Topic 2: Introduction to the Evolution of Media

Media has continuously evolved to meet human communication needs, from simple tools in the Prehistoric Age to advanced digital technologies in the New Age.

 

Lesson 1: How Media Has Evolved?

·   In the Prehistoric Age, humans used basic tools like cave paintings and oral storytelling to communicate with each other.

·   Over time, new forms of media were invented, like writing, the printing press, television, radio, and more recently, the internet and social media.

·   Each stage of media development was driven by the need to communicate more efficiently and reach a wider audience. From the earliest pictures on cave walls to today's smartphones, media has continuously evolved to keep up with human needs for sharing information.

 

Lesson 2: Why study media evolution?

·   By studying how media has changed, you can understand how communication practices have shaped the way societies grow, share knowledge, and connect with each other.

·   It helps you appreciate how the technologies we use today (like the internet, social media, and TV) influence our daily lives, relationships, and even how we see the world.

 

Media evolution is not just about new technologies—it's about how these changes impact us as individuals and societies. Studying this helps us understand where we've been and where we're headed.

 

Lesson 3: The Four Media Ages

1. Prehistoric Age (Before 1700s)

·   People discovered fire, developed paper from plants, and forged weapons and tools with stone, bronze, copper and iron.

·   The Prehistoric refers to the time before the existence of written or recorded history. According to archeologist, the Prehistoric Age occurred some 4.5 million years ago or approximately 30, 000 years ago. It is also known as Stone Age and the Metal Age. They are called such because of the kind of tools that the prehistoric people used during those times. The tools were relatively crude, archeologist believe that a system of writing had not yet existed during this era.

·   The prehistoric men learned how to sharpen their tools and use them for hunting, they also acquired the knowledge on how to use these materials in carving stones.

·   The Clay tablets in Mesopotamia (2400 BC), the early writing tablet recording the allocation of beer, 3100-3000 B. C.E., another notable invention was the Printing press using wood blocks (220 AD), originated in China, it is technique or printing text, images or patterns used widely throughout East Asia.

·   During the Stone Age, prehistoric people also used these crude stone tools to create objects, which are now considered rock art.

·   The two kinds of rock art during the Stone Age are petroglyphs and pictographs.

·   Petroglyphs can be carving or engravings in rocks or caves. The NM Angono-Binangonan Petroglyphs Site Museum (National Museum Angono-Binangonan) is the site of the oldest known artworks in the Philippines, the Angono-Binangonan Petroglyphs. Dated 3000 B.C., the rock art is a collection of 127 human and animal-like figures engraved on the wall of a shallow cave of volcanic tuff.

·   Pictographs represent words or phrases through symbols. Used to refer to sketches or paintings that usually depict nature, early people’s way of life.

·   Orayi (Song) a cradle song or piece of music that is usually played for children.

·   Cañao (Dance Offering) it is a festival, a liturgy and offering where animals are offered in thanksgiving.

 

Example:

Cave Paintings (35,000 BC):

These paintings offer valuable insights into the lives, beliefs, and artistic abilities of early humans.

Papyrus in Egypt (2500 BC):

Papyrus revolutionized record-keeping, allowing for the creation of important documents, stories, and religious texts.

Clay Tablets in Mesopotamia (2400 BC):

People in Mesopotamia used clay tablets to record information using cuneiform, one of the earliest writing systems.

Acta Diurna in Rome (130 BC):

This was a daily public notice board in ancient Rome. It displayed news, government announcements, and other important information.

Dibao in China (2nd Century):

It played a crucial role in disseminating information within the Chinese Empire.

Printing Press using Woodblocks (220 AD):

While not as sophisticated as later printing presses, this technique allowed for the mass production of books and other printed materials.

Codex in the Mayan region (5th Century):

The Maya developed a sophisticated writing system and used it to create folded books called codices. These codices contained a wealth of information about Mayan history, religion, and culture.

 

2. 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).

·   The Industrial Age began in the 18th century in Great Britain when the country made drastic reforms to improve their economy. Technology shifted from using hand tools to operating power-driven machines.

·   Selling of goods boosted during the Industrial Age. The concept of mass production or manufacturing of goods in large quantities was introduced, increasing the demand for bigger and better machines.

·   The Industrial Age has improved the people’s way of living as new inventions such as steamboats and steam locomotives, made transportation faster. However some business owners during this era focused only on earning profit so they took advantage of the poor economic condition of the working class. When the steam press was invented, the printing of materials like newspapers became much faster, cheaper and easier.

·   Before this development, publishers used to receive financial support from political parties and rich patrons so that the latter can be features in the newspaper. When printing cost marked down, publishers started to print articles for the common interest of the public. The earlier injustices experienced by the laborers were also published in the newspaper.

·   Communication during the Industrial Age also became viable because of the invention of the telegraph. The telegraphy key used to send the famous message “ What Hath God Wroght” over the prototype telegraph line between Baltimore and Washington D.C. in 1844.

·   A mechanical typewriter used for writing characters was also invented around 1800.

