TRADITIONAL AND

NEW MEDIA
• THE NEED TO TRANSFER INFORMATION AND
KNOWLEDGE FROM ONE PERSON TO ANOTHER CAN
BE CONSIDERED AS A BASIC ONE. IT IS IMPORTANT
TO UNDERSTAND HOW PAST CIVILIZATIONS WERE
ABLE TO ACCOMPLISH THIS BY UTILIZING
WHATEVER RESOURCES THEY HAD AT THAT TIME.
PRE-INDUSTRIAL AGE (PRE- 1700’S)

• THIS ERA IS DESCRIBED TO OCCUR BEFORE THE 1700’S OR THE

BOOM OF THE INDUSTRIAL AGE. THIS PERIOD IS ALSO KNOWN
AS THE PREHISTORIC AGE, AS MOST OF THE MEDIA USED TO
RECORD INFORMATION DATES BACK TO ANCIENT CIVILIZATIONS.
THE EARLIEST EXAMPLES OF MEDIA DISCOVERED IN THIS
PERIOD ARE SHOWN IN PREHISTORIC CAVE PAINTINGS, WHICH
HAVE BEEN AROUND SINCE 35,000 BC.
Angono - Binangonan Petroglyphs
PRE-INDUSTRIAL AGE (PRE- 1700’S)

• OTHER EXAMPLES OF MEDIA FROM THE PRE-INDUSTRIAL AGE ARE

THE PAPYRUS PAPER USED IN ANCIENT EGYPT IN 2,500 BC, THE
CLAY TABLETS FOUND IN MESOPOTAMIA IN 2,400 BC, THE ACTA
DIURNA (AN EARLY GAZETTE) IN ROME IN 130 BC, THE DIBAO
(AN ANCIENT GAZETTE) IN CHINA IN THE SECOND CENTURY, THE
CODEX IN THE MAYAN REGION IN THE FIFTH CENTURY, AND THE
WOODEN PRINTING BLOCKS FOUND IN 220 AD. ALL OF THESE
WERE SEEN AS EVIDENCE THAT THE EARLIEST CIVILIZATIONS HAD
ALREADY HONED THE SKILLS TO CONVEY INFORMATION,
THROUGH WRITING AND DRAWING ON WHICHEVER MATERIAL
WAS AVAILABLE DURING THAT TIME USING THEIR PRIMITIVE
LANGUAGES.
INDUSTRIAL AGE (1700’S TO 1930’S)

• THIS PERIOD IS DESCRIBED AS THE PRODUCT OF

HARNESSING THE POWER OF MACHINES. THE INDUSTRIAL
AGE (1700’S TO 1930’S) NOT ONLY PAVED THE WAY FOR
THE MASS PRODUCTION OF GOODS AND PRODUCTS, BUT
ALSO BECAME RESPONSIBLE FOR THE WIDESPREAD
DISSEMINATION OF INFORMATION. THE MOST NOTABLE
INVENTION OF THIS ERA IS UNDOUBTEDLY THE PRINTING
PRESS IN THE NINETEENTH CENTURY, AS IT ALLOWED
THE MASS PRODUCTION OF BOOKS, NEWSPAPERS, AND
OTHER PRINTED MATERIALS.
INDUSTRIAL AGE (1700’S TO 1930’S)

• THE TYPEWRITER IN THE 1800’S ALLOWED A MORE

UNIFORM METHOD OF RECORDING TEXT WITHOUT THE
CONFUSION OF UNDERSTANDING THE HANDWRITING OF
EVERY PERSON. THE INDUSTRIAL AGE ALSO PAVED THE WAY
FOR THE INTRODUCTION OF MOTION PICTURES AS IT
CONTINUED TO EVOLVE FROM 1890’S TO 1926. THE
INVENTION OF THE TELEGRAPH AND THE TELEPHONE
ALLOWED REAL-TIME COMMUNICATION ACROSS A GREAT
DISTANCE; THIS IN TURN ALLOWED PEOPLE TO CONVEY
MESSAGES AND INFORMATION IN A FASTER AND MORE
EFFICIENT MANNER.
INDUSTRIAL AGE (1700’S TO 1930’S)

