July 2017

MEDIA AND INFORMATION

LITERACY (MIL)
THE EVOLUTION OF TRADITIONAL
TO NEW MEDIA (Part 1)

Traditional vs. New Media

Technological Determinism vs. Cultural Determinism
Normative Theories of the Press
 LEARNING COMPETENCIES
Learners will be able to
identify traditional media and new media and their
relationships (MIL11/12EMIL-IIIb-5);
discuss the characteristics of traditional media and
new media (SSHS);
define technological determinism and cultural
determinism (SSHS);
compare technological determinism with cultural
determinism (SSHS);
 LEARNING COMPETENCIES
Learners will be able to
search latest theory on information and media
(MIL11/12EMIL-IIIb-7);
discuss the Normative Theories of the Press (SSHS);
and
evaluate the type of media in the Philippines using
the Normative Theories of the Press (SSHS).
 TOPIC OUTLINE
I. The Evolution from Traditional to New
Media
A. Traditional Media vs. New Media
B. Technological Determinism vs. Cultural
Determinism
C. Normative Theories of the Press
D. Class Activity
1. Class Debate
 VIDEO PRESENTATION

A Brief History of Communication

by Volke.com
A Brief History of Communication_HIGH.mp4
 Marshall McLuhan
The Medium is the Message

He believed that it was not what we said, but the way we

said it that mattered most
He is the proponent of the media theory on technological
determinism wherein society is 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
 CARTOON ANALYSIS

Source: https://amt.caltech.edu/resources/cartoons
Historical Period Technological Dominant Sense
Advancement Receptor

TRIBAL AGE
Phonetic Alphabet
2000-150 BCE
LITERACY AGE
Printing Press (1450)
PRINT AGE
Telegraph/Telephone
DIGITAL or
ELECTRONIC AGE YOU ARE HERE!

McLuhans Media Map of History

 HOT AND COLD MEDIA
Hot media refers to forms requiring little
involvement from the audience (e.g. film and
television; they can not be touched & thus the
experience is relatively passive and static

Cold or Cool media are those with high-level

user interactivity where the experience is more
dynamic & the audience is more involved; media
forms that utilizes animation such as video games or
provide participation like online media platforms
 FORMATIVE ASSESSMENT
Traditional or New Media?
1. Magazine 6. Tabloid
2. Broadsheet 7. Paperback Novel
3. Radio 8. Television
4. Online Video Games 9. Web Video Portals
5. Online Telephony and
Messaging Capability
P. 19, Media and Information Literacy by Boots Liquigan,
Diwa Learning Systems Incorporated
 VIDEO PRESENTATION

History of Social Media

by ShoutOut Digital (YouTube)
The History of - Social Media_HIGH.mp4
 VIDEO PRESENTATION
How Has Technology Changed Us?
The Medium is the Message
by BBC Radio 4 (YouTube)

The Medium is the Message_HIGH.mp4

 CLASS ACTIVITY: CLASS DISCUSSION

1. Explain the statement of Marshall

McLuhan that The Medium is the
Message.
2. Does technology shaped us or is it us who
shaped technology? Explain your answer
and give an example.
 MEDIA AND GOVERNMENT
Normative Theories of the Press
Authoritarian
Soviet Media
Libertarian
Social Responsibility
Textbook pp. 25- 26
 CLASS ACTIVITY:
COOPERATIVE LEARNING
Normative Theories Media Functions of
of the Press Control Media
Authoritarian

Soviet Media

Libertarian

Social Responsibility

Textbook pp. 25- 26

FORMATIVE ASSESSMENT: RECITATION

How will you describe

media in the
Philippines using the
normative theories of
the press?

Source: https://www.johntaylorgatto.com/2015/09/
 VIDEO PRESENTATION
World Press Freedom Day 2017: UNESCO calls for
better protection of press
By Al Jazeera
YouTube Channel: Al Jazeera English
Date Uploaded: May 4, 2017
World Press Freedom Day 2017- UNESCO calls for
better protection of press_HI.mp4
 FORMATIVE ASSESSMENT: RECITATION

What is the news all

about?
What issues facing
journalist are
mentioned in the news?

Source: https://www.johntaylorgatto.com/2015/09/
 FORMATIVE ASSESSMENT: CARTOON
ANALYSIS

Source: http://wecommunication.blogspot.com/2012/01/theories-of-mass-communication.html
 FORMATIVE ASSESSMENT: CLASS DEBATE

Is censorship in
the media
necessary?

Source: http://targetgdpi.com/2014/03/media-censorship-good-or-bad.html
 REFERENCES
Media and Information Literacy Curriculum Guide by DepEd
Media and Information Literacy by Boots C. Liquigan, Diwa
Learning Systems Inc.
http://communicationtheory.org/normative-theory-four-
theories-of-the-press/
https://www.youtube.com/watch?v=rDkxsNmKDGk
https://www.youtube.com/watch?v=VE8GHioR1YU
https://www.youtube.com/watch?v=Ko6J9v1C9zE
https://www.youtube.com/watch?v=rDkxsNmKDGk
http://www.philshttps://www.youtube.com/watch?v=EAxKa
ctVrpQ