Evolution of Media

Before 1700s 1700s-1930s 1930s-1980s 1980s-2000s

Pre-Industrial Industrial Electronic Information

Age Age Age Age
Pre-Industrial Age (Before 1700s)
– People discovered fire, developed paper from plants, and forged weapons and tools with
stone, bronze, copper and iron.
Paleolithic age
- Development of the most primitive stone tools discovered, a.k.a stone age
Mesolithic age
- age between Paleolithic and Neolithic
Neolithic age
- new stone age

Examples:
1. Cave paintings (35,000 BC) 3. Papyrus in Egypt (2500 BC)
a. Petroglyph

*General Media Forms (Cave

Paintings,
2. Clay tablets in Mesopotamia (2400 Clay Tablets & Papyrus)
BC)
a. Hieroglyphics- Egyptian writing 4. Acta Diurna in Rome (130 BC)
system - Means “Daily Acts” or “Daily
b. Cuneiform- Sumerian writing Public Records”
system - Roman gazette
- Daily Roman Notices carved on
stone and presented in message
boards in public places
 5. Dibao in China(2nd Century) - 1st prototype book
- Chinese newspaper 7. Printing Press using woodblocks (220
- Earliest & oldest newspaper in the AD)
world written on the bamboo
placards
6. Codex in the Mayan Region (5th
Century)
- Folding books written by the
Maya Civilization in hieroglyphics
script on bark cloth

Industrial Age (1700s-1930s)

– People used the power of steam, developed machine tools, established iron production,
and the manufacturing of various products (including books through the printing press).

Examples:
1. Printing press for mass production 4. Telephone (1876)
(19th century)

2. Newspaper- The London Gazette

5. Motion picture photography/
(1640)
projection(1890)

3. Typewriter (1800)Telephone (1876)

6. Commercial motion pictures (1913)
 7. Motion picture with sound (1926) 9. Punch cards

8. Telegraph

Electronic Age (1930s- 1980s)

- The invention of the transistor ushered in the electronic age. People harnessed the power of
transistors that led to the transistor radio, electronic circuits, and the early computers. In this
age, long distance communication became more efficient.

Examples:
1. Transistor Radio

4. Mainframe computers - i.e. IBM 704

(1960)
2. Television (1941)

5. Personal computers - i.e. Hewlett-

3. Large electronic computers- i.e.
EDSAC(Electronic Delay Storage
Automatic Calculator)
(1949) and UNIVAC 1 (Universal
Automatic Computer) (1951)
 6. Packard 9100A (1968), Apple 1 7. OHP, LCD projectors
(1976)

Information Age (1800s-2000s)

- The Internet paved the way for faster communication and the creation of the social
network. People advanced the use of microelectronics with the invention of personal
computers, mobile devices, and wearable technology. Moreover, voice, image, sound and
data are digitalized. We are now living in the information age.
- Period of widespread access to information: a period characterized by widespread
electronic access to information through the use of computer.
- Also called as digital age.

Examples:
1. Web browsers: 2. Blogs:
a. Mosaic (1993) a. Blogspot (1999)

b. Internet Explorer (1995)

b. LiveJournal (1999)
 c. Wordpress (2003)
d. Social networks: Friendster (2002),
Multiply (2003), Facebook (2004)
4. Video:
a. YouTube (2005)
- YouTube is an American video-
sharing website headquartered in
San Bruno, California.
- The service was created by three
former PayPal employees—Chad
Hurley, Steve Chen, and Jawed
Karim—in February 2005.

3. Microblogs:
5. Augmented Reality / Virtual Reality
a. Twitter (2006)
- Twitter is an online news and
social networking service where
users post and interact with
messages, called "tweets."

6. Video chat:
a. Skype (2003)
- Skype is a telecommunications
application software product that
specializes in providing video
b. Tumblr (2007) chat and voice calls between
- Tumblr is a microblogging and
computers, tablets, mobile
social networking website
devices, and smart watches via
founded by David Karp in 2007
the Internet and to regular
- The service allows users to post
telephones
multimedia and other content to
a short-form blog. Users can
follow other users' blogs

b. Google Hangouts (2013)

- Google Hangouts is a
communication platform
 developed by Google which b. netbooks (2008)
includes instant messaging, video
chat, SMS and VOIP features.

7. Search Engines: c. tablets (1993)

a. Google (1996)

9. Smart phones
b. Yahoo (1995)

10. Wearable technology

11. Cloud and Big Data
8. Portable computers
a. laptops (1980)
 Media Convergence
Coexistence of traditional and new media
Roles and functions of media in democratic society

1. Channel
- provides opportunities for people to communicate, share ideas, speculate, tell
stories and give information

2. Watchdog
- exposes corrupt practices of the government and the private sector.
- creating a space wherein governance is challenged or scrutinized by the
governed. It also guarantee free and fair elections
-
3. Resource Center
- acts as a gateway of info for the society’s consumption.
- keeper of memories of the community, preserver of heritage and source of
academic knowledge

4. Advocate
- through its diverse sources or formats, it bridges the gap of digital divide
(or technology gap; the difference between people who use computers and
mobile devices on a daily basis.

Types of Media
1. Print Media
- Any written or pictorial form of communication produced mechanically or
electronically using printing, photocopying, or digital methods from which multiple
copies can be can be made through automated processes (Oxford reference).

