Senior High School

Media and Information

Literacy
Quarter 1 – Module 1
Traditional Media and New Media,
and their Relationships
 COPYRIGHT 2020

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Development Team of the Module

Writer: Elnora G. Mascariñas

Editor: Krystel Grace L. Calderon
Reviewer: Iris Jane M. Canoy
Illustrator: Stephen B. Gorgonio
Layout Artists: Alberto S. Elcullada Jr., Junie Gallenero
Management Team: Ma. Teresa M. Real
Dominico P. Larong, Jr.
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Manuel L. Limjoco, Jr.

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 Senior High School

Media and Information

Literacy
Quarter 1 – Module 1
Traditional Media and New Media,
and their Relationships
Introductory Message
For the facilitator:
Welcome to the Media and Information Literacy Self-Learning Module on
Traditional Media and New Media, and their Relationships.
This module was collaboratively designed, developed and reviewed by
educators both from public and private institutions to assist you, the teacher or
facilitator in helping the learners meet the standards set by the K to 12 Curriculum
while overcoming their personal, social, and economic constraints in schooling.
This learning resource hopes to engage the learners into guided and
independent learning activities at their own pace and time. Furthermore, this also
aims to help learners acquire the needed 21st century skills while taking into
consideration their needs and circumstances.

In addition to the material in the main text, you will also see this box in the
body of the module:

Notes to the Teacher

This contains helpful tips or strategies that will

help you in guiding the learners.

As a facilitator, you are expected to orient the learners on how to use this module.
You also need to keep track of the learners' progress while allowing them to manage
their own learning. Furthermore, you are expected to encourage and assist the
learners as they do the tasks included in the module.

For the learner:

Welcome to the Media and Information Literacy Self-Learning Module on
Traditional Media and New Media, and their Relationships.

This module was designed to provide you with fun and meaningful opportunities for
guided and independent learning at your own pace and time. You will be enabled to
process the contents of the learning resource while being an active learner.

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This module has the following parts:

Activity : This will bring understanding to what you already know

and experience to what you should learn further.

Analysis : In this phase, you will process and classify what is valid
and not for a more in-depth understanding.

Abstraction : This part leads you in reinforcing what you know and
should know more. Exercises are presented for
independent practice to solidify your understanding and
skills of the topic.

Application : This stage brings you to a more practical way that you
are going to use what you have learned and think new
ways on how it can be improved further.

iv
 CONTENTS OF THE MODULE
Page
CONTENT STANDARDS 1
PERFORMANCE STANDARDS 1
LEARNING COMPETENCY 1
LEARNING OBJECTIVES 1

DAILY LEARNING TASKS:

Day Learning Task

1 Introduction 1-5
Pre-Test
Presentation of the Module
2 Activity 6-7
Analysis
3 Abstraction 7-16
4 Application 16
5 Post-Test 17-19
REFERENCES 20

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 Traditional Media and New Media,
and their Relationships
CONTENT STANDARD

The learner demonstrates understanding of media and information literacy

(MIL) and MIL related concepts.

PERFORMANCE STANDARD

The learner organizes a creative and interactive symposium for the

community focusing on being a media and information literate individual.

LEARNING COMPETENCIES

Identify traditional media and new media, and their relationships.

LEARNING OBJECTIVES

At the end of the module, you should be able to:

1. Examine the technology or resources available during the pre-industrial
age, industrial age, electronic age, and information age.
2. Identify the devices used by people to communicate with each other, store
information, and broadcast information across the different ages.

INTRODUCTION

Ever since the first human beings evolved on planet Earth, communicating
with each other is one of the most essential and immediate needs that they had to
learn, develop, and master. This is to convey information they want to share and get
the information they also need. And whenever there’s a need for information and
communication, we now know that certain kinds of media should also be present in
order to help facilitate this basic human need.

1
PRE-TEST

Instructions: Read each statement carefully. Choose the letter of the correct
answer and write it on the space provided before the number.

