12

Media and
Information Literacy
(Quarter 1- Module 4 /Week 4)

THE EVOLUTION OF
MEDIA

Department of Education
SDO- City of San Fernando (LU)
Region 1

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 12

Media and
Information Literacy
(Quarter 1- Module 4 /Week 4)

Explain the evolution of media from traditional to new media shaped the values and
norms of people and society MIL11/12IMIL-IIIa-2

Our Guide
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For the Parents:

1. Please guide your child while he is studying and answering the tasks provided in
this module.
2. Remind your child about his study time and schedule so he can finish the module.

3. Let your child answer the module activities independently, however, a s s i s t him
only when necessary.
4. I will call on a certain time based on the schedule to explain the lessons in the
module.
5. Kindly return the whole module and answer sheets on during
Fridays at _______________________.

For the learners:

1. Read carefully the directions so that you will know what to do.
2. If there are directions or topics in the module that are difficult for you to
understand, feel free to ask from your parents or companions at home. However,
if you still could not understand, you can call me at this number
___________________ so I could explain it to you clearly.
3. Answer the activities in the module on the specific day for the subject. Use a
separate sheet of paper for your answers. Avoid writing or tearing the pages of
this module because this will be used by other pupils/students like you.

4. Write important concepts in your notebook regarding your lesson. This will help
you in your review later.
5. You need to finish the activities in this module so that you can give this to
your parents on .

Always remember these health tips:

1. Remember to wear your face mask properly and regularly.
2. Always wash your hands with clean water and soap.
3. Cover your mouth and nose with handkerchief whenever you cough or sneeze.
4. Follow the one-meter distance so that you will prevent the spread of the virus.

ii 3

MODULE
 THE EVOLUTION OF MEDIA

INTRODUCTION

Hi dear! Good morning!/Good

afternoon!
How are you? I hope you are fine and
safe .You can now find a place where you
are away from disturbance . I want you to
focus on your studies.

Last week, you learned about module

3. For this week, you will study module 4
which is about the Evolution of Media. I
think you have now an idea about this
module .

Are you ready ?You may now start

answering the pre-test on the next page!

PRE-TEST
41
 Let us determine how much you
know of this topic by answering the pre-
test. After answering and checking, go
over the items that you were not able to
answer correctly and look for the right
answer as you go through this lesson.
Good luck!

Direction: Identify what age do the media belong. Choose the letter of your choice from
the box. Write your answers in a separate sheet of paper/long bond paper.

A. ELECTRONIC AGE C. INFORMATION AGE

B. INDUSTRIAL AGE D. PRE-INDUSTRIAL AGE

1. Printing Press Using Wood Blocks (220 AD)

2. Television (1941)
3. Newspaper- The London Gazette (1640)
4. Codex in the Mayan Region (5th Century)
5. Blogspot (1999)
6. Motion Picture with Sound (1926)
7. Mainframe Computers - I.E. Ibm 704 (1960)
8. Cave Painting (35,000 BC)
9. Yahoo
10. Skype
11. Acta Diurna In Rome (130 BC)
12. Papyrus in Egypt (2500 BC)
13. WordPress
14. OHP &LCD Projectors
15. Large Electronic Computers- I.E. EDSAC (1949) and UNIVAC 1 (1951)

DISCUSSION
52
 Hello dear! Today you will learn the evolution
of media from traditional media to new media. This
include how media is use during the Pre- Industrial age,
Industrial age, Electronic age and Information/digital
age.
Do you know what media is ? I think you
already encountered this word in your previous MIL
module. Am I right?

DIFFERENCES OF TRADITIONAL MEDIA AND NEW MEDIA

Traditional Media
Known as old media. Traditional media encompasses that of television,
newspaper, radio, magazine and others. .They are the roots of advertising and the most
common form utilized by businesses daily.

New Media
Refers to the content that is easily accessible via different forms of digital media.

THE EVOLUTION OF MEDIA

1. PRE-INDUSTRIAL AGE (BEFORE 1700s)

In this age, people discovered fire, developed paper from plants, and forged weapons
and tools with stone, bronze, copper and iron.

