Professional Documents
Culture Documents
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
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
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
VIEW PROPOSITION