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Media Information Literacy

1. The Evolution of Traditional to New Media

2. The Evolution of Traditional to New Media Traditional Media and New Media In advertising, tri-media refers to television, radio, and print media. As the Internet plays a pivotal role in how people access information faster, social media serves as the fourth media platform for advertisers to promote their products and services.

3. The Evolution of Traditional to New Media Traditional media consists of print media such as newspapers, magazines, journals, fl yers, and billboards, and broadcast media like the radio and television. New media refers to digital media technologies usually powered by the Internet such as social media platforms (Facebook, Twitter, Instagram, YouTube), blogs (WordPress, Medium), online publications (Rappler, Vox Populi PH), online forums (Reddit, 4Chan), and short-form videos (TikTok, Snapchat), among others. Nowadays, some media technologies cannot just be classifi ed as one media type. News publications are not only limited to print as they also have online presence through their own websites and social media platforms. This phenomenon, where different media technologies merge into one unit, is called media convergence . For example, 24 Oras, a news program by GMA Network, is not only limited to delivering news via broadcast television. It also shares news to wider audiences through online live streaming and social media platforms, including TikTok.

4. The Evolution of Traditional to New Media Historical Development of Media Before the invention of paper, humans wrote on cave walls and clay tablets. Now, students jot down information through a paper and pen or type text in an online word app. Writing tool is a technology that keeps on evolving through time. During the Prehistoric Age (before 1700s), spoken language served as the earliest form of human communication. Early humans created tools usually made of copper, bronze, and iron for hunting, agriculture, and shelter. They also used tools for artistic reasons such as cave paintings, engravings of bones and shells, and sculptures. Smoke signals and carrier pigeons were also used. Ancient civilizations developed cities that developed their own language and writing system . Stone and clay were used to track accounts and send messages by the earliest civilizations because of their durability. Humans wrote using the following tools: papyrus, wax tablets, parchment, silk, paper, scrolls, and codex (book).

5. The Evolution of Traditional to New Media The printing revolution is from 1400s to 1814 . The moveable type of printing popularized by Johannes Gutenberg served as the precursor of modern-day printers. Prior to Gutenberg’s printing system, the earliest method of producing many copies of material was through seals and stamps during the ancient civilizations. In the Industrial Age (1700s to 1930s), stream printing and stereotyping using printing plates were the most popular printing technology. Hot type, linotype, halftone, and high-speed printing were famous from 1890s to the Electronic Age. Photography emerged in the 1830s, cinema in the 1890s, and advertising and public relations as image-making enterprises in the 1800s. In 1876, Alexander Graham Bell invented the first telephone. During the Industrial Revolution from 1733 to 1913, most machines were powered by steam. Wire services delivered news through telegraph.

6. The Evolution of Traditional to New Media In the Electronic Age (1930s to 1980s), people receive information through transistor technology. Transistors and integrated circuits from the 1950s paved the way for mobile technology we enjoy today. Major radio networks also converged with television as another means of broadcast communication technology. They introduced the first personal computers such as Altair and Apple II in the 1970s. Contemporarily, we belong to the New (Information) Age (1990s to present) which gave rise to the power of the Internet in our lives. Milestones include personal computers and digitized data. Social media platforms such as Facebook, YouTube, and Twitter were launched in the 2000s, along with the smartphones.

7. The Evolution of Traditional to New Media Roles and Functions of Media Media functions as a watchdog if it monitors developing stories and events to keep the public informed. In times of disasters, wars, and health scares, broadcast media such as televisions, radios, and online pages keeps you updated about those times. Additionally, as a watchdog , media also provides publicity to governmental and political institutions. As a gatekeeper , media selects the news and information to be shared with the audience. It could be about various norms, rules, and values. This is an information function of media where it educates you about the meaning and significance of the “facts.” Examples are watching educational or documentary shows/programs. As a scorekeeper , it helps to get a small understanding of who is ahead or what the outcome might be by tracking the number and data of certain information. Examples are the statistics about COVID-19, the poll survey for presidential candidacy, and the like.