• ONE OF THE MOST IMPORTANT INVENTIONS OF THE

INDUSTRIAL AGE, THE PRINTING PRESS ALLOWED THE
MASS DUPLICATION AND DISSEMINATION OF PRINTED
MATERIALS IN AN EFFICIENT AND EFFECTIVE MANNER.
BOOKS AND PUBLICATIONS ARE THE BEST EXAMPLES
OF THE OUTPUT OF THE PRINTED PRESS.
ELECTRONIC AGE (1930’S TO 1980’S)

• THE INVENTION OF THE TRANSISTOR STARTED THE ERA

OF ELECTRONIC COMPUTING. THIS DEVICE ALLOWED
THE DEVELOPMENT OF ELECTRONIC COMPONENTS
WHICH ARE FAR MORE EFFICIENT THAN THEIR ANALOG
COUNTERPARTS. THE EARLIEST ELECTRONIC DEVICES
THAT USED THE THIS INVENTION WERE THE
TRANSISTOR RADIO, THE TELEVISION IN 1941, THE
FIRST GENERATIONS OF LARGE ELECTRONIC
COMPUTERS AND MAINFRAMES, AND THE EARLIEST
FORMS OF PERSONAL COMPUTERS.
ELECTRONIC AGE (1930’S TO 1980’S)

• THE ELECTRONIC AGE ALLOWED MASS MEDIA TO TAKE

FORM; THANKS TO THIS, WHEREIN A VAST NUMBER OF
RECIPIENTS WOULD BE ABLE TO RECEIVE DATA
TRANSMITTED FROM A SINGLE SOURCE IN REAL TIME.
• THE INVENTION OF THE TRANSISTOR, A
SEMICONDUCTOR DEVICE USED TO AMPLIFY
ELECTRIC SIGNALS AND POWER, IS ATTRIBUTED
TO JOHN BARDEEN, WILLIAM SHOCKLEY AND
WALTER BRATTAIN AT BELL LABS, 1948. THE
MOST COMMON DEVICES THAT USE
TRANSISTORS ARE RADIOS AND TELEVISION
SETS.
INFORMATION AGE (1900’S TO 2000’S)

• THIS MODERN AGE IS CHARACTERIZED BY THE

MASSIVE INFLUENCE OF THE INTERNET. THE INTERNET
ALLOWED COMMUNICATION AND INFORMATION TO BE
ACCESSIBLE REAL-TIME AND ON-DEMAND ANYWHERE
ACROSS THE GLOBE. ELECTRONIC COMPUTING
DEVICES SUCH AS PERSONAL COMPUTERS,
SMARTPHONES, TABLETS, AND WEARABLE DEVICES ALL
HARNESS THE POWER AND CAPABILITIES OF THE
INTERNET.
INFORMATION AGE (1900’S TO 2000’S)

