11/12

Media and
Information
Literacy
Quarter 1 – Module 4:
Evolution of Traditional to New
Media
Media and Information Literacy – Grade 11/12
Self-Learning Module (SLM)
Quarter 1 – Module 4: Evolution of Traditional to New Media
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 module 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 Team of the Module

Writer: Jenelyn A. Abico
Editors: Dawn Hope S. Almuena, Mary Joy M. Velasco
Reviewers: Evelyn C. Frusa, Ph.d, Rolex I. Lotilla, Arven Tejada
Illustrator:
Layout Artist:
Cover Art Designer: Reggie D. Galindez
Management Team: Allan G. Farnazo, CESO IV – Regional Director
Fiel Y. Almendra, CESO V – Assistant Regional Director
Crispin A. Soliven, Jr., CESE - Schools Division Superintendent
Roberto J. Montero, Ed, CESE - ASDS
Gilbert B. Barrera – Chief, CLMD
Arturo D. Tingson Jr. – REPS, LRMS
Peter Van C. Ang-ug – REPS, ADM
Gilda A. Orendain - REPS – Subject Area Supervisor
Belen Fajemolin, Ph.d - CID Chief
Evelyn C. Frusa, Ph.d - Division EPS In Charge of LRMS/
Subject Area Supervisor- ICT
Bernardita M. Villano - Division ADM Coordinator
Carlo S. Melendres, Ph.d - EPS – Senior High School Coordinator
Subject Area Supervisor- ICT

Printed in the Philippines by Department of Education – SOCCSKSARGEN Region

Office Address: Regional Center, Brgy. Carpenter Hill, City of Koronadal

Telefax: (083) 2288825/ (083) 2281893
E-mail Address: [email protected]\
Introductory Message
This Self-Learning Module (SLM) is prepared so that you, our dear learners, can
continue your studies and learn while at home. Activities, questions, directions,
exercises, and discussions are carefully stated for you to understand each lesson.
Each SLM is composed of different parts. Each part shall guide you step-by- step
as you discover and understand the lesson prepared for you. Pre-test are provided
to measure your prior knowledge on lessons in each SLM. This will tell you if you
need to proceed on completing this module, or if you need to ask your facilitator or
your teacher’s assistance for better understanding of the lesson. At the end of each
module, you need to answer the post-test to self-check your learning. Answer keys
are provided for each activity and test. We trust that you will be honest in using
these. In addition to the material in the main text, Notes to the Teachers are also
provided to the facilitators and parents for strategies and reminders on how they
can best help you on your home-based learning. Please use this module with care.
Do not put unnecessary marks on any part of this SLM. Use a separate sheet of
paper in answering the exercises and tests. Read the instructions carefully before
performing each task. If you have any questions in using this SLM or any difficulty
in answering the tasks in this module, do not hesitate to consult your teacher or
facilitator.

Thank you.

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 What I Need to Know

This module was designed and written with you in mind. It is here to help you
master the Evolution of traditional to New Media. The scope of this module permits
it to be used in many different learning situations. The language used recognizes
the diverse vocabulary level of students. The lessons are arranged to follow the
standard sequence of the course. But the order in which you read them can be
changed to correspond with the textbook you are now using.

This module will focus on the learning outcome, namely:

LO 1 – Identify traditional media and new media and their relationships.

(MIL11/12EMIL-IIIb-5)

After going through this module, you are expected to:

a) Identify the growth and development of media from traditional to new
media;
b) Recognize media effects to life and society; and
c) Examine how technologies/resources shape people and society.

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Definition of Terms
Electronic Age
Began when electronic equipment including computers came into use.

Industrial Age

People used the power of steam, developed machine tools, established iron
production, and manufactured various products.

New Media

Refers to content organized and distributed on digital platforms.

New (Information) Age

An idea that the current age is characterized by creating a knowledge-based society

surrounded by a high-tech computerization. It is also known as the Computer Age,
Digital Age, or New Media Age.

Traditional Media

Refers to the traditional means of communication and expression that have existed
since before the advent of the Internet.

Pre- Industrial Age

Time before there were machines and tools to help perform tasks.

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 What I Know

Let us determine how much you already learned. Do it in your activity notebook.

Instruction: Identify the following platform as Traditional or New media.

______________________1. Facebook

______________________2. Magazine

______________________3. Broadsheets

______________________4. Radio

______________________5. Blog

______________________6. Television

______________________7. Online Video Game

______________________8. Tabloid

______________________9. Podcast

______________________10. Streaming video

______________________11. Billboards

______________________12. Paperback Novel

______________________13. E-mail

______________________14. Smart phone

______________________15. Newspaper

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Lesson
Evolution of Traditional to
4 New Media
Media and other information providers play a central role in information and
communication processes. Nowadays, media become the common outlet of self-
expression and creativity. Its huge influence spreads speedily across the globe. The
connection between technological advances and people’s connectivity created a
huge impact on the lives of today’s generation. This module covers all the above-
mentioned concepts.