EXAMPLES OF MEDIA DURING THE PRE-INDUSTRIAL AGE

(BEFORE 1700s)
CAVE PAINTING (35,000 BC)
In the time of prehistoric men, the
way of communication between the people
was through cave paintings by using paint
and brushes to draw images. To create the
paint, cavemen used materials such as soil,
water, plant juice, animal blood, and
hematite. Sticks, small stones, leaves, and
animal hair were put together to make the
brushes.
https://seoklee.wordpress.com/2011/02/15/cave-paintings-february-15-
2011/

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6
 CLAY TABLETS IN MESOPOTAMIA
(2400 BC
In the Ancient Near East, clay tablets
(Akkadian ṭuppu(m) were used as a writing
medium, especially for writing in
cuneiform, throughout the Bronze Age and
well into the Iron Age. Cuneiform
characters were imprinted on a wet clay
tablet with a stylus often made of reed (reed
pen).

https://www.sutori.com/item/clay-tablets-2400-bc-in-the-
ancient-near-east-clay-tablets-akkadian-tuppu-m

PAPYRUS IN EGYPT (2500 BC)

An aquatic sedge (Cyperus papyrus)
native to Africa, having a tall stem and an
umbellate inflorescence with numerous
arching rays. a. A material made from the
pith or the stems of this sedge, used by the
ancient Egyptians, Greeks, and Romans
specially to write or paint on.

https://www.sutori.com/item/papyrus-in-egypt-2500-bc-an-
aquatic-sedge-cyperus-papyrus-native-to-africa
ACTA DIURNA IN ROME (130 BC)

The Caesar’s “newspaper” was

called the Acta Diurna, which means “daily
acts”, in the same way that the word
“journal” is derived from the French word
for day (jour).

http://www.carmentablog.com/2018/09/06/romes-acta-diurna-
the-worlds-first-newspaper/

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CODEX IN THE MAYAN REGION (5th
CENTURY)
Mayan codices (singular codex)
are folding books stemming from the pre-
Columbian Maya civilization, written in
Maya hieroglyphic script on Mesoamerican
paper, made from the inner bark of certain
trees, the main being the wild fig tree or
Amate (Ficus Glabrata), this paper was
named by the Mayas Huun, and contained
many Glyph and paintings.

https://iloveyou4096.wordpress.com/2017/07/25/codex-in-the-
mayan-region-5th-century/

PRINTING PRESS USING WOOD

BLOCKS (220 AD)
Woodblock printing is a technique
for printing text, images or patterns used
widely throughout East Asia and originating
in China in antiquity as a method of printing
on textiles and later paper.

https://iloveyou4096.wordpress.com/2017/07/25/printing-press-
using-wood-blocks-220-ad/

2. INDUSTRIAL AGE (1700s-1930s)

People used the power of steam, developed machine tools, established iron production
and the manufacturing of various products (including books through the printing press)
A period of history that encompasses the changes in economic and social organization
that began around 1760 in Great Britain and later another country, characterized chiefly by the
replacement of hand tools with power-driven machines such as the power loom and the steam
engine, and by the concentration of industry in large establishments.

EXAMPLES OF MEDIA DURING THE INDUSTRIAL AGE

(1700s-1930s)
NEWSPAPER- THE LONDON
GAZETTE (1640)
The London Gazette is one of the
official journals of record of the British
government, and the most important
among such official journals in the United
Kingdom.

https://andy15blog.wordpress.com/2017/07/25/industrial-age-

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 1700s-1930s/
TYPEWRITER (1800)
The first typewriter had no shift-
key mechanism—it wrote capital letters
only. The problem of printing both capitals
and small letters without increasing the
number of keys was solved by placing two
types, a capital and lowercase of the same
letter, on each bar, in combination with a
cylinder-shifting mechanism

https://www.britannica.com/technology/typewriter
TELEPHONE (1876)
A telephone or phone, is
a telecommunications device that permits
two or more users to conduct a
conversation when they are too far apart to
be heard directly.

https://americanhistory.si.edu/collections/search/object/nmah_689864
MOTION PICTURE
PHOTOGRAPHY/PROJECTION
(1890)
Motion picture photography,
dating from the 1890s, is one of the oldest
of modern imaging, technologies that
remains current today.

ttps://www.sutori.com/item/motion-picture-photography-projection-1890

COMMERCIAL MOTION PICTURES

(1913)
The Kinetoscope is an early
motion picture exhibition device. The
Kinetoscope was designed for films to be
viewed by one individual at a time through

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a peep hole viewer window at the top of
the device.

https://www.tech-faq.com/kinetoscope.html

MOTION PICTURE WITH SOUND

(1926)
A sound film is a motion picture 6
with synchronized sound or sound
technologically coupled to image, as
opposed to a silent film. The first known
public exhibition of projected sound films
took place in Paris in 1900, but decades
passed before sound motion pictures were
made commercially practical.

https://andy15blog.wordpress.com/2017/07/25/industrial-age-1700s-
1930s/
TELEGRAPH
Telegraphy requires that the
method used for encoding the message be
known to both sender and receiver. Many
methods are designed according to the
limits of the signaling medium used.

