MEDIA INFORMATION

LITERACY
1st Quarter – Week 2
(THE EVOLUTION OF TRADITIONAL TO NEW MEDIA)
TYPES OF MEDIA
M.I.L – Grade 12
Most Essential Learning Competency (MELC) – Based Exemplar
Quarter 1 – Week 2:
 Explain how the evolution of media from traditional to new media
shaped the values and norms of people and society
 Compare and contrast how one particular issue or news is presented
through the different types of media (print, broadcast, online)

First Edition, 2020

Republic Act 8293, section 176 states that: No copyright shall subsist in
any work of the Government of the Philippines. However, prior approval of
the government agency or office wherein the work is created shall be
necessary for exploitation of such work for profit. Such agency or office may,
among other things, impose as a condition the payment of royalties.

Borrowed materials (i.e., songs, stories, poems, pictures, photos, brand

names, trademarks, etc.) included in this exemplar are owned by their
respective copyright holders. Every effort has been exerted to locate and
seek permission to use these materials from their respective copyright owners.
The publisher and authors do not represent nor claim ownership over them.

Development and Quality Assurance Teams

Writers: JONARD Q. PIA
Illustrator: ___________________________
Layout Artist: _________________________
Jayvee Dadulo Dalagan
Language Editor: _______________________
Content Evaluator: Merlinda O. Elitare
_______________________
Layout Evaluator: ______________________
Unit 2 PSDS/PSDIC
Management Team:___________________

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Rationale

Project PPE (Portfolio Predicate on Exemplar) is a backup contingency

response of the Schools Division of Surigao del Sur for learning delivery and
learning resource which parallel to the on-going endeavors of the higher offices
in the Department. It is the utilization of a lesson exemplar that is streamlined in a
teacher-and-learner-friendly format to cater to the new classroom setup in light
of the COVID-19 health crisis. These exemplars will be paired with a self-
contained and self-instructional portfolio.

The portfolio is a deliberate collection of works that highlight a learner’s

effort that would enable the him/her to see his/her growth and achievement,
ability to reflect on his/her own work and ability to establish goals for future
learning.

Introductory Message

For the teacher:

Welcome to the Media Information Literacy - Grade 12 – Quarter 1

Exemplar on The Evolution of Traditional to New Media!

This exemplar was collaboratively designed, developed and reviewed by

educators from different schools in the Division to assist you in helping the
learners meet the standards anchored on Most Essential Learning Competencies
(MELC) set by the Department while overcoming the constraints in schooling
brought by the COVID-19 pandemic.

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.

As a teacher, you are expected to orient the learners on how to use this
exemplar in the most fit modality. You also need to keep track of the learners'
progress while allowing them to manage their own learning through portfolio
assessments.

For the learner:

Welcome to the Media Information Literacy - Grade 12 – Quarter 1

Exemplar on The Evolution of Traditional to New Media!

This exemplar was designed to provide you with fun and meaningful
opportunities for guided and independent learning at your own pace and time.

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You will be able to process the contents of the learning resource while being an
active learner, either at home or in school. To help you with this, this exemplar
comes with a Weekly Portfolio Assessment. Your teacher will provide you with a
template and you will be given a privilege to organize the portfolio in your own
creative way.

This exemplar has the following parts and corresponding icons:

This will give you an idea of the competencies

What I Need to Know
you are expected to learn in the module and
the objectives you are expected to realize.
This part includes an activity that aims to check
What I Know
what you already know about the lesson to
take.
This section provides a brief discussion of the
What is It
lesson. This aims to help you discover and
understand new concepts and skills.
This section provides an activity which will help
What I Can Do (1,2 & 3)
you transfer your new knowledge or skill into
real life situations or concerns.

This task aims to evaluate your level of mastery

What I Have Learned
in achieving the learning objectives.

Answer Key This contains answers to all activities in the

module.

This contains instructions about recording your

Portfolio Goal Setting
positive, realistic goals before going through
this exemplar.
This contains instructions about completing the
Portfolio Completion -Your
Growth Clue! components of the portfolio. This also includes
a rubric to guide you of how your portfolio will
be assessed.

