Evolution of Media

The Evolution of Media: From
Traditional to New
Study the media forms indicated in the first column on the table below. Put a check mark on the cell
identifying whether the media form is traditional or new.
Media Form Traditional New

Magazine
Tabloid
Broadsheet
Paperback novel
Radio
Television
Online video games
Web video portals
Online telephony and messaging
capability
Evolution of Media
Pre-Industrial Age
In this age, people had learned or discovered fire, developed paper from
plants, and forged weapon and tools with stone, bronze, copper and iron.
• Cave Paintings also known as “parietal arts”) are numerous paintings and
engravings found on cave walls, or ceiling around 38,000 BC.
• Papyrus produced in Egypt was used for many purposes, but none more
important than its function as a writing material. Occasionally,
individual sheets were sold for the purpose of record keeping and lists,
but the majority of these sheets were fashioned and sold as scrolls.
• Developed in Ancient Mesopotamia, clay tablets were used for over 3,000 years.
Scribes used a reed stylus to impress characters in moist clay. The tablets were
usually dried in the sun or sometimes fired in kilns. Documents were often archived in
libraries where they could survive for millennia.
Industrial Age
Industrial Age (1700 – 1930s) – People used the power steam ,
developed machine tools, established iron production, and the
manufacturing of various products including books, through the printing
press.
• Printing Press is typically used for texts. It is a device that applies
pressure to an inked surface resting upon a print medium like paper or
cloth.
• Telegraph is used for long-distance communication by transmitting
messages through electrical signals over a wire laid between stations.
• Motion picture also known as film or movie is a series of still photos on

film, projected in rapid succession on to a screen by means of light.
Other examples:
• Newspaper – The London Gazette (1640)
• Typewriter (1800)
• Telephone (1876)
• Motion Picture photography / projection (1890)
• Commercial motion picture (1913)
• Motion picture with sound (1926)
• Punch cards
Electronic Age
• Electronic Age (1930 – 1980s) – the invention of the transistor ushered
in the electronic age. People harnessed the power of transistor that led
to the transistor radio, electronic circuits, and the early computers. In this
age, long distance communication becomes more efficient.
Other example: • Mainframe computers - i.e. IBM 704(1960)
• Transistor Radio
• Personal computers - i.e. HewlettPackard
• Television (1941) 9100A (1968), Apple 1 (1976)
• Large electronic computers- i.e. EDSAC
(1949) and UNIVAC 1 (1951) • OHP, LCD projectors
Information Age / Digital Age
• The information age is a period also known
as the digital age, 1900s-2000s. This
period signified the use of the worldwide
web through an internet connection.
Communication became faster and easier
with the use of social networks or social
media platforms such as Facebook,
Messenger, Instagram, Twitter, among
others.
• The rapid technological advancement and
innovation with the use of microelectronics
lead to the development of laptops,
netbooks mobile phones, and wearable
technology
Other example for Information Age (1900-2000s)
• Web browser: Mosaic (1993), Internet Explorer (1995)
• Blogs: Blogspot (1999), LiveJournal (1999), Wordpress (2003)
• Social Media: Friendster(2002), Multiply(2003), Facebook(2004)
• Microblogs: Twitter(2006), Tumblr(2007)
• Video: YouTube(2005)
• Augmented Reality / Virtual Reality
• Video Chat: Skype(2003), Google Hangouts(2013)
• Search Engines: Google(1996), Yahoo(1995)
• Portable computers – Laptops(1980), tablets(1993), netbooks(2008)
• Smartphones
• Wearable technology
• Cloud and Big Data
The influence of media on the values and
norms of people
• Norms are standards of behavior that are expected in a society based on
their customary laws or conduct.
• These norms entail conformist behavior following social standards like
respect for elders, obtaining education, getting married, and gender roles.
• .The set of norms begins at home and continues to develop as we expand
ourselves to the social world.
• With the advent of the information age, media become more influential in
different aspects of people’s lives.

Evolution of Media

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The Evolution of Media: From

Media Form Traditional New

• Motion picture also known as film or movie is a series of still photos on

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