Evolution of

TRADITIONAL
to NEW Media
WATCH: From Stone Age to Tech Age
TRADITIONAL vs NEW MEDIA
MEDIA
Media experience is Media experience is
limited more interactive
Audiences are more involved
One-directional and can send feedback
simultaneously

Sense receptors used Integrates all aspects of

are very specific old/traditional media

N + MRT Internet
Let’s do
this!
Tribal Age
 Visual aspect is less develped
Oral culture

Personal interaction and attention

Hearing is believing
 Earliest Forms of Traditional Media
Smoke Signal

Cave Paintings/drawings

Drums
Jewellery/accessories
Body Art
Literacy Age
Visual sense becomes more dominant
Promotes logical thinking

Encourages
contemplation
LITERACY AGE

Written symbols

Alphabet

Printing Press
Earliest Forms of Communication under
Literacy Age
Symbols/Pictures
- Petroglyphs (carved)
- Pictographs (painted)

CUNEIFORM
Is a picture still
worth a
thousand
words?
Petroglyph discovered in Hawaii
And then there was….
ALPHABET

Greek phonetic alphabet

The GUTENBERG REVOLUTION

about
1440

Johannes Gutenberg

Mass production of
books and other forms
of printed materials
 Industrial Age

Print Age Electronic Age

Telegraph
Samuel Morse
Emergence of the
“Global Village”
“Age of sound”

Cool medium of TV
encourages spontaneity
and defined involvement,
retribalization of
humanity.
 Industrial Age and
Electronic Age are quite
similar – they thrived in
the manufacturing
industries.

• Industrial Age and

 RETRIBALIZATION
involves a return to a
lifestyle more in in
common with tribal
societies.
Are forms of traditional
media dying?
Digital Age
Also called information age,
computer age, or new media age

Social, economic and political

activities/processes are driven by
application of ICTs/digital technology
 Relationship between Traditional
Media and New Media
• In the present time, new media is
undeniably very useful, but this does not
mean that traditional media has already
become obsolete.

• Traditional media is still valuable and

influential because it has a wider reach
and market.
• Ex. People who live in remote areas •
People opted to traditional media
In what way does the
use of communication
medium reflect the
identity of a particular
generation?
“Whoever controls the
media, controls the mind”
― Jim Morrison