At the end of this module you will also find:

References This is a list of all sources used in

developing this exemplar.

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 What I Need to Know

Most Essential Learning Competency:

-Explain how the evolution of media from traditional to new media shaped the
values and norms of people and society--- (MIL11/12IMILIIIa-4)
-Compare and contrast how one particular issue or news is presented through the
different types of media (print, broadcast, online) ---(MIL11/12IMILIIIa-5)

Sub-competency: (MELC can no longer be unpacked)

Objectives:
After going through this exemplar, you are expected to:

A. Knowledge: Identify traditional media and new media and their

relationships
B. Skill: Discuss the latest theory on information and media
C. Attitude: Reflect the roles and functions of media in democratic
society

Portfolio Goal Setting

Using the Portfolio Assessment Template provided by your teacher along with
this exemplar, accomplish now your weekly goal setting. Refer to the objectives
above. Think of positive and realistic goals that you can considerably achieve with
this exemplar. List them as your plans. Remember: Do not proceed with this exemplar
unless you have accomplished your goal setting.

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 What I Know
Directions: Put a check mark on the corresponding cell identifying
whether the media form is traditional or new.

MEDIA FORM TRADITIONAL NEW

1. Magazine

2. Tabloid

3. Broadsheet
4. Paperback
Novel
5. Radio

6. Television
7. Online Video
Games
8. Web Video
Portals
9. Online
Messaging
10. News Papers

11. YouTube

12. Facebook

13. Skype

14. Blogs

15. Twitter

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 What is It

Over the years, media forms and technology that come with them have
evolved dramatically. This display of ingenuity is a testament of how media has been
ingrained in every human being’s sensibility. Now take a look at this picture. What do
you think does it suggest?

Fig. 1: Evolution of Media

McLuhan's theory
"The medium is the message" is a phrase coined by the Canadian
communication thinker Marshall McLuhan and introduced in his Understanding
Media: The Extensions of Man, published in 1964. McLuhan proposes that a
communication medium itself, not the messages it carries, should be the primary
focus of study. He showed that artifacts as media affect any society by their
characteristics, or content.

McLuhan uses the term 'message' to signify content and character. The
content of the medium is a message that can be easily grasped and the character
of the medium is another message which can be easily overlooked. McLuhan says
"Indeed, it is only too typical that the 'content' of any medium blinds us to the
character of the medium." For McLuhan, it was the medium itself that shaped and
controlled "the scale and form of human association and action. Taking the movie
as an example, he argued that the way this medium played with conceptions of
speed and time transformed "the world of sequence and connections into the world
of creative configuration and structure. “Therefore, the message of the movie
medium is this transition from "lineal connections" to "configurations." Extending the
argument for understanding the medium as the message itself, he proposed that the

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"content of any medium is always another medium"– thus, speech is the content of
writing, writing is the content of print, and print itself is the content of the telegraph.

Fig. 2: The Evolution of Media as perceived by McLuhan

The picture above illustrates McLuhan’s (1962) view of the evolution of media
and communication technology. A media forms that emerges from an older form
has its features and format primarily patterned from the one that it followed. The
internet is not exactly an original concept but rather a hybrid or derivative of the
older forms such as print media, broadcast media, and film. The mobile phones are
built on the old idea of telephony, and smart phones and tablets, on the idea of
internet and computer technology.

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 Fig. 2: McLuhan’s Media Map of History

McLuhan's media history

Marshall McLuhan defined media as anything requiring use of the human

body. Under this definition, both computers and clothing can be identified as
media. When a media is introduced it is adapted to human senses so that it
becomes an extension of the individual, and its capabilities influence the whole of
society, leading to change.

Tribal Age

The first period in history that McLuhan describes is the Tribal Age. To
McLuhan, this was a time of community, with the ear being the dominant sense
organ. With everyone able to hear at the same time, listening to someone in a group
a unifying act, deepening the feeling of community. In this set up, McLuhan argues,
everything was more immediate, more present, and fostered more passion and
spontaneity.