1. At what age did people improve the power of transistors that led to the
transistor radio, electronic circuits, and the early computers?
a. Pre-industrial age
b. Electronic age
c. Industrial age
d. Information age

2. Which of the following media is from INDUSTRIAL AGE?

a. Cave paintings
b. Mainframe computers
c. Typewriter
d. Augmented Reality/Virtual Reality

3. In this era, people discovered fire, developed paper from plants, and
forged weapons and tools with stone, bronze, copper and iron.
a. Pre-industrial age
b. Industrial age
c. Electronic age
d. Information age

4. In this era, 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. Information age
b. Electronic age
c. Pre-industrial age
d. Industrial age

5. The use of Facebook belongs to this age.

a. New Media Era
b. Electronic Age
c. Literacy Age
d. Tribal Age

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6. Which of the following forms of Media is not from the Electronic Age?
a. Transistor Radio
b. Large electronic computers
c. Mainframe computers
d. Portable computers

7. It is characterized by the internet that paved the way for faster

communication and the creation of social networks.
a. Pre-industrial age
b. Industrial age
c. electronic age
d. d. information age

8. Electronic age is characterized by the invention of transistors that last

from?
a. 1990s-2000s
b. 1930s-1980s
c. 1700s-1930s
d. before 1700s

9. Which of the following statements is NOT true about pre-industrial age?

a. People have learned how to make tools out stones
b. Paper is made out of papyrus
c. China has the oldest newspaper which is the Dibao
d. People used typewriters as tools for communication.

10. Which of the following mediums are used during the electronic age?
a. Clay tablets
b. Virtual reality
c. cloud and big data
d. LCD projectors

11. The following are media used to share and store information during the
industrial age EXCEPT __?
a. Mainframe computers such as IBM 704
b. Newspaper- The London Gazette
c. Telegraph
d. Punch cards

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 12. Which statement is true about Johannes Gutenberg?
a. A Scottish-born inventor, scientist, and engineer who is credited
with inventing and patenting the first practical telephone. He also
co-founded the American Telephone and Telegraph Company
(AT&T) in 1885.
b. A German goldsmith, inventor, printer, and publisher who
introduced printing to Europe with the printing press. His
introduction of mechanical movable type printing to Europe started
the Printing Revolution and is regarded as a milestone of the
second millennium, ushering in the modern period of human history.
c. An American programmer. He is best known as the creator of Live
Journal and is the author of a variety of free software projects such
as memcached, PubSubHubbub, OpenID, and Perkeep.
d. An American media magnate, internet entrepreneur, and
philanthropist. He is known for co-founding Facebook, Inc. and
serves as its chairman, chief executive officer, and controlling
shareholder.

13. Which statement is true about Mark Zuckerberg?

a. An American programmer. He is best known as the creator of Live
Journal and is the author of a variety of free software projects such
as memcached, PubSubHubbub, OpenID, and Perkeep.
b. A Scottish-born inventor, scientist, and engineer who is credited
with inventing and patenting the first practical telephone.
c. He is known for co-founding Facebook, Inc. and serves as its
chairman, chief executive officer, and controlling shareholder.
d. A German goldsmith, inventor, printer, and publisher who
introduced printing to Europe with the printing press.

14. Which device is used for applying pressure to an inked surface resting
upon a print medium (such as paper or cloth), thereby transferring the ink?
a. Acta Diurna
b. Telegraph
c. Telephone
d. d. Printing Press

15. Which of the following does not belong to the Pre-Industrial Age?
a. Cave Paintings
b. Acta Diurna
c. Printing Press (Wood blocks)
d. Newspaper The London Gazette

Congratulations you finally made it!

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 If your answers are correct, very good! This shows that you already know
much about the topics in this module. You may still study the module to review what
you already know. Who knows, you might learn a few more new things as well.
Good luck and God bless!

REVIEW OF THE PREVIOUS MODULE

In the previous module, you already learned about responsible use of media
and information. To check your retentivity and understanding let us review by
identifying the statement given to each item. Write True if the statement is correct
and False if it is wrong.

1. Update passwords frequently. Keep an eye on any dormant accounts if you

not to delete them.
2. Social media can also be a valuable source of information, capable of
spreading stories far faster than traditional media outlets.
3. Social media is under pre-historic age.
4. Keep your personal and professional identities separate.
5. THINK before you click.

PRESENTATION OF THE MODULE

Traditional media, or as some refer to as old media, has been used in the
marketing/advertising world for years. When related to advertising, traditional media
encompasses that of television, newspaper, radio and magazine ads.

These forms of communication are the steadfast ways that businesses have reached
both consumers and other companies for decades while New Media is the future of
advertising. More and more consumers and businesses rely on new media to find
their information. Ultimately, new media refers to content that is easily accessible via
many different forms of digital media.
In this timeline, we were going to discuss the evolution of media generation to
generation. This includes how media is used during the Pre-industrial age, Industrial
age, Information age, and Electronic age.

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ACTIVITY

Instruction: Give at least five (5) examples of Pre-Industrial ages, Industrial

ages, Electronic ages and Information ages you are familiar with. Write your answer
on the bubbles provided below.

