MEDIA AND

INFORMATION LITERACY
QUARTER 1- MODULE 2

THE EVOLUTION OF
TRADITIONAL TO NEW MEDIA
PREPARED BY:
ROXANNE M. CONSTANTINO
Lesson Objectives :

Explain how the evolution of media from

traditional to new media shaped the values and
norms of people and society.
What I Know
Multiple Choice: Determine the period when the following types of
media emerged throughout the four ages in history.

1. Telegraph Industrial Age Information

6. Internet Age
Explorer
2. Youtube Information7. Typewriter
Age Industrial Age
3. Cave Painting Pre industrial Age
8. 8.TelevisionAge
Electronic
4. Newspaper Industrial Age 9. FacebookAge
Information
5. Transistor Radio Electronic Age 10. Clay tablet
Pre industrial Age
What’s In
In the previous lesson you have learned about the
introduction of media and information literacy. To test
your understanding of the lesson, I want you to
determine the words being described by rearranging
the letters to form the correct word/s.

1. It is the capacity of an individual to comprehend the

functions of media and determine the relevant use and
worth of media platforms I D A ME C E R A T I L Y
2. It involves a thorough way of gathering
information, data, or facts which relate to the use of
media information.
MI O N A T O N F R I C E RAT I L Y

3.It refers to the skill of an individual to manipulate

technology independently or with the assistance of
others in using technology in an efficient and suitable
way. C H O L O G Y T E N C E R A T I L Y
4. It covers the necessary skills that let a person interact
using different media platforms and get access to
information around the globe.
I D A ME A ND M I ONA T ONF R I
C E R A T I L Y
5. This refers to a person who has huge followers who
share their posts on social media to reach more
people. I A L S O C I D A M E
E N C E R I N F L U
 WHAT IS IT
The Evolution of Tradition to the New Media
The term “Media” Is described as a 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.
Pre-Industrial Age (1700s)

During pre-industrial age , about 4.5 million

years ago, the early hominids discovered fire,
developed paper from plants, and built weapons .
The industrial age 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.
Unknown,Rhinoceros wounded man and
[

disemboweled bison,Paleolithic cave

painting,ca.15,000-13,000 BC,Prehistoric
Art,France]
Industrial Age (1700s-1930s)

The industrial age occurs during the industrial

revolution in Great Britain. This period brought in
economic and societal changes, such as the
substitution of handy tools with machines like the
power loom and steam engine. The transformation of
manufacturing industry, and commercial enterprise for
mass production of various products occurred.
Also, long-distance communication became possible
via telegraph, a system used for transmitting
messages.
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.
Information Age (1900,- 2000s)
The information age is a period also known as the
“digital age”. This period signified the use of 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.
Pre-industrial Age
• Cave Paintings (35,000 BC)
• Clay Tablets in Mesopotamia (2400BC)
• Papyrus in Egypt (2500BC)
• Acta Diurma in Rome (130 BC)
• Dibao in China (2nd century)
• Codex in the Mayan region (5th century)
• Printing press using wood blocks (220 AD)
In the Ancient Near East, clay tablets (Akkadian ṭuppu)
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).Dis 20, 2019
Papyrus in Egypt Dibao in China
Acta Diurna
Codex in the Mayan region

Printing Press using wood

block
Industrial Age
• Printing press for mass production
• Newspaper – The London Gazette
• Typewriter and Telephone
• Commercial motion pictures
• Motion picture with sound
• Telegraph
 The printing press
is a device that
allows for the mass
production of
uniform printed
matter, mainly text
in the form of
books, pamphlets
and newspapers.

PRINTING PRESS FOR

MASS PRODUCTION
19TH CENTURY
 TELEPHONE
TYPEWRITER (1800) A telephone, or phone, is a telecommunications device
that permits two or more users to conduct a
A typewriter is a mechanical or electromechanical conversation when they are too far apart to be heard
machine for writing characters similar to those produced directly.
by printer's movable type. 
 TYPEWRITER (1800)

A typewriter is a mechanical or electromechanical machine for

Newspaper- The London Gazette writing characters similar to those produced by printer's
movable type. 
MOTION PICTURE PHOTOGRAPHY/PROJECTION
Motion picture, also called film or movie, series of still photographs on film, projected in
rapid succession onto a screen by means of light. Because of the optical phenomenon
known as persistence of vision, this gives the illusion of actual, smooth, and continuous
movement.
COMMERCIAL MOTION PICTURES
1913
 MOTION PICTURE WITH SOUND (1926)
A sound film is a motion picture with synchronized
 sound, or sound technologically coupled to image, as
opposed to a silent film.
 TELEGRAPH
Telegraphy (from Greek:  têle, “at a distance” and  gráphein, “to write”) is the long-
distance transmission of textual or symbolic (as opposed to verbal or audio) messages
without the physical exchange of an object bearing the message.
ELECTRONIC AGE (1930S-1980S)
• Transistor Radio
• Television (1941)
• Large Electronic Computers ex. EDSAC (1949) and
UNIVAC 1 (1951)
• Mainframe computers ex. IBM 704 (1960)
• Personal computers ex. HewlettPackard9100A,
Apple 1 (1976)
• OHP, LCD projectors
A transistor radio is a small Television (1941)
portable radio receiver that
uses transistor-based
circuitry.
UNIVAC
MAINFRAME COMPUTER
(1951)
 LCD PROJECTOR
HEWLETT PACKARD
PERSONAL
COMPUTER
Information Age (1900-2000)
• Web Browsers , Internet Explorer
• Blogs
• Social Media
• Video: Youtube
• Google
• Smartphones
 THE INFLUENCE OF MEDIA ON THE VALUES AND
NORMS OF PEOPLE
Norms are standard of behavior that are
expected in a society based on their customary
laws or conduct. The set of norms begins at home
and continues to develop as we expand ourselves
to the social world. With the use of the 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.
 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.
 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
shared knowledge, hence expanding its impact on the
norms and values of the people in the society. This is in
line with Banduras 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.
 WHAT I HAVE LEARNED

4.
3. Q
WHAT
AND ARE
A : ANSWER
THE POSITIVE
CHALLENGES
THE FOLLOWING
EFFECTS
OF MEDIA
OF
2. HOW DO MEDIA INFLUENCE MY VALUES? QUESTIONS.
MEDIA
TO ME
TOAND
ME? CAN I COPE WITH THIS?
HOW
1. HOW DO SOCIAL MEDIA AFFECT THE VALUES AND

NORMS OF THE PEOPLE AROUND ME?

ASSESSMENT
1-4 EVOLUTION OF MEDIA

WRITE THE NAME OF THE FF. AND WHAT TYPE OF

EVOLUTION OF MEDIA
ASSESSMENT
 ASSESSMENT
1. ______used stone tools and metals as part of their
daily activities like hunting and gathering.
2. This period brought in economic and societal changes,
such as the substitution of handy tools with machines
like the power loom and steam engine.
____________________
 ASSESSMENT
3.This period signified the use of the worldwide web
through an internet connection.

4.In this period, people made use of air access to

communication.
Answer key
1. Pre industrial age
2. Industrial age
3. Electronic age
4. Information Age
5. telephone – industrial age
6. Transistor radio – electronic age
7. Printing press using wood block – pre industrial age
8. Acta Di urna – pre industrial age
9. Telegraph – industrial age
10. Social media – information age
11. Pre industrial age
12. industrial age
13. information age
14. electronic age