Brazil and
Argentina

The introduction of e-governance is one the major contributions of new media,

with the aid of ICT in the form of applications, infrastructures, and communication. With
e-government, the services of the state are significantly enhanced as the members of
the community gain access to information and services that the government offices
provide. Common examples of e-government services include the availability of
pertinent documents related to government projects, real-time communication with
public officials regarding civic concerns, and participating in surveys and crowd-
sourcing which aids in decision making.
Lastly, digital media can be used to promote empowerment of those in
marginalized sectors. The promotion of gender equality, the emphasis on the rights of
differently abled people, and the recognition of different ethnic and indigenous groups
are the most common themes for these movements. Harnessing the highly influential
capabilities of new media allows such civic and social movements to reach a great
number of people in an informative and efficient manner.
Digital media is evidently around us; as modern technology continues to
improve, our reliance on digital media is here to stay. However, each member of the
society must be responsible enough to use the capabilities of new media towards
nation-building and civic engagement.

The benefits of digital media must be harnessed with responsible and sensible
use which aims towards the betterment of life for all. Any activity that is directed to
inflict harm towards others must be reported to proper authorities, as this is part of
being a responsible member of a digital community

Fig. 3. Images of various Social media apps

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 What’s More
Activity 5. Essay Writing Test
Directions: Write your opinion about each concept on the space provided below. Six points
per item.

Criteria 3 pts. 2 pts. 1 pt.

The answers show a The answers show The answers show
Understanding of deep understanding of little understanding of no understanding
the topic the topic. the topic. of the topic at all.
The answers are clear, The answers are The answers are
Clarity detailed, well-organized clear and easy to little hard to follow.
and easy to follow. follow.

1. What e-government project do you think is needed in the Philippines in order to provide
better and higher quality public service to the community?
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_______________________________________________________________________

2. Discuss the advantages and disadvantages of new media in the modern society and provide
real-life examples of each.
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
________________________________________________________________________

What is the best way to deliver a message to the following?

- a classmate
- a friend or relative who has migrated abroad
- a stranger who might be interested in hearing the message
Can you name the types of media you have already encountered?
How many different media types will you be exposed to daily?

The Types of Media

The term “media” is the plural form of “medium,” which refers to a channel for general
communication in a social context. Hence, they are channels or paths through which
information is delivered from one person to another.

Print media is a type of 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, newspapers, newsletter, posters, brochures, and press
releases. Print media is arguably the oldest type, entering use in the earliest days of written
language itself. It has evolved considerably, and is driven by humanity’s insatiable hunger
for information.

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Examples:
Newspapers: Manila Bulletin, Philippine Daily Inquirer
Books: Ilustrado, Fantastic Beast and Where To Find Them
Magazines: Time Magazine, Good Housekeeping
Broadcast Media. The term broadcast refers to the airborne transmission of
electromagnetic audio signals (radio) or audio-visual signals (television) that are
readily accessible to a wide population via standard receivers. Broadcast media
evolved in leaps and bounds in the 20th century. These types do not rely on the
production and distribution of physical copies as much as print media does because
they distribute their messages “over the air”. Additionally, because their programming
can be viewed by multitudes at once, broadcast media like radio and television have
been traditionally accepted as the most efficient way to transmit messages.
Examples:
Television Shows: TV Patrol (News Program),
Tonight With Arnold Clavio (Talk Show)
Radio Programs: Radyo Balita (News Program)
Morning Rush (entertainment)

Film has evolved, from black-and-white “moving pictures” with no sound to

highly sophisticated color movies, especially with the advent of digital cinema. This
form of media originally recorded images onto the celluloid strips that give it its name.
It is generally used for storytelling purposes, although shorter instructional videos are
also common. Note that sometime after their run in theaters, films may also be re-
shown on television.

Examples:
Horror: The Ghost Bride
Romance: The Best of Me
Animation: Moana

Video games came into vogue in the 1970s. From early, simplistic point-and-
shoot or beat-em-up gameplay, modern video games are almost cinematic affairs. The
most notable examples incorporate extended visualized storytelling, and feature a
wide range of topics and themes. Notably, its output and design limits are further
tested every few years due to the brisk development of the technology that drives it.
Mobile games, playable on smartphones, are currently as popular as their older
console-based cousins.

