2 Evolution
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The <strong>Evolution</strong> of<br />
Traditional to<br />
New Media<br />
FLOR P. PONCIO<br />
SENIOR HIGH SCHOOL<br />
BCHS-MAIN
Objectives<br />
Discuss the different media options<br />
available to graphic designers<br />
Explain how graphic communication and<br />
media are interrelated<br />
Explain how media can affect the<br />
delivery and perception of graphic<br />
content<br />
PONCIO, Flor P.<br />
Medial and Information Literacy<br />
2
What is media?<br />
“A medium is the delivery means or channel for<br />
communicating a written, verbal, or visual<br />
message” (220). The plural term is media.<br />
Print Media<br />
Electronic Media<br />
PONCIO, Flor P.<br />
Medial and Information Literacy<br />
3
Print media<br />
BOOKS<br />
ANNUAL<br />
REPORTS<br />
BILL<br />
BOA<br />
RDS<br />
MAGA<br />
ZINES<br />
BRO<br />
CHU<br />
RES<br />
NEWS<br />
PAPERS<br />
PONCIO, Flor P.<br />
Medial and Information Literacy<br />
4
Electronic media<br />
PONCIO, Flor P.<br />
Medial and Information Literacy<br />
5
Cave<br />
Drawings<br />
Hieroglyphics<br />
Pictograms<br />
(cuneiform)<br />
Alphabet<br />
The <strong>Evolution</strong> of Media<br />
Illuminated<br />
Manuscripts<br />
Movable Type<br />
Lithography<br />
Motion Pictures<br />
& Animation<br />
Radio<br />
Television<br />
Computer<br />
Animation<br />
New Media<br />
PONCIO, Flor P.<br />
Medial and Information Literacy<br />
6
Cave<br />
Drawings<br />
Hieroglyphics<br />
Pictograms<br />
(cuneiform)<br />
Alphabet<br />
Illuminated<br />
Manuscripts<br />
Movable Type<br />
Lithography<br />
Motion Pictures<br />
& Animation<br />
Radio<br />
Television<br />
Cave<br />
Drawings<br />
- Prehistoric people painted<br />
pictorial representations:<br />
• Animals<br />
• Humans<br />
• Symbolic shapes<br />
on the walls of caves.<br />
Computer<br />
Animation<br />
New Media<br />
PONCIO, Flor P.<br />
- Visual form to verbal content, a process called graphic<br />
communication.<br />
Medial and Information Literacy<br />
7
Cave<br />
Drawings<br />
Hieroglyphics<br />
Pictograms<br />
(cuneiform)<br />
Alphabet<br />
Illuminated<br />
Manuscripts<br />
Cave<br />
Drawings<br />
Movable Type<br />
Lithography<br />
Motion Pictures<br />
& Animation<br />
Radio<br />
Television<br />
Computer<br />
Animation<br />
New Media<br />
PONCIO, Flor P.<br />
Medial and Information Literacy<br />
8
Cave<br />
Drawings<br />
Hieroglyphics<br />
Pictograms<br />
(cuneiform)<br />
Alphabet<br />
Illuminated<br />
Manuscripts<br />
Movable Type<br />
Lithography<br />
Motion Pictures<br />
& Animation<br />
Radio<br />
Television<br />
Computer<br />
Animation<br />
New Media<br />
PONCIO, Flor P.<br />
Hieroglyphics<br />
Crude images evolved<br />
into simplified pictorial<br />
representations called<br />
symbols or<br />
hieroglyphics. The type<br />
of media used was<br />
paint on papyrus, a<br />
type of paper.<br />
Medial and Information Literacy<br />
9
Cave<br />
Drawings<br />
Hieroglyphics<br />
Pictograms<br />
(cuneiform)<br />
Pictograms<br />
Alphabet<br />
Illuminated<br />
Manuscripts<br />
Movable Type<br />
Lithography<br />
Motion Pictures<br />
& Animation<br />
Radio<br />
Television<br />
Computer<br />
Animation<br />
New Media<br />
PONCIO, Flor P.<br />
(cuneiform)<br />
• Evolved into more<br />
abstract, linear<br />
symbols.<br />
• The type of media<br />
used was<br />
inscriptions on clay,<br />
stone, metal, and<br />
other hard<br />
materials.<br />
Medial and Information Literacy<br />
10
Cave<br />
Drawings<br />
Hieroglyphics<br />
Pictograms<br />
(cuneiform)<br />
Alphabet<br />
Illuminated<br />
Manuscripts<br />
Movable Type<br />
Lithography<br />
Motion Pictures<br />
& Animation<br />
Radio<br />
Alphabet<br />
Later, the cuneiform<br />
script was reduced to a<br />
collection of 22<br />
characters, a precursor<br />
to today’s alphabet.<br />
Television<br />
Computer<br />
Animation<br />
New Media<br />
PONCIO, Flor P.<br />
Medial and Information Literacy<br />
11
Cave<br />
Drawings<br />
Hieroglyphics<br />
Pictograms<br />
(cuneiform)<br />
Alphabet<br />
Illuminated<br />
Manuscripts<br />
Movable Type<br />
Lithography<br />
Motion Pictures<br />
& Animation<br />
Radio<br />
Television<br />
Computer<br />
Animation<br />
New Media<br />
PONCIO, Flor P.<br />
Lithography<br />
During that period,<br />
visual communication<br />
