Introduction to Mass Communication:
Normative theories were first proposed by Fred Siebert, Theodore Peterson and Wilbure Schramm in their book “Four theories of Press” in 1956. At first, the word Normative theory was used in the USA during the Cold War with Communism and Soviet. Often these are called as western theories of mass media.
A normative theory describes an ideal way for a media system to be controlled and operated by government, authority, leader and the public. These theories are different from other communication theories as they don’t give scientific explanations. Often media practitioners, critics and academics are also involved to develop theories.
They are more focussed on the relationship of media and government than media and audience, more concerned about ownership of media and who controls the press and media in the country.
Authoritarian theory:
Authoritarian theory is developed in the 16th and 17th century in England, still in practice in Iran and South Korea etc.
â—Ź Main purpose is to support the government.
â—ŹAuthoritarian theory describes that all communication must be in control of the government, authorities or influential bureaucrats. Authoritarians are necessary to control the media to protect and prevent public from any threat. Media’s role is to enhance the power of government. Government has all rights to censor media.
â—Ź If any media violates the license’s terms, the authority has the right to restrict any media channel and can cancel the license.
Censorship:
Censorship is the suppression of any community which may consider as harmful to people, king, government and its nation. It is against freedom of expression and freedom of speech.
i) Political ii) Moral. iii) Religious
iv) Military v) Corporate
King is the authority.
Libertarian theory:
It was adopted by England after 1688. It came originally from liberatarian thoughts from 16th century of Europe. It is against authoritarian thoughts.
Liberalism means information is knowledge and knowledge is power. It is free from any control.
People are rational and rational thoughts lead them to find out what is good and what is bad. Press should not restrict anything even negative content may give knowledge and can be helpful.
Strengths and weaknesses:
- Reveal real things
- Freedom of expression
- Too positive about ethics
- Ignores reasonable control
- Ignores dilemmas
Social Responsibility theory:
It came in mid 20th century and is applicable in developing and third world countries.
In the book “four theories”, pure liberalism is antiquated, outdated and obsolete.
It allows free press with censorship. Press is advised. Ownership of press is private. There is fact reporting and investigative reporting. It helps in creating professionalism.
Certain code of conduct:
- Improves standards of journalism
- Safeguard interests of journalism and journalist
- Penalty for violating the code
Critical Appreciation:
- Avoids conflict
- Scholars raise questions
- Improve media standards
- Certain things controlled by government
Soviet Media theory:
It was developed by the Nazis, Italian. Its purpose was to continue Soviet Social System.
After 1917 resolution, Soviet Union restructured, focused on media and influence people. It was used by Hitler in Germany.
- Theory was based on Karl Marx’s ideology (basis).
- All control by media
- For welfare of public (motive)
- End to private ownership
Its purpose was to educate working class, welfare of people.
Analysis:
- Two-way communication
- No private ownership
- National interest
- Support leadership (No watchdog)
Development Media theory:
Denis McQuail (1987)
It supports government until country is developed.
Social and political duties
Norms of nation
Positive tasks (inline policies)
Content should be development driven
Libertarian and social responsibility theory
Democratic Participant theory:
Healthy democracy
Idealist society
Defense against monopoly and commercialization
Conclusion:
- Authoritarian :- Complete control by government, Supports leadership
- Libertarian:- No control over media
- Social responsibility:- Press freedom, somehow controlled
- Soviet Media:- Complete control, welfare of public
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