THE EVOLUTION

OF MEDIA: FROM
TRADITIONAL TO
NEW MEDIA
A M O R J U D E T H A D E U S F. S O R I A N O
“THE VALUE AND FUNCTION OF MEDIA
HAVE EVOLVED THROUGH TIMES… FROM
PREHISTORIC AGE TO NEWS
INFORMATION AGE.”
CONTEXT

Over the decades, the significant role of the media in the lives of
the people has evolved. From a simple task of disseminating
information, the use of media has become more diversified and
personal. The invention of gadgets has redefined its values to its
users.
MEDIA IS NO LONGER JUST A SOURCE OF INFORMATION.
It helps to bridge the economic, political and societal gaps. It
unites people and nations. It advocates change and propagates
development for the betterment of the people and the
communities.
YOU WILL NOW SEE AND UNDERSTAND THE IMPORTANCE OF MEDIA.

MASS MEDIA AND DEMASSIFICATION WILL BE DEFINED.

THE EVOLUTION OF MEDIA WILL BE IDENTIFIED.

CHOOSE

A government without newspapers

and/or newspaper without a
government.
 Thomas Jefferson, the 3rd president of the US and
author of the Declaration of Independence said he
would pick the latter.
• It only shows how vital the role of media is in
keeping democracy in a society.
• As the MEDIA is the foundation of a
democracy.
• It is the window of the people to see and to be
aware of the important happenings in the
social, political, and economic scenes that
would greatly affect their lives.
• Also, it mirrors the realities of life.
• MEDIA is a watchdog of the society.
• In a democratic society like the Philippines,
media has become the agent of the public.
• It exposes irregularities and ambiguities in the
system of democracy, which awakens and
challenges the government to correct and
solve the issues to make the system more
responsive and accountable.
MEDIA (AS OFTENTIMES THE ONLY
SOURCE OF INFORMATION) 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 avenue to represent different voices and opinions
THE IMPORTANCE OF MEDIA

John Vivian in his book entitled, The Media of Mass

Communication” explained that the value of media lies in its
pervasive nature, its function as an information and
entertainment source, its role as a persuasion forum, and its
binding influence on people.
 Pervasiveness

Binding
Influence MEDIA Information
Source

Persuasion Entertainment
Forum Source
PERVASIVENESS

• Pervasiveness means “as present or noticeable in every

part of a thing or a place.”
• This is true in the case of media in our daily lives.
• TV networks and Radio Stations continue to
multiply.
• Print media, despite predictions from experts,
do not seem to die down completely.
• Internet media has been listed as a basic human
right by the United Nations.
INFORMATION SOURCE
• There is no denying that media has become the
largest source of information.

- Internet has become everyone’s go-to-place

whenever they need to know something.
- Everyone gets their does of news on a particular
media of their choice.
ENTERTAINMENT SOURCE
Imagine the world without…
TV shows, music, films, books, clips and videos, and social media.

• The wide selection of choices made available by media

ensures that there is content suitable to anyone’s liking.
This is what got people hooked on media.

• After all everyone needs to relax and be entertained every

once in a while.
PERSUASION FORUM

• The MEDIA has the power to persuade people.

• Swaying people’s belief does not happen instantly, though.
• Every time someone shares an opinion about a subject,
another opposing view is bound to come up. In addition to
having an influence on people’s beliefs, it also acts as a
platform for discussion and debate.
BINDING INFLUENCE

• People rely on media in their daily lives.

