Evolution of

Media and
Information
Literacy

CHAPTER 2
Embracing the Old
and New Media
 Identified by Everett Rogers, a communication
sociologist in his book Communication Technology,
The New Media in Society (1986).

FOUR ERAS IN THE

EVOLUTION OF HUMAN
COMMUNICATION

1. Writing
2. Printing
3. Telecommunication
4. Interactive
Communication
 WRITING
Writing began as early as 4,000 BC in Sumeria

Sumerian Bible were copied by

Cuneiform hand.
 PRINTING

Pi Metal
Shengin Type Printing

Johannes Printing
Gutenberg Machine
TELECOMMUNICATION
Enabled communications over distances.

Samuel Morse Telegraph

Alexander Bell Telephone

 ELECTRONIC
COMMUNICATION

RADIO TELEVISION

MOVIES
 INTERACTIVE
COMMUNICATION
 Traditional
(Old)
and New Media
 Ancestors

WRITING

Bamboos Barks of Trees

 UMALOHOKAN
(Town Criers)

Spread the news to

community members.
Some literary forms also evolved, such as

Sabi (Maxim) Bugtong (Riddle)

Darangan Kumintang
(Epic Poetry) (War Song)
Highlights of Philippine
Mass Media History
These developments in the Philippine mass media
have also changed the way you communicate with
other individuals .

Become more visual and

Use of language
graphic than textual

Slang/Short Emojis/
Messages Emoticons
 In
Search
of a New
Theory
 A communication professor, in his book “Living in the
Information Age: A New Media Reader”, suggests two
relevant theoretical approaches in studying new
media.

Mediamorphosis,
which “describes the process
of media evolution as well as
how new technologies diffuse
or spread throughout society.”

Remediation, which is
“the repurposing or
refashioning of old media with
new.”
Roger Fidler
A recognized media pioneer.

Mediamorphosis is “a
unified way of thinking about the
technological evolution of
communication media”.

Remediation is
“repurposing earlier media into
digital forms”.
 Mediamorphosis

Newspapers News Online

News on Television
 Remediation
Walkman Instamic Camera

Remastered Movies

Ipod Shuffles Digital Camera

CONVERGING
INTO ONE
 Media Convergence
Defined as the “coming together of computing,
telecommunications, and media in digital
environment”

It is the process of combining print, audio,

and video into digital form to operate in synergy.
-Bucy 2005

It may also refer to the merger or partnership

of two media organizations, such as a broadcast
network and a telecommunications company, so
that users can access television content on mobile
phones
ABS-CBN AND GLOBE CONVERGE
 In the past, people
would only use
computers for tasks
such as encoding and
filling out spread sheets.

Now, we are able

to access the Internet
and communicate with
people in other parts of
the world.
 “Media Convergence also enables
miniaturization of technology, which refers
to the process of reducing the sixe of the
media channels into smaller gadgets to
make them more handy or portable and
convenient for users.”
Phone
Computer – Laptop- Tablet
 Media may be classified into
three major types according to
format:

o PRINT MEDIA

o BROADCAST AND NON-

BROADCAST MEDIA

o ELECTRONIC MEDIA
 ISSUES IN
DIFFERENT
MEDIA TYPES
 When presenting issues to specific audiences, you
need to initially understand the nature, scope, and limitations
of the media that you are going to use.

You need to know your audience, their profiles,

information needs, media habits, and lifestyles. This will help
you identify the best medium to use.

Issues become interesting, relevant, dramatic,

meaningful, or exciting to audiences depending on how media
producers construct and present them.

The way this media and information materials are

presented is actually all premeditative constructions to attract
attention and entice users.
 ADOPTING MEDIA AND
INFORMATION LITERACY
IN THE PHILIPPINES
Beginnings of Media and Information
Literacy

Media and Information Literacy is believed to

have sprung in the Philippines from the values
education classes in the 1960’s with the
integration of the subject Good Manners and
Right Conduct (GMRC) in the elementary-level
curriculum.
 Through this subject
teachers gradually came to
recognize the immense
impact of mass media to
values formation
 Thereupon came church-based organizations that
promoted the concept of media awareness, initially through
television-awareness training in the late ‘60s up to the early
‘70s.

Communication Foundation for Asia (CFA)

CFA was founded by Fr. Cornelio Lagerwey, MSC,
primarily to “serve God through media.”

National Office of Mass Media (NOMM)

NOMM was founded by Bishop Gerard
Mongeau, OMI

Episcopal Commission on Media (ECM)

Also organized training seminars on media
awareness and media literacy, which gave rise to a new
organization, the Philippine Association of Media Education
(PAME) in 1987.
FR. JAMES REUTER FR. AMBERTO AMPIL

The two Jesuits who also pushed for media

reforms and the integration of media courses
in the elementary and high school levels.
UNESCO's Media and Information
Literacy Curriculum
 The United Nations Educational, Scientific and Cultural
Organization (UNESCO) started planning for the development of
Media and Information Literacy (MIL) Curriculum for Teachers, a
pioneering book on MIL.

RAMON TUAZON Dr. JOSE REUBEN ALAGARAN

Was invited to co-author II
the book The only Filipino invited to present a
paper
 Understand media
 Evaluate media content
 Appreciate MIL
 Empower today's children and youth as
"prosumers"
 Based on the responses from participants, media
literacy is integrated in the following course subject:

o Introduction to Communication (6 responses)

o Communication and Society (4 responses)
o Communication Theory (3 responses)
o Communication Media Laws and Ethics (2 responses)
o Production Courses (2 responses)
o Media Criticism (1 response)
o Communication Issues (1 response)
 MIL IN THE BASIC
EDUCATION CURRICULUM
The department of education has integrated MIL into its
revised basic education curriculum.

PAME and the government National Council for

Children’s Television (NCCT) have been regularly
conducting workshops on media education and literacy
to help this searchers.

The NCCT, under the Department of Education, was

created by virtue of Republic act R270 known as the
Children’s Television Act of 1997.
MIL IN UNESCO’s INFORMATION
FOR ALL PROGRAMME

MIL was part of the agenda at the Asia Pacific

Information Network (APN) meeting in Manila in 2010.

The theme of the meeting was “Information Policy,

Information access, and Media Information literacy.”

Since 2012, the Philippines has been the chair of Media

and Information Literacy Committee of the IFAP Bureau
based in Paris, France.
THANK YOU.