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Media and
Information
Literacy
Quarter 3 – Module 2:
The Evolution of Traditional
to New Media

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Media and Information Literacy– Grade 12
Alternative Delivery Mode
Quarter 3 – Module 2: The Evolution of Traditional to New Media
First Edition, 2019

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Published by the Department of Education

Secretary: Leonor Magtolis Briones
Undersecretary: Diosdado M. San Antonio
Assistant Secretary: Alma Ruby C. Torio

Development Team of the

Module Author: Ma. Teresa B. Berondo
Editor: Romalyn A. Rizardo
Reviewers: Mary Ann A. Javier, Amalia C. Solis and Julius J. Jardiolin
Management Team: Malcolm S. Garma, Regional Director
Genia V. Santos, CLMD Chief

Dennis M. Mendoza, Regional EPS In-Charge of LRMS

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Lucky S. Carpio, Division EPS In-Charge of LRMS and
ADM Coordinator

Printed in the Philippines

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 12

Media and
Information
Literacy
Quarter 3 – Module 2:
The Evolution of Traditional
to New Media

This instructional material was collaboratively developed and reviewed by educators from public and private sc

We value your feedback and recommendations.

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Introductory Message
For the facilitator:
This module was collaboratively designed, developed, and reviewed by
educators to guide you, the teacher or facilitator, in helping the learners meet the
standards set by the Department of Education. This module primarily aims to help
the learners understand the lessons in Media and Information Literacy based on the
Most Essential Learning Competencies and see their relevance to real-life through a fun-
filled learning experience. This module hopes to engage the learners in guided and
independent self-learning activities at their own pace and time. Furthermore, this
also aims to help learners acquire the necessary 21st-century skills while considering
their needs and circumstances.
As a facilitator, you are expected to orient the learners on how to use this
module. You also need to keep track of the learners’ progress while allowing them
to manage their own learning. Furthermore, you are expected to encourage and
assist the learners as they do the tasks included in the module.

For the learner:

Welcome to the Media and Information Literacy Grade 12 Alternative Delivery
Mode (ADM) Module. This module was designed to provide you with fun and
meaningful opportunities for guided and independent learning at your own pace and
time. You will be enabled to process the contents of the module while being an active
learner.
Specifically, this module aims to explain how the evolution of media from
traditional to new media shaped the values and norms of people and society.

This module contains the following parts: a. What I Need to Know (Introduction
and Learning Objectives), b. What I Know (Pretest), c. What’s In (Review), d. What’s
New (Introductory activity), e. What Is It (Content Discussion), f. What’s More
(Enrichment Activities), g. What I Have Learned (Generalization), h. What I Can Do
(Application), i. Assessment (Posttest), Additional Activities, Answer Key, and
References.
To enjoy learning about the lesson, you must set aside all other tasks that
will disturb you while answering the module. Use the module with care. Do not put
unnecessary mark/s on any part of the module. Follow carefully all the contents
and instructions indicated on every page of this module. Take note of the significant
concepts you find in the lesson, which you may use for future references. Keep in
mind to USE SEPARATE SHEETS OF PAPER in doing all the provided activities to
meet all the lesson’s objectives. If you encounter any difficulty in answering the
tasks in this module, do not hesitate to consult your facilitator. After accomplishing
all the activities, let your facilitator/guardian assess your answers. The success in
accomplishing this module depends on your will and grit. Keep going and enjoy
learning!

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 What I Need to Know

This module was designed to help you reflect on the purpose and use of
media in our society as well as for you to determine the forms of traditional and
new media. The scope of this module permits it to be used in many different
learning situations. The language used in this module recognizes the diverse
vocabulary levels of the students. The lessons are arranged to follow the standard
sequence of the course but the order in which you read them can be changed to
correspond with the textbook you are now using.

After going through this module, you are expected to:

1. explain how the evolution of media from traditional to new media shaped the
values and norms of people and society. (MIL11/12IMIL-IIIa-4)

What I Know

Multiple Choice: Determine the period when the following types of media emerged
throughout the four ages in history. Choose the letter of the correct answer inside
the box. Use a separate sheet of paper for your answer.