5blog.wordpress.com/2017/07/25/industrial-age-1700s-1930s/

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PUNCH CARDS
A punched card or punch
card is a piece of stiff paper that can be used
to contain digital information represented by
the presence or absence of holes in predefined
positions. The information might be data
for data processing applications or, in earlier
examples, used to directly control automated
machinery.

https://andy15blog.wordpress.com/2017/07/25/industrial-age-1700s-
1930s/

3. ELECTRONIC AGE (1930s-1980s)

In this age, long distance communication became more efficient. The Electronic age
is the invention of the transistor. People harnessed the power of transistor that led to the
transistor communication became more efficient.

EXAMPLES OF MEDIA DURING THE ELECTRONIC AGE

(1930s- 1980s)
TRANSISTOR RADIO
A transistor radio is a small
portable radio receiver that uses transistor-
based circuitry

https://en.wikipedia.org/wiki/Transistor_radio
TELEVISION (1941)
A telecommunication medium use
for transmitting moving images in
monochrome (black and white), or in
color, and in two or three
dimensions and sound.

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 https://www.sutori.com/item/television-1941

LARGE ELECTRONIC
COMPUTERS- I.E. EDSAC (1949)
AND UNIVAC 1 (1951)
The Electronic Delay Storage Automatic
Calculator (EDSAC)

The Universal Automatic Computer I

(Univac I)

https://en.wikipedia.org/wiki/UNIVAC_I

MAINFRAME COMPUTERS - I.E.

IBM 704 (1960)
The IBM 704, introduced
by IBM in 1954, is the first mass-
produced computer with floating-point arit
hmetic hardware

https://www.sutori.com/item/mainframe-computers-i-e-ibm-704-1960

PERSONAL COMPUTERS - I.E.

HEWLETT-PACKARD HP 9100A
(1968)
The Hewlett-Packard 9100A (hp
9100A) is an early programmable
calculator](or computer), first
appearing in 1968

https://www.sutori.com/item/personal-computers-i-e-hewlettpackard-
9100a-1968-apple-1-1976

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 OHP PROJECTOR
An overhead projector
(OHP), like a film or slide projector,
uses light to project an enlarged image
on a screen. In the overhead projector,
the source of the image is a page-sized
sheet of transparent plastic film (also
known as 'foils') with the image to be
projected either printed or hand-
written/drawn.
https://en.wikipedia.org/wiki/Overhead_projector#/media/File:OHP-sch.JPG
LCD PROJECTOR
 LCD projector is a type
of video projector for displaying video,
images or computer data on a screen or
other flat surface. It is a modern
equivalent of the slide
projector or overhead projector.

https://en.wikipedia.org/wiki/LCD_projector#/media/File:LCDprojLiesegang3.jpg

4.INFORMATION AGE/DIGITAL AGE (1900s-2000s)

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.
A period in human history characterized by the shift from traditional industry that
the Industrial Revolution brought through industrialization, to an economy based on
information computerization. The internet paved the way advance the used of
microelectronics with the invention of personal computers, devices wearable technology.
Moreover, voice, image, sounds, and data are digitalized.

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EXAMPLES OF MEDIA IN THE INFORMATION AGE

Web browsers: Mosaic (1993) Internet Explorer (1995)

Blogs: Blogspot (1999) LiveJournal (1999)
WordPress (2003) Social networks: Friendster (2002),
Multiply (2003) Facebook (2004)
Twitter (2006) Tumblr (2007)
Video: YouTube (2005) Augmented Reality / Virtual Reality
Video chat: Skype (2003) Google Hangouts (2013)
Google (1996) Yahoo (1999)

GENERALIZATION

Let’s generalize our lesson.

Media are important to communicate with other people. There are 4 ages in
the evolution of media from traditional to new media. The first age is the Pre-
Industrial Age (Before 1700s) ,people discovered fire, developed paper from plants,
and forged weapons and tools with stone, bronze, copper and iron. Second is the
Industrial Age (1700s-1930s) wherein people used the power of steam, developed
machine tools, established iron production, and the manufacturing of various
products (including books through the printing press). Third is the Electronic Age
(1930s-1980s). Transistor was invented.
And the last, the Information Age (1900s-2000s) wherein 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 .