8. The Evolution of Traditional to New Media Media and Information Theories In 1964, communication theorist Marshall McLuhan popularized the sentence, “The medium is the message.” This means that the medium, like a tweet, serves as a filter that influences message interpretation. McLuhan is also known to prophesize how media technologies can build “global villages.” This is clear when people started using social media platforms to connect with others. The hypodermic needle theory is also known as the magic bullet theory. Developed from the 1920s to 1930s, this theory views communication as a linear process and the audience as passive. In this theory, it is assumed that all audiences react the same way to the information “injected” or presented. For example, students might read an announcement on Twitter stating that limited face-to-face classes will begin in early 2022. Although everyone has experienced huge impact of COVID-19 like in the case of learners who suddenly shifted to remote distance learning, it is illogical to expect singular or similar reaction from all those who read the Twitter announcement.

9. The Evolution of Traditional to New Media Media effects refer to the many ways individuals and society may be infl uenced by both news and entertainment mass media, including fi lm, television, radio, newspapers, books, magazines, websites, video games, and music. For example, after reading a post on a Facebook group about a particular purchase with #BudolFinds, you wanted to have the same item and immediately ordered one online. The cultivation theory , created by George Gerbner , states that the longer a person is vulnerable to media technology, the more distorted is one’s view on reality. According to him, the television has the power to shape distorted social realities to audiences . For example, heavy viewers of action dramas or shows featuring guns, goons, blood, and violence may view the world as more dangerous.

10. The Evolution of Traditional to New Media Information Needs The Internet provides a variety of information sources. However, not all information found on the Internet are credible. To help you in evaluating information, whether your teacher tasked you to look for references for your academic paper or just checking whether what you are reading either contains factual or false information, it is best to apply the CRAAP test. Each letter corresponds to a particular factor that must be present in one’s sources. First, currency refers to finding updated information. Always check when the information is published. Do not use zombie websites or sources featuring outdated content as references. Also, make sure that if there are hyperlinks, they are still functional. Second, relevance refers to the value of information based on what is asked or needed. Check if the idea in the source supports your topic or argument. Also, identify the audience. Know if the language used is appropriate as well. Sometimes, a text filled with many jargons or which used technical language may not be readily understood by most people.

11. The Evolution of Traditional to New Media Third, authority refers to the credibility of the author on the information presented. Check the credentials of the author. You can sometimes view the author’s professional networking profiles or identify his/her other publications online. When in doubt, you can try to contact the author as well to clarify the proprietorship of the publication. Fourth, accuracy refers to unbiased and aim content. Make sure that it backs up the information from your source with firm evidence. Sometimes, it is best to cite sources from refereed journals or credible news websites than blogs or wikis. Avoid citing information that features subjective views unless what you are looking for are opinion essays, recommendations, or user comments. For academic sources, spelling and grammar errors are considered red flags. Lastly, purpose refers to why the information exists. Identify whether the information you accessed is a propaganda, a fact, an opinion, or a sponsored content. Remember that when reading an article from an online news website, an op-ed essay is different from a developing news story.

12. The Evolution of Traditional to New Media Ethical Use of Information Plagiarism occurs when a person represents, with or without intention, somebody’s work or idea. To prevent such from happening, follow the four ways to ethically use information: quoting, paraphrasing, summarizing, and citing. Quoting is directly copying the exact words or statements of another person. Sometimes, you might stumble to a post where a user posted “ctto” or “credits to the owner” at the end. This is considered as a malpractice of information. When quoting, identify the author or creator. Citing is giving credit to the author or creator properly. You might be tasked to create a video by one of your teachers. If you used images or clips sourced online that are not copyrighted, do not forget to provide credits. However, for copyright materials, seek permission from the author or creator before usage. For academic papers, it is best to ask your teacher about the style to employ, whether it is APA, MLA, or others.

13. The Evolution of Traditional to New Media Summarizing is another way of ethical use of information. Summarizing is focused on getting the main ideas using your own words, while paraphrasing is restating the text using your own words. Both must make use of own words; the only difference is that summarizing is shorter because it is only about the main idea, while paraphrasing captures all the information including minor details.

14. Activity The Evolution of Traditional to New Media Direction: Create a timeline by drawing the different communication technologies from the Prehistoric Age to New (Information) Age. Reflect on how communication technology changed from past to present.

15. The Evolution of Traditional to New Media Answer Key: Answers may vary. Prehistoric Age: cave paintings Industrial Age: printers Electronic Age: radio New (Information) Age: social media apps