Pre-Industrial Age C. Electronic Age

Industrial Age D. Information Age

1. Telegraph 9. Facebook
2. YouTube 10. Clay tablet
3. Cave painting 11. LCD Projector
4. News paper 12. Blog
5. Transistor Radio 13. Papyrus in Egypt
6. Internet Explorer 14. Telephone
7. Typewriter 15. Motion picture
8. Television

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 Lesson The Evolution of
1 Traditional to New Media
Media have evolved throughout time – from pre-industrial age to
information age. The evolution of traditional to new media depicts the records of
the past on the progress of media technology which helps people communicate and
disseminate information in the fastest and efficient ways. Furthermore, media also
shaped the values and norms of people and society.

What’s In

In the previous lesson, you have learned about the introduction of media
and information literacy. To test your understanding of the lesson, I want you to
determine the word/words being described by rearranging the letters to form the
correct word/s.

1. It is the capacity of an individual to comprehend the functions of media and

determine the relevant use and worth of media platforms

IDAME CERATILY

2. It involves a thorough way of gathering information, data, or facts which

relate to the use of media information.

MIONATONFRI CERATILY

3. It refers to the skill of an individual to manipulate technology independently

or with the assistance of others in using technology in an efficient and
suitable way.
CHOLOGYTEN CERATILY
4. It covers the necessary skills that let a person interact using different media
platforms and get access to information around the globe.
IDAME AND MIONATONFRI CERATILY
5. This refers to a person who has huge followers who share their posts on
social media to reach more people.
IALSOC IDAME ENCERINFLU

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 What’s New

Personal Technology Timeline

Make a timeline of the means of communication that you have used. You can draw
or paste cut-outs of pictures from magazines or newspapers.

Example

Figure 1: Personal Technology Timeline illustrated by Pastora B. Berondo (2021)

Your output will be graded based on the following rubrics:

Criteria Needs Meets Expectations Exceed
Improvement Expectations
Score 5 7 10
Content Present insufficient Present sufficient Present high level of
ideas, facts, and level of ideas, facts, ideas, facts, and
information and information. information.
Creativity Show minimal level Show adequate level Show high level
artistry and artistry and artistry and
attractiveness attractiveness attractiveness
Originality Output created Output created shows Output created
shows other some originality and shows large amount
people’s ideas and uniqueness of original ideas and
not originally made uniqueness.

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 What is It

The Evolution of Traditional to New Media

The term “media” is described as means of communication for people which

includes newspapers, radio, televisions, and the internet. In the advent of the “new
normal”, the role of media has been highlighted more than ever. The society relies
heavily on media and information technology, not only for communication, but also
for information dissemination, distance learning, work at home, etc. With the
attainment of technological advancement, people wondered how media changes
throughout time and what forms of media exist in different ages. To answer these
queries, let us now discover how media have evolved from pre-industrial age to
information age.

Pre-Industrial Age (Before 1700s)

During pre-industrial age, about 4.5
million years ago, the early hominids
discovered fire, developed paper from plants,
and built weapons (Teaching Guide for Senior
High School Media and Information Literacy,
p. 20). The prehistoric inhabitants
used stone tools and metals as part of their
daily activities like hunting and gathering.
They also used crude stone tools to create
things considered rock art. These
prehistoric arts such as petroglyphs and
pictographs were considered the earliest
forms of traditional media (Magpile , 2016, Figure 2: Cave Paintings in 13,000 B.C.
p 17-18). Image courtesy to: https://commons.wikimedia.
org/wiki/File:San_cave_painting Phoenicean_sh
ip.jpg

Industrial Age (1700s - 1930s)

The industrial age occurs during the
industrial revolution in Great Britain. This
period brought in economic and societal
changes, such as the substitution of handy
tools with machines like the power loom
and the steam engine. The transformation of
the manufacturing industry, and
commercial enterprise for mass production
of various products occurred. Also, long-
distance communication became possible
via telegraph, a system used for
transmitting
messages. (Magpile, 2016, p. 19-20) Figure 3: Printing Trades (1916)
Image courtesy to: https://commons.wiki
media.org/wiki/File:The_printing_trades_(1916)_
(14765737815).jpg

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Electronic Age (1930s - 1980s)
The electronic age started when people
utilized the power of electricity that made
electronic devices like transistor radio and
television work. The creation of the
transistor piloted the rise of the electronic
age. The power of transistors was used in
radio, electronic circuits, and early
computers. In this period, people made use
of air access to communication. (Teaching Figure 4: Desktop Personal Computer
Guide for Senior High School Media and Image courtesy to:
Information Literacy, p. 21) https://commons.wikimedia.
org/wiki/File:Desktop_personal_computer.jpg