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Literacy Age

The second age McLuhan outlines is the Literacy Age, beginning with the
invention of writing. To McLuhan, this was a time of private detachment, with the
eye being the dominant sense organ. Turning sounds into visible objects radically
altered the symbolic environment. Words were no longer alive and immediate, they
were able to be read over and over again. Even though people would read the
same words, the act of reading made communication an individual act, leading to
more independent thought. Tribes didn't need to come together to get information
anymore.

Print Age

The third stage McLuhan describes is the Print Age, when individual media
products were mass-produced due to the invention of the printing press. It gave the
ability to reproduce the same text over and over again. With printing came a new
visual stress: the portable book, which allowed people to carry media so they could
read in privacy isolated from others. Libraries were created to hold these books and
also gave freedom to be alienated from others and from their immediate
surroundings.

Electronic Age

Lastly, McLuhan describes the Electronic Age, otherwise included under

the information age, as an era of instant communication and a return to an
environment with simultaneous sounds and touch. It started with a device created
by Samuel Morse's invention of the telegraph and led to the telephone, the cell
phone, television, internet, DVD, video games, etc. This ability to communicate
instantly returns people to the tradition of sound and touch rather than sight.
McLuhan argues that being able to be in constant contact with the world becomes
a nosy generation where everyone knows everyone's business and everyone's
business is everyone else's.
Information Age
The Information Age (also known as the Computer Age, Digital Age, or
New Media Age) is a historical period that began in the late 20th century,
characterized by a rapid epochal shift from the traditional industry established by
the Industrial Revolution to an economy primarily based
upon information technology.
Infrastructure Age
The Infrastructure Age is about how people conceive technology of today. It
combines self-sufficiency and the going-green philosophy. Instead of exhausting the
limited resources that we have on Earth, we need to come up with radical ideas of
gadgets that work by themselves. Of self-managed home and business entities that
rely on a gamut of technological solutions.
If the internet of things phenomenon takes off, then we will see the
Infrastructure age being realized sooner. Our home appliances and electronics, if
they can communicate with each other, will be able to learn habits and work based
on their owner’s whims. Self-driving cars are here and they may mean tremendous

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progress in reducing the number of road-related fatalities and driving habits in
society.

HOT vs COOL Media Theory

McLuhan developed an idea called hot and cold media. Hot media is high-
definition communication that demands little involvement from the audience and
concentrates on one sensory organ at a time. This type of media requires no
interpretation because it give all the information necessary to comprehend. Some
examples of hot media include radio, books, and lectures. Cool media is media that
demands active involvement from the audience, requiring the audience to be
active and provide information by mentally participating. This is multi-sensory
participation. Some examples of cool media are TV, seminars, and cartoons.

McLuhan frequently referred to a chart that hung in his seminar room at the
University of Toronto. This was a type of shorthand for understanding the differences
between hot and cool media, characterized by their emphasis on the eye or the
ear.

Eye: left hemisphere (hot) controls right side of the body; visual; speech;
verbal; analytical; mathematical; linear; detailed; sequential; controlled; intellectual;
dominant worldly; quantitative; active; sequential ordering

Ear: right hemisphere (cool) controls the left side of the body; spatial; musical;
acoustic; holistic; artistic; symbolic; simultaneous; emotional; creative; minor; spiritual;
qualitative; receptive; synthetic; gestalt; facial recognition; simultaneous
comprehension; perception of abstract patterns

Fig. 3: Traditional vs New Media

Traditional Media
- It includes contemporary modes of communication such as television, radio,
newspapers, magazines and etc.

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- It delivers a single message through one-way communication.
- Only the sender decides what to published telecast or broadcast while the
receiver always receives information

New Media
-New media is a term meant to encompass the emergence of digital computerized
or networked information and communication technologies.
-New media is not television programs, feature films, magazines, books, or paper
based publications.
-New media is interactive forms of communication that use the internet, including
podcast, social networks, messenger, blogs, virtual worlds and more.

