MIL – LESSON 2

Learning Objectives:
In your journey through the discussions and different tasks, you are expected to:
1. identify traditional media and new media, and their relationships;
2. assess the type of media in the Philippines vis-a-vis the normative theories of media;
3. create and present a timeline of one’s exposure to traditional and new media.

ACTIVITY 1

Milestones in Media Evolution

The three most significant inventions in community:
A. phonetic alphabet according to McLuhan (1962), B. printing press, C. telegraph

Four Main Periods of History

1. Tribal Age. Early human ancestors relied heavily on the sense of hearing to hunt for food
and stay alert from danger.
2. Literacy Age. The sense of sight was dominant. Alphabet was invented in this period.
Human learned to read. People already learned using words and practiced visualizing text
and learn it by reading. People become civilized private detachment; people learned
reading text on their own
3. Print Age. During this age printing press was invented. Libraries and repositories built
inevitably because of the growing number of produced and reproduced reading materials.
 4. Electronic Age. The telegraph was invented which paved the way to the invention of more
recent technologies such as the telegraph, telephone, television, and the internet. During
this age humans could instantly connect to each other even in great distances. The
electronic age is the age of sound and tactile sense of reception.
New Age Media
The onset of the 21st century marked a breakthrough in communication in which the information
became widely available through improved and more internet connectivity backed with advanced
technological hardware such as mobile devices. These two other eras are not covered in McLuhan’s
periodization.
5. Information Age. Information age is the time when the world entered a new era of
media experience in the 21st century. Information was utilized based on personalized needs and
motivations global communication and networking were enhanced. In this age, information
became a commodity that resulted to massive competitions among media platforms and social
network providers. This intensifies with the creation of wearable information-provider
technologies.
6. Infrastructure Age. This era is preceded by the information age. Digital technology
and internet became pervasive. People had more involvement in the cyberspace. Since the
infrastructure age is about where we expect computers to live, physical space has been
irrevocably transformed by cyberspace. Kelvin Stiles (2015) described this age as an era of self-
sufficiency (going-green philosophy) and smart living. People have become fascinated with
radical ideas of self-working gadgets, self-managed home and business entities that uses
automated technological solutions. As the Information Age was all about adapting to the
wondrous uses of instant communication and exchange of ideas, the Infrastructure Age would
like users to change the way technology works for people. The Infrastructure age will be about
adopting a hands-off approach to everyday tasks.

What Is New About New Media

McQuail (2010) enumerate four main categories of new media which share certain channels and are
approximately differentiated by types of use and content.
1. Interpersonal Communication Media
This applies to the use of technology to interact, share feelings and emotions, negotiate, and
socialize with people from all over the world. Examples are telephone, mobile phone, and emails.
2. Interactive Play Media
Normally refers to products and services on digital computer-based systems which respond to
the user's actions by presenting content such as text, moving image, animation, video, audio, and
video games. These are video and computer based game and virtual realities.
3. Information Search Media –
Examples of Information Search Media are the World Wide Web (www) or sources of information
that can be accessed in real time regardless of geographic location, broadcast teletext and radio
data, smartphones and tablets are all examples of search media. These were all commonly used
when looking for information that is either interesting or amusing to others.
4. Collective Participatory Media
This refers to the use of internet for sharing and exchanging information, ideas, and experiences
developing active computer-mediated personal relationships (McQuail 2010). According to McQuail
 the key characteristics of new media, include interactivity, social presence or sociability, media
richness, autonomy, privacy, personalization. Expanded opportunities for self, line forums, web
discussion boards, social media, in messaging application is utilized by new media. The new media
generation considers itself globally networked made possible by the internet. But as such as there
is greater virtual participation by this generation, inverse of this group have grown to be more
isolated and extremely expressive of their thoughts. Observe your social media account for such
manifestations.

Normative Theories of the Press

1. Authoritarian- All means of communication are regulated by the ruling class, which consists of
powerful bureaucrats. To preserve peace and security in the country, the government has
complete authority to restrict slash sensor any sensitive issue from the press. Ex: Political
sensors, moral sensors, religious sensors, military censors, and corporate censors.
2. Soviet media - The state has full control of all media for the good of the public, and private
ownership of the press and other media is forbidden. Data, education, entertainment, inspiration,
and mobilization are all provided by government media to help build a strong socialized society.
The public is encouraged to provide input in order to generate interest in the media.
3. Libertarian- Information is knowledge, and knowledge is power, according to liberalism. The
press should not be restricted in any way; even negative content can provide information and
aid in making informed decisions in emergency situations.
Social Responsibility- Consider media ownership as a form of public trust or stewardship rather
than an unregulated private franchise. The media has societal responsibilities, and media
ownership is a public trust. Media professionals should adhere to agreed-upon standards of ethics
and professional conduct. The government can be compelled.
PERFORMANCE ACTIVITY 1
The activity will be printed and to be passed upon meeting.