 

Examples:

·   Printing press for mass production (19th century)

·   Motion picture photography/projection (1890)

·   Telegraph

·   Punch cards

·   Newspaper- The London Gazette (1640)

·   Commercial motion pictures (1913)

·   Typewriter (1800)

·   Telephone (1876)

·   Motion picture with sound (1926)

 

3. Electronic Age (1900s–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.

·   Electronic refers to an object that has electronic components, such as sensors, microchips, which functions once it is connected to an electronic outlet. The Industrial Age and Electronic Age are quite similar – they thrived in the manufacturing industries, the only different because of the equipment used.

·   By early 1954, Transistor Radio was introduced by Texas instruments (TI) had perfected production to the point that transistors became cheap enough for use in consumer items.

·   The television began its popularity in the 1940s. It was a novel item that everyone wanted to have. It opened the doors for a variety of new experiences for all Americans.

 

Examples:

·   Live news broadcasts during the World Wars.

·   Introduction of cable television and portable radios.

·   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. Hewlett-Packard 9100A (1968), Apple 1 (1976)

·   OHP, LCD projectors

 

4. Information Age (1980s–Present)

·   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.

·   The Information Age has upgraded what it can offer to consumers in terms of gadgets and devices that can make their way of life not only functional and comfortable, but also offer endless possibilities.

·   Digital Age or Informational Age is a period in human history characterized by the shift from traditional industry that the Industrial Revolution brought through industrialization, to an economy based on information computerization. The internet paved the way advanced the used of microelectronics with the invention of personal computers, devices wearable technology. Moreover, voice, image, sounds, and data are digitalized.

 

Examples:

·   Social media platforms like Facebook and Twitter.

·   Search engines like Google revolutionized access to information.

·   Web browsers: Mosaic (1993), Internet

·   Video: YouTube (2005)

·   Explorer (1995)

·   Augmented Reality / Virtual Reality

·   Blogs: Blogspot (1999), LiveJournal (1999), Wordpress (2003)

·   Video chat: Skype (2003), Google Hangouts (2013)

·   Social networks: Friendster (2002),

·   Search Engines: Google (1996), Yahoo (1995)

·   Portable computers- laptops (1980), netbooks (2008), tablets (1993)

·   Smart phones

·   Wearable technology

·   Cloud and Big Data

·   Multiply (2003), Facebook (2004)

·   Microblogs: Twitter (2006), Tumblr (2007)

 

Lesson 4: Relationship between Traditional and New Media

In the present time, new media is undeniably very useful, but this does not mean that traditional media has already become obsolete.

Examples the people whole live in remote areas and people opted to traditional media.

The choice of media is based one’s needs, interests, and lifestyle.

 

Similarities of Traditional and New Media:

·   Both aim to inform, educate, and entertain audiences.

·   Serve as tools for communication and cultural expression.

 

Differences between Traditional and New Media:

·   Traditional media (e.g., newspapers, radio) is one-way communication, while new media (e.g., social media) allows two-way interactions.

·   New media is faster, more interactive, and accessible globally.

 

Lesson 5: The Role of Media in Democratic Societies

The role of media in democratic societies is essential for ensuring that citizens are well-informed, engaged, and able to participate in the democratic process. Media serves several key functions that support a healthy democracy.

 

Functions of Media in Democratic Societies:

·   Provides a Platform for Free Speech and Public Discourse: In a democracy, it is crucial that individuals have the right to express their opinions, ideas, and concerns. Media offers a space where people can freely discuss important issues, voice their views, and share information. This is vital for maintaining an open, inclusive society where all voices can be heard.

·   Educates Citizens About Current Issues and Events: Media plays a key role in informing the public about what is happening locally, nationally, and globally. Whether it's through news outlets, documentaries, or educational programming, media helps people stay updated on current events, policies, and developments. This information empowers citizens to make informed decisions, especially during elections, public debates, or moments of national crisis.

·   Serves as a Watchdog to Hold Authorities Accountable: One of the most important functions of media is to monitor the actions of those in power, including government officials, corporations, and other influential institutions. Investigative journalism, for instance, uncovers corruption, human rights abuses, or mismanagement, ensuring that those in power are held responsible for their actions. Without this role, the public would be less aware of potential injustices or abuses of power.

 

Challenges Faced by Media in Democratic Societies:

·   Media Bias and Misinformation: One significant challenge to media in democratic societies is the presence of bias and misinformation. Media outlets may sometimes present news with a particular slant, influenced by political or financial interests. This can mislead the public or create division within society. Additionally, the rise of social media has made it easier for false information (misinformation) or deliberately misleading content (disinformation) to spread rapidly, causing confusion and distrust among the public.

·   Digital Divide Limits Access for Some Populations: Although digital media has revolutionized the way we access information, not everyone has equal access to the internet and modern technologies. The "digital divide" refers to the gap between those who have access to digital tools and those who do not. People without reliable internet access or the necessary technology are often left out of important conversations, missing out on educational content, political information, and other opportunities. This can widen inequalities and limit their ability to fully participate in the democratic process.

 

In summary, while the media plays an essential role in supporting the values of democracy, there are ongoing challenges such as media bias, misinformation, and unequal access that need to be addressed to ensure that media remains a positive force in democratic societies.