Normative theories

Normative Theories of Mass Communication by Muhammad Aamir

1. Normative Theories of Mass Communication Muhammad Aamir MS-1 (Media and Communication Studies) Submitted to: Sir Rooh Ul Amin

2. A Normative theory describes an ideal way for a media system to be controlled and operated by the government, authority, leader and public. Normative theories of press are not providing any scientific explanations or prediction. At the same these “four theories of press” were came from many sources rather than a single source. Media practitioners, social critics and academics also involved to develop these normative theories. Introduction

3. Normative theories are more focused in the relationship between Press and the Government than press and the audience. These theories are more concern about the ownership of the media and who controls the press of media in the country. Importance of Normative theory

4. Authoritarian theory Libertarian theory Social responsibility theory Soviet media theory The four theories of the Press/Media

5. Is media can published or broadcast any types of content will earn more profits in a shortest time? Is media can provide any public service even if no immediate profits can be earned? Is media can participate in any issues and solving the social problem? Is it essential for media to protect the consumers from the culprits, business frauds and corrupt bureaucrats by serving as a watch dog? Major Questions

6. What people expect from media during the time of crisis? Is media should broadcast the highly rated content even if it has high level of violence? Is a newspaper publishing the unethical business content to encourage the company for its higher advertisements pay? Major Questions

7. Authoritarian theory

8. Authoritarian theory of mass communication originated from the philosophy of Plato. The English monarchs used this approach when printing press was invented by censoring, licensing, taxation and making laws. Authoritarian theory

9. It is a normative theory of mass communication where mass media is influenced and overpowered by power and authority in the nations. The press and media cannot work independently and their works are suspected to censorship. Description

10. Authoritarians are necessary to control the media. The press is an instrument to enhance the ruler’s power in the country. The authorities have all rights to permit any media and control it by providing license to the media and make certain censorship. Assumptions

11. Press is taken as a weapon of the powerful. It is used to increase the power of the rulers. The authorities can also cancel the license. Authoritarian theory is taken as a theory used by the dictatorship governments, but can also be seen in democratic as well as dictatorial nations. Concepts of Authoritarian Theory of Press

12. Information, when distributed, might put security at risk and cause to be a national threat. Thus, the theory is justified by saying that state is greater than individual rights where state controls the media, especially in the time of emergencies like wars and conflicts. Concepts of Authoritarian Theory of Press

13. Control of government and authority Oppressed Media Use of Power. Punishment rule Limited Rights Cancelation of license Privatize Concept of propaganda Media to strengthen the government. Major Features of Authoritarian theory of press

14. This approach is sometimes better for resolving social and cultural conflicts. It is also better sometimes because it motivates people to work for the country and its people. This theory can act as a gatekeeper and prevent the media that act irresponsibly. The theory can be used for establishing propaganda. Strengths of Authoritarian theory of Press

15. Common people are taken as less intelligent and as an easy target to manipulate. The ruling class uses the media only for their own benefits. The freedom of expression and information of normal people is attacked. Weaknesses of Authoritarian theory of Press

16. The theory is originally came from libertarian thoughts from 16 th century in Europe. Libertarian theorists are against the authoritarian thoughts. Libertarian theory

17. Libertarian theory sees people are more enough to find and judge good ideas from bad. The theory says people are rational and their rational thoughts lead them to find out what are good and bad. The press should not restrict anything even a negative content may give knowledge and can make better decision whilst worst situation. Concept of Libertarian theory

18. Free Media Freedom of thoughts Individualism No censorship High competition No government influence Accountability Majority rule Major Features

19. Media can give true information without any control. There is no censorship. All individuals can express their opinion and thoughts in the media openly. The theory encourages healthy competition among the thoughts and ideas. Every work will be transparent to all. It checks the government and the state authorities and also prevents corruption. It functions with democracy. Strengths

20. Media might not always act responsibly. Individuals might not always have good intentions and ethics. People can not always make rational judgements. Freedom of different type of people, ideas, opinions, school of thoughts, and group objectives can be in a conflict. Media can misuse its power and harm other people’s privacy and dignity. Media might defame, cause sedition, libel or slander, be immodest, publish obscenity and cause trouble. Media might challenge the security of the state. Weaknesses

21. Social responsibility theory of mass media is relatively a new concept which started in the mid-20 th century and is used mostly by developing and least developed countries. Social Responsibility Theory

22. Social responsibility is ethics that guide any action, be it in media or other organization that put an obligation towards environment, society, culture and economy. The media like any other sector should not harm, but should promoted environment and socio-cultural aspects in relation to the economy of the place . It encourages total freedom to press and no censorship, but it should be regulated according to social responsibilities and external controls. Content is also filtered through public obligation and interference. Social Responsibility theory

23. Private press ownership Helps democracy prosper Media as a democratic institution Public participation Emphasis on social responsibility Self-regulation in media Code of ethics Helping eradicate social problems Media role of criticizing government Major Features

24. It helps in avoiding conflicts during wars and conflicts. It accepts public opinion and works for the citizens. Press and media houses do not have monopoly as rules and ethics guide them. The media publishes truth due to regulatory activities and their moral obligation to do so. Yellow journalism decreases as media can be questioned by the law and public. Strengths

25. Ethics are always vague, ambiguous and differ from case to case. It is difficult to determine who sets clear principles and standards. Social responsibility and ethics are morally obligatory things. Weaknesses

26. The communist theory of mass media came into being along with the concept of communism. Media is taken as a part of the state in Communist theory. The ownership of media is with the state and the country runs the media as per their wishes to fulfill their propaganda of control. Soviet Communist

27. Authoritarian, there is private ownership of media Soviet communist theory, the control lies in very small number of leaders in soviet communist theory. Difference between Authoritarian and Communist theory

28. Media followed communist ideology of governance and political system. Media was used to transmit propaganda and for transmission of social policies. Media was taken as government instrument. Media was owned by the state. Criticism of communist ideology was taken as a crime. It helped the working class to work better and highlighting their problems and it made people aware about communism. The theory was a positive one as it tried to ensure truthful information and not let the information get manipulated by private media. Features

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