began to evolve by<br />
integrating graphic and<br />
fine arts into<br />
communication pieces.<br />
• Lithography allowed<br />
artists to reproduce<br />
colored imagery by<br />
printing from inked<br />
stones.<br />
Medial and Information Literacy<br />
12
Cave<br />
Drawings<br />
Hieroglyphics<br />
Pictograms<br />
(cuneiform)<br />
Alphabet<br />
Illuminated<br />
Manuscripts<br />
Movable Type<br />
Lithography<br />
Motion Pictures<br />
& Animation<br />
Radio<br />
Television<br />
Computer<br />
Animation<br />
New Media<br />
PONCIO, Flor P.<br />
Illuminated<br />
Manuscripts<br />
Early forms of today’s<br />
media took shape during<br />
the Middle Ages when bibles<br />
and psalm books were hand-assembled for the<br />
wealthy class.<br />
These illuminated manuscripts were penned with<br />
a feather quill onto vellum, a thin sheet of calf or<br />
Medial and Information Literacy<br />
sheep skin.<br />
13
Cave<br />
Drawings<br />
Hieroglyphics<br />
Pictograms<br />
(cuneiform)<br />
Alphabet<br />
Movable<br />
Type<br />
Illuminated<br />
Manuscripts<br />
Movable Type<br />
Lithography<br />
Motion Pictures<br />
& Animation<br />
Radio<br />
Television<br />
Computer<br />
Animation<br />
New Media<br />
PONCIO, Flor P.<br />
Johannes Gutenberg<br />
invented movable type and the printing<br />
press during the Renaissance<br />
• for mass production of the printed<br />
word.<br />
• Printing was the most common form of<br />
Medial and Information Literacy<br />
media through the industrial revolution.<br />
14
Cave<br />
Drawings<br />
Hieroglyphics<br />
Pictograms<br />
(cuneiform)<br />
Motion<br />
Pictures &<br />
Alphabet<br />
Illuminated<br />
Manuscripts<br />
Movable Type<br />
Lithography<br />
Motion Pictures<br />
& Animation<br />
Radio<br />
Television<br />
Computer<br />
Animation<br />
New Media<br />
PONCIO, Flor P.<br />
Animation<br />
At the end of the<br />
nineteenth century,<br />
mass media shifted to<br />
electronic media thanks to the invention of<br />
motion pictures.<br />
• Early animated forms progressed to sound<br />
animation and use of Technicolor.<br />
Medial and Information Literacy<br />
15
Cave<br />
Drawings<br />
Hieroglyphics<br />
Pictograms<br />
(cuneiform)<br />
Alphabet<br />
Illuminated<br />
Manuscripts<br />
Movable Type<br />
Radio<br />
Radio also came into<br />
Lithography<br />
Motion Pictures<br />
& Animation<br />
Radio<br />
Television<br />
Computer<br />
Animation<br />
New Media<br />
PONCIO, Flor P.<br />
common use in the early<br />
1900s particularly as a news and<br />
advertising medium.<br />
• Its popularity began to replace<br />
newspapers and other print media.<br />
Medial and Information Literacy<br />
16
Cave<br />
Drawings<br />
Hieroglyphics<br />
Pictograms<br />
(cuneiform)<br />
Alphabet<br />
Television<br />
Illuminated<br />
Manuscripts<br />
Movable Type<br />
Lithography<br />
Motion Pictures<br />
& Animation<br />
Radio<br />
Television<br />
Computer<br />
Animation<br />
New Media<br />
PONCIO, Flor P.<br />
Television began to replace<br />
radio as the broadcast media of<br />
choice in the 1930s.<br />
• proved to be one of the most<br />
important advances in media<br />
technology. Color television was<br />
introduced in the mid 1950s.<br />
Medial and Information Literacy<br />
17
Cave<br />
Drawings<br />
Hieroglyphics<br />
Pictograms<br />
(cuneiform)<br />
Alphabet<br />
Illuminated<br />
Manuscripts<br />
Movable Type<br />
Lithography<br />
Motion Pictures<br />
& Animation<br />
Radio<br />
Television<br />
Computer<br />
Animation<br />
Computer<br />
Animation<br />
Electronic media and<br />
computers allowed<br />
for graphic<br />
communicators to<br />
incorporate computer<br />
animation into their<br />
designs.<br />
New Media<br />
PONCIO, Flor P.<br />
Medial and Information Literacy<br />
18
Cave<br />
Drawings<br />
Hieroglyphics<br />
New Media<br />
Pictograms<br />
(cuneiform)<br />
Alphabet<br />
Illuminated<br />
Manuscripts<br />
Movable Type<br />
Lithography<br />
Motion Pictures<br />
& Animation<br />
Radio<br />
Television<br />
Computer<br />
Animation<br />
New Media<br />
PONCIO, Flor P.<br />
The digital revolution<br />
moved people into<br />
the age of computers<br />
at the end of the<br />
twentieth century.<br />
• New media forms<br />
blended graphic<br />
design with audio<br />
and cinematic<br />
media.<br />
Medial and Information Literacy<br />
19
Cave<br />
Drawings<br />