What’s In

Media as an Information provider became the main source of interaction and

connectivity. Accessing and retrieving information lie at the tips of the fingers. It
strengthens and builds relationships all over the world. However, as it flourishes
unethical use of media becomes a dilemma. Digital Citizenship seeks to develop
norms of appropriate, responsible, and empowered technology use. Netiquette is a
set of rules about the proper and polite way to communicate with other people
when using the internet.
With the never-ending growth of media, we must equip ourselves with ample
knowledge on how to utilize information coming from various media platform.

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 What’s New

Activity 1: Issues in Media

Study the image of the sinking Titanic below then answer the questions that follow.
Write your answer in your activity notebook.

Image Source: https://www.historic-uk.com/HistoryofBritain/RMS-Titanic-the-unsinkable-ship/

Titanic was a luxury British steamship that sank in the early hours of April 15,
1912 after striking an iceberg off the coast of Newfoundland in the North Atlantic,
leading to the deaths of more than 1,500 passengers and crew.

Guide Questions:

1. If the Titanic sank somewhere in the Atlantic Ocean, how do you

think the news reached people in England and New York at that time?

__________________________________________________________________________________

__________________________________________________________________________________

__________________________________________________________________________________

2. If the Titanic sank today, in what format would people receive or

read the news?

__________________________________________________________________________________

__________________________________________________________________________________

__________________________________________________________________________________

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 What is It

EVOLUTION OF MEDIA

Social media changed us. People ways of living reflects a boundless limitation of
media from prehistoric age down to the digital age. Media evolution can be
described through four ages.

Pre- Industrial Age (Before 1700s) - People discovered fire, developed paper from
plants, and forged weapons and tools with stone, bronze, copper and iron.
Examples:
Cave paintings (35,000 BC) Dibao in China (2nd Century)
Clay tablets in Mesopotamia (2400 BC) Acta Diurna in Rome (130 BC)
Codex in the Mayan region (5th Century) Papyrus in Egypt (2500 BC)
Printing press using wood blocks (220
AD)

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).
Examples:

Printing press for mass production (19th century) Punch cards

Newspaper- The London Gazette (1640) Telegraph
Motion picture photography/projection (1890) Telephone (1876)
Commercial motion pictures (1913) Typewriter (1800)
Motion picture with sound (1926)

Electronic Age (1930s-1980s) - The 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. In this age, long distance
communication became more efficient.
Examples:

Transistor Radio Mainframe computers - i.e. IBM 704 (1960)

Television (1941) Personal computers - i.e. Hewlett Packard 9100A (1968),

Apple 1 (1976)
OHP, LCD Large electronic computers- i.e. EDSAC
projectors

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Information Age (1900s-2000s) - The Internet paved the way for faster
communication and the creation of the social network. People advanced the use of
microelectronics with the invention of personal computers, mobile devices, and
wearable technology. Moreover, voice, image, sound and data are digitalized. We
are now living in the information age.
Examples:

Web browsers: Mosaic (1993), Internet Video: YouTube (2005)

Explorer (1995) Augmented Reality / Virtual Reality
Blogs: Blogspot (1999) Hangouts (2013)
LiveJournal (1999) Video chat: Skype (2003), Google
Wordpress (2003 Smart phones
Social networks: Friendster (2002) Wearable technology
Multiply (2003), Facebook (2004) Cloud and Big Data
Microblogs: Twitter (2006), Search Engines: Google (1996), Yahoo
Tumblr (2007) (1995)
Portable computers- laptops (1980),
netbooks (2008), tablets (1993)

As time passes by, media evolved. Nevertheless, its primary role remains
unchanging. Its development from traditional to new media brought us so much
convenient.
When we speak of Traditional Media, it refers to the traditional means of
communication and expression that have existed since before the advent of the
Internet. New Media refers to content organized and distributed on digital platforms.

The image below shows the difference between traditional and new media.

Traditional Media New Media

VS

Source: Media and Information Literacy by Boots Liquigan, p. 23

Image source: http://raymondjohnty.blogspot.com/2017/12/activity-2-evolution-of-traditional-and.html?m=1

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Furthermore, with the fast evolution of media, its huge effects towards human lives
and to the society is undeniably manifested. In an article published by University of
Minnesota Libraries Publishing, titled “Understanding Media and culture”
discussed the following concepts.

“What Does Media Do for Us?

