Chapter12

Chapter 12
THE INFORMATION AGE

(GUTENBURG TO SOCIAL MEDIA)

CUYOS, GRACE D. DELA CRUZ, ANGELICA

SALAS, FAITH
 LEARNING OUTCOMES
At the end of this chapter, the students should be able
to;
1. familiriarize themselves with the pre-Gutenberg world,
Gutenberg Revolution and post-Gutenberg World;
2. link learned concepts to the development; and
3. illustrate how social media and information age
affected our society.
 JOHHANES GUTENBERG

Johannes Gutenberg
 born 14th century
(between 1394 to 1404)
 death (Feb 3, 1464)
 place Mainz, Germany
 “Gutenberg Principle”
 Post- Gutenberg Era
THE PRE-GUTENBERG THE GUTENBERG
WORLD REVOLUTION
 created manually
 democracy was born.
 clay, paprus, wax
and parchment.
 democratizing effects of
 education based on
printing press.
status
 “word -of-mouth”
 only can afford the
channel.
information.
 first printing press.
 THE POST- GUTENBERG WORLD
 In 1920, the radio broadcasting was introduced. It marked a
significant jump in the speed of communication. It made the
spreading of information even more quickly and widely.
 In 1970s, the Information Age accelerated global
communication. Microprocessor began and took it as the
inroduction to the internet Browser, which made the
Information Age significant up to this day.
 In early times of the internet, it follows Gutenberg Principle.
Both money and expertise are required for you to be able to
access the internet and spread information and was therefore
still the greater access to informaton was not fulfilled.
 According to Stacy (2008), the development of
Internet in our world, change 2 major expansions:
 First, uploading and downloading of different forms
of media, such as image, videos, and audios, were
now possible through internet access.
 Second, spreading and publishing of information
were now much easy because of different tools.
 This time, Information can now be on the hand of
every individual and all the potential individuals.
This is called as the Post- Gutenberg Principle or
Social Information Principle (Stacy, 2008).
 INFORMATION AGE
 Man has always the need for communication and continuous
exchange of information. This need is motivated by man’s need
of belongingness to a society, giving, and recieving instructions
and precautions, giving comfort and encouragement and
improving everyday ways and means.
 Man has employed different strategies to combat this issue by
using different signals such as fire, flags, drums, and writings
on clay or stone tablets.
 There are there distinct historical periods for this revolution of
information technology (Washington, DC. Office of the
Assistant Secretary of Defence (OASD), Command & Control
Research Program (CCRP), 1997)
 This first modern information revolution began in the mid-
19th century and includes telegraph, telephone, and radio.
 The second modern information revolution followed the
first one and extended until the mid-20th century and
includes televesion, early generation computers, and
satellites.
 The third modern information revolution probably began
in the 1980s and has surpassed the two other revolutions.
This age which includes our time is now called as the
“knowledge revolution”.
 Lay people also experienced the instant messaging world
that loved ones living far away can now instanly be reached
by one click.
Social Media and It’s impact to the society
According to Brown (2018) Among the
three billion people around the world,
40% uses online social media.
Merriam- Webster (2016)
 Social media is defined as a form of electronic
communication where in the users share
information, ideas and videos by creating
online communities.
 Social media is not only a communication tool.
 Social media serves as a brand monitoring tool
that helps boost their sales.
 What is Social? What is Media?
 The term SOCIAL refers  Media can be defined
to the characteristics of as technologies that
living organisms asapplied are intended reach a
to humans and other large audience by
animals. mass communication.
 It always refers to the  Media is that which
interaction of organisms reflect our society.
with other organisms.
Classification of Media

Broadcast
Print Media
Digital Media
Internet Media
How the world change because of social media?
Mark Schaefer (2011)
 Social media made society less individualistic and
tradional group more reinforced.
 Social media is an important catalyst of education.
 Selfies shared on social media send a different message
worldwide.
 In the world of social media, online quality is different
from offline quality.
 Not the company, but the people who use social media
define it functionally.
 The public social media can be viewed as
traditionalist or conservative.
 Posted photos and the use of emojis in
social media have shifted human
communication.
 The world become less homogenous
because of social media.
 Personal commerce has been greatly
promoted with the help of social media.
 Group- communication arise because of
social media.
 Social media, for some, served as their online
“homes”.
 Gender relations have been profoundly
affected by social media.
 Human conversations and relationships are
now polymedia.
 Memes in social media served as Moral police
that have set the standards of normal
behavior among the general public.
 Social media is a privacy threat, but not for
the non- users.
In general, social media and
the advancement of
information technology has
greatly influenced daily living
of people. May it serve as an
advantage or disadvantage of
the society must learn how to
still manage to be in control in
all of this.
“In order to succeed, we must first
believe that we can.”

— Nikos Kazantzakis
Thank You!