Grade 12
EVOLUTION OF
MEDIA
Media Information Literacy
Ma. Ishi Aleekey M. Orquina
Learning
Competency
Explain how the evolution of media
from traditional to new media
shaped the values and norms of
people and society.
Objectives
Describe traditional media and new media and
01 their relationships
Classify the technology or resources
02 available during the prehistoric, industrial,
electronic, and new/digital age
Directions: Complete the table below by
giving two (2) examples for each
question.
Pre-industrial Age
Industrial Age
Electronic Age
New/ Information Age
Directions: Classify the following
communication tools according to what
age they belong.
01 Pre-Industrial Age
Before 1700s
Pre-Industrial Age
• Discovered fire
• Developed paper from plants
• Forged weapons and tools with
stone, bronze, copper, and iron
Examples
Cave Paintings
Parietal Art (before 1700s)
• Numerous paintings and
engravings found on cave walls
Examples
Clay Tablets
• Used as a writing medium
especially for writing in
cuneiform
• Cuneiform – one of the oldest
form of writing
Examples
Papyrus
• Made from pith of papyrus plant
• Used as a writing surface during
ancient times
• Rolled up to scrolls
Examples
Acta Diurnal in
Rome (130 BC)
• “Daily Public Records”
• Transcribed official messages
and matters onto a slab of stone
Examples
Dibao in China
2nd Century
• “Palace Reports” / “Imperial
Bulletin”
• Issued by the government for
official announcements
Examples
Codex in the
Mayan Region
(5th Century)
• Codes are used to set dates for
rituals often linked to
astronomical events
Examples
Printing Press
using wood blocks
(130 BC)
02 Industrial Age
1700s-1930s
Industrial Age
• Steam engine was invented
• Developed machine tools
• Established iron productions
• Manufacturing of books through
printing press
Examples
Printing Press
19th Century
• Used for mass production
• A device that applies pressure to
an inked surfaces resting upon a
print medium (paper/cloth)
Examples
Telegraph
• Used for long distance
communication by transmitting
electrical signals over a wire laid
between stations
Examples
Motion Picture
Film/Movie
• Series of still photos on film,
projected in rapid succession
onto a screen by means of light
Examples
Newspaper
Typewriter
Telephone
Motion picture photography
Commercial Motion Pictures
Motion Picture with Sound
03 Electronic Age
1930s-1980s
Electronic Age
• Invention of transistor
• Power of transistors was harnessed that led
to invention of transistor radio, electronic
circuits, and early computers
• Long distance communication became more
efficient
Examples
Transistor Radio
Examples
Large Electric
Computers
Examples
Mainframe
Computers
Examples
Television
Personal Computer
LCD Projectors
New Age/
04 Information Age
1900s-2000s
Information Age
• Internet paved the way for faster
communication and the creation of the social
network
• Advance use of microelectronics
Web Browsers Mosaic, Internet Explorer
Blogs Blogspot, Wordpress, LiveJournal
Social Networks Friendster, Multiply, Facebook
Microblog Twitter
Video Youtube
Augmented
Reality/Virtual Reality
Video Chat Skype, Google Hangouts
Search Engines Google
Portable Computers Laptops, netbooks, tablets
Smartphones
Wearable technology Apple watch, Smart watch
Cloud and big data Google drive
Examples
Examples
Functions of Communication of Media
Inform the citizens on what is happening
01 Monitoring
around them
Function
Educate the audience on the meaning and
02 Information
significance of the facts
Function
Provide a platform for public political discourse
03 Opinion
To facilitate public opinion and expression of
Function dissent
Functions of Communication of Media
Watchdog Denounces the wrongdoing of the government and
04 Role of the private
Journalism Leads to increasing accountability and
spearheading positive changes
Channel for
Advocacy of Raising awareness by reaching to people
05
Political through social media
viewpoint
As an individual born in the advent of
technology, what are the pros and cons
of having access to various media
platforms?
Activity 1
Directions: Using the Venn diagram, describe
traditional media and new media, and their
relationship. Write your answers in a ½ sheet of
paper.