NORMATIVE THEORIES OF THE PRESS

Normative theories were first proposed by Fred Siebert, Theodore Peterson

and Wilbur Schramm in their book called “Four Theories of the Press”. At first the word
“Normative Theory” was pronounced in USA during the height of ‘cold war’ with
communism and soviet. Often it called as western theories of mass media.

A Normative theory describes an ideal way for a media system to be

controlled and operated by the government, authority, leader and public. These
theories are basically different from other communication theories because
normative theories of press are not providing any scientific explanations or
prediction. At the same these “four theories of the press” were came from many
sources rather than a single source. Sometimes media practitioners, social critics
and academics also involved to develop these normative theories.

Normative theories are more focused in the relationship between Press and
the Government than press and the audience. These theories are more concern
about the ownership of the media and who controls the press or media in the
country.

The Four Theories of the Press/Media

 Authoritarian Theory
- Authoritarian theory describe that all forms of communications are under the
control of the governing elite or authorities or influential bureaucrats.
- Authoritarians are necessary to control the media to protect and prevent the
people from the national threats through any form communication
(information or news). The press is an instrument to enhance the ruler’s power
in the country rather than any threats. The authorities have all rights to permit
any media and control it by providing license to the media and make certain
censorship.
- If any media violate the government policies against license, then the
authority has all right to cancel the license and revoke it. The governments
have all right to restrict any sensitive issues from press to maintain peace and
security in the nation.

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- Censorship is a suppression of any communication which may consider as
harmful to the people, King, government and its nation. Especially these
censorship methods are much familiar in press which against the freedom of
speech and freedom of expression. In some other cases, the censorship helps
to protect the rulers and authorities from sensitive issues.
 There are different types of censors like Political censor, Moral censor,
Religious censor, Military censor, Corporate censor

 Libertarian Theory
- Liberalism means information is knowledge and knowledge is power.
- Libertarianism is free from any authority or any control or censorship and is an
idea of individualism and limited government which not harmful to another.
- The people are more than enough to find and judge good ideas from bad
because people are rational.
- The press should not restrict anything, even a negative content may give
knowledge and can help make better decision during worst situations.

 Soviet Media Theory

- Soviet media theory is imitative of Leninist principles which based on the Carl
Marx and Engel’s ideology. The government undertake or controls the total
media and communication to serve working classes and their interest.
- Theory says the state have absolute power to control any media for the
benefits of people. They put end to the private ownership of the press and
other media.
- The government media provide positive thoughts to create a strong
socialized society as well as providing information, education, entertainment,
motivation and mobilization.
- The theory describe the whole purpose of the mass media is to educate the
greater masses of working class or workers. Here, the public was encouraged
to give feedback which would able to create interests towards the media.

 Social Responsibility Theory

- Social responsibility theory allows free press without any censorship but at the
same time the content of the press should be discussed in public panel and
media should accept any obligation from public interference or professional
self-regulations or both.
- The theory lies between both authoritarian theory and libertarian theory
because it gives total media freedom in one hand but the external controls in
other hand. Here, the press ownership is private.
- The social responsibility theory moves beyond the simple “Objective”
reporting (facts reporting) to “Interpretative” reporting (investigative
reporting). The total news is complete facts and truthful but the commission
of the freedom press stated that “No longer giving facts truthfully rather than
give a necessary analyzed or interpretative report on facts with clear
explanations”.

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 Fig. 4: Types of Media

Modern media comes in many different formats, including print media

(books, magazines, and newspapers), television, movies, video games, music, cell
phones, various kinds of software, and the Internet. Each type of media involves
both content, and also a device or object through which that content is delivered.