ANALYSIS

Instruction: Answer each question briefly based on your objective insight and
critical thinking.

1. How do social media help in communication?

______________________________________________________________
______________________________________________________________

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 2. What is the difference between traditional media to new media?
______________________________________________________________
______________________________________________________________
3. In what way does media affect your life (personal, professional, academic,
social, others)?
______________________________________________________________
_________________________________________________________

ABSTRACTION

Ever since the first human beings evolved on planet Earth, communicating
with each other is one of the most essential and immediate needs that they had to
learn, develop, and master. This is to convey information they want to share and get
the information they also need. And whenever there’s a need for information and
communication, we now know that certain kinds of media should also be present in
order to help facilitate this basic human need.

Are you ready to learn something? Read on!

What is Traditional Media?

Traditional media, or others called it as old media, has been used in the marketing
and advertising all over the world for years. When related to publicity and
advertising, traditional media includes that of television, newspaper, radio and
magazine ads. These forms of disseminating and spread of information are the
steadfast ways that businesses have reached their target market both consumers
and other companies for decades. They are the primary roots of advertising and
marketing and the most common form used by businesses on a daily basis. Though
traditional media is effective and operative, over the last few years we have seen
more businesses utilizing and adopting new media to reach its target audiences.

What is New Media?

New media is the future of marketing. A lot of target market, both consumers
and businesses, depend on new media to find their information and data. Eventually,
new media refers to content that is easily reachable via many different forms and
types of digital media. When related to advertising and marketing, some examples of
new media include online advertising like retargeting, banner ads and a lot more,
online streaming like radio and television even every online game streaming and

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social media advertising. Each of these are means in which businesses have the
competence to reach consumers and other businesses with comfort.

Do you know what this is?

“If the Titanic sank somewhere in the Atlantic Ocean, how do you think the news
reached people in England and New York at that time?”

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1. Pre- Industrial Age (Before 1700s)
In this age, people discovered fire, developed paper that comes from
any plants, and forged weapons and tools with stone, bronze, copper and
iron.
Examples:
• Papyrus in Egypt (2500 BC)
• Cave Paintings (35,000 BC)
• Clay tablets in Mesopotamia (2400 BC)
• Acta Diurna in Rome (130 BC)
• Printing Press using wood blocks (220 AD)
PAPYRUS IN EGYPT (2500 BC)

The first papyrus was only used and seen

in Egypt, but by about 1000 BC people all over the
West Asia began buying papyrus from Egypt and
began using it, since it was much more convenient
and appropriate to use than clay tablets (less
breakable, and not that heavy). People made
papyrus in small sheets and then put them
together glued the sheets together to make big pieces.

CAVE PAINTINGS (35,000BC)

In prehistoric art, the term “cave

paintings” covers any parietal art which
involves the application of color pigments on
the floors, walls or even in ceilings of ancient
rock shelters. A monochrome cave painting is
a portrait and a representation made with only
one color which is usually black. For example,
the monochrome images at Chauvet.

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CLAY TABLETS IN MESOPOTAMIA (2400 BC)

In the Ancient Near East era, clay tablets

or called Akkadian tuppu were used as a writing
medium, especially for writing in cuneiform, a
logo script that was used to write different
languages, throughout the Bronze Age and into
the Iron Age. Cuneiform characters and scripts
were imprinted on a wet clay tablet using a
stylus often made of reed pen.

ACTA DIURNA IN ROME (130 BC)

Acta Diurna were everyday Roman

official notices and news, a sort of daily
newspaper. They were carved and written
on stone and metal and viewed in message
boards in public places for public viewing
like the Forum of Rome. These were also
called just Acta and the first forum
appeared around 131 BC during the
Roman Republic.

PRINTING PRESS USING WOOD BLOCKS (220 AD)

Woodblock printing is a technique

used for printing text, images, pictures or
patterns outlines shapes used widely
throughout East Asia and originating in
China in ancient times as a process of
printing on textiles and materials and later
on paper. Before the invention of
woodblock printing, they were using seals
and stamps for printing.

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 2. INDUSTRIAL AGE (1700s-
1930s)
People use power of steam,
developed machine tools, iron
production, and manufacturing of
various products (including books
through printing press).

TELEPHONE (1876)
Alexander Graham Bell’s Large Box Telephone invented on 1876. On March
7, 1876, Alexander Graham Bell, a scientist, inventor and innovator, received the
first patent for an “apparatus for transmitting vocal or other sounds telegraphically,” a
device called telephone.

