How the media develop
Marshall McLuhan, who is famous for the phrase
“the medium is the message” and is the
proponent of the media theory on technological
determinism, believed that society is driven by
changes in media and communication
technology. He explains that society adapts to
advances in technology, thus, changing cultural,
political, and even historical aspects of that
society.
To other thinkers however, technology is neutral
and the way people use technology is what give
its significance. Technology, according to this
viewpoint, is one of the many factors that shape
economic and cultural change. One of these
factors involves people’s use or interaction with
them, including the nature and extent of power
(or control) that may be accorded to them.
Furthermore, media historians also think that within a particular medium, development occurs in
three stages of development over time (Rodman, 2012)
Elite Stage Popular Stage Specialized Stage
The media appeal to
and are used The media becomes
The media tend to break up
predominantly by the accessible and is used
into varied subtypes that
wealthiest and most by a broad segment of
appeal to specialized
literate, hence most society, that is, a mass
interests.
educated members of audience.
society
Another perspective explains the evolution of the media in terms of the society’s capacity
to produce and consume media. The capacity to produce media is dependent on several
factors, mainly, the availability of media technology, capital investment, and professional
skills. On the other hand, the capacity to consume media is dependent, among others, on
the level of the individual’s literacy skills, the availability of surplus income, and the
motivation to use the media.
Prehistoric
Age
The paintings in the Chauvet
Cave in France
One could only speculate what the cave painters wanted to communicate with their images. Scholars say the
images may have a multiple meanings. These may be affirmation of a presence, a testimony to a belief or a
practice such as creation myths and initiation of ceremonies, or these may seek to influence the world and the
course of life.
Other prehistoric
artifacts found in
various parts of the
world give clues of the
Primeval Chinese Ku-wan or gesture pictures Painted sticks used by native American tribes
media that people
used during the
earliest periods of
civilization of which no
written records exist.
Pictographs or picture symbols in Western Asia Quipo Cords used by the Incas in South America
• One of the technological innovations that emerged during this period were the use of new
energy sources– both fuels and motive power such as coal, the steam engine, and
electricity, the invention of new machines, the new organization of work known as the
factory system and developments in transportation and communication including the
automobile, telegraph and radio, and the increased application of science to industry
• The industrial Revolution brought to printing the advantages of mass production– a greater
output of printed material at far lower cost. This increased efficiency led to the development
of the daily newspaper, a medium that was pioneered by the Germans in the 1600s.
• Radio telephoning where two persons talked to each other eventually led to radio
broadcasting– where one person could talk to a mass audience.
• Broadcasting initially involved only the electronic transmission of radio signals.
Further technological developments in the early 20th century would expand
broadcasting to the transmission of television signals, that is, sound and visual
images.
• Television grew out of a series of technical developments that were simultaneously
taking place in Europe as well as the US.
• Inventions included the colored television system in 1946, cable television in 1948,
satellite television in the 1970s and in recent years, the Internet Protocol Television
(IPTV). IPTV allows audio and video to be transmitted using internet file
transmission protocols that enable viewers to watch programs on computer screens
instead of television sets. Indeed broadcasting with images, sounds, and motion has
come a long way, but is still evolving.
• A period characterized by the proliferation of information-based products and markets, a
reliance on information in everyday life processes such as communication, education,
business transactions, entertainment, research, science, medicine, culture, and religion.
• The information age is inhabited by “an informed population, capable of self-expression
and political and cultural participation through new technologies (Leadbeater 1997) as
much as it is lived by powers who use information technologies for surveillance as means
to assert power and control of the society.
Democracy is based on two fundamental principles: the sovereignty
of the people and the free exchange of ideas. These principles are
interrelated; democracy requires that both be satisfied.
