class presentation on normative theories of mass media

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