TYPEWRITER (1800)
The first typewriter to be commercially
successful was invented in 1868 by Americans
named: Christopher Latham Sholes, Frank
Haven Hall, Carlos Glidden and Samuel W.
Soule in Milwaukee, Wisconsin, although
Sholes soon disowned the machine and
refused to use.
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,
in which certain statutory notices are
required to be published. The London
Gazette claims to be the oldest surviving
English newspaper.

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PRINTING PRESS FOR MASS PRODUCTION (19TH CENT.)

A printing press is a device used

for applying pressure to an inked surface
resting upon a print medium such as
paper or cloth, thereby transferring the
ink. The printing press was invented in the
Holy Roman Empire by the German
Johannes Gutenberg around 1440,
based on existing screw presses.

MOTION PICTURES PHOTOGRAPHY/ PROJECTION (1980)

The history of film technology
traces the development and progress
of film technology from the early
development of “moving pictures” at
the end of the 19th century to the
present. Motion pictures were initially
exhibited and showed as a fairground
novelty or primary innovation.
TELEGRAPH
Developed in the 1830s and 1840s
by Samuel Morse (1791-1872) and other
inventors, the telegraph revolutionized
long-distance communication. It worked by
transmitting electrical signals over a wire
laid between stations.

3. ELECTRONIC AGE (1930s-1980s)

The invention of the transistor ushered in the electronic age. People
harnessed the power of transistors that led to the transistor radio, electronic circuits,
and the early computers. In this time of life, long distance communication became
more efficient.

TRANSISTOR

A transistor radio is a small and

portable radio receiver that uses
transistor-based circuitry. During their
development in 1954, made possible by

12
the invention of the transistor in 1947, they became the most popular electronic
communication device and medium in history, with billions manufactured during the
years 1960 and 1970.

OVERHEAD PROJECTOR

An overhead projector is a
variant of slide projector that is used
to display images and pictures to a
target audience. The name is often
abbreviated to as OHP.

LCD PROJECTOR

An LCD projector is a type of

video projector that is used for
displaying video, images, or
computer data on screen or any
other flat surface. It is a modern
equivalent of the slide projector or
the overhead projector.

4. INFORMATION 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.
Moreover, voice, image, sound and
data are digitalized. We are now
living in the information age.

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LIVE JOURNAL (1999)

LiveJournal, stylized as livejournal, is a Russian social networking service

where users can keep a blog, a journal or diary. American programmer named Brad
Fitzpatrick started LiveJournal on April 15, 1999, as a way of keeping his high
school friends updated on his activities and drills.

FRIENDSTER (2002)

Back in the year 2020,

Friendster was a social gaming
site based in Kuala Lumpur,
Malaysia. It has been originally a
social networking service website.
Before Friendster was redesigned,
the social gaming site allowed
users to contact other members,
maintain those contacts, and share online content and media with those contacts.
Users could share their videos, photos, messages and comments with other
members or part of their friend list via profiles and networks. It is considered one of
the original social media networks.

WORDPRESS (2003)

WordPress (type in your

internet browser address URL
WordPress.org) is a free and open-
source content management
system (CMS) based on PHP and
MySQI.. WordPress was released
on May 27, 2003 by its founders,
Matt Mullenweg, and Mike Little, as a fork b2/cafelog.

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FACEBOOK (2004)

During the year 2004,

Facebook, Inc. is an American
online social media and social
networking service company based
in Menlo Park, California. It’s a
website was launched on February
4, 2004, by Mark Zuckerberg, along
with fellow Harvard College students
and roommates Eduardo Saverin,
Andrew McCollum, Dustin
Moskovitz and Chris Hughes. It is
considered one of the Big Four technology companies along with Amazon, Apple
and Google.

YOUTUBE (2005)

YouTube was created by

Paypal employees as a video-
sharing website where users could
upload, share and view content. The
Internet domain name
“www.youtube.com” was activated on
Monday, February 14, 2005, at 9:13
p.m. During the summer of 2006,
YouTube was one of the fastest
growing sites on the World Wide Web, hosting more than 65,000 new video uploads.
The sites delivered an average of 100 million video viewers per day in July.

15
TWITTER (2006)

Twitter is an American online

news and social networking service
on which users post and interacts
with messages known as “tweets”.
Twitter was created in March 2006
by Jack Dorsey, Noah Glass, Biz
Stone, and Evan Williams and
launched in July of that year.

