WHOLE BRAIN LEARNING SYSTEM

OUTCOME-BASED EDUCATION

MEDIA AND GRADE

INFORMATION LITERACY 12

3
LEARNING QUARTER

MODULE WEEK 2

WBLS-OBE MELC-Aligned Self-Learning Module SHS 12 – MIL 0

 MODULE IN
MEDIA AND INFORMATION
LITERACY (MIL)

QUARTER 3
WEEK 2

The Evolution of Traditional Media

Development Team
Writer: April Rose D. Corpuz
Editor: Bryan B. Ecija
Reviewer: Adelyn C. Domingo
Illustrator: Wynnelord Rainier E. Tibay
Lay-out Artist: Wynnelord Rainier E. Tibay
Management Team: Vilma D. Eda Arnel S. Bandiola
Juanito V. Labao Lourdes B. Arucan
Adelyn C. Domingo

WBLS-OBE MELC-Aligned Self-Learning Module SHS 12 – MIL 1

 What I Need to Know

Most Essential Learning Competencies:

◼ Explain how the evolution of media from traditional to new media shaped the values and
norms of people and society.

Learning Objectives:
In your journey through the discussions and different tasks, you are expected to:

1. identify traditional media and new media, and their relationships;

2. assess the type of media in the Philippines vis-a-vis the normative theories of media;

3. create and present a timeline of one’s exposure to traditional and new media.

What I Know

Choose the letter of the best answer for each item. Write your answer on a separate sheet of
paper.
1. In the evolution of traditional to new media, this age is considered as the beginning where
hearing was the predominant and most valuable sense of reception.
a. electronic b. literacy c. print d. tribal
2. In this period, the telegraph was invented which paved the way to the invention of more
recent technologies such as telephone, television, and mobile phone.
a. electronic age b. literacy age c. print age d. tribal age
3. Which among these situations happens during the infrastructure age?
a. Computers were heavily used to run major industries.
b. Printing press, libraries and other repositories were invented.
c. Cars with GPS were built and that can already be controlled using the Internet.
d. Communication technology enabled people to connect in great distances.

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4. In this period, the internet paved the way for faster communication and the creation of the
social network.
a. electronic age b. industrial age c. information age d. pre-industrial age
5. People used the power of steam, developed machine tools, established iron production,
and the manufacturing of various products during this period.
a. electronic age b. industrial age c. information age d. pre-industrial age

Lesson
Evolution of Traditional Media
1

Fig.2.1 Evolution of Media [Link] September 2015)

Media forms and technology that come with them have evolved dramatically over the
years. This display of ingenuity is a testament of how media has been ingrained every human
being’s sensibility. What do you think does the picture above suggest?

What’s In

Media and information are two distinct elements that are intrinsically interconnected with
the concept of communication. Information is one of the reasons why communication is done,
and this information can be shared through media. To inform is one of the functions of
communication and made possible across various media.

21st century is characterized as the new age of media and information. This is brought
about by the technological advancement that led the utmost accessibility of information both
online and offline. While media and information has never been as accessible as they are today,
this leaves an immense responsibility to people to morally and competently access, use and
share information in different platforms. The term “literacy” has changed over time, more than

WBLS-OBE MELC-Aligned Self-Learning Module SHS 12 – MIL 3

the ability for macro skills. Literacy has been redefined to three important competencies: media,
information, and technology literacy.

Over the decades, the significant role of media in the lives of the people has evolved.
From a simple task of disseminating information, the use of media has become more diversified
and personal. The invention of gadgets has redefined its values and to its users.
Media is no longer just a source of information. It helps to bridge the economic, ethical,
and societal gaps. It unites people and nations. It advocates change and propagates
development for the betterment of the people in the communities.
Lesson 2 will discuss the importance of media and how these means of communication
evolved through time.