For information on the evolution of media from traditional to new media, please visit the
following links:
 https://youtu.be/fWJ3vE6-r8c

14 9
  https://youtu.be/f1HNul6vlBo
 https://youtu.be/b4fv4QtqfVA

EXERCISE 1

I. TRUE OR FALSE

Direction: Read the statement carefully. Write TRUE if the statement is correct and
FALSE if does not. Write your answers in a separate sheet of paper/long
bond paper.

1. Cuneiform characters were imprinted on a wet clay tablet with a stylus often made of
reed (reed pen).
2. The Caesar’s “newspaper” was called the Acta Diurna, which means “daily journal”.
3. Woodblock printing is a technique for printing text, images or patterns used widely
throughout East Asia and originating in China in antiquity as a method of printing on
textiles and later paper.
4. A sound film is a motion picture with synchronized sound or sound technologically
coupled to image, as opposed to a silent film
5. Television is telecommunication medium use for transmitting moving images.
6. The Electronic age is the invention of the transistor ushered in the electronic age. People
harnessed the power of transistor that led to the transistor communication became more
efficient.
7. The Internet paved the way for faster communication and the creation of the social
network.
8. In the time of prehistoric men, the way of communication between the people were
through cave paintings by using paint and brushes to draw images.
9. The Kinetoscope was not designed for films to be viewed by one individual at a time
through a peep hole viewer window at the top of the device. 
10. To create paintings, modern men used materials such as soil, water, plant juice, animal
blood, and hematite.

EXERCISE 2

Direction: List down 10 reasons why you should consider adding new media to your
life. Write your answers in a separate sheet of paper.

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10
 EXERCISE 3

Direction :Answer the following questions . Write your answers in a separate sheet of
paper.

1. Given the available media that we now have in the world, what are its roles and functions
in a democratic society?
2. How does media affect your life (personally, professionally, academically and socially)?
3. How does the evolution of traditional media to new media shaped the values and norms
of people ? Explain.

ENRICHMENT EXERCISE 1

Direction: Answer what is being ask. Write your answers in a separate sheet of paper/long
bond paper.

1. During pre-industrial age, industrial age, electronic age and information age ,what
format/ equipment did people use to communicate with each other ? How people
store information’s?

ENRICHMENT EXERCISE 2

Direction : Create a poster slogan on the evolution of media ( your slogan should consist of
8-10 words).Put your poster slogan in a long bond paper.

CRITERIA: POINTS
Relevance to the topic 15
Grammar (Slogan) 5
Color harmony and visual impact 5
Originality 10
Creativity 15
Total 50

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 POST- TEST

Let us determine how much you

have learned from this lesson by
answering this post-test. I hope that you
will get a higher score than your pre-test.

Direction: Identify what age do the media belong. Choose the letter of your choice from
the box. Write your answers in a separate sheet of paper/long bond paper.

A. ELECTRONIC AGE C. INFORMATION AGE

B. INDUSTRIAL AGE D. PRE-INDUSTRIAL AGE

1. Printing Press Using Wood Blocks (220 AD)

2. Television (1941)
3. Newspaper- The London Gazette (1640)
4. Codex in the Mayan Region (5th Century)
5. Blogspot (1999)
6. Motion Picture with Sound (1926)
7. Mainframe Computers - I.E. Ibm 704 (1960)
8. Cave Painting (35,000 BC)
9. Yahoo
10. Skype
11. Acta Diurna In Rome (130 BC)
12. Papyrus in Egypt (2500 BC)
13. WordPress
14. OHP &LCD Projectors
15. Large Electronic Computers- I.E. EDSAC (1949) and UNIVAC 1 (1951)

17 12
KEY ANSWERS

PRE-TEST POST-TEST

1. D 1.D
2. A 2.A
3. B 3.B
4. D 4. D
5. C 5.C
6. B 6.B
7. A 7.A
8. D 8.D
9. C 9.C
10. C 10.C
11. D 11.D
12. D 12.D
13. C 13.C
14. A 14.A
15. A 15. A

EXERCISE 1

1 TRUE
2. FALSE
3. TRUE
4. TRUE
5. TRUE
6. TRUE
7. TRUE
8. TRUE
9. FALSE
10. FALSE

EXERCISE 2
Student answers may vary

EXERCISE 3
Students answers may vary

ENRICHMENT EXERCISE 1
Student answers may vary

ENRICHMENT EXERCISE 2
Student answers may vary

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 REFERENCES

Books

Media and Information Literacy Curriculum Guide by DepEd

Media and Information Literacy Teaching Guide by the Commission On Higher
Education