• THE MOST NOTABLE TREND IN THIS ERA IS THE USE OF

SOCIAL MEDIA WEBSITES AND APPLICATIONS IN ORDER
TO REACH OUT TO PEOPLE. A MAJORITY OF MEDIA
RESOURCES ARE ALREADY BEING CONVERTED TO
DIGITAL AS THEY ARE EASIER TO CONSUME AND
TRANSFERRED COMPARED TO TRADITIONAL MEDIA.
CURRENT TRENDS SUCH AS CLOUD COMPUTING AND
BIG DATA ARE ALSO BUZZWORDS IN THE INFORMATION
AGE.
• NEW MEDIA CAN TYPICALLY BE FOUND ON THE
“WWW”. ONLINE MEDIA PLATFORMS SUCH AS
FACEBOOK, YOUTUBE AND WIKIS ALLOW
UNLIMITED SHARING OF INFORMATION AMONG
INDIVIDUALS ACROSS THE GLOBE.
• THE FILIPINOS IS NUMBER ONE WORLDWIDE
FOR MOST TIME SPENT ON SOCIAL MEDIA.
FILIPINOS SPEND AN AVERAGE OF MORE THAN
FOUR HOURS PER DAY ON SOCIAL MEDIA
WEBSITES SUCH AS FACEBOOK. THE
PHILIPPINES IS FOLLOWED BY BRAZIL AND
ARGENTINA.
• THE NEED FOR CONTINUOUS IMPROVEMENT IN THE MEANS
AND METHODS OF COMMUNICATION WAS ALREADY
APPARENT THE EARLIEST CIVILIZATIONS. BEING ABLE TO
TRANSFER INFORMATION AND KNOWLEDGE IN A MANNER
THAT IS MORE EFFICIENT AND EFFECTIVE IS STILL THE GOAL,
EVIDENT IN THE EVOLUTION OF TRADITIONAL TO NEW
MEDIA. FROM THE EARLIEST FORMS OF ONE-ON-ONE
COMMUNICATION, INVENTIONS LIKE THE PRINTING PRESS
AND THE TRANSISTOR WERE ABLE TO REVOLUTIONIZE HOW
PEOPLE SEND AND RECEIVE INFORMATION ON A MASSIVE
SCALE.
• THE INFORMATION AGE AND THE EMERGENCE OF
DIGITAL MEDIA, ON THE OTHER HAND, ALLOWED FOR
REAL-TIME COMMUNICATION AND ON-DEMAND ACCESS
TO INFORMATION THROUGH MODERN ELECTRONIC
DEVICES AND SOCIAL MEDIA PLATFORMS. NEW MEDIA
IS HERE TO STAY, AND WE CAN EXPECT IT TO BECOME
EVEN MORE PERVASIVE AND INFLUENTIAL IN OUR
EVERYDAY LIVES.
THE ROLE OF MEDIA IN
THE SOCIETY
• THE GOAL OF EVERY SOCIETY SHOULD TO BE RECOGNIZED
AS DEMOCRATIC AND BENEVOLENT TOWARDS ALL ITS
MEMBERS AND CITIZENS. THIS HAS BEEN PROVEN BY
VARIOUS MOVEMENTS, AS RECORDED IN ANCIENT AND
MODERN HISTORY. THE FAST-PACED AND REAL-TIME
TRANSFER OF KNOWLEDGE THROUGH DIGITAL MEDIA IS
TRULY SHAPING HOW SOCIETY FUNCTIONS AS A
COLLECTIVE UNIT OF HIGHLY CONNECTED INDIVIDUALS.
THUS, IT IS IMPORTANT TO DETERMINE THE ROLE OF
MEDIA AND MASS DIGITAL COMMUNICATION IN SOCIETY,
AND TO KNOW HOW MEDIA INFLUENCES THE IDEOLOGIES,
BELIEFS, AND PRINCIPLES OF PEOPLE.
• THE INFLUENCE AND ROLES OF MEDIA IN SOCIETY WERE
REVOLUTIONIZED IN THE INDUSTRIAL AGE. THE
INVENTION OF THE PRINTING PRESS ALLOWED THE MASS
PRODUCTION OF READING MATERIALS, WHICH IN TURN
PROVIDED PEOPLE A QUICK AND EFFICIENT METHOD OF
ACQUIRING AND SHARING KNOWLEDGE THROUGH
BOOKS AND OTHER PUBLICATIONS. TO THIS DAY, THESE
PRINTED MATERIALS SERVE AS THE MOST BASIC FORM
OF SPREADING IDEOLOGIES AND INFLUENCING PEOPLE.
THE INFLUENCES OF MASS MEDIA ON SOCIETY GREW
MORE EFFECTIVE WITH THE ARRIVAL OF THE