“Media fulfills several basic roles in our society. One obvious role is
entertainment. Media can act as a springboard for our imaginations, a source of
fantasy, and an outlet for escapism. In the 19th century, Victorian readers
disillusioned by the grimness of the Industrial Revolution found themselves
drawn into fantastic worlds of fairies and other fictitious beings. In the first
decade of the 21st century, American television viewers could peek in on a
conflicted Texas high school football team in Friday Night Lights; the violence-
plagued drug trade in Baltimore in The Wire; a 1960s-Manhattan ad agency in
Mad Men; or the last surviving band of humans in a distant, miserable future in
Battlestar Galactica. Through bringing us stories of all kinds, media has the
power to take us away from ourselves.

Media can also provide information and education. Information can come in
many forms, and it may sometimes be difficult to separate from entertainment.
Today, newspapers and news-oriented television and radio programs make
available stories from across the globe, allowing readers or viewers in London to
access voices and videos from Baghdad, Tokyo, or Buenos Aires. Books and
magazines provide a more in-depth look at a wide range of subjects. The free
online encyclopedia Wikipedia has articles on topics from presidential nicknames
to child prodigies to tongue twisters in various languages. The Massachusetts
Institute of Technology (MIT) has posted free lecture notes, exams, and audio and
video recordings of classes on its OpenCourseWare website, allowing anyone
with an Internet connection access to world-class professors.

Another useful aspect of media is its ability to act as a public forum for the
discussion of important issues. In newspapers or other periodicals, letters to the
editor allow readers to respond to journalists or to voice their opinions on the
issues of the day. These letters were an important part of U.S. newspapers even
when the nation was a British colony, and they have served as a means of public
discourse ever since. The Internet is a fundamentally democratic medium that
allows everyone who can get online the ability to express their opinions through,
for example, blogging or podcasting—though whether anyone will hear is another
question.

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Similarly, media can be used to monitor government, business, and other
institutions. Upton Sinclair’s 1906 novel The Jungle exposed the miserable
conditions in the turn-of-the-century meatpacking industry; and in the early
1970s, Washington Post reporters Bob Woodward and Carl Bernstein uncovered
evidence of the Watergate break-in and subsequent cover-up, which eventually
led to the resignation of President Richard Nixon. But purveyors of mass media
may be beholden to particular agendas because of political slant, advertising
funds, or ideological bias, thus constraining their ability to act as a watchdog.
The following are some of these agendas:

Entertaining and providing an outlet for the imagination

Educating and informing
Serving as a public forum for the discussion of important issues
Acting as a watchdog for government, business, and other institutions

It’s important to remember, though, that not all media are created equal. While
some forms of mass communication are better suited to entertainment, others
make more sense as a venue for spreading information. In terms of print media,
books are durable and able to contain lots of information, but are relatively slow
and expensive to produce; in contrast, newspapers are comparatively cheaper
and quicker to create, making them a better medium for the quick turnover of
daily news. Television provides vastly more visual information than radio and is
more dynamic than a static printed page; it can also be used to broadcast live
events to a nationwide audience, as in the annual State of the Union address
given by the U.S. president.
However, it is also a one-way medium—that is, it allows for very little direct
person-to-person communication. In contrast, the Internet encourages public
discussion of issues and allows nearly everyone who wants a voice to have one.
However, the Internet is also largely unmoderated. Users may have to wade
through thousands of inane comments or misinformed amateur opinions to find
quality information.
The 1960s media theorist Marshall McLuhan took these ideas one step further,
famously coining the phrase “the medium is the message (McLuhan, 1964).” By
this, McLuhan meant that every medium delivers information in a different way
and that content is fundamentally shaped by the medium of transmission.

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 What’s More

Activity 1. To deepen your understanding on the aforementioned concepts, fill in

the matrix below. A sample is provided for you. Do it in your activity notebook.

Age What format/ What format/ What format/

equipment did equipment did equipment
people use to people use to did people use to
communicate store share or
with each other? information? broadcast
information?

Traditional paper Traditional paper Traditional paper

and writing and writing and writing
materials materials, Cave materials, Cave
Pre-Industrial Age paintings/stone paintings/stone
tablets tablets

Industrial Age

Electronic Age

Information Age

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 What I Have Learned

Activity 1: Let’s summarize the lesson by answering the following questions. Write
your answer in your activity notebook.