Websites
Https://En.Wikipedia.Org/Wiki/Media_(Communication)
https://www.absolutemg.com/2014/12/23/traditional-media-balancing-effect/
https://seoklee.wordpress.com/2011/02/15/cave-paintings-february-15-2011/
https://www.sutori.com/item/clay-tablets-2400-bc-in-the-ancient-near-east-clay-tablets-akkadian-tuppu-m
https://www.sutori.com/item/papyrus-in-egypt-2500-bc-an-aquatic-sedgecyperus-papyrus-native-to-africa
http://www.carmentablog.com/2018/09/06/romes-acta-diurna-the-worlds-first-newspaper/
https://iloveyou4096.wordpress.com/2017/07/25/codex-in-the-mayan-region-5th-century/
https://iloveyou4096.wordpress.com/2017/07/25/printing-press-using-wood-blocks-220-ad/
https://www.sutori.com/item/newspaper-the-london-gazette-1640-the-london-gazette-is-one-of-the-official-j
https://www.britannica.com/technology/typewriter
https://andy15blog.wordpress.com/2017/07/25/industrial-age-1700s-1930s/
https://en.wikipedia.org/wiki/Transistor_radio
https://en.wikipedia.org/wiki/UNIVAC_I
https://www.sutori.com/item/mainframe-computers-i-e-ibm-704-1960
https://en.wikipedia.org/wiki/LCD_projector
https://www.sutori.com/story/the-evolution-of-traditional-media-to-new-media--
6EnZMSt2SqCEmNnYTdYXh2XN
echfunnel.com/martech/traditional-media-vs-new-media-beneficial/#:~:text=Traditional%20media%20refers
%20to%20advertising,entirety%20of%20the%20advertising%20budget.
https://open.lib.umn.edu/mediaandculture/chapter/1-3-the-evolution-of-media/
https://seoklee.wordpress.com/2011/02/15/cave-paintings-february-15-2011/
https://americanhistory.si.edu/collections/search/object/nmah_68986
ttps://www.sutori.com/item/motion-picture-photography-projection-1890
https://www.sutori.com/item/television-1941
https://en.wikipedia.org/wiki/UNIVAC_I
https://www.sutori.com/item/personal-computers-i-e-hewlettpackard-9100a-1968-apple-1-1976
https://en.wikipedia.org/wiki/Overhead_projector#/media/File:OHP-sch.JPG

https://en.wikipedia.org/wiki/LCD_projector#/media/File:LCDprojLiesegang3.jpg
https://onlinelibrary.wiley.com/doi/abs/10.1002/0471443395.img070#:~:text=Motion%20picture
%20photography%2C%20dating%20from,technologies%20that%20remains%20current%20today.&text=When
%20the%20still%20pictures%20are,is%20termed%20persistence%20of%20vision%20.
https://en.wikipedia.org/wiki/IBM_704
Last Modified August 24, 2020

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1914
Annex

W R I T E R’ S PROFILE
LOVELYN H. BAGO

She is Grade 12 teacher at La Union National High School

who’s eager to teach and touch the lives of her students. She
graduated with the course Bachelor of Science in Industrial Education Major in Technology
and Livelihood Education at Don Mariano Marcos Memorial State University Mid- La Union
Campus (2017). She believes that “A person who never made a mistake never tried anything
new-Albert Einstein’’

NESTCEL RIA E. LIWANAG

She is a Grade 11 Biological Science Teacher inspired to

enhance academic learning and classroom experiences. She is a graduate
of bachelor’s degree of Secondary Education from Saint Louis College
(2017).  She is committed to educating students, colleagues, families, and the community
through establishing strong connections.

MICHAELA KRISTELLE B. SANCHEZ

She is a Grade 11 teacher motivated to nurture and encourage

lifelong learning among students. She holds a master’s degree of Arts in
Education from Saint Louis College (2020) and a bachelor’s degree of
Elementary Education (Cum Laude) from Saint Louis College (2016).  .
She believes that a good teacher cannot begin or continue to inspire learning without being a
learner.

Writer/Illustrator: LOVELYN H. BAGO

NESTCEL RIA E. LIWANAG
MICHAELA KRISTELLE B. SANCHEZ

Evaluators/ Editors: Name of Principal: BRENDA A. SABADO

Principal IV

Name of Asst. Principal: THEA ZONETTE S. MEDRIANO

OIC, Assistant Principal

Name of EPS in charge: PERLITA F. ABAT

SHS Coordinator

2016