L2 The Evolution of Media PDF

EMILIO AGUINALDO COLLEGE Congressional East Avenue, Burol Main City of Dasmariñas, Cavite SENIOR HIGH SCHOOL DEPARTMENT MEDIA AND INFORMATION LITERACY GRADE 12...

EMILIO AGUINALDO COLLEGE Congressional East Avenue, Burol Main City of Dasmariñas, Cavite SENIOR HIGH SCHOOL DEPARTMENT MEDIA AND INFORMATION LITERACY GRADE 12 Quarter/School Year: 2nd/ 2020-2021 Name:_______________________________ Teacher: Section: ______________________________ LESSON NUMBER 2 THE EVOLUTION OF MEDIA Marshall McLuhan (1969) Renowned Canadian communication theorist from the University of Toronto, provides a clear story on how media evolved through technological determinism. Technological Determinism It is a theory hat believes technology is a steering factor in how a society develops its structure and values. Tribal Age Age of Literacy Print Age 1. Prevalence of Oral 1. Introduction to Phonetics 1. Invention of Gutenberg Communication 2. Lessening the role of press or movable type 2. People relied on face-to- other senses 2. Books were reproduced face interactions. 3. Writing is a form of linear by thousands. 3. Auditory senses as communication. 3. Dominance of visual method of 4. Dominance of sight over space and logical thinking communication the sensory balance 4. Homogeneity: where 4. Dominant auditory people spoke and wrote senses of life (Oral in the same language Society) Print age was dated to the invention of the movable type mechanical printing press by Johannes Gutenberg. Movable type is the system of printing and typography that uses movable components to reproduce the elements of a document (usually individual letters or punctuation).  Electronic Age 1. Dominance of electric media 2. Invention of television 3. Television was the newest form of media. 4. “Global Village” Information Age Information Age 1.Products and services that 2. Digitally produced as provide information or interactive and requires at entertainment using least a two-way of computers or the internet. communication. Information Age 3. Transforming the end users of media from being mere “receivers” of messages into “senders” who are also able to create content themselves. Three keys of Innovation Dr. W. James Potter (2008) Affordable Personal Computer Digitization of Information Internet Reference: Bautista Jr., A. P., & Ignacio, J. R (2016) Media and Information Literacy in the 21st Century Brilliant Creations Publishing, Inc. p. 12-17