APPLICATION

INSTRUCTION: On the table provided below, list down the different materials/things
that are applicable used by the different ages.
What What format/ What format/
format/equipment equipment did equipment did
Age did people use to people use to people use to
communicate with store share or
each other? information? broadcast
information?
Pre-Industrial
Age
Industrial Age
Electronic Age
Information
Age

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POST-TEST

Instructions: Read each statement carefully. Choose the letter of the correct
answer and write it on the space provided before the number.

1. At what age did people improve the power of transistors that led to the
transistor radio, electronic circuits, and the early computers?
a. Pre-industrial age
b. Electronic age
c. Industrial age
d. Information age

2. Which of the following media is from INDUSTRIAL AGE?

a. Cave paintings
b. Mainframe computers
c. Typewriter
d. Augmented Reality/Virtual Reality

3. In this era, people discovered fire, developed paper from plants, and
forged weapons and tools with stone, bronze, copper and iron.
a. Pre-industrial age
b. Industrial age
c. Electronic age
d. Information age

4. In this era, 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. Information age
b. Electronic age
c. Pre-industrial age
d. Industrial age

5. The use of Facebook belongs to this age.

a. New Media Era
b. Electronic Age
c. Literacy Age
d. Tribal Age

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6. Which of the following forms of Media is not from the Electronic Age?
a. Transistor Radio
b. Large electronic computers
c. Mainframe computers
d. Portable computers

7. It is characterized by the internet that paved the way for faster

communication and the creation of social networks.
a. Pre-industrial age
b. Industrial age
c. electronic age
d. information age

8. Electronic age is characterized by the invention of transistors that last

from?
a. 1990s-2000s
b. 1930s-1980s
c. 1700s-1930s
d. before 1700s

9. Which of the following statements is NOT true about pre-industrial age?

a. People have learned how to make tools out stones
b. Paper is made out of papyrus
c. China has the oldest newspaper which is the Dibao
d. People used typewriters as tools for communication.

10. Which of the following mediums are used during the electronic age?
a. Clay tablets
b. Virtual reality
c. cloud and big data
d. LCD projectors

11. The following are media used to share and store information during the
industrial age EXCEPT __?
a. Mainframe computers such as IBM 704
b. NewsPaper- The London Gazette
c. Telegraph
d. Punch cards

18
12. Which statement is true about Johannes Gutenberg?
a. A Scottish-born inventor, scientist, and engineer who is credited
with inventing and patenting the first practical telephone. He also
co-founded the American Telephone and Telegraph Company
(AT&T) in 1885.
b. A German goldsmith, inventor, printer, and publisher who
introduced printing to Europe with the printing press. His
introduction of mechanical movable type printing to Europe started
the Printing Revolution and is regarded as a milestone of the
second millennium, ushering in the modern period of human history.
c. An American programmer. He is best known as the creator of
LiveJournal and is the author of a variety of free software projects
such as memcached, PubSubHubbub, OpenID, and Perkeep.
d. An American media magnate, internet entrepreneur, and
philanthropist. He is known for co-founding Facebook, Inc. and
serves as its chairman, chief executive officer, and controlling
shareholder.

13. Which statement is true about Mark Zuckerberg?

a. An American programmer. He is best known as the creator of
LiveJournal and is the author of a variety of free software projects
such as memcached, PubSubHubbub, OpenID, and Perkeep.
b. A Scottish-born inventor, scientist, and engineer who is credited
with inventing and patenting the first practical telephone.
c. He is known for co-founding Facebook, Inc. and serves as its
chairman, chief executive officer, and controlling shareholder.
d. A German goldsmith, inventor, printer, and publisher who
introduced printing to Europe with the printing press.

14. Which device is used for applying pressure to an inked surface resting
upon a print medium (such as paper or cloth), thereby transferring the ink?
a. Acta Diurna
b. Telegraph
c. Telephone
d. Printing Press

15. Which of the following does not belong to the Pre-Industrial Age?
a. Cave Paintings
b. Acta Diurna
c. Printing Press (Wood blocks)
d. Newspaper The London Gazette

19
REFERENCES

https://prezi.com/p/rtjtvruzbpcc/grade-12-lesson-2-the-evolution-of-tradtional-
to-new-media/
https://www.scribd.com/document/357562356/TG-Media-and-Information-
Literacy-pdf

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For inquiries or feedback, please write or call:

Department of Education – Schools Division of Surigao del Norte

Peñaranda St., Surigao City
Surigao del Norte, Philippines 8400
Tel. No: (086) 826-8216
Email Address: [email protected]

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