At the end of this lesson, you are expected to:.
1. identify traditional media and new media, and their
2. explain how the evolution of media shapes the values and
norms of the people in the society;
3. recognize the devices used by people to communicate with
In the past, only televisions, radios, and
newspapers were eligible for use. People
communicated and shared information across
the mainstream media.
However, as the Internet expanded and
evolved, people started to move from
traditional media to new (digital) media. The
convenience of Internet access attracts the
public to use it over other media.
As a media and technology literate
individual, you need to know where all
the technology that you get comes from.
You also have to understand how
different media forms function.
1. Where those media come from?
2. How in the past did the people connect
without the use of media?
3. How did the media develop through the
1. Pre-Industrial Age (Before 1700)
2. Industrial Age (17005 to 19305)
3. Electronic Age (1930s-1980s)
4. New (Digital) Age (1900s-2000s)
The Evolution of Media from Traditional
to New (Digital) Media
People discovered fire, developed paper from
plants, and forged equipment or weapon
through stone, bronze, copper and iron.
Example forms of media:
Cave Painting (35,000BC), Clay tablets in
Mesopotamia (2400BC), Papyrus in Egypt
People used the power of steam, developed
machine tools, established iron production,
and manufacturing of various products
(including books through the use of printing
Example forms of media: Telegraph (1830),
Typewriter (1800), Telephone (1876),
Printing Press for Mass Production (1900s),
Motion Pictures (1890)
(17005 to 19305)
• People harnessed the power of electricity
that led to electrical telegraph, electrical
circuits and the early large scale computers.
• In this age, long distance communication
became more efficient.
Example forms of media: Transistor Radio
(1947), Television (1941), Mainframe
Computer (1960), OHP and LCD Projectors.
• The use of microelectronics in the
development of personal computers,
handheld devices, and wearable technology
advanced. In this era, the Internet paved the
way for quicker communication and social
• Furthermore, voice, image, sound and data
Example forms of media: Portable Laptop
(1980), Friendster (2002), Internet Explorer,
Skype (2003), Google 1997, Smart Phones,
New (Digital) Age
Through the decades, the media's
significant role in people's lives has
From simple task to disseminating
information, the use of media has
become diversified and personal.
The invention of gadgets has
redefined its values to its users.
Media is no longer just a source of
Press is no longer a pure information
It helps bridge the differences in cultural,
political, and social matters. This ties
people and nations together, and
encourages reform, and develops
innovations and community advancement.
1. Inform Citizens of what is happening (Monitoring Function)
2. Educate the audience (meaning and significance of facts)
3. Provide a platform for public discourse
(public opinion and expression of dissent)
4. “Watchdog” role of journalism
5. Channel for advocacy for political viewpoints
Some of the media functions of media and
Today, we have more outlets than ever
before to get our news. Any of these have
fundamentally changes how mainstream
media options such as newspapers and
television stations distribute news stories to
Before we can watch updates on news
through our television but today, we can have
the same broadcast on social media
platforms such as Facebook and Twitter.
1. Inform Citizens of
what is happening
Media offer awareness and information. They
try to educate people directly or indirectly
through different forms of content.
However, media can become an instrument
for the dissemination of false and
inflammatory messages and values that do
not promote respect or well-tempered
dialogue and discussion.
Negative messages can divide communities
and can help perpetuate the stereotypes that
2. Educate the
audience (meaning and
significance of facts)
Mass media and other forms of information
have a huge impact in influencing public
sentiments and underlying feelings.
Newspapers, televisions and radio are all
essential source of basic knowledge about
other people and different locations.
3. Provide a platform
for public discourse
(public opinion and expression of
The notion that the press works
independently of the government is
fundamental to this position.
The watchdog is designed to prevent
government from taking too much control
from the people and violating their limits.
The media also specializes in investigative
reporting, which can reveal the risks of
wrongdoings that the media may then
disclose in order for the public to demand
4. “Watchdog” role of
Media inform and alert people with news and
information to help them form their opinions about
political issues and candidates.
The web, however, has also been used to target
people, mainly young users, to radicalize them
into specific belief systems and divisive ways of
seeing the world.
5. Channel for advocacy for
Media changes in the structure and control pose the
question of whether the media still function as an
impartial source of information.
There are companies or CEOs already manipulating
the flow of information, making profits more important
than the unbiased distribution of information. But the
reality is, media companies, whether it is a newspaper,
television, radio or internet, are business. The
company may find ways on how they can find
5. Channel for advocacy
for political viewpoints