Print Media
- Simply stated, print media is the printed version of telling the news, primarily
through newspapers and magazines. Before the invention and widespread
use of printing presses, printed materials had to be written by hand. It was a
painstaking process that made mass distribution impossible.
Film/Cinema
- Film and Media Studies develop skills in the analysis of film, television and
new media texts, an understanding of the forces at work behind their
production and consumption, with an emphasis on theoretical, cultural and
historical knowledge necessary for critical engagement.
- The film as a media form is one that is considered impressionable and has a
cathartic effect to its audience.
Broadcast Media
- Broadcast media describes the traditional forms of media that include
television and radio. Technically, the term ‘broadcast media’ can include the
internet as well and even such things as Bluetooth marketing and other forms
of location-based transmissions.
- Broadcast media describes all media that is broadcast. That means
that it is transmitted as a signal and in 99% of cases this is referring either
to television or to radio.

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Video Games

- Video game is an electronic game that involves interaction with a user

interface to generate visual feedback on a two- or three-
dimensional video display device such as a touchscreen, virtual reality
headset or monitor/TV set. Since the 1980s, video games have become an
increasingly important part of the entertainment industry, and whether they
are also a form of art is a matter of dispute.
Internet / WWW
- The Internet is a global network of networks while the Web, also referred
formally as World Wide Web (www) is collection of information which is
accessed via the Internet. Another way to look at this difference is;
the Internet is infrastructure while the Web is service on top of that
infrastructure.

Media Type/Form Convergence

Book  E-books
 Print on demand(POD)
Newspaper  Online version
 Mobile application version
Magazine  Online publishing
 Custom publishing
 Movement from print to television (vice versa)
 Advertorial
Film  Concept movies
 Sequels, remarks & franchises
 Television, comic book, and video game remakes
Radio  Digital radio
 Internet-based and podcasting
 Radio on television(and vice versa)
Television  Video cassette recorders (VCR)
 Digital Video Disc (DVD)
 Digital Video Recorder (DVR)
 Digital Television or high-definition television
 Internet-based television
 Video on the internet
 Interactive television
 Phone-over-cable
 Mobile video
 Television recording
Video game  Online interactive gaming
 Internet-capable handheld game devices
 Advergaming
 Advocacy gaming
Internet and the  Functionalities of the traditional media moving to the
WWW web platform
 Internet connected, Wi-Fi capable television monitor.

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 What I Can Do 1

Activity # 1: Understanding Media

1. What is Media?

2. What is Traditional Media?

3. What is New Media?

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 What I Can Do 2

Activity # 2: Knowing Technology

1. How has Technology change us?

2. Elucidate the statement of Marshall McLuhan that the “medium is the

message”

3. Does technology shaped us or is it us who shaped technology?

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 What I Can Do 3

Activity # 3: Media/ Press

1. How will you describe media in the Philippines using normative theories
of the press?

2. Is censorship in the media necessary?

3. Give your opinion about the trends that relates to the media press
issues in this present time?

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 What I Have Learned

Multiple Choice. Choose the letter of the best answer. Write the chosen letter
on a separate sheet of paper.

1. Television
a. Traditional Media b. New Media
2. Newspapers
a. Traditional Media b. New Media
3. Streaming Audio and Video.
a. Traditional Media b. New Media
4. Email.
a. Traditional Media b. New Media
5. Social media and sharing platforms.
a. Traditional Media b. New Media
6. This pertains to the evolution of media where hearing is the
predominant and most valuable sense of reception.

a. Literacy age c. Tribal age

b. Print age d. Electronic age

7. This refers to McLuhan outlines where the sense of sight was dominant
and allowing humans learn how to read.

a. Literacy age c. Tribal age

b. Print age d. Electronic age

8. In this stage McLuhan describes that people has the ability to reproduce the
portable book, which allowed people to carry media so they could read in
privacy isolated from others.

a. Literacy age c. Tribal age

b. Print age d. Electronic age

9. In addition to McLuhan’s media map of history this age known as a

digital age where everything relied heavily in the use of computers.