ELECTRONIC AND DIGITAL AGE.
• THE PERVASIVENESS OF NEW MEDIA OR DIGITAL MEDIA
HIGHLY INFLUENCES HOW PEOPLE GO ABOUT THEIR
LIVES IN OUR MODERN SOCIETY. DIGITAL MEDIA IS
USED IN A VARIETY OF WAYS DEPENDING ON THE NEEDS
OF AN INDIVIDUAL OR A GROUP. MASS COMMUNICATION
COMPANIES SUCH AS NEWS AND ENTERTAINMENT
ORGANIZATIONS USE THE CAPABILITY OF MASS MEDIA IN
ORDER TO REACH OUT TO THEIR CONSUMERS. PEOPLE
THAT LIVE ACROSS DIFFERENT GEOGRAPHICAL AREAS
CAN USE DIGITAL MEDIA IN ORDER TO COMMUNICATE
AND TRANSFER INFORMATION ON DEMAND AND IN IN
REAL TIME.
• WITH ALL OF THE TECHNOLOGICAL ADVANCEMENTS IN
HOW PEOPLE COMMUNICATE AND SHARE
INFORMATION, IT IS HIGHLY EVIDENT THAT MEDIA
PLAYS A MAJOR ROLE IN INFLUENCING HOW MEMBERS
OF THE SOCIETY THINK AND ACT. PERHAPS ONE OF
THE MOST PERVASIVE FORMS OF NEW MEDIA THAT IS
HIGHLY INFLUENTIAL TO THE LIVES OF PEOPLE IS
SOCIAL MEDIA. A VAST MAJORITY OF FILIPINOS
CONSIDER THEMSELVES TO BE SOCIAL MEDIA SAVVY,
AS THEY HAVE THE ABILITY TO ACCESS AND MAINTAIN
THEIR SOCIAL MEDIA ACCOUNTS.
• A LARGE NUMBER OF BUSINESS ORGANIZATIONS,
GOVERNMENT OFFICES, AND INFLUENTIAL PEOPLE IN
POLITICS AND ENTERTAINMENT USE SOCIAL MEDIA AS A
PLATFORM TO REACH OUT TO THEIR CUSTOMERS,
CONSTITUENTS, AND FOLLOWERS. ON A VERY SIMPLE
LEVEL, USING THIS PLATFORM HIGHLY INFLUENCES HOW
FOLLOWERS THINK AND REACT TO ISSUES AND TOPICS
WHICH MAY OR MAY NOT BE RELEVANT TO HOW THEY
FUNCTION IN THE SOCIETY. ALTHOUGH USING SOCIAL
MEDIA IS QUITE EFFECTIVE IN REACHING OUT TO A
MULTITUDE OF PEOPLE, THIS PLATFORM CAN ALSO BE
USED TO SPREAD FALSE INFORMATION ON CERTAIN
TOPICS AND ISSUES. MANY PEOPLE MAY ACTUALLY BE
• THE INTRODUCTION OF E-GOVERNANCE IS ONE OF
THE MAJOR CONTRIBUTIONS OF NEW MEDIA, WITH THE
AID OF ICT IN THE FORM OF APPLICATIONS,
INFRASTRUCTURE, AND COMMUNICATION. WITH E-
GOVERNMENT, THE SERVICES OF THE STATE ARE
SIGNIFICANTLY ENHANCED AS THE MEMBERS OF THE
COMMUNITY GAIN ACCESS TO INFORMATION AND
SERVICES THAT THE GOVERNMENT OFFICES PROVIDE.
COMMON EXAMPLES OF E-GOVERNMENT SERVICES
INCLUDE THE AVAILABILITY OF PERTINENT DOCUMENTS
RELATED TO GOVERNMENT PROJECTS, REAL-TIME
COMMUNICATION WITH PUBLIC OFFICIALS REGARDING
• LASTLY, DIGITAL MEDIA CAN BE USED TO PROMOTE
EMPOWERMENT OF THOSE IN MARGINALIZED
SECTORS. THE PROMOTION OF GENDER EQUALITY, THE
EMPHASIS ON THE RIGHTS OF DIFFERENTLY ABLED
PEOPLE, AND THE RECOGNITION OF DIFFERENT ETHNIC
AND INDIGENOUS GROUPS ARE THE MOST COMMON
THEMES FOR THESE MOVEMENTS. HARNESSING THE
HIGHLY INFLUENTIAL CAPABILITIES OF NEW MEDIA
ALLOWS SUCH CIVIC AND SOCIAL MOVEMENTS TO
REACH A GREAT NUMBER OF PEOPLE IN AN
INFORMATIVE AND EFFICIENT MANNER.
• DIGITAL MEDIA IS EVIDENTLY AROUND US; AS MODERN