Hieroglyphics<br />
Pictograms<br />
(cuneiform)<br />
Alphabet<br />
Illuminated<br />
Manuscripts<br />
Movable Type<br />
Lithography<br />
Motion Pictures<br />
& Animation<br />
Radio<br />
New Media<br />
Beyond the twodimensional<br />
realm.<br />
• New media options<br />
include interactive<br />
media, the Web,<br />
and multimedia.<br />
Television<br />
Computer<br />
Animation<br />
New Media<br />
PONCIO, Flor P.<br />
Medial and Information Literacy<br />
20
HOMEWORK<br />
• Elements,<br />
• Principles<br />
of New Media<br />
21 PONCIO, Flor P.<br />
Medial and Information Literacy
Interactive<br />
Hypertext and<br />
hyperlinks were one<br />
of the earliest forms<br />
of interactivity.<br />
PONCIO, Flor P.<br />
Medial and Information Literacy<br />
22
The Web<br />
• The Internet was developed in the 1960s by the US<br />
government to facilitate communication in the event of a<br />
nuclear attack.<br />
• In 1982, it was made accessible to research labs and<br />
educational institutions. Then in the 1990s, it became<br />
PONCIO, Flor P.<br />
available to schools and businesses.<br />
Medial and Information Literacy<br />
23
Multimedia<br />
• Multimedia technology blends animation,<br />
audio, and video with text, imagery,<br />
and interactivity.<br />
• Common multimedia technologies include Web sites,<br />
video, and computer games. Interactive technologies<br />
that are limited to text and imagery only are not<br />
PONCIO, Flor P.<br />
regarded as multimedia.<br />
Medial and Information Literacy<br />
24
Elements, Principles, and New<br />
Media<br />
The principles of design also apply to<br />
multimedia, the Web, and interactive<br />
media. Elements like balance,<br />
typography, unity, color, and compelling<br />
imagery are just as important in Web<br />
sites as they are in traditional media.<br />
PONCIO, Flor P.<br />
Medial and Information Literacy<br />
25
Elements, Principles, and New<br />
Media<br />
One unique factor designers must<br />
consider in new media is time. Content<br />
must be easily accessible, streamlined,<br />
and simple to navigate. (231) Other<br />
design considerations include:<br />
Motion<br />
Web Site Design<br />
PONCIO, Flor P.<br />
Medial and Information Literacy<br />
26
Motion<br />
Motion design requires plenty of<br />
planning through storyboards to<br />
develop the piece<br />
Audio/video productions involve<br />
even more planning through use of<br />
outlines, scripts, hiring actors and<br />
illustrators, and development of<br />
PONCIO, Flor P.<br />
Medial and Information Literacy<br />
Pages 231-232<br />
music and sound effects<br />
27
Motion<br />
Computer technology allows<br />
designers to give type movement<br />
through animation to support the<br />
message<br />
Individual frames are less important<br />
than the complete composition over a<br />
period of time<br />
PONCIO, Flor P.<br />
Medial and Information Literacy<br />
Pages 231-232<br />
28
Web Site Design<br />
Web sites exist for many reasons<br />
Information source<br />
Entertainment<br />
Promotion of services, products,<br />
organizations, events<br />
E-Commerce<br />
PONCIO, Flor P.<br />
Medial and Information Literacy<br />
Pages 233-235<br />
29
Web Site Design<br />
Pages 233-235<br />
Web designers begin with an information<br />
architecture identifying how users will be guided<br />
through the site<br />
Then a site map is established to show where type<br />
and images fall in a way that unifies individual pages<br />
as a cohesive whole<br />
Finally, designers create style sheets to ensure that<br />
type and layouts will look the same across all types<br />
of browsers, screen resolutions, and platforms like<br />
PONCIO, Flor P.<br />
mobile devices<br />
Medial and Information Literacy<br />
30
Page 236<br />
The Right Media Choices<br />
“The best media campaigns use a combination of media to<br />
deliver a message”<br />
New Media<br />
Targets a youthful<br />
demographic<br />
Takes a grassroots<br />
approach to marketing<br />
Provides source for<br />
entertainment and<br />
information<br />
PONCIO, Flor P.<br />
Facilitates e-commerce<br />
Traditional Media<br />
Newspapers and<br />
broadcast media reach<br />
a wide range of people<br />
Magazines and books<br />
narrowcast specialized<br />
information to smaller<br />
audiences<br />
Medial and Information Literacy<br />
31
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