Lesson 4

• Media is a term that refers to all print, digital, and electronic means of communication.
• Traditional Media has a very broad exposure because it considers everyone, regardless of age, as its audience.
• New Media describes content available on demand through the Internet.
• Types of Media and Technology

  1. TRADITIONAL MEDIA
  2. NEW MEDIA
• Traditional Media:

  1. Media experience is limited
  2. one directional
  3. sense receptors used are very specific
• New Media:

  1. Media experience is more interactive
  2. Audiences are more involved and can send more feedback simultaneously
  3. Integrates all the aspects of old media
• Different Media Ages:

  1. Pre-Industrial Age (Before 1700s);
  2. Industrial Age (1700s-1930s);
  3. Electronic Age (1930s-1980s); and
  4. Information Age (1900s-2000s)
• Pre-Industrial Age is the period where people discovered fire, developed paper from plants, and forged weapons and tools with stone, bronze, copper and iron.
• Pre-Industrial Age is the time where there were no written accounts of history. Anything prior to the first written accounts of history is prehistoric.
• Industrial Age is when people used the power of steam, developed machine tools, established iron production, and the manufacturing of various products (including books through the printing press).
• Industrial Age, in this age where, oral and written forms of communication started.
• Electronic Age, in this age, long distance communication became more efficient
• The invention of the transistor ushered in the electronic age.
• Information Age is when the Internet paved the way for faster communication and the creation of the social network.
• In information age, people advanced the use of microelectronics with the invention of personal computers, mobile devices, and wearable technology.
• 1. Pre-Industrial Age - Clay tablets
  2. Industrial Age - Telegraph
  3. Electronic Age - Transistor
  4. Information Age - Internet and microelectronics
• The Following are Examples of Media and Their Effects to the Society

  1. Print Newspaper
  2. Television and Radio
  3. Film
  4. New Media
• This strategy is called planned obsolescence, and it is the business practice of planning for a product to be obsolete or unusable from the time it is created.
• The Media is considered as the fourth estate or fourth branch of the government because of the power they wield and the oversight function they exercise.
• Functions of Media

  1. Monitoring Function
  2. Information Function
  3. Opinion Function
  4. Watchdog Role of Journalism
  5. Channel for Advocacy of Political viewpoints
  6. As resource center.
  7. As the Peace & Consensus Builder
• Monitoring Function is to inform the citizens on what is happening around them.
• Information Function is to educate the audience on the meaning and significance of the facts
• Opinion Function is to provide a platform for public political discourse. It is to facilitate public opinion and expression of dissent.
• Watchdog Role of Journalism denounces the wrongdoing of the government and the private which leads to increasing of accountability and spearheading positive changes
• As resource center - It acts as a gateway of information for the society’s consumption.
• As the Peace & Consensus Builder. The media should play as the neutral role in the conflict and provide warring groups a method for representation and voice to settle their differences peacefully
• Journalism serve as a controller of the government. This allows media to independently check on the activities of the state, particularly the government
• Digital Divide is the economic, educational, and social inequalities between those who have computers and online access and those who do not.
• Radio is one of the major electronic media that enjoy a mush wider circulation throughout the society. It is generally in vernacular and mostly addresses local issues.
• Television provides regular newscast and current affairs program, its main role is in providing entertainment.
• Yellow Journalism is the use of negligent newspaper reporting, without regard to facts. It is often based upon sensational and crude exaggeration.
• Media is a term that refers to all print, digital, and electronic means of communication.
• Traditional Media has a very broad exposure because it considers everyone, regardless of age, as its audience
• New Media describes content available ondemand through the Internet