Examples:
Over watch, Clash of Clans, The Uncharted series, Counter strike

New Media, as the name suggests, is young, growing type of media that has
come into being with the advent of modern technology. It is usually digital and Internet-
based. It is also interactive, with two-way communication (in the form of comments,
Likes, tweets, among others) usually being central to its design. Interestingly, older-
media forms have find new-media life. Blogs (web logs), audio and video streaming
services, and online versions of newspapers are prominent examples of new media.
Social media is also a part of new media known today, and is perhaps the example
with the most potential.

Examples: Blogging platforms: Wordpress, Tumblr

Social media: Snapchat, Facebook
Streaming Subscription services: Netflix, Hulu
Streaming media sites: Youtube, Spotify

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Activity 6. Media Test
Directions: Read and understand each question. Encircle only the letter of the correct answer.
1. Which of the following refers to the type of media that are written and physically
distributed to people?
a. broadcast media c. new media
b. film or cinema d. print media
2. Which of the following types of media distributes their messages “over the air”?
a. broadcast media c. new media
b. film or cinema d. print media
3. Which of the following types of media became very popular to both young and old
people because of its increased interactivity and interconnectivity?
a. broadcast media c. new media
b. film or cinema d. video game and digital media
4. Which of the following types of media enhances the media experience of its
consumer because it has the components which heightens both the sense of
hearing and sight?
a. broadcast media c. new media
b. film or cinema d. video game and digital media
5. Which of the following does not belong to the group?
a. brochures c. Netflix
b. Facebook d. Twitter

Why do you think we have many different types of media nowadays?

In the previous lesson, you learned that there are five types of media that have
been prevalent today. All of them serve the purpose of transmitting messages. Today, we
will continue to learn more about each type by learning more examples of its contents.
Furthermore, let us bear in mind that each media format has inherent strengths and
weaknesses. Social media messages, for example, are quick and efficient but prone to
inaccuracies. In general, newspapers provide depth and accuracy but lack the sensory
appeal of television, the interactive feature of a blog, and the rapid delivery of radio. Thus,
our knowledge on this topic enables us to choose which media types or formats to engage
in for our future guidance and references.

Format Strengths Weaknesses

Web sites, blogs, Accessible; interactive; Prone to inaccuracies; often
microblogs diverse; immediate; biased and opinionated
inexpensive
Newspapers, Accurate; comprehensive; Limited to text and pictures;
magazines, books appeal to general public slow delivery
Television, radio Strong audio and visual Highly commercialized;
appeal; current; local; highly persuasive; may be
friendly biased

We use different types of media to find out news, learn new things, and entertain
ourselves. With the advance in technology, we can choose the type of media we want to use,
no matter the time or place. So, we can hear the radio while driving to work, we can watch our
favorite show on our phone, and we can find out any information and news on our laptop or
mobile device, thanks to the Internet. Who knows where technology can lead us in the future.
Finally, consider the graphic below that compares various media by plotting the general
reliability of the information against delivery speed.

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 What I Have Learned
Activity 7. News on the Go
Directions: Think of a recent issue or news in your community and compare and contrast how
it is presented or reported to the public using the three major types of media: Print, Broadcast,
and Online or New Media. Answer this task using the table below.

News/Issue:

Print Broadcast Online or New Media

Similarities

Differences

Assessment
True or False Test
Directions: Read and understand each question. On the space provided, write TRUE if the
statement is correct and FALSE if the statement is wrong.

_______1. All media types serve the purpose of transmitting messages.

_______2. People use different types of media to find out news, learn new things, and
entertain themselves.
_______3. Social media messages are quick and efficient but prone to inaccuracies.
_______4. Newspapers, magazines, and books are accurate and comprehensive media
formats but they are highly commercialized.
_______5. Radio programs are no longer utilized as sources of information and
entertainments.