Information Age (1900s - 2000s)

The information age is a period also
known as the digital age. This period signified
the use of the worldwide web through an
internet connection. Communication became
faster and easier with the use of social
networks or social media platforms such as
Facebook, Messenger, Instagram, Twitter,
among others. The rapid technological
advancement and innovation with the use of
microelectronics lead to the development of
laptops, netbooks mobile phones, and
wearable technology. (Teaching Guide for
Senior High School Media and Information
Literacy, p. 21) Figure 5: Social Media Apps
Image courtesy to:
https://commons.wikimedia.org/ wiki/
File:Socialmedia-pm.png

Here are the lists of media that have evolved throughout the four ages in
history.

Pre-Industrial Age (Before 1700s)

• Cave paintings (35,000 BC)
• Clay tablets in Mesopotamia (2400 BC)
• Papyrus in Egypt (2500 BC)
• Acta Diurna in Rome (130 BC)
• Dibao in China (2nd Century)
• Codex in the Mayan region (5th Century)
• Printing press using wood blocks (220 AD)
Industrial Age (1700s-1930s)
• Printing press for mass production (19th
century)
• Newspaper- The London Gazette (1640)
• Typewriter (1800) Telephone (1876)
• Motion picture photography/projection (1890)
• Commercial motion pictures (1913)
• Motion picture with sound (1926)

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• Telegraph

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 • Punch cards
Electronic Age (1930s-1980s)
• Transistor Radio
• Television (1941)
• Large electronic computers- i.e. EDSAC (1949) and UNIVAC 1 (1951)
• Mainframe computers - i.e. IBM 704(1960)
• Personal computers - i.e. HewlettPackard 9100A (1968), Apple 1 (1976)
• OHP, LCD projectors
Information Age (1900-2000s)
• Web browsers: Mosaic (1993), Internet Explorer (1995)
• Blogs: Blogspot (1999), LiveJournal (1999), Wordpress (2003)
• Social media: Friendster (2002), Multiply (2003), Facebook (2004)
• Microblogs: Twitter (2006), Tumblr (2007)
• Video: YouTube (2005)
• Augmented Reality / Virtual Reality
• Video chat: Skype (2003), Google Hangouts (2013)
• Search Engines: Google (1996), Yahoo (1995)
• Portable computers- laptops (1980), tablets (1993) netbooks (2008),
• Smartphones
• Wearable technology
• Cloud and Big Data

Source: Teaching Guide for Senior High School Media and Information Literacy.
Commission on Higher Education in collaboration with Philippine Normal University. K
to 12 Transition Program, p. 20-21.

The influence of media on the values and norms of people

Norms are standards of behavior that are expected in a society based on their
customary laws or conduct. These norms entail conformist behavior following social
standards like respect for elders, obtaining education, getting married, and gender
roles. The set of norms begins at home and continues to develop as we expand
ourselves to the social world. With the use of social media, people are no longer
limited to his/her social group and become more readily connected to global society
with diverse values and norms.

With the advent of the information age, media become more influential in
different aspects of people’s lives. Media provide access to ideas that are restricted in
the past. Due to people’s capability to relate, deliberate, and communicate freely
online, the conventional ideas are challenged. For example, there are different
women's rights organizations that share worldwide awareness of woman equality in
our society through online platforms. Similarly, the LGBTQ plus movement
advocates gender equality and acceptance in society. This results in the development
of new social norms to conform to in search for equal opportunity and tolerance.
According to Arias (2016), the influence of media may have(1) individual or
direct effect, and (2) social or indirect effect. He argued that the process of
information dissemination has significance to the beliefs of a person and
subsequently to their behavior. The widely spread of information helps the creation

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of shared knowledge, hence expanding its impact on the norms and values of the
people in the society. This is in line with Bandura's (1986) Social Learning Theory,
wherein media operates by means of educational models. These educational
models perform vital functions by transmitting information, values, and behaviors,
among others. Information that is recognized to be publicly accessible improves the
understanding of shared beliefs (Mutz, 1998).

What I Can Do

Activity 1.1. Data Retrieval

Complete the table below by providing examples of media in each column. Then,
answer the questions that follow. Use a separate sheet of paper for this activity.

