Chapter 2 - The Evolution of Traditional to New Media


The Evolution

of Traditional

to New Media


The learner demonstrates understanding of

media and information literacy (MIL) and

MIL-related concepts.

The learner organizes a creative and an

interactive symposium for the community

focusing on being a media and information

literate individual.

The learner identifies traditional and new

media as well as their relationships.


The learner editorializes the roles and

functions of media in a democratic society.

The learner searches latest theory on

information and media.

Prehistoric Age


are illustrations created by abolishing

part of a rock surface by incising or

carving, as a form of rock art.

Time: 7000-9000 years ago

Purpose: Astronomical indicators, maps

and other allegorical communication

Cave paintings

are painted drawings on cave walls or

ceilings, mainly of prehistoric decent.

Time: 40000 years ago

Purpose: The exact purpose was

unrecognized though paintings are the

same all over the world containing

animals and humans.


is a fundamental temple rituals for the

gods in most of archaic civilizations.

Time: 3300 BCE

Purpose: Before the fabrication of written

languages, dance was an important part of

oral and performance approaches of

passing stories down from generation to


Body Art

is a momentous part of social, spiritual

and personal experience

Time: Unidentified

Purpose: A culture’s rite of passage;

represents one’s origin, position of power,

experiences, protection from evil forces,

and other social symbolisms.

Ancient Era


Cuneiform Script

One of the earliest

schemes of writing,

identified by its

wedge-shaped marks

on clay tables, built by

means of a blunt reed

for a stylus.



Orderly writing

systems used by the

Egyptians that

combined anagrammed

and alphabetic


Phonecian Alphabet

The oldest confirmed

alphabet which

contains 22 letters

which are all

consonants. It is

acquired from the

Egyptian hieroglyphs

and used by

Phoenician merchants

across the

Mediterranean world.


Greek Alphabet

Borrowed the

Phoenician alphabet

and acclimated it to

their language wherein

the vowels were added.


This is the clear-cut mode of narrative,

commonly fictional, served in


The Western drama came from

classical Greece. The theatrical culture

of Athens generated three genres of

drama: tragedy, comedy and satyr



Came from the ancient Greek word

papyrus for the Cyperus papyrus plant.

It is used in ancient Egypt and other

Mediterranean cultures for writing

way before the paper makin in China.

Industrial Era

Printing Press

An apparatus for administering

pressure to an inked surface recessing

upon a print medium (such as paper or

cloth), thereby transfering the ink.

Invented by German Johannes

Gutenburg in the Holy Roman Empire

around 1440.

Dry Plates

Created by Desire van Monckhoven in


But in 1871, the gelatin dry plate was

created by Richard Leach Maddox

which enabled the wet plate process to

be both with quality and speed.


A long-distance broadcast of textual or

symbolic messages. It is without the

corporeal exchange of an object

bearing the message. It necessitates

that the technique used for encoding

the message be known to both sender

and receiver.


A telecommunications device that

allows many users to administer a

conversation when they are tpp far

apart to be heard.

Invented by Scottish emigrant

Alexander Graham Bell in America in



Invented in 1877, a device used for the

power-driven recording and

reproduction of sound. Later, it was

called gramophone. The sound

waveforms are recorded as conforming

physical deviations of a spiral groove

engraved into the surface or a spinning

disk called a “record”.


Also called a movie, motion picture, theatrical

film or photoplay, is a series of immobile

images that when shown on screen,

generates the illusion of moving objects.

The first commercial screening of a film is

coined to French brothers Auguste and Louis

Lumiere entitled Arrivee d’un train en gare a

La Ciotat (Arrival of a Train at La Ciotat

Station) in a Paris Café in 1895.

Information Era


A technology of using radio waves to

convey information, such as sound, by

modulating some property of electromagnetic

energy waves transferred

through space.


A telecommunication medium used for

transmitting sound with moving pictures in

monochrome, or in color, and in two or three

dimensions. It is a mass medium, for

entertainment, education, news and advertising.

Personal Computer

A general-purpose computer. Its size,

capabilities, and novel sale price make it

beneficial for individuals. It is envisioned to

be worked directly by an end-user with no

superseding computer time-sharing models

that permitted larger, more lavish

minicomputer and mainframe systems to be

used by many people at the same time.

Mobile Phone

A portable telephone which can

produce and receive calls over a radio

frequency carrier, Most services use a

cellular network manner, and

therefore, they are often called cellular

phones or cellphones.


A worldwide system of unified

computer networks that use the

Internet protocol suite (TCP/IP) that

links billions of devices across the



What does media do

for us?

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