What’s New

Study the media forms indicated in the first column of the table below. Put a check mark on the
corresponding cell identifying whether the media form is traditional or new. Copy the table on a
separate sheet of paper and answer.
Media Form Traditional New
Magazine
Tabloid
Broadsheet
Paperback Novel
Radio
Television
Online Video Games
Web Video Portals
Online Telephony and
Messaging Capability

The McLuhan Mantra

You may have heard time and again that change is constant and inevitable. Technology is
an indication of progress for others. Social change typically associated with technological
advancement. As technology stabilizes, users and consumers adapt their behavior to the
features and perceived benefits of this technology, often making people overly reliant to
technology.

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 The case of a mobile phone and a computer, how did these two gadgets change the way
people live their lives today? Marshall McLuhan, who is famous for the phrase “the medium is
the message,” the proponent of the media theory on technological determinism, believed that
society is driven by changes in media and communication technology. McLuhan (2007)
explained that society adapts to advances in technology, thus, changing cultural, political, and
even historical aspects of that society.

What is It

Milestones in Media Evolution

The three most significant
inventions in community would be the
phonetic alphabet according to
McLuhan (1962), the printing press, and
the telegraph where each of them linked
one period to another. As mentioned
earlier, recent forms of media carry the
features of the older media.
Four Main Periods of History
1. Tribal Age. Early human ancestors
relied heavily on the sense of hearing
to hunt for food and stay alert from
McLuhan’s Media Map of History Adapted from
danger. It is predominant and most [Link]/mediaecology300/ (accessed 16
valuable sense of reception. September 2015

2. Literacy Age. The sense of sight was dominant. Alphabet was invented in this period,
allowing human to learn to read. People already learned using words also the literate age
practice visualizing text and learn it by reading. The Literacy Age also jarred people and
become civilized private detachment; people learned reading text on their own. McLuhan stated
that also the phonetic alphabet establish were organizing the principle in life. Learning to write
letters in connecting order logic is modeled step by step linear progress according to McLuhan
when people says that “I don’t follow you” It means that they are not thinking logical. This is
where education had been made, having a full skill set by your own makes you smart and
intelligent.

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3. Print Age. During this age printing press was invented, which meant mass producing written
text. More copies of these texts give humans the liberty to read them at their own pace and to
share them to others. Libraries and repositories built inevitably because of the growing number
of produced and reproduced reading materials.
4. Electronic Age - A community where media was evident in the electronic age is the idea of
the global village for McLuhan's 1989. The telegraph was invented which paved the way to the
invention of more recent technologies such as the telegraph, telephone, television, and the
internet. During this age humans could instantly connect to each other even in great distances.
The electronic age is the age of sound and tactile sense of reception. What other devices do
you think was invented during this period?
New Age Media
The onset of the 21st century marked a breakthrough in communication in which the
information became widely available through improved and more internet connectivity backed
with advanced technological hardware such as mobile devices. These two other eras are not
covered in McLuhan’s periodization.
5. Information Age. Information age is the time when the world entered a new era of media
experience in the 21st century. Information was utilized based on personalized needs and
motivations global communication and networking were enhanced. In this age, information
became a commodity that resulted to massive competitions among media platforms and social
network providers. This intensifies with the creation of wearable information-provider
technologies.
6. Infrastructure Age. This era is preceded by the information age. Digital technology and
internet became pervasive. People had more involvement in the cyberspace. Since the
infrastructure age is about where we expect computers to live, physical space has been
irrevocably transformed by cyberspace. Kelvin Stiles (2015) described this age as an era of self-
sufficiency (going-green philosophy) and smart living. People have become fascinated with radical
ideas of self-working gadgets, self-managed home and business entities that uses automated
technological solutions. As the Information Age was all about adapting to the wondrous uses of
instant communication and exchange of ideas, the Infrastructure Age would like users to
change the way technology works for people. The Infrastructure age will be about adopting a
hands-off approach to everyday tasks.
Traditional vs New Media
Forms in the earlier periods of McLuhan’s media map are traditional media. They are
considered traditional because they possess specific characteristics and functionality.
According to McQuail (2005), traditional media is one- directional. We require sense of hearing
with traditional media experience is limited and the sense receptors used are very specific. With

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new media the experience is more interactive. The audiences are more involved and can send
feedback simultaneously. The new media integrates all the aspects of traditional media.

