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Normative Theories• Presented by

Aliza ahmed(490)

Mahajabeen Awan(475)

Harmain Akhter(499)

Kanwal Javed(495)

Asma Maqsood(510)

Tayyaba Yousaf(485)

• Presented to

Mam Sana Fatima

What is theory?

• “Theory is a system of interconnected abstractions or

ideas that condenses and organizes knowledge about the

world.”

• Formulated to explain, predict, and understand

phenomena.

• The theoretical framework introduces and describes the

theory that explains why the research problem under study

exists.

Proposed by

• Fred Siebert

• Theodore Peterson

• Wilbur Schramm

Book

• Four Theories of the

Press

• At first the word“Normative Theory” was pronounced in

USA during the height of „cold war‟ with communism and

soviet.

• Often it called as western theories of mass media.

Description• 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 the press” were came from

many sources rather than a single source.

• Media practitioners, social critics and academics also involved to

develop these normative theories.

Importance

• 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 or media in the

country.

The four theories of the Press/Media

1. Authoritarian theory 2. Libertarian theory

The four theories of the Press/Media

3. Social responsibility

theory

4. Soviet media theory

Major Questions

• 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 problems?

• 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

• 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?

Authoritarian Theory

• Authoritarian theory of mass communication

originated from the philosophy of Plato (407-327

B.C.).

• The English monarchs used this approach when

the printing press was invented by censoring,

licensing, taxation and making laws.

Description

• 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.

Assumptions

• 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.

Censorship

• Censorship is a suppression of any

communication which may consider as harmful

to the people, King, government and its nation.

• In some other cases, the censorship helps to

protect the rulers and authorities from sensitive

issues.

• Especially these censorship methods are much

familiar in press which against the freedom of

speech and freedom of expression

Types of Censors

• Political censor

• Moral censor

• Religious censor

• Military censor

• Corporate censor

Concepts of Authoritarian Theory of Press

• 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.

• 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

• 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.

Major Features

of Authoritarian Theory of Press

• Control of government and

authority

• Oppressed Media

• Use of Power

• Punishment rule

• Limited Right

• Cancelation of license

• Privatize

• Concept of propaganda

• Media to strengthen the

government

Examples of Authoritarian

theory

KingKing is the authority, who has all rights to control the communication and no one can question against the king.

Dictatorship

During the world war II Hitler and Mussolini are the two

major authorities who controlled the press in Germany

Strengths of

Authoritarian Theory of Press

• 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.

Weakness of

Authoritarian Theory of Press • 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.

Libertarian Theory

• The theory which is originally came from

libertarian thoughts from 16th century in Europe.

• libertarian theorists are against the authoritarian

thoughts.

• International trade and urbanization undermine

the power of a rural aristocracy which leads

various social movements raise.

Liberalism

• Liberalism means

information is knowledge

and knowledge is power.

• Libertarianism is free from

any authority or any control

or censorship.

• The libertarianism is an idea

of individualism and limited

government which is not

harmful to another.

Concept of libertarian theory• 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.

Major Features of

Libertarian Theory

of Press• Free Media

• freedom of thoughts

• Individualism

• No censorship

• High Competition

• No government Influence

• Accountability

• Majority Rule

• Laissez-faire approach

Example of Libertarian Theory

of Press

Feedback

People can criticize the government policies and works

through social media or any other media like newspapers.

Strengths of

Libertarian Theory

of Press• Media can give true

information without any control.

• There is no censorship.

• All individuals can express their opinions 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.

Weaknesses of

Libertarian Theory of

Press• Media might not always act

responsibly.

• Individuals might not always have good intentions and ethics.

• People can not always make rational judgments.

• Freedom of different type of people, their 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.

Social responsibility

• Social Responsibility theory of mass media is relatively a

new concept which started in the mid-20th century and is

used mostly by developing and least developed

countries.

• The theory started from Europe and took a shape with

the Commission on the Freedom of Press that happened

in United States in 1949.

• The model was designed formally by Siebert, Peterson

and Schramm in 1956 in their book.

Description

• Social responsibility is ethics that guide any

action, be it in media or other organizations that

put an obligation towards environment, society,

culture and economy.

• The media like any other sector should not

harm, but should promote environment

and socio-cultural aspects in relation to the

economy of the place.

Description

• 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.

Concepts

Siebert, Peterson, and Schramm

• Freedom of expression under the social responsibility theory is not an absolute right, as under pure libertarian theory.

• The social responsibility theory of mass media changed the way press published news from objective reporting to interpretative reporting.

• The media is taken as a place for the voiceless to have a voice and develop public opinions where each and every person has the right to speak, express and publish.

Major Features

of Social

Responsibility Theory

• Private press ownership

• Helps democracy prosper

• Media as a democratic

institution

• Public participation

• Emphasis on social

responsibility

• Self-regulation in media

• Code of ethics

Major Features of

Social

Responsibility Theory • Helping eradicate social

problems

• Pluralistic media

• Social benefit

• Professional standards

• Media role of criticizing

government

Example of social

Responsibility

Reports of Government Issues Reporting on the performance of government institutions and unveil

tyranny and corruption by the media is also an example of socially

responsible media as Media acts like a critic of the government.

Strengths of Social

Responsibility Theory

• 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.

• Yellow journalism decreases as

media can be questioned by the

law and public.

Weaknesses of

Social

Responsibility Theory

• 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.

Any form of legal limitations

should not be imposed if media

is just working in the principle of

responsibility. Laws are

authoritative and not democratic

concepts.

Soviet Communist

• The communist theory of mass media came into being along with the concept of communism. George W. F. Hegel and later, Karl Marx with Engels were the people who thought of the theory in the 19th century.

• Mass media in the view of Karl Marx was supposed to be responsible for socialist system of governance and communist media was supposed to help in implementing social policies.

• The communist and Marxist government rule and communist theory of mass communication was practically used by the then Soviet Union (Russia) in 1917. .

Concepts of Communist Theory • 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.

• 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.

Difference between Authoritarian

theory and the communist theory

• Authoritarian, there

is private

ownership of

media

• Soviet communist

theory, the control

lies in very small

number of leaders

in soviet

communist theory.

Features of Communist Theory • 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 houses

• Feedback was accepted

Example of soviet communist

Benefit of culture

They promoted their own culture and traditions as the best. They also did not give out news about disasters and accidents.

propaganda

Propaganda based information is only delivered. The

information might be false.

Conclusion

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