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Similar to normative theories of press of mass communication (20)
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normative theories of press of mass communication
- 1. Normative Theories of Mass Communication Mukesh Pradhan MAJMC 1ST SEMESTER (2021-22) EFLU HYDERABAD ROLL NO. H00MAJMC20210073
- 2. Normative Theories Of Mass Communication • The type of theory that describes an ideal way for the media to be controlled and operated by any Government, Authority, Leader or Public within a specific social value system. • Normative theories are describe in the book called “Four theories of Press” (1956) written by Frederick S. Siebert, Theodore Peterson & Wilbur Schramm. • This theories are focusing specially on Western Europe (United States and it’s allies countries) & Soviet Union (Russia and it’s allies countries) in the wake of WW2 and Cold war.
- 3. • Often it was called Western theory of mass media. • This theory is focused on the relationship between Press & Government than press & mass audience. • In Normative theories, it describes about four theories of press Authoritarian Theory , Libertarian theory, Socially Responsible theory and Soviet media theory or communist media and theory.
- 4. 1. Authoritarian Theory • It applies to the early pre-democratic society and today’s undemocratic or autocratic system. • The Authoritarian theory developed between the 16th and 17th century in England. • The media in Authoritarian system are not allowed to print and broadcast anything against government. • Media has no power to criticise the government, it’s work, decision and policies.
- 5. • The Authoritarian government may go to the step of punishing anyone, who questions the states ideology. • Media professionals are therefore not allowed to have any independece within the media organisations.
- 6. 2.Libertarian theory • This theory came from the libertarian thoughts of the 16th century Europe. • This theorists are against the Authoritarian value system. • It is also called free press media theory. The main premice of libertarian view is that “the individual should be free to publish and broadcast, whatever he or she wants. • This theory was advocated by many renowned personalities like Lao Tzu, John Locke, John Milton, John Stuart Mill, Thomas Jefferson, etc.
- 7. • In the libertarian system governments are open to criticism and it is often encouraged to be so. • There is no restriction on imports and exports of media messages across the national frontiers. • Journalists and media professionals have full autonomy within the media organisations.
- 8. 3. Social Responsibility Theory • The theory was born in America in the 1940s. The commission on freedom of the press provided a model in which the media had certain obligation to society. • These obligation were expressed in the words informativeness, truth, accuracy, objectivity and balance. • Siebert writes that the goal of the social responsibility system is that media as a whole is pluralized, indicating “ A reflection of the diversity of society as well as access to various points of view. • This theory is located in between Authoritarian and Libertarian theories.
- 9. • It believes on total freedom on one hand and selective external control on the other. • It formulates the code of conduct for the press & make some penalty for violating the code of conduct. • This theory helped in creating professionalism in media by setting up high level of accuracy, truth and information.
- 10. 4.Soviet Media Theory • It is also known as communist media theory. • Siebert traces the roots of this theory back to the 1917 Russian revolution based on the postulates of Marx and Engels. • The media organizations in this system were not intended to be privately owned and were to serve the interest of the working class. • Media was used to transit propaganda and for the transmission of social politics. • An illustration of the Soviet system seems to be similar as the authoritarian model as both the theories acknowledge the government as superior to the media institutions.
- 11. Beyond Four Theories.... • Dennis McQuail, Altschull and Hachten proposed two additional theories to accommodate the loopholes in the four basic theories: 1. Development Media Theory 2. Democratic Participant theory
- 12. Development Media Theory • This theory envisages a positive role of the media. • The media should accept and carry out positive development tasks in line with nationally established policy. • Freedom of the press should be open to restriction according to economic priorities and development needs of society. • Press should give priority in their content to the national culture & language. • Journalists and other media professional have both responsibilities and freedom in their information gathering and dissemination task.
- 13. Democratic Participant Press Theory • This theory focuses on the needs, interests and aspirations of a receiver in a political society. • The right to relevant information, to use the means of communication for interaction in small scall settings. • Media institutions are in controll of their audiences. • Favors multiplicity, smallness of scale, locality, Deinstitutionalization, interchange of sender- receiver roles, interaction.
- 14. Resources:- 1. Baran, S. J. & Davis, K. K. (2010). Mass Communication Theory: Foundations, Ferment, and Future. Belmont, CA: Thomson- Wadsworth. 2. McQuail, D. (2010). McQuail's Mass Communication Theory. London: Sage Publications. 3. Kumar, Keval J., (2000) Mass Communication in India‘, Jaico Publishing House, New Delhi.
- 15. Thank You