Pre-Industrial Age Industrial Age Electronic Age Information Age

Processing Question:
How do people communicate, store and share information in different ages?

Activity 1. 2. Point of View (POV)

Express your point of view on the following assertions about the influence of media
on the values and norms of the people and society. Write “Yes” on the column Agree
or “No” in the column Disagree. Then, write your point of view in the last column.
Use a separate sheet of paper for this activity.

Assertions Agree Disagree Point of View

1. Media become more
influential in different aspects
of people’s life.
2. Technology in
particular often creates
changes
specifically on the values and

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 norms of the people in our
society.
3. The old Filipino values like
close family ties are now
deteriorating because of the
use of new media.
4. Because of technological
advancement, our standard of
proper or acceptable behavior
changes throughout time.
5. Technology helps people
gain more friends, but the
quality of friendship suffers.

Your written output will be graded based on the following rubrics:

Criteria Needs Meets Exceed

Improvement Expectations Expectations
Score 10 15 20
Depth of Demonstrate a Demonstrate a Learners provided
Analysis minimal level of sufficient level of new and creative
reflection and reflection and insights resulting
internalization of internalization of from a profound
the given material. the given material. reflection and
internalization of
the given material
Organization of The thoughts were The thoughts were The thoughts were
Thought expressed in an expressed in a expressed in a
incoherent coherent manner. coherent manner.
manner. Writing is very clear
and organized.
Grammar and No more than five No more than two No spelling and
Spelling spelling and spelling and grammar errors.
grammar errors. grammar errors.

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 What I Have Learned

Q and A: Answer the following questions and start your answer with the statement
I believe…

1. Given the available media that we have now, what are its roles and functions
to our society?
I believe

2. How do social media affect the values and norms of the people around me?
I believe

3. How do media influence my values?

I believe

4. What are the positive effects of media to me?

I believe

5. What are the challenges of media to me and how can I cope with this?
I believe

What I Can Do

Reflection Paper

Based on what you have learned from the lesson, write a reflection paper on how the
evolution of media shaped the values and norms of people and the society. You can
also read news articles or surf the internet to know more about the effects of media
and information to the values and norms of the Filipinos.

My Reflection

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Your output will be scored based on the following rubrics:

Criteria Needs Meets Exceeds

Improvement Expectations Expectations
Score 10 15 20
Depth of Demonstrate a Demonstrate a Learners provided
Analysis minimal level of sufficient level of new and creative
reflection and reflection and insights resulting
internalization of internalization of from a profound
the given the given material. reflection and
material. internalization of
the given material
Organization of The thoughts were The thoughts were The thoughts were
Thought expressed in an expressed in a expressed in a
incoherent coherent manner. coherent manner.
manner. Writing is very clear
and organized.
Grammar and No more than five No more than two No spelling and
Spelling spelling and spelling and grammar errors.
grammar errors. grammar errors.

Assessment

Multiple Choice: Choose the letter of the best answer. Write your answer on a
separate sheet of paper.
1. Which of the following describes the pre-industrial age?
a. the early hominids used stone tools and metals
b. the substitution of handy tools with electrical machine
c. the utilization of electrical power to run devices
d. The use worldwide web through an internet connectivity
2. Which of the following describes the industrial age?
a. the early hominids used stone tools and metals
b. the substitution of handy tools with electrical machine
c. the utilization of electrical power to run devices
d. The use worldwide web through an internet connectivity
3. Which of the following describes the electronic age?
a. the early hominids used stone tools and metals
b. the substitution of handy tools with electrical machine
c. the utilization of electrical power to run devices
d. The use worldwide web through an internet connectivity
4. Which of the following describes the new information age?
a. the early hominids used stone tools and metals
b. the substitution of handy tools with electrical machine
c. the utilization of electrical power to run devices
d. The use worldwide web through an internet connectivity