TECHNOLOGY CONTINUES TO IMPROVE, OUR RELIANCE
ON DIGITAL MEDIA IS HERE TO STAY. HOWEVER, EACH
MEMBER OF THE SOCIETY MUST BE RESPONSIBLE
ENOUGH TO USE THE CAPABILITIES OF NEW MEDIA
TOWARDS NATION-BUILDING AND CIVIC ENGAGEMENT.
THE BENEFITS OF DIGITAL MEDIA MUST BE HARNESSED
WITH RESPONSIBLE AND SENSIBLE USE WHICH AIMS
TOWARDS THE BETTERMENT OF LIFE FOR ALL. ANY
ACTIVITIES THAT IS DIRECTED TO INFLICT HARM
TOWARDS OTHERS MUST BE REPORTED TO PROPER
AUTHORITIES, AS THIS IS PART OF BEING A
THE INTERNET OF THINGS
• THE INTERNET OF THINGS GAINED POPULARITY IN THE
EARLY 1990’S WITH THE SIMPLE CONCEPT OF HAVING
EVERYDAY OBJECTS BE CONNECTED TO A COMPUTING
DEVICE IN ORDER TO ANALYZE PIECES OF DATA AND
PRODUCE USEFUL INFORMATION. THE COINING OF THE
TERM “INTERNET OF THINGS”, OFTEN ABBREVIATED AS
IOT, IS ATTRIBUTED TO KEVIN ASHTON, THE CO-
FOUNDER OF MIT'S AUTO-ID CENTER IN 1999.
ALTHOUGH LIMITED BY THE TECHNOLOGY OF THAT
TIME, MAINLY BECAUSE PROCESSORS AND COMPUTING
COMPONENTS WERE NOT CHEAP, IOT SAW VERY SLOW
PROGRESS.
• HOWEVER, THE MANUFACTURING COSTS OF THE
NEEDED COMPONENTS HAS COME DOWN
SIGNIFICANTLY IN THE RECENT YEARS, WHICH PAVED
WAY TO IOT GAINING POPULARITY AGAIN. THERE ARE
SEVERAL APPLICATIONS AND DEVICES THAT ARE
ALREADY HARNESSING THE CAPABILITIES OF IOT. A
LIGHT BULB CAN NOW BE CONNECTED TO VIA A
WIRELESS NETWORK IN ORDER TO BE SWITCHED ON
OR OFF, CHANGE COLORS, OR ADJUST ITS
BRIGHTNESS. THERMOSTATS CAN ALSO BE
CONNECTED TO SMARTPHONES USING A WIRELESS
NETWORK CONNECTION SO THAT TEMPERATURES CAN
• SEVERAL “SMART” ASSISTANCE DEVICES ARE
INSTALLED IN HOMES, AND MAY SERVE AS THE
CENTRAL COMMANDING DEVICE WHICH PROCESSES
ANY INSTRUCTIONS FROM THE USER, ALLOWING ALL
CONNECTED DEVICES TO FUNCTION SPECIFICALLY. THE
POSSIBILITIES AND OPPORTUNITIES OF THE INTERNET
OF THINGS ARE STILL BEING REALIZED BY DEVELOPING
COUNTRIES. HOWEVER, SOME DEVELOPED COUNTRIES
ARE ALREADY MOVING TOWARDS HAVING A “SMART
HOME” WHERE ALMOST ALL ASPECTS OF LIVING CAN
BE INTERCONNECTED, AND ALL HOME DEVICES CAN
CONNECT AND COMMUNICATE WITH EACH OTHER.
EXAMPLES OF DEVICES THAT ARE UNDER
THE CONCEPT OF THE INTERNET OF
THINGS
• SMART TELEVISION
• SMART LOCKS
• SECURITY SYSTEMS
• AUTOMATED CARS
• PACKAGE TRACKING DEVICE
• FITNESS AND ACTIVITY TRACKER
• THE OPPORTUNITIES BROUGHT BY THE INTERNET OF
THINGS ARE NOT EXPERIENCED ONLY ON A PERSONAL
OR HOUSEHOLD LEVEL. SEVERAL BUSINESS ENTITIES
HAVE STARTED TO LEVERAGE THE ADVANTAGES OF IOT
IN ORDER TO ACHIEVE BETTER EFFICIENCY IN THEIR
BUSINESS PROCESSES WHILE MINIMIZING THE
EXPENSES AND MAXIMIZING PROFIT. BUSINESS
ORGANIZATIONS NO LONGER JUST RELY ON TANGIBLE
ASSETS IN ORDER TO BE COMPETITIVE; MOST GATHER
ALL THE DATA AND INFORMATION THEY CAN GET FROM
