The Evolution

of Traditional
to New Media
The term 'media' refers
to the various means of
communication used to
reach and influence
people, including
newspapers, radio,
television, and the
internet
With the attainment
of technological
advancement, people
wondered how media
changes throughout
time and what forms
of media exist in
different ages.
How Media
Evolved
 PRE –
INDUSTRIAL AGE
(Before 1700s)
PRE-INDUSTRIAL AGE (Before 1700s) –
people discovered fire, developed paper
from plants and forged weapons and tools
with stone, bronze, copper and iron. Ex.
Cave paintings, clay tablets, papyrus,
printing press using wood blocks
- Content in Sumerian.

- Acquired by the Library of

Congress in 1929 from art
dealer Kirkor Minassian as part
of a collection of Islamic
bookbindings, manuscripts,
textiles, and ceramic and metal
objects illustrating the history of
the development of writing and
book arts in the Middle East.
Depiction of a human
male figure with antelope
head and hooves from up
to 3,000 years ago, found
in the Game Pass Shelter
in the Drakensberg
Mountains of South
Africa
Cave paintings found in
the Ennedi Mountains in
Chad, South Africa dating
back 10,000 years
manuscripts
the earliest form
of the print media
INDUSTRIAL AGE
(1700s-1930s)
INDUSTRIAL AGE (1700s-1930s)
– people used the power of steam,
developed machine tools,
established iron production, and the
manufacturing of various products
(including books through the
printing press)
The Industrial Age occurs during the Industrial
Revolution in Great Britain. This period brought in
economic and societal changes, such as the
substitution of handy tools with machines like the
power loom and the steam engine. The
transformation of the manufacturing industry and
commercial enterprise for mass production of
various products occurred. Also, long-distance
communication became possible via telegraph, a
system used for transmitting messages.
ELECTRONIC AGE
(1930s – 1980s)
ELECTRONIC AGE (1930s-1980s)
– 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 Ex.
Transistor radio, television, large electronic
computers, mainframe computers, personal
computers, overhead projectors, LCD projectors
The electronic age started when people
utilized the power of electricity that made
electronic devices like transistor radio and
television work. The creation of the transistor
piloted the rise of the electronic age. The
power of transistors was used in radio,
electronic circuits, and early computers. In
this period, people made use of air access to
communication
INFORMATION
AGE
(1900s – 2000s)
the internet paved the way for faster
communication and the creation of social
network. Ex. Web browsers, blogs,
blogspot, social networks, videos, portable
computers, smart phones, wearable
technology
The information age is a period also known as the digital
age. This period signified the use of the worldwide web
through an internet connection. Communication became
faster and easier with the use of social networks or social
media platforms such as Facebook, Messenger, Instagram,
Twitter, among others. The rapid technological
advancement and innovation with the use of
microelectronics lead to the development of laptops,
netbooks mobile phones, and wearable technology.
 THE EVOLUTION OF MEDIA
TYPES OF
RESOURCES/
AGE MEDIA/MEDIUM
TECHNOLOGY
USED
print media, non-
PRE-INDUSTRIAL plants, stone, clay, traditional media,
AGE wood paintings, symbols,
signs
printing press,
print media, non-
INDUSTRIAL AGE typewriter, telegraph,
traditional media
punch card, camera
radio, television,
broadcast media, print
ELECTRONIC AGE computers, projectors, media
analog phones
Radio, television,
INFORMATION computers, projectors, new media, broadcast
AGE digital camera, smart media, print media
phones, social media
The influence
of media on
the values
and norms of
people
With the advent of the information age,
media become more influential in
different aspects of people’s lives. Media
provide access to ideas that were restricted
in the past. Due to people’s capability to
relate, deliberate, and communicate freely
online, conventional ideas are challenged
✓ women's rights organizations that share
worldwide awareness of women’s equality
in our society through online platforms

❖the LGBTQ movement advocates

gender equality and acceptance in
society.
FUNCTIONS OF
COMMUNICATION
AND MEDIA
1. INFORM CITIZENS OF WHAT IS HAPPENING

2. EDUCATE THE AUDIENCE THE 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
 MEDIA MUST ENSURE THE FOLLOWING

1. Implementation of utmost professionalism

2. Must be objective at all times.
3. Provide the public with balanced reporting.
4. Fair and honest covering of stories or events.
5. Examine and comprehend the interest of the public.
6. Make avenues to represent different voices and opinions.
 MEDIA AND GOVERNMENT

• Describe that all forms of

communication are under the control of
the governing elite or authorities or
Normative Theories of the Press influential bureaucrats.

• Also called the Communist Theory.

• The main role of media in communist
Authoritarian theory is to promote communism and
achieve communist goals.

Soviet Media • Opposition to authoritarian theory.

Press was given more freedom and
people involved were taken to be
conscience and intellectual.
Libertarian
• In social responsibility theory, press is
given freedom to publish anything but
Social Responsibility has to be responsible in its actions.
The main role of press is to help
preserve and growth of democracy.
The values/importance of media

Pervasive-
ness

Binding Informa-
Influence tion Source

MEDIA

Persua-sion Entertainm
Forum ent Source
Four essential characteristics of media

Technology Scale

Distance Commodity

Mass
Media
Do you agree
with this
statement? Why
or why not?