THE EVOLUTION OF

TRADITIONAL TO NEW
MEDIA
Module 2
At the end of this module, I can:
Identify traditional media and new media, and
their relationships.
Assess the type of media in the Philippines
vis--vis the normative theories of media.
Editorialize the roles and functions of media
in democratic society.
Search latest theory on information and
media.
1.Magazine 6.Online Video
2.Tabloid Games
3.Broadsheet 7.Web Video
4.Radio Portals
5.Television
The McLuhan Mantra
 Marshall McLuhan
-famous for the phrase the medium
is the message
-proponent of the media theory on
technological determinism, believed
that society id driven by changes in
media and communication
technology.
He explained that society
adapts to advances in
technology, thus, changing
cultural, political, and even
historical aspects of that
society.
How did these two gadgets change the way
people live their lives today?
As technology stabilizes, users and
consumers adapt their behavior to
the features and perceived benefits
of this technology, oftentimes
making people overly reliant to
technology.
Hot and Cold
Media?
 HOT MEDIA
-refer to forms requiring little
involvement from the audience and
examples include film and television
-they are hot because metaphorically
speaking, they cannot be touched
and thus the experience is relatively
passive and static
 COOL MEDIA
-are those with high-level user
interactivity, where the experience is
more dynamic and the audience is more
involved
-media forms that utilize animation such
as video games, or provide participation,
like online media platforms.
Milestone in Media
Evolution
Recent forms of
media carry the
features of the older
media.
 PHONETIC ALPHABET
PRINTING PRESS
TELGRAPH
-three most significant inventions
in communication
 TRIBAL AGE
-where hearing was the
predominant and most valuable
sense of reception.
-early human ancestors relied
heavily on their sense of hearing to
hunt for food and stay alert from
danger
 LITERACY AGE
-where the sense of sight was
dominant
-it was highly visual because of
the invention of the alphabet,
allowing humans to learn to
read
 PRINT AGE
-where printing press was invented
-mass-producing written text
-libraries were build because of producing
and reproducing copies of different text
that gave humans liberty to read them at
their own pace and to share them to
others
 ELECTRONIC AGE
-a community where everyone in the
world is interconnected through media
(global village)
-telegraph was invented which paved the
way to the invention of more recent
technologies
-is the age of sounds and tactile sense of
reception
INFORMATION AGE
-also known as the digital or new
media age
-human history where everything
relied heavily in the use of
computers to run major industries
INFRASTRUCTURE AGE
-there is more involvement in the
cyberspace
-e.g a car with global positioning
system, railway system, internet
banking and online purchasing
Culture Shapes
Technology
 CULTURAL DETERMINISM

-explains that culture and society

shapes technology
-According to Winston (1986), society is
still in control of technology and the
innovations over time do not dictate how
it must adapt and function in relation to
these technologies.
Technology is a product of
need and not the other way
around. If there is no need for
the technology, or it does not
have a practical use, it will
perish.
Traditional vs. New
Media
 TRADITIONAL MEDIA
-are those forms in the earlier
periods of McLuhans media map.
-one-directional (McQuail), media
experience is limited and the sense
of receptors used are very specific
 NEW MEDIA

-experience is more interactive

-the audiences are more
involved and are able to send
feedback simultaneously
What is New about
New Media?
 CATEGORIES OF NEW MEDIA

1.Interpersonal communication
media
Examples would be telephone, mobile
phone, and e-mail where content is
private and perishable and the
relationship established and reinforced
may be more important than the
information conveyed.
 CATEGORIES OF NEW MEDIA

2. Interactive play media

Video and computer-based games,
plus virtual reality devices compose this
category.
 CATEGORIES OF NEW MEDIA

3. Information search media

The Internet and the World Wide
Web become source of vast collection of
information can be accessed real-time
despite geographical location.
 CATEGORIES OF NEW MEDIA

4. Collective participatory media

Refers to the use of the Internet for
sharing and exchanging information,
ideas, and experiences and developing
active personal relationships.
 Functions of
Communication and
Media
Media has a role to play in the
proper functioning of a democratic
society such as Philippines.
 According to McNair, communication
and media function to:
Inform citizens of what is happening
around them (monitoring function)
educate the audience as to the
meaning and significance of the
facts
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
give publicity to governmental and political
institutions
Serve as a channel for the advocacy of political
viewpoints
 NORMATIVE THEORIES OF THE
PRESS
VIEW PROPOSITION

All forms of communications are under the control of

the governing elite, authorities, or influential
bureaucrats.
Controlling the media is necessary to protect and
prevent the people from national treats through any
AUTHORITARIAN form of communication.
The government has all the rights to restrict/censor any
sensitive issue from press to maintain peace and
security in the nation.
Different types of censors include political censor,
moral censor, religious censor, military censor, and
corporate censor.
 NORMATIVE THEORIES OF THE
PRESS

VIEW PROPOSITION
The government undertakes or controls the total media
and communication to serve working classes and their
interests.
The state has the absolute power to control any media
for the benefits of the people.
The state puts an end to private ownership of the press
SOVIET MEDIA and other media.
Government media provides positive thoughts to create
a strong socialized society as well as providing
information, education, entertainment, motivation, and
mobilization.
The public is encouraged to give feedback which would
be able to create interests toward the media.
 NORMATIVE THEORIES OF THE
PRESS

VIEW PROPOSITION

Liberalism means information is knowledge and

knowledge is power.
Libertarianism is free from any authority or any control
or censorship and is an idea of individualism and
LIBERTARIAN limited government which is not harmful to another.
The people are more than enough to find and judge
good ideas from bad people are rational.
The press should not restrict anything, even a negative
content may give knowledge and can help make better
decision during worst situations.
 NORMATIVE THEORIES OF THE
PRESS

VIEW PROPOSITION

Social responsibility should be reached by self-control,

not government intervention.
View media ownership as a form of public trust or
stewardship, rather than as an unlimited private
franchise.
SOCIAL Media has obligations to society, and media ownership
RESPONSIBILITY is a public trust.
Media should follow agreed codes of ethics and
professional conduct.
The government must nor merely allow freedom; it
must actively promote it when necessary; therefore; the
government should act
1. AUTHORITARIAN
2. SOVIET MEDIA
3. LIBERTARIAN
4. SOCIAL
RESPONSIBILTY