CUSTOMERS, COMPETITORS, AND THE MARKET ITSELF
USING IOT CONNECTED DEVICES SO THAT DATA
• HOWEVER, IOT IS NOT SPARED FROM PITFALLS. THE
MOST COMMON CONCERN WHEN IT COMES TO
ALLOWING DEVICES TO SEND DATA AND INFORMATION
VIA THE INTERNET ARE POTENTIAL THREATS. MAJOR
CONCERNS INCLUDE INVASION OF CUSTOMER PRIVACY,
AND THE POSSIBILITY OF A CYBER ATTACK WHEREIN
THE POINT OF ENTRY IS THE DEVICE WITH THE
WEAKEST SECURITY CAPABILITIES. IT IS HIGHLY
RECOMMENDED THAT USERS WHO WISHES TO HAVE
AN IOT-CAPABLE HOME OR BUSINESS BE ABLE TO
DETERMINE AND REALIZE THE POSSIBILITY THAT
CYBER CRIMINALS MAY TAKE ADVANTAGE OF WHAT THE
• THE LACK OF SECURITY IN IOT DEVICES MAY TURN
THEM INTO “BOTNETS”. THESE ARE DEVICES THAT
ARE CONTROLLED BY OTHER PEOPLE IN ORDER TO
ACCESS DATA FROM A USER WITHOUT THE USER EVEN
KNOWING IT.
• THE CONCEPT OF THE INTERNET OF THINGS IS STILL
FLOURISHING AND CONTINUOUSLY BEING DEVELOPED.
ADVANCEMENTS IN TECHNOLOGY AND CHEAPER
PRODUCTION OF COMPUTING COMPONENTS ALLOW
MANUFACTURERS TO CREATE AND DISCOVER
INNOVATIVE PRODUCTS WHICH CAN CATER TO
ANYONE’S NEEDS. HOWEVER, NO MATTER HOW
EFFICIENT AND PROMISING IOT IS, IT IS STILL THE
RESPONSIBILITY OF ANY USER TO KNOW HOW TO USE
THESE DEVICES PROPERLY AND BE VIGILANT ENOUGH
TO SECURE THEIR PERSONAL DATA AND INFORMATION.
• CYBER SECURITY - A SET OF TECHNIQUES, PROTOCOLS, AND
MECHANISM TO PROTECT A NETWORK AGAINST HACKING OR
MALICIOUS ATTACKS THAT USES THE INTERNET AS AN ENTRY
POINT.
• E-GOVERNANCE - THE UTILIZATION OF THE AVAILABLE
TECHNOLOGY IN ORDER FOR THE GOVERNMENT TO
DELIVER ITS SERVICES TO THE COMMUNITY IN A
FASTER AND EFFICIENT MANNER.
• INTERNET OF THINGS - A SYSTEM OF
INTERCONNECTED EVERYDAY OBJECTS LINKED INTO A
NETWORK IN ORDER TO SEND AND RECEIVE DATA
WHICH CAN FURTHER BE PROCESSED TO PRODUCE
USEFUL INFORMATION.
• MASS MEDIA - ANY MEANS OF COMMUNICATION
WHICH IS INTENDED TO REACH A LARGE NUMBER OF
AUDIENCES AT ANY GIVEN TIME.
• NEW MEDIA - OFTEN REFERRED TO AS DIGITAL
MEDIA, THIS USES THE CURRENT TECHNOLOGIES
AVAILABLE TODAY IN ORDER TO SHARE INFORMATION
USING THE INTERNET.
• PRINTING PRESS - AN INVENTION THAT WAS
POPULARIZED IN THE INDUSTRIAL AGE WHICH
ALLOWED MASS PRODUCTION OF PRINTED MATERIALS
SUCH AS BOOKS.
• SMART HOME - A CONCEPT WHEREIN HOME
APPLIANCES ARE CONNECTED AND CAN BE
CONTROLLED OVER A SINGLE NETWORK, USUALLY
WITH THE USE OF THE INTERNET OR A LOCAL AREA
NETWORK.
• SOCIAL MEDIA - A FORM OF COMMUNICATION SITE
WHERE PEOPLE CAN SHARE ANY INFORMATION WITH
OTHER USERS ANYTIME AND ANYWHERE IN THE
WORLD AS MEMBERS OF AN ONLINE COMMUNITY.
• WIRELESS NETWORK CONNECTION - A
TECHNOLOGY THAT ALLOWS DEVICES TO CONNECT
WIRELESSLY SO THAT COMMUNICATION WILL BE