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References:
https://www.google.com/search?q=+television+year+1970
https://www.google.com/search?q=printing+press
https://www.google.com/search?q=various+social+media+apps
https://www.quipper.com
aquigan, Boots C. (2016). Media and Information Literacy. DIWA Learning Systems Inc.,
Makati City, Philippines.
https://www.quipper.com
https://thoughtfullearning.com/inquireHSbook/pg246

Development Team
Writer: Rodolf John T. Rodriguez
Division of Zamboanga Sibugay
Ipil, Zamboanga Sibugay
Editor/QA:
Reviewer: Evelyn F. Importante
OIC-CID Chief EPS
Illustrator:
Layout Artist:
Management Team:
Jerry C. Bokingkito
OIC-Assistant SDS
Raymond M. Salvador
OIC-Assistant SDS
Dr. Jeanelyn A. Aleman, CESE
OIC-Schools Division Superintendent

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My Final Farewell
And when the dark night wraps the graveyard
around With only the dead in their vigil to see
Farewell, dear Fatherland, clime of the sun
Break not my repose or the mystery profound
caress'd Pearl of the Orient seas, our Eden lost!,
Gladly now I go to give thee this faded life's And perchance thou mayst hear a sad hymn
best, And were it brighter, fresher, or more resound 'T is I, O my country, raising a song
unto thee.
blest
Still would I give it thee, nor count the cost.
And even my grave is remembered no
more Unmark'd by never a cross nor a
On the field of battle, 'mid the frenzy of fight,
stone
Others have given their lives, without doubt or
Let the plow sweep through it, the spade turn
heed; The place matters not-cypress or laurel or
it o'er That my ashes may carpet earthly floor,
lily white, Scaffold or open plain, combat or
Before into nothingness at last they are blown.
martyrdom's plight, T is ever the same, to serve
our home and country's need.
Then will oblivion bring to me no
care As over thy vales and
I die just when I see the dawn break,
plains I sweep;
Through the gloom of night, to herald the
Throbbing and cleansed in thy space and
day; And if color is lacking my blood thou
air With color and light, with song and
shalt take, Pour'd out at need for thy dear
lament I fare, Ever repeating the faith that I
sake
keep.
To dye with its crimson the waking ray.
My Fatherland ador'd, that sadness to my
My dreams, when life first opened to me,
sorrow lends
My dreams, when the hopes of youth beat high,
Beloved Filipinas, hear now my last good-by!
Were to see thy lov'd face, O gem of the Orient
I give thee all: parents and kindred and friends
sea From gloom and grief, from care and sorrow
For I go where no slave before the oppressor
free; No blush on thy brow, no tear in thine eye.
bends, Where faith can never kill, and God
reigns e'er on high!
Dream of my life, my living and burning
desire, All hail ! cries the soul that is now to
Farewell to you all, from my soul torn away,
take flight; All hail ! And sweet it is for thee to
Friends of my childhood in the home
expire ;
dispossessed ! Give thanks that I rest from the
To die for thy sake, that thou mayst aspire;
wearisome day !
And sleep in thy bosom eternity's long
Farewell to thee, too, sweet friend that
night.
lightened my way;
Beloved creatures all, farewell! In death there is
If over my grave some day thou seest
rest!
grow, In the grassy sod, a humble flower,
Draw it to thy lips and kiss my soul so,
While I may feel on my brow in the cold tomb
below The touch of thy tenderness, thy breath's
warm power.

Let the moon beam over me soft and

serene, Let the dawn shed over me its
radiant flashes, Let the wind with sad
lament over me keen ; And if on my cross a
bird should be seen,
Let it trill there its hymn of peace to my
ashes. Let the sun draw the vapors up to
the sky,
And heavenward in purity bear my tardy
protest Let some kind soul o 'er my untimely
fate sigh, And in the still evening a prayer be
lifted on high From thee, 0 my country, that in
(This is the 1911 translation by Charles
God I may rest.
Derbyshire of the Spanish original of José
Rizal's poem, Mi Ultimo Adiós)
Pray for all those that hapless have died,
For all who have suffered the unmeasur'd pain;
For our mothers that bitterly their woes have
cried,
For widows and orphans, for captives by torture
tried And then for thyself that redemption thou
mayst gain.

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