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5. The following are forms of media during the pre-industrial age EXCEPT:
a. Papyrus
b. Clay Tablet
c. Photography
d. Cave Paintings
6. What changes have occurred during the industrial revolution??
a. societal and physical changes
b. political and economic changes
c. economical and societal changes
d. physical and behavioral changes
7. Which of the following substituted the handy tools during the industrial age?
a. machines
b. stone tools
c. metal tools
d. electrical devices
8. Which period is defined as the substitution of handy tools with
electrical machines?
a. Prehistoric Age
b. Industrial Age
c. Electronic Age
d. New Information Age
9. The following are forms of media during the industrial age EXCEPT:
a. Newspaper
b. Computer
c. Typewriter
d. Printing press
10. Which of the following periods in human history started when electronic
devices like computers were used?
a. Prehistoric Age
b. Industrial Age
c. Electronic Age
d. New Information Age
11. Which is NOT true about electronic age?
a. People can access internet connectivity.
b. People use electronic circuits and early computers.
c. People apply the power of transistors for radios.
d. The creation of transistor piloted the rise of the electronic age.
12. The following are forms of media during electronic age EXCEPT:
a. OHP
b. Radio
c. Television
d. Internet Explorer
13. The Information age is also known as .
a. Bronze Age
b. Digital Age
c. Old Stone Age
d. New Stone Age

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14. The following described information age EXCEPT:
a. the used of stone tools
b. the used of world wide web
c. the used of fast internet connection.
d. the used of the social network sites
15. Which of the following is NOT a form of media in the information age?
a. Twitter
b. Facebook
c. Telegram
d. Instagram

Additional Activities

Think About This!

How do social media affect you personally, academically, and socially?

Write your answer on a separate sheet for this activity.

A. Personal

B. Academic

C. Social

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Your output will be graded based on the following rubrics:

Criteria Needs Meets Exceeds

Improvement Expectations Expectations
Score 10 15 20
Depth of Demonstrate a Demonstrate a Learners provided
Analysis minimal level of sufficient level of new and creative
reflection and reflection and insights resulting
internalization of internalization of from a profound
the given the given material. reflection and
material. internalization of
the given material
Organization of The thoughts were The thoughts were The thoughts were
Thought expressed in an expressed in a expressed in a
incoherent coherent manner. coherent manner.
manner. Writing is very clear
and organized.
Grammar and No more than five No more than two No spelling and
Spelling spelling and spelling and grammar errors.
grammar errors. grammar errors.

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Answer Key

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References

Magpile, Christine Marie. Media and Information Literacy. Enhancing Education

through Effective Communication. The Inteligente Publishing.Inc. Quezon
City, Philippines (2016)

Teaching Guide for Senior High School Media and Information Literacy.
Commission on Higher Education in Collaboration with Philippine Normal
University. K to 12 Transition Program Management Unit. Diliman, Quezon
City (2016)

Carolyn Wilson et. al. UNESCO Curriculum for Teachers. United Nations
Educational, Scientific and Cultural Organization. Paris, France (2008)
Accessed November 24, 2019 https://en.unesco.org/themes/media-and-
information-literacy

Eric Arias. How Does Media Influence Social Norms? A Field Experiment on the
Role of Common Knowledge. UNESCO Mexico Program (2016). Accessed
February 1, 2021 https://as.nyu.edu/content/dam/nyuas/politics/
documents/ AriasCommonKnowledge.pdf

Jumanah Salama. How New Media Is Influencing Our Social Norms. Saudi Arabia
(2017) Accessed February 1, 2021 https://sailemagazine.com/2017/09/
how-new-media-is-sculpting-our-social-norms/

Khan, R. Internet 101: The new mass medium for Filipinos. Anvil Publishing, Inc.
(2006). Accessed February 9, 2021 https://buenavistanhs.weebly.com/
uploads/7/2/2/8/7228051/08_media_and_information_literacy.pdf

Lexter Neil. Evolution of Media: Traditional Media to New Media (2007)

Accessed December 1, 2019 https://www.timetoast.com/timelines/
evolution-of-media-traditional-media-to-new-media

Michael A. Noll. The Evolution of Media. Rowman & Littlefield Publishers

(2006) Accessed November 24,2019
https://rowman.com/isbn/97807425548 25/the-evolution-of-media

Mutz, D. The Generalized Other, in Impersonal Influence: How Perceptions of Mass

Collectives Affect Political Attitudes (pp. 3-25). Cambridge University Press.
(1998)

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For inquiries or feedback, please write or call: Department of Education – (Bureau of Learning R
Telefax: (+63 2) 8636 1663 | 8633 1942 | 8635-9817 | 8638-7530 | 8638-
7531 | 8638-7529 | (+63 919) 456 0027 | (+63 995) 921 8461

Email Address:

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