Types of Print Media:

a. Newspaper
- A periodical publication containing written information about current events.
It is divided into various segments; Current events, sports, food, entertainment,
fashion, finances, politics, advertisements, informative articles, and so on.
b. Newsletter
- Information sources for neighborhood, communities, and groups having an
interest about that particular topic, or event.
- It is a publication that mostly covers one main topic.
- Used for promotional purpose, political campaigns, or for causes.
c. Magazine
- Provide detailed articles on various topics, like food, fashion, sports, finance,
and lifestyle
 - Published weekly, monthly, quarterly, or annually, and many of them are sold
all over the world.
d. Banner
- Made of cloth or paper and are used to show slogans, logos, or some
messages.
- Used for advertising brands in exhibitions, giving out the names of products, or
services that is being provided.
e. Poster
- It’s primary use can be seen in political campaigns
- Mostly hung at a height and are made attractive so as to catch the attention
of the passersby.
- Used for advertising brands in exhibitions, giving out the names of
products/services
f. Billboards
- Contains advertisement which includes text and graphics―mostly a
combination―making it more appealing.
- Have fixed locations and are huge in size so that it can be seen and read from
a long distance.
g. Books
- A collection of many printed pages, which are later bound together.
- Oldest form of print media that are used as a way of communication and
information piece.
- A diverse platform comprising varied topics that include literature, history, and
fiction stories etc.
h. Brochure
- A booklet that contains the details of a company, or organization.
- Consist of two or three folds of glossy and colorful sheets with some nice
presentation.
- For takeaway, distributed by hand, sent by mails, or can be found in brochure
racks.
i. Flyer
- Commonly used for advertisements, or at local events and parties
- Can be distributed in exhibitions, or can be put on walls of colleges and
schools, depending on what kind of audience an organization is looking for.
 History of Print Media

3000 Second 16th

Century 1450 1465 Century
BC AD

First decade
of the 16th 1507 1710 1871 1884
Century

1906 1938 1951 1968 1969

1972 1984 1993

3000 BC
 Woodblock printing was a technique which was used in the Mesopotamian
civilization.
2 Century AD
nd

 Paper was invented in China and it was the first major milestone in the history of
printing press
1450
 Movable type printing press
- Johann Gutenberg was the inventor
- He created individual pieces of type, which involve creating a master copy of
each letter, devising the molds in which multiple versions can be cast, and
developing a suitable alloy in which to cast them.
1465
 Dry point engravings and Handwritten form of printing was invented
16th Century
 The printing press had been in existence for around 50 years. Spreading throughout
Europe, having more than 10 million copies of printed 3500 works.
First decade of the16th Century
 Aldus Manutius
- Came up with a printer that gave smaller, more portable books.
- He is also the first to use Italic type.
1507
 Chiaroscuro woodcut
- Invented by Lucas Cranach
~A technique in which drawings are reproduced using two or more blocks printed in
different colors.
1710
 Jakob Christoph Le Blon founded the basic form of CMYK printing.
 - Used the mezzotint method to engrave three metal plates for printing. Each plate is
inked with a different color, using Red, yellow and blue. Then adds a fourth plate,
bearing black lines
1871
 First Lithographic Rotary printing press.
- Invented by Richard March Hoe
- A press in which the type is placed on a revolving cylinder instead of a flatbeds. This
speeds up the printing process dramatically.
1884
 Linotype composing machine
- Invented by Ottmar Mergenthaler
- With this typesetter, an operator can enter text using a 90-character contained
keyboard.
- The machine outputs the text as slugs having lines of metal type
1906
 Photostat and Recti graph
- The growth of business during the industrial revolution created the need for a more
efficient means of transcription than hand copying.
- Carbon paper was first used in the early 19th century.
1938
 Xerography
- a dry photocopying technique
- Used no liquid chemicals.
1951
 Inkjet printing
- A type of computer printing that recreates a digital image by propelling droplets of
ink onto paper, plastic, or other substrates.
1968
 Dot matrix printing
- A type of computer printing which uses a print head that moves back-and-forth, or
in an up-and-down motion, on the page and prints by impact, striking an ink-
soaked cloth ribbon against the paper, much like the print mechanism on a
typewriter.
1969
 Laser printing
- It produces high-quality text and graphics (and moderate-quality photographs) by
repeatedly passing a laser beam back and forth over a negatively charged
cylinder called a "drum" to define differentially charged image.
1972
 Thermal printing
- A digital printing process which produces a printed image by selectively heating
thermal paper when the paper passes over the thermal print head.
1984
 3D printing
- A material is joined or solidified under computer control to create an object, with
material being added together (such as liquid molecules or powder grains being
fused together)
1993
 Digital printing
- Printing from a digital-based image directly to a variety of media.

2. Broadcast Media
What is broadcasting media?
- It is the distribution of audio and video content to a dispersed audience via
any electronic mass communication medium

a. Radio broadcasting
- is a one- way wireless transmission over radio waves intended to reach a
wide audience.
- 1830’s: The earliest broadcasting consisted of sending telegraph signals over
the airwaves, using Morse code, a system developed by
Samuel Morse, Joseph Henry and Alfred Vail.
- 1920’s:By the early 1920s radio broadcasting became a household medium,
at first on the AM band and later on FM.

b. TV broadcasting
- is a one- way wireless transmission over radio waves intended to reach a
wide audience.
- 1920 (ORIGIN OF TELEVISION)
Vladimir Zworykin
Philo Farnsworth
- 1924 – first televised pictures moving objects
- 1925 – first televised human face
- 1926 – first-real time moving object
- John Logie Baird-credited with inventing the first completely electronic television
- 1960: TV replaces radio becoming a medium

3. Internet Media
• What is Internet?
- A world-wide broadcasting capability, a mechanism for information dissemination,
and a medium for collaboration and interaction between individuals and their
computers without regard for geographic location.
- a widespread information infrastructure, the initial prototype of what is often
- called the National (or Global or Galactic) Information Infrastructure

- 1957

USSR launches Sputnik, first artificial earth satellite. In response, US forms the Advanced
Research Projects Agency (ARPA), the following year, within the Department of
Defense (DoD) to establish US lead in science and technology applicable to the
military