What Is New About New Media

McQuail (2010) enumerate four main categories of new media which share certain
channels and are approximately differentiated by types of use and content.

1. Interpersonal Communication Media

This applies to the use of technology to interact, share feelings and emotions, negotiate, and
socialize with people from all over the world. Examples are telephone, mobile phone, and
emails.

2. Interactive Play Media normally refers to products and services on digital computer-based
systems which respond to the user's actions by presenting content such as text, moving image,
animation, video, audio, and video games. These are video and computer based game and virtual
realities.

3. Information Search Media - Examples of Information Search Media are the World Wide
Web (www) or sources of information that can be accessed in real time regardless of geographic
location, broadcast teletext and radio data, smartphones and tablets are all examples of search
media. These were all commonly used when looking for information that is either interesting or
amusing to others.
4. Collective Participatory Media
This refers to the use of internet for sharing and exchanging information, ideas, and
experiences developing active computer-mediated personal relationships (McQuail 2010).
According to McQuail the key characteristics of new media, include interactivity, social
presence or sociability, media richness, autonomy, privacy, personalization. Expanded
opportunities for self, line forums, web discussion boards, social media, in messaging
application is utilized by new media.
The new media generation considers itself globally networked made possible by the
internet. But as such as there is greater virtual participation by this generation, inverse of this
group have grown to be more isolated and extremely expressive of their thoughts. Observe your
social media account for such manifestations.
Functions of Communication and Media
Whether traditional or new, media has a role to play in the proper functioning of a
democratic society such as the Philippines. Media and communication must fulfill its mandate
in order for democratic society to function in an ideal way. According to McNair, communication
and media function to:
1. Inform citizens of what is happening around them also called the monitoring function;

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2. Educate the audience as to the meaning and significance of the facts;

3. Provide a platform for public political discourse, facilitating the formation of “public opinion”
and feeding that opinion back to the public from whence it came, including the provision of space
for the expression of dissent;

4. Give publicity to governmental and political institution (known as the watchdog role of
journalism); and

5. Serve as a channel for the advocacy of political viewpoints.

News Media and Government: Love-Hate Relationship

The relationship of media and government is often adversarial. This is normal and healthy
because media, “a watchdog”, keep everything at bay. Before you can fully understand the
nature of the media in the Philippines, familiarize yourself first with the normative views on
media.
Normative Theories of the Press
1. Authoritarian - All means of communication are regulated by the ruling class, which consists
of powerful bureaucrats. Controlling the media is essential for protecting and preventing citizens
from being exposed to national threats through any form of communication, information, or
news. To preserve peace and security in the country, the government has complete authority
to restrict slash sensor any sensitive issue from the press. Political sensors, moral sensors,
religious sensors, military censors, and corporate censors are examples of different types of
sensors in this theory.
2. Soviet media - The government owns or regulates the entire media and information
infrastructure in order to represent and inform the working class and their interests. The state
has full control of all media for the good of the public, and private ownership of the press and
other media is forbidden. Data, education, entertainment, inspiration, and mobilization are all
provided by government media to help build a strong socialized society. The public is
encouraged to provide input in order to generate interest in the media.
3. Libertarian - Information is knowledge, and knowledge is power, according to liberalism.
Libertarianism is an ideology of individualism and limited government that is not oppressive to
others and is free of any power, control, or censorship. Since people are rational, they are more
than capable of identifying and judging good ideas from bad. The press should not be restricted
in any way; even negative content can provide information and aid in making informed decisions
in emergency situations.
4. Social Responsibility- Self-control, not government interference, should be used to achieve
social responsibility. Consider media ownership as a form of public trust or stewardship rather
than an unregulated private franchise. The media has societal responsibilities, and media

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ownership is a public trust. Media professionals should adhere to agreed-upon standards of
ethics and professional conduct. The government must not only allow freedom; it must also
actively encourage it where necessary; as a result, the government should take measures to
protect its citizens' freedom. In certain situations, the government can be compelled to interfere
to protect the public interest. The normative theories mentioned place expectations on how
media conduct themselves and illustrate dynamics between media and government vis-a-vis
censorship.