1. Given the available media that we now have in the world, what are its roles and
functions in a democratic society?

__________________________________________________________________________________

__________________________________________________________________________________

__________________________________________________________________________________

__________________________________________________________________________________

__________________________________________________________________________________

2. In what way does media affect your life (personal, professional, academic, social,
others)?

__________________________________________________________________________________

__________________________________________________________________________________

__________________________________________________________________________________

__________________________________________________________________________________

__________________________________________________________________________________

3. Evolution of media is divided into:

__________________________________________________________________________________

__________________________________________________________________________________

__________________________________________________________________________________

__________________________________________________________________________________

__________________________________________________________________________________

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Activity 2: Using the chart below, give the similarities and differences of traditional
media and new media. Present your answer in your activity notebook.

Traditional Media New Media

Similarities

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 What I Can Do

Activity: Come up with a political cartoon depicting how the growth in technology
will affect Filipino society in the next five to ten years. Explain your work in three to
five sentences.

Sample political cartoon:

Image source: https://www.philstar.com/the-

freeman/opinion/2019/04/14/1909897/editorial-how-social-media-became-useful-tool-
politicians/amp/

_________________________________________________________________________

_________________________________________________________________________

_________________________________________________________________________

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 Rubric for Poster

Category Excellent Very Satisfactory Needs

Satisfactory Improvement
(5) (4) (3) (2)

Content is Content is Content is Content is

accurate and accurate but accurate but either
all required some required some required questionable
Content information is information is information is or incomplete.
presented in a missing and/or missing Information is
logical order. not presented and/or not not presented
in a logical presented in a in a logical
order, but is logical order, order, making
still generally making it it difficult to
easy to follow. difficult to follow.
follow.

The drawing is The drawing is The drawing The drawing

very artistic neat and somehow was not able
Graphics- and neat. It communicates communicates to
Relevance communicates the message the message. communicate
the message clearly. a clear
clearly message.

Explanation is Explanation is Explanation Explanation is

very comprehensive. lacks details. unclear or
Explanation comprehensive. irrelevant to
the drawing.

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 Assessment

Instruction. Read and answer each question carefully. Choose the letter of the
correct answer. Write your answer in your activity notebook.

1. People discovered fire and developed paper from plants in what age?

A. electronic age C. industrial age

B. information age D. pre-industrial age

2. Annie’s grandparents exchanged letters through telegraph. Telegraph flourished during what
age?
A. electronic age C. industrial age
B. information age D. pre-industrial age

3. It is characterized by internet that paved the way for faster communication and
the creation of social network.

A. electronic age C. industrial age

B. information age D. pre-industrial age

4. The following are media used in pre-industrial age, except__________.

A. cave paintings C. metal press

B. papyrus D. Acta Diurna

5. The following platforms signal the information age, except______________.

A. television C. youtube
B. blogs D. wearable technology

6. Which of the following medium is used during the electronic age?

A. clay tablets C. cloud and big data

B. virtual reality D. LCD projectors

7. The use of facebook belongs to what age?

A. electronic age C. industrial age

B. information age D. pre-industrial age

8. Television and radio are examples of ____?

A. broadcast media C. new media

B. digital media D. print media

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9. The invention of the transistors ushered in _______age.

A. electronic age C. industrial age

B. information age D. pre-industrial age

10. Teenagers are fond of using smart phones and laptops, these gadgets paved was during
what media age?

A. electronic age C. pre-industrial age

B. information age D. industrial age

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 Additional Activities

Analyze and describe the evolution of media using the cartoon below. Write your
answer in your activity notebook.

IImage Source: https://amt.caltech.edu/resources/cartoons

___________________________________________________________________

___________________________________________________________________

___________________________________________________________________

___________________________________________________________________

___________________________________________________________________

___________________________________________________________________

___________________________________________________________________

___________________________________________________________________

___________________________________________________________________

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 Answer Key

15. T
14. N
13. N
12. T
11. T
10. N 10. B
9. N 9. A
8. T 8. A
7. N 7. B
6. T 6. D
5. N 5. A
4. T 4. C
3. T 3. B
2. T 2. D
1. N 1. D

What I Know Assessment

References
Commission on higher Education, 2016. Teaching Guide for Senior High
School MEDIA AND INFORMATION LITERACY CORE SUBJECT.
Media and Information Literacy Curriculum Guide by DepEd

Titanic (2020). History.Com Editors. Retrieved June 27, 2020 from

https://www-history-com.cdn.ampproject.org/v/s

“Understanding Media and Culture”. University of Minnesota Libraries

Publishing. (n.d) Retrieved from
https://open.lib.umn.edu/mediaandculture/chapter/1-3-the-evolution-of-
media/

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For inquiries or feedback, please write or call:

Department of Education – SOCCSKSARGEN

Learning Resource Management System (LRMS)

Regional Center, Brgy. Carpenter Hill, City of Koronadal

Telefax No.: (083) 2288825/ (083) 2281893

Email Address: [email protected]

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