• Whether it’s for research on a school paper, or a
recipe for a delicious meal, the media has become
part of everyone’s mundane lives. Such dependence
has resulted to the media’s binding influence with its
audience.
THE CONCEPTS OF MASS MEDIA AND
MEDIA DEMASSIFICATION
MASS MEDIA – refer to cchannels of communication that
involve transmitting information in some way, shape or form
to large numbers of people. Dutton et al (1998) suggest that
traditionally the mass media has been differentiated from
other types of communication in terms of four essential
characteristics:
FOUR ESSENTIAL CHARACTERISTICS OF
MASS MEDIA
1. Distance – Unlike face-to-face communication, there is a considerable amount of distance
between the sender and receiver of the information in mass media. This makes mass media
impersonal, lacking immediacy, and one way.
2. Technology – TV and radio networks won’t be able to transmit information without
satellites. Connecting to the Internet requires electronic equipment like laptops and
smartphones. Mass media communication is only possible through technology.
3. Scale – Mass media communication deals with broadcasting information to the masses
simultaneously.
4. Commodity – Due to its massive scale and the technological equipment it requires, mass
media is an expensive type of communication.
MEDIA DEMASSIFICATION
• Demassification is derived from the word demassify which means
to divide or break up (a social or political unit) into its component
parts.
• Unlike mass media communication where the target is everyone,
demassification divides the masses into segments before choosing
which segments to target.
• In specifically determining the target market, media demassification
can tailor fit their message and delivery according to their target
market and achieve the intended response.
THE EVOLUTION OF MEDIA

•Prehistoric Age
•Industrial Age
•Electronic Age
•Information Age
PREHISTORIC AGE
• NBC news reported the discovery of 40000-year-old cave painting in
Sulawesi, Indonesia.
• This discoveries of cave art around the world have proven that even at a
time when no known civilizations existed, the media have been a part of
man’s life.
• The innate need for people to communicate is said to be the reason for
their existence.
• Despite their lack of speech during those days, cavemen found a means to
convey their thoughts.
• Although different from our methods, they have the same reasons we do
for using the media.
PREHISTORIC AGE
• After the Stone Age, ancient civilizations began to emerge along
with a certain form of speech.
• The development of language made record keeping among
civilizations possible.
• This is where the ancient forms of writing came into the picture.
• Hieroglyphic Script – Ancient Egyptian Civization developed around
32000 BCE.
• Sumerians developed another notable ancient form of writing
around 5000 BCE called the cuneiform.
PREHISTORIC AGE

• The earliest scripts were initially inscribed on wet

clay with a reed implement.
• The creation of paper allowed ancient scribes to
preserve history through manuscripts.
• These manuscripts are referred to as the earliest
form of the print media.
INDUSTRIAL AGE
• The Indusrial Age brought improvements in mass media.
• In the book Industrialization in the Modern World, Hinshaw and
Stearns cited the changes in mass media in the industrial age.
• In print, faster, steam-driven presses and methods of translating
photographs to the printing press.
• The year 1850s paved the way for cheaper manufacturing of paper.
• In 1980s automatic composing machines allowed semiskilled
typesetting from keyboards to replace highly skilled manual setting.
• Advances in photography also allowed illustration.
ELECTRONIC AGE

• The electronic age of media began with the invention of the

telegraph during the mid-1840s.
• It was a part of a widespread revolution in communications along
with the mass production of newspapers, magazines, and books.
Simply put, the height of the industrial age of media, paved the way
to drawn of a new era.
• Bill Kovarik said that the invention of the telegraph led to
telephones, radios and televisions.
ELECTRONIC AGE

• This revolutionized communication and the media from the

physical – print – to transmitted signals over distance.
• Through this, the barriers of space were broken allowing a
quicker and easier communication during the electronic
age.
INFORMATION AGE

• Today’s media gas come a long way from cave paintings.

• While the traces of the industrial and electronic age still
remain in modern media, the Internet is the prevailing
platform of media in the information age.
INFORMATION AGE

• The Internet is a development instead of an invention.

• What people know today as the World Wide Web began as a more
secure alternative means of communication during the cold war,
called the ARPAnet.
• Janet Abbate defines ARPAnet as a single network connecting a few
dozen sites. By using packet switching or the process of breaking
down information and sending it through different routes, the
United States communication system can survive a Soviet Attack
(2000).
INFORMATION AGE

• Sending files to one another was the main purpose of the wordwide network throughout the
1980s.
• A decade later, Tim Barners-Lee led another Internet innovation. He developed the World
Wide Web, where the internet itself became a web of information.
• It is no longer limited to correspondence between two parties.
• It became a virtual space where information can be stored and retrieved by anyone who has
access to it.
• His development is the Internet that we know today.
SEATWORK

• Discuss the specific role of media in a demographic society. List all your observation and
present to the class. Use the matrix below.

Media Specific Roles In Democratic

Society

Broadcast

Print

New Media
THE END