What’s More

Knowing You Media at Different Ages!

The coexistence of traditional and new media is a reality called media convergence. To see its
relation, in a sheet of paper, fill in the table by answering the corresponding questions. Do this
on a separate sheet of paper.

Age What format/ What format/ What format/

equipment did equipment did equipment did people
people use to people use to store use to share or
communicate with information? broadcast
each other? information?
Tribal – Literacy
Age
Print Age

Electronic Age

Information &
Infrastructure
Age

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 What I Have Learned

Crossword on the Evolution

Complete the crossword by filling in a word that fits each clue. Write your answer on a sheet of
paper
Crossword on the Evolution

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 What I Can Do

Learning Competency: (U) Explain how the evolution of media from traditional to new media
shaped the values and norms of people and society.

PERFORMANCE STANDARD: Using any application that you are most competent with, make
a timeline of your exposure to traditional and new media

SITUATION: You are assigned by your teacher to introduce traditional and new media to
your fellow grade 12 students.

GOAL: Your goal is to draft a timeline of your exposure to traditional and new media on a bond
paper. For online modality learners, create and present that timeline through a PowerPoint
presentation. For each item of media, make sure to include a picture or image, year, short
description, and a personal insight. Consider the rubric below as your guide in the development
of your timeline.

ROLE: Class Presenter

PRODUCT: Timeline of Exposure to Traditional and New Media

AUDIENCE: Grade 12 students and MIL teacher

STANDARDS: Your timeline will be evaluated based on the following:

1. Completeness of the timeline for both traditional and new
media;
2. Content of the timeline covered the relevant details of your
exposure to traditional and new media;
3. The graphics aptly illustrate the concepts and ideas presented
in the timeline;
4. Mechanics – Correct spelling and punctuation, appropriate
choice of words well organized/sequenced details in the
timeline

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Timeline Rubric
Criteria 4 3 2 1
Completion Timeline is finished. Timeline is Timeline is Timeline is
incomplete and incomplete and incomplete
contains 1 to 3 contains 4 to 6 and contains 7
unfinished unfinished or more
elements. elements. unfinished
elements.
Content Major points are Major points are Major points are Topic is
presented and fully presented. presented. oversimplified
supported with However, some However, most or fails to
convincing of them are not of them are not present major
arguments, ideas supported with supported with points.
and data. convincing convincing
arguments, arguments,
ideas and data. ideas and data
Graphics All graphics are All graphics are Some 9up to Most (60%+)
related to content. related to 59%) of the of the graphics
All graphics are in content. All graphics are are unrelated
appropriate size graphics are in unrelated to to content. Too
and good quality. appropriate size content. Too many graphics
Graphics create an and good many graphics on one page.
overall theme and quality. on one page. Most of the
make connections Graphics do not Some of the graphics
that help the create an overall graphics are distract from
audience theme but show distracting. the text.
understand the a general flow of Images are of Images are
concepts. topics. poor quality. poor quality.
They are either They are
too large or too either too large
small. or too small.
Mechanics Most words are Some words are Words are Words are
carefully chosen; carefully chosen with less chosen with
writing is clear and chosen; writing care; writing is less care;
legible. Most words is clear and sometimes writing is
are spelled legible. Most unclear; most sometimes
correctly and words are words are unclear; some
proper punctuation spelled correctly spelled correctly words are
is employed and proper and is spelled
punctuation is grammatically incorrectly and
employed. correct. proper
punctuation is
not employed.
(Liquigan, 2016)

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 Assessment

Choose the letter of the best answer for each item. Write your answer on a separate sheet of
paper.