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 a. Literacy age c. Information age
b. Electronic age d. Infrastructure age

10. In this stage McLuhan describes that Any equipment used in

the communication process (e.g. television, radio, telephone, desktop
computer, game console, handheld device) may also be considered as;

a. Literacy age c. Information age

b. Electronic age d. Infrastructure age

11. What type of media is "TV Patrol" aired in Channel 2?

a. Broadcast Media c. Print Media
b. Film d. New Media

12. What type of media is"24-Oras news report uploaded in Youtube"?

a. Broadcast Media c. Print Media
b. Film d. New Media

13. What type of media is “One Punch-Man Manga uploaded in MyManga

website"?

a. Broadcast Media c. Print Media

b. Film d. New Media

14. What type of media is "Philippine Daily Inquirer"?

a. Broadcast Media c. Print Media
b. Film d. New Media

15. What type of media is"7 Years by Lukas Graham played on 90.7 Love Radio"?

a. Broadcast Media c. Print Media

b. Film d. New Media

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20
What I Have What I Can Do 3 What I Can Do 1
Learned
1. A
2. A
3. B
4. B
5. B
6. C
7. A
8. B
9. C
10.B
11.A
12.D
13.D
14.C
15.A
Answer Key
 Portfolio Completion – Your Growth Clue!

You now go back to your portfolio and work on the other components
that follow your Goal Setting. Remember that your portfolio is a deliberate
collection of your works with the help of the exemplar. Highlighting your
efforts here enables you to see and reflect on your growth and achievement
and your ability to establish goals just to learn. Upon completion of your
portfolio, please be guided of the rubric below.

Rubric for Portfolio Assessment

LEVELS
Criteria Novice (1-3) Apprentice (4-6) Proficient (7-8) Distinguished (9-10) Score
1. Goal Setting Sets sloppy goals, Sets some goals Sets general goals Sets clearly defined
not realistic for and processes that and processes that goals that are
10
ability nor level of are positive and are positive and attainable and growth-
development. realistic. realistic oriented
2. Self-Test Shows little Shows adequate Shows good Shows very good and
Evaluation evidence of evidence of evidence of clear evidence of
reflection and self- reflection and self- reflection and self- reflection and self- 10
assessment. assessment. assessment. assessment with
documentation.
3. “The medium is Provides little Provides adequate Provides good Provides clear
the message” evidence of growth evidences of performance or evidence of
and achievement. growth and general performance or
10
achievement. improvement in continued
achievement. improvement in
achievement.
4. Understanding Links most of the Links a number of Links analysis to the Links analysis to the
Media analysis to the analysis to the lessons properly. lessons completely.
10
lessons lessons slightly.
inadequately.
5. Knowing Explains the Explains the Explains the Explains the
Technology misconception and misconception and misconception and misconception and
10
the concept the concept the concept the concept aptly.
inadequately. somewhat. adequately.
6. Media/ Press Indicates little Indicates adequate Indicates clear Indicates distinct
evidence of evidence of evidence of evidence of
10
creativity/analytical creativity/analytical creativity/analytical creativity/analytical
work. work. work. work.
7. Overall Submits some of Submits most of Presents all items in Presents thorough,
Presentation the items in a the items. Portfolio a chronological clear and complete
disorganized form. is well presented. form. Portfolio is items. Portfolio is neat 10
Portfolio looks well organized. and elegant.
slapdash.
8. Prompt Submits late (5-6 Submits late (3-4 Submits late (1-2 Submits on time.
10
Submission. days). days). days).
Total 80

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References
Ong, Walter J. (1982). Orality and literacy: the technologizing of the word. New York:
Routledge.
Postman, N. (1992). Technopoly: the surrender of culture to technology. New York,
Vintage.
Ulmer, G.L. (2003). Internet invention: from literacy to electracy. Longman.
Toffler, A. (1980). The third wave. New York: Bantam.

West, Richard; Turner, Lynn H. (2014). Introducing communication theory. New York:
McGraw-Hill Education. pp. 454–472. ISBN 978-0-07-353428-2.

McLuhan, Marshall (1964). Understanding media. New York: Mentor. ISBN 978-
0262631594.

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For inquiries or feedback, please write or call:

DepEd Surigao del Sur Division – Schools District of _____________

Address: _______________________________________________
___________________________________________________________
___________________________________________________________

Contact Number:
Email Address:

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