“This is the basic assumption: In a democracy, it is the people who
rule and their voices are heard in the voting booths. The decisions
made by the people in the voting booths are based on the information
made available to them. That information is provided primarily by the
news media.” (Altschull)
• The media referring to all those channels that carry news and public information—satisfies the
requirements of democracy by facilitating the free exchange of ideas that lead to the
realization of the will of the people. Through news and opinion, the media provides citizens
with a sufficient basis for assessing public affairs and thus to form opinions on issues of
consequence to society and the actions of those in positions of power. Hence, the media’s
function may be seen as two-fold: to inform the citizenry and to scrutinize those who govern,
that is, to act as ‘watchdog’ of society. It is the “fourth estate” supplementing the other three
pillars of democracy– executive, legislature, and judiciary-- by providing the checks and
balances on matters that concern the people.
The idea of media as a platform for democratic debate embraces a variety of
overlapping functions. The media may be seen as (OECD)
• A channel of information and education through which citizens can communicate with each
other.
• A disseminator of stories, ideas, and information;
• A corrective to the “natural asymmetry of information” (Islam 2002,p.1) between governors
and governed and between competing private agents;
• A facilitator of informed debate between diverse social actors, encouraging the resolution of
disputes by democratic means;
• a means by which a society learns about itself and builds a sense of community, and
which shapes the understanding of values, customs, and tradition;
• A vehicle for cultural expression and cultural cohesion within and between nations;
• A watchdog of government in all its forms, promoting transparency in public life and public
scrutiny of those with power through exposing corruption, maladministration, and corporate
wrongdoing;
• A tool to enhance economic efficiency;
• An essential facilitator of the democratic process and one of the guarantors of free and fair
elections; and
• An advocate and social actor in its own right while respecting pluralistic values.
A theory is a way of seeing and
thinking about the world. You use a
Normative Theories of the Press
theory to explain a phenomenon and
how you should approach this
phenomenon.
Authoritarian • All forms of communications are under control of
(communicationtheory.org) the governing elite, authorities, or influential
bureaucrats.
• Controlling the media is necessary to protect and
prevent the people form national threats through
any form of communication (information or
news)
• The government has all the rights to
restrict/censor any sensitive issue from press to
maintain peace and security in the nation.
• Different types of censors include political censor,
moral censor, religious censor, military censor,
and corporate censor.
Soviet Media • The government undertakes or controls the
(communicationtheory.org) total media and communication to serve [and
educate] working classes and their interests.
• The State has the absolute power to control
any media for the benefits of the people.
• The state puts an end to private ownership of
the press and other media.
• Government media provides positive
thoughts to create a strong socialized society
as well as providing information, education,
entertainment, motivation and mobilization.
• The public is encouraged to give feedback
which would be able to create interests
toward the media.
Libertarian • Liberalism means information is knowledge
(communicationtheory.org) and knowledge is power.
• Libertarianism is free from any authority or
any control or censorship and is an idea of
individualism and limited government which is
not harmful to another.
• The people are more than enough to find and
judge good ideas from bad because people are
rational.
• The press should not restrict anything, even a
negative content may give knowledge and can
help make better decision during worst
situations.
Social Responsibility • Social responsibility should be reached by self-
(McQuail, 2005, pp. 171-172) control, not government interventions.
• View media ownership as a form of public trust
or stewardship, rather than as an unlimited
private franchise.
• Media has obligations to society, and media
ownership is a public trust.
• Media should follow agreed codes of ethics
and professional conduct.
• The government must not merely allow
freedom; it must actively promote it when
necessary; therefore, the government should
act to protect the freedom of its citizens.
• Under some circumstances, the government
may need to intervene to safeguard public
interest.
• Traditional media is still prevalent despite the emergence of new media. New media may
be viewed as an addition rather than a replacement for old media. Media experience has
been enriched by new media forms because of the added value they provide. In a
democratic society such as Philippines, the media has a very important role and function as
a great equalizer. Media monitors events, educates the audience, provides a venue for
debate, acts as a “watchdog,” and serves as a channel for active participation in political
affairs.
• Theories on media and information are helpful lenses in understanding, interpreting,
analysing, and communicating assumptions, concepts, explanations, and principles on
media, information, and communication.