1. What age among the four main periods of history was the sense of sight dominant?
a. Electronic Age b. Information Age c. Infrastructure Age d. Literacy Age
2. This applies to the use of technology to interact, share feelings and emotions, negotiate, and
socialize with people from all over the world.
a. Interactive Play Media b. Information Search Media
c. Collective Participatory Media d. Interpersonal Communication Media
3. Which among the following does NOT explain the McLuhan Mantra?
a. Change is constant and inevitable.
b. Society adapts to advances in technology.
c. Society is driven by changes in media and technology.
d. Technological advancements have brought a huge amount of information.
4. “Information is knowledge, and knowledge is power”, this statement is according to what
theory? a. Authoritarian b. Libertarian c. Soviet Media d. Social Responsibility

5. What Normative Theory of the Press state that “the government must not only allow
freedom; it must also actively encourage it where necessary”?

a. Authoritarian b. Libertarian c. Soviet Media d. Social Responsibility

Answer Key

What’s In:
5. C.
4. B.
Magazine /
3. D.
2. D. Tabloid /
1. A. Broadsheet /
Know: Paperback Novel /
What I
Radio /

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 Television /
Online Video Games /
Web Video Portals /
Online Telephony and Messaging Capability /

Age What format/ What format/ What format/ equipment

equipment did equipment did did people use to share
people use to people use to store or broadcast
communicate with information? information?
each other?
Tribal – Literacy Traditional paper and Traditional paper Traditional paper and
Age writing materials and writing writing materials, Cave
materials, Cave paintings/stone tablets
paintings/stone
tablets
Print Age Paper and pen, Printing press or Printing press or books,
typewriter books Newspaper/ magazines
Electronic Age Telegraph, Telegram, Printing press or Printing press or books,
Telephone, books, Computers Computers, Radio,
Computers Newspaper/magazines,
Personal computers
Information – Personal computers, Printing press or Printing press or books,
Infrastructure Mobile phones, Smart books, Digital books, Newspaper/ magazines,
Age phones, Wearable Personal computers, Television, Radio, Digital
technology, Social Mobile phones, books, Websites, Mobile
Media Smart phones, phones, Smart phones,
Wearable Wearable technology,
technology, Social Social Media
Media

electronic 10.
5. d tribal 9.
4. b print 8.
3. d literacy 7.
2. d information 6.
1. d cold 5.
Assessment libertarian 4.
infrastructure 3.
authoritarian 2.
hot 1.
What I have learned

Answers may vary

What’s More:

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 References

Liquigan, Boots C. Media and Information Literacy. Philippines; 2016

McLuhan, Marshall and James Joyce. “The 3 Eras of Communication According to
McLuhan & Innis.” Accessed July 24, 2020.
[Link]
according-to-mcluhan-innis/
“The Evolution of Media.” August 05, 2017. [Link]
[Link]
“The Evolution of Media & Advertising. ”Pakistan Advertisers Society. December 16 2013.
[Link]
Uncle Leo. “Silhouette of theory of evolution of man. Human development from monkey to
caveman, modern businessmen talking on mobile phone, programmer sitting at
computer. Hand drawn sketch vector illustration.” Accessed July 24, 2020
[Link]
development-1024476247

Dubec, Rhonda. “4 Rubrics for Assessing Reflective Writing.”

September16,2019.[Link]
reflective-writing

Stiles, K. “Is The Information Age A Precursor To Infrastructure Age?”. 2015.

[Link]

For inquiries or feedback, please write or call:

Department of Education-Schools Division of Laoag City

Curriculum Implementation Division (CID)

Brgy. 23 San Matias, Laoag City 2900

Contact Number: (077)771-3678

Email Address: laoagcity@[Link]