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The Evolution of Traditional to New

The McLuhan Mantra
- the medium is the message
- Society is driven by changes in media and communication
- Society adapts to advances in technology, thus changing
cultural, political and even historical aspects of that
Hot and cold media
Hot media refer to forms requiring little involvement from
the audience.

Cool media are those with high level user interactivity,

where the experience is more dynamic and the audience
is more involved.
4 main periods in communication history
1. Tribal age
2. Literacy age
3. Print age
4. Information age
Culture shapes technology
Cultural determinism explains that culture and society
shapes technology
Society is still in control of technology and the
innovations overtime do not dictate how it must adapt
and function in relation to these technologies
Technology is a product of need and not the other way
If there is no need for technology, or it does not have a
practical use, it will perish.
What is New about New Media?
1. Interpersonal communication media
2. Interactive play media
3. Information search media
4. Collective participatory media
Key characteristics of new media
include interactivity, social
presence (or sociability), media
richness, autonomy, playfulness,
privacy and personalization.
New Media use expanded
opportunities for self-expression
especially among the youth through
Web logs, online forums, web
discussion boards, social media and
messaging applications.
Reflect Upon:
1. Do you agree that the use of a media
technology may reflect the identity of
a particular generation? Why?
2. Do you think the new media
environment that exists today can tell
us about what the youth values
today? How?
Functions of Communication and
1. Inform citizens
2. Educate the audience
3. Provide a platform for public political
4. Give publicity to governmental and
political institutions
5. Serve as channel for the advocacy of
political views
Media and Government: A Love-
Hate Relationship

The Lapdog and The Watchdog

Theories of the Press
1. Authoritarian
- all forms of communications are under the
control of the governing elite, authorities or
influential bureaucrats
- controlling the media is necessary to protect
and prevent the people from national threats
through any form of communication
- the government has all the right to
restrict/censor any sensitive issue from press to
maintain peace and security in the nation
2. Soviet Media
- government undertakes and controls the
media and communication to serve and
educate the working classes and their
- the state has the absolute power to control
any media for the benefit of the people
- the state puts an end to private ownership
of the press and other media
3. Libertarian
- liberalism means information is knowledge
and knowledge is power
- free from any control or authority or
- the people are more than enough to find
and judge good ideas from bad because
people are rational
4. Social Responsibility
- should be reached by self control, not
government intervention
- view media ownership as a form of public
trust or stewardship rather than as an
unlimited private franchise
- media should follow agreed code of ethics
and professional conduct
Fill in the boxes to complete the word being asked in each
number. Random clues are as follows:

1. Moving image; Sallie Gardner at a Gallop; daguerreotype

2. Cathode ray; Charles Francis Jenkins; UHF and VHF
3. Wireless telegraphy; Gugliemo Marconi; modulation
4. ARPANET, ICANN, tcp/ip
5. Public occurences, gazette, circulation
Types of Media
1. Print Media
2. Film/Cinema
3. Broadcast Media
4. Video Games
Synergy and Convergence of Media
Synergy is an interaction of two or more agents or forces
so that their combined effect is greater than the sum of
their individual effects.

Convergence means the combination of various elements

to create a new whole.
Media Type/Form Traditional New
Online video game
Web Video Portals
Online Telephony
and Messaging
Social Media

Online news site

Media Type/Form
Book E-books
Print on demand (POD)
Newspaper Online version
Mobile application version
Magazine Online publishing
Movement to print from television (vice versa)
Film Concept movies
Sequels, remake and franchises
Television, comic book and video games remakes
Radio Digital radio
Internet-based radio and podcasting
Radio in television (vice versa)
Television VCR
Mobile video
Television recording
Video game Online interactive gaming
Internet and the Internet technology incorporated
World Wide Web
Through a creative group performance suitable to be
presented to an audience, discuss/show how a particular
individual/ or society is portrayed in public using different
type of media.