PREHISTORIC INDUSTRIAL AGE

AGE

EVOLUTION
OF MEDIA
ELECTRONIC INFORMATION
AGE AGE
PREHISTORIC
AGE
 PREHISTORIC AGE
(1500 BC – 1500 AD)

•refers to the time before

the existence of written or
recorded history

•also known as the Stone

Age and the Metal Age
 prehistoric men learned how to sharpen
PREHISTORIC AGE their tools and use them for hunting
(1500 BC – 1500 AD)
they acquired the knowledge on how to
use these materials in carving stone
Prehistoric Art as the Earliest
Form of Traditional Media
Clay tablets in Mesopotamia (2400 BC)

used as a writing medium,

especially for writing in cuneiform
 Printing press using This method of
wood blocks (220 AD) printing originated in
Asia, specifically
China, and some of
the earliest examples
of Chinese
woodblock printing
date back to before
220 AD.
Petroglyphs
Petroglyphs are rock
carvings made by
pecking directly on
the rock surface
using a stone chisel
and a hammerstone.
 In prehistoric art,
Pictographs
the term
"pictograph" or
"pictogram"
describes an
image, sign or
symbol that is
created to express
some idea or
information
Industrial Age
(1700s-1930s)
Industrial Age
(1700s-1930s AD)
Industrial Age
(1700s-1930s AD)
 Industrial Age
(1700s-1930s AD)
Selling of goods
boosted due to
mass
production of
manufacturers
Industrial Age
Invention
Printing Press for Mass
Production (19th The steam-powered
rotary printing press,
Century) invented in 1843 in the
United States by
Richard M. Hoe,
ultimately allowed
millions of copies of a
page in a single day.
Telegraph Developed in the 1830s
and 1840s by Samuel
Morse and other inventors,
the telegraph
revolutionized long-
distance communication. It
worked by transmitting
electrical signals over a
wire laid between stations.
Telegraph Developed in the 1830s
and 1840s by Samuel
Morse and other inventors,
the telegraph
revolutionized long-
distance communication. It
worked by transmitting
electrical signals over a
wire laid between stations.
Mechanical The invention of various
kinds of machines was
Typewriter attempted in the 19th
century. Most were large
and cumbersome, some
resembling pianos in size
and shape. The first
typewriter had no shift-key
mechanism—it wrote capital
letters only.
 Electronic Age
(1930s – 1980s)
 Electronic Age
(1930s – 1980s)

• refers to an object that has

electronic components,
such as sensors,
microchips, which
functions once it is
connected to an electronic
outlet
Electronic Age Invention
Transistor Radio (1954) A transistor radio is a
small portable radio
receiver that uses
transistor-based
circuitry. The Regency
TR-1, the world’s first
commercial transistor
radio
 The electronic delivery
Television (1940 of moving images and
sound from a source to a
receiver. The 1940s TVs
didn't look like today's
televisions. Most had
picture screens between
10 and 15 inches wide
diagonally, inside large,
heavy cabinets.
LARGE ELECTRONIC ENIAC (Electronic
COMPUTER Numerical Integrator and
Computer) was the first
programmable, electronic,
general-purpose digital
computer. It was Turing-
complete, and able to solve
"a large class of numerical
problems" through
reprogramming.
 Information
Digital Age
(1900s – 2000s)
Information (Digital)
Age (1900s – 2000s)
upgraded what it can
offer to consumers in
terms of gadgets and
devices that can make
their way of life not only
functional and
comfortable, but also
offer endless
possibilities
TRADITIONAL MEDIA
VS. NEW MEDIA
 TRADITIONAL MEDIA NEW MEDIA

one-directional audience are more involved

media experience is limited able to feedback simultaneously

The sense of receptors used

are very specific (print media
requires sense of sight, radio Media experience is more
requires sense of hearing, interactive
and television and film
requires both)
 FOUR Main
Categories of New
Media
(according to McQuail)
1.Interpersonal communication media
Normative Theories
of the Press
Normative Theories of the Press
Normative theories are more focused on
the relationship between the Press and
the Government than the press and the
audience.
These theories are more concerned about
the ownership of the media and who
controls the press or media in the country.
 Authoritarian Theory
✓ Describes that all forms of communication are
under the control
✓ Necessary to control the media to protect and
prevent the people from national threats
through any form of communication
✓ “press” became the instrument to enhance the
ruler’s power in the country rather than any
threats
 2. Soviet Media Theory

✓Restructured with a new political

system based on Marxist-Leninist
principles.
✓The system shows much interest in the
media which serves to the working
class in the country and their welfare.
 2. Soviet Media Theory

A combination of Marxist,
Leninist and Stalinist thoughts,
with mixture of Georg Wilhelm
Friedrich Hegel ideology is called
“Soviet Media Theory” is also
known as “The communist Media
Theory”.
 3. Marxist Theory

✓The basis which our analysis

perspectives, programme, and
participation in the movement are based.

✓It is our “guide to action” and is why the

international Marxist Tendency places so
much emphasis on political education.
 4. Marxist Theory and Leninist Theory

The crimes we shall expose are to be

judge not by the standards of
Communist regimes, but by the
unwritten code of the natural laws of
humanity.
 5. Stalinist Theory
The method of rule, or
policies of Joseph Stalin,
Soviet Communist Party and
state leader from 1929 until
his death in 1954.

Stalinism is associated with

a regime of terror and
totalitarian rule.
 6. Libertarian Theory

Sees people are more enough to find

and judge good ideas from bad.

The theory says people are rational and

their rational thoughts lead them to find
out what are good and bad.
 6. Libertarian Theory

The press should not restrict anything even a

negative content may give knowledge and can
make better decision while in worst situation

The libertarian thoughts are exactly against or

opposite to the authoritarian theory
 7. Social Responsibility Theory
Allows free press without any censorship but
at the same time the content of the press
should be discussed in public panel.

Media should accept any obligation from

public interference or professional self-
regulations or both
 7. Social Responsibility Theory

Lies between both authoritarian theory and

libertarian theory because it gives total
media freedom in one hand but the external
controls in other hand.
According to McNair, communication
and media function to:

1. Inform citizens of what is happening

around them (also called the monitoring
function)
According to McNair, communication
and media function to:

2. Educate the audience as to the meaning

and significance of the “facts”
 According to McNair, communication
and media function to:
3. Provide a platform for public political
discourse, facilitating the formation of “public
opinion” and feeding that opinion back to the
public from whence it came, the provision of
space for the expression of dissent
 According to McNair, communication
and media function to:

4. Give publicity to government and political

institutions, (known as the
“watchdog” role of journalism)
According to McNair, communication
and media function to:

5. Serve as a channel for the advocacy of

political viewpoints