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“Theories of communication”

TOPIC:

“normative theories”

SUBMITTED BY:

Asma Maqsood 510

Harmain Akhtar 499

Tayyaba Yousaf 485

SUBMITTED BY

Mam Sana Fatima

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Content

Introduction 03

Four theories 03

Question 03

Authoritarian Theory 04

Libertarian Theory 05

Social responsibility Theory 06

Soviet Communist 10

Conclusion 13

Reference 14

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Normative Theories – Four Theories of the Press

Introduction:

Normative theories were first proposed by Fred Siebert, Theodore Peterson and Wilbur

Schramm in their book called “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.

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.

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

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Few questions will helps to understand the needs of the

normative theories

1. Is media can published or broadcast any types of content will earn more profits in a shortest

time?

2. Is media can provide any public service even if no immediate profits can be earned?

3. Is media can participate in any issues and solving the social problems?

4. Is it essential for media to protect the consumers from the culprits, business frauds and

corrupt bureaucrats by serving as a watch dog?

5. What people expect from media during the time of crisis?

6. Is media should broadcast the highly rated content even if it has high level of violence?

7. Is a newspaper publishing the unethical business content to encourage the company for its

higher advertisements pay?

These questions are linked and concerned about the media day-to-day activities.

Authoritarian Theory

Authoritarian theory describe that all forms of communications are under the control of the

governing elite or authorities or influential bureaucrats.

Authoritarians are necessary to control the media to protect and prevent the people from the

national threats through any form communication (information or news). The press is an

instrument to enhance the ruler’s power in the country rather than any threats. The authorities

have all rights to permit any media and control it by providing license to the media and make

certain censorship.

If any media violate the government policies against license, then the authority has all right to

cancel the license and revoke it. The governments have all right to restrict any sensitive issues

from press to maintain peace and security in the nation.

Censorship

Censorship is a suppression of any communication which may consider as harmful to the

people, King, government and its nation. Especially these censorship methods are much

familiar in press which against the freedom of speech and freedom of expression. In some other

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cases, the censorship helps to protect the rulers and authorities from sensitive issues. There are

different types of censors like

Examples

stand against the government. Sometimes, an authority gives considerable freedom to minority

thoughts and cultural issues to promote them if it doesn’t make any threats to authority or ruler.

– King is the authority, who has all rights to control the communication and no one can

question against the king.

– During the World War II Hitler and Mussolini are the two major authorities

who controlled the press in Germany and Italy. Press was under the control of the authority and

No press can’t question against or publish against these two dictators.

because the wiki leaks are not ready to compromise with government censorship and realizing

classified documents against the government.

Libertarian Theory

The Libertarian theory is one of the “Normative theories of press”. The theory which is

originally came from libertarian thoughts from 16th century in Europe. The libertarian theorists

are against the authoritarian thoughts. International trade and urbanization undermine the power

of a rural aristocracy which leads various social movements raise includes the Protestants

reformation that demands individual’s freedom and their own lives and free thoughts.

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.

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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. The libertarian thoughts are exactly against

or opposite to the authoritarian theory which means the authoritarian theory says “all forms of

communication works under the control of government or elite like king”.

Strength and Weakness

1. Freedom of press will give more freedom to media to reveal the real thing happening in the

society without any censorship or any authority blockades

2. Is reliable with U.S media traditions.

3. It gives more values for individuals to express their thoughts in media.

4. Theory excessively positive about media’s willing to meet responsibilities which may lead

people into negative aspects.

5. is too positive about individual ethics and rationality.

6. Ignores need for reasonable control of media.

7. Ignores dilemmas posed by conflicting freedoms.

Example

Wiki leaks website published all sorts of confidential or restricted files in public space and

especially classified documents. These articles are providing brief knowledge about the

government and its activities which helps people to identify what is happening in the society

and its gives great choices to elect a better president in future.

Sometimes these documents may work against the government and its authority that is why

most of the country is not willing to allow libertarian thoughts because it may affect their power

and kingdom.

Social responsibility

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.

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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. 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. One’s right to free expression must be balanced against the

private rights of others and against vital society interest.

The social responsibility theory of mass media changed the way press published news

from objective reporting to interpretative reporting. Before this theory, facts were

presented without any interpretation. The audience interpreted it the way they wanted to.

This caused problems as interpretation was not based on reality and it affected the social

order. Interpretative reporting and investigative reporting started to uncover the reality

behind every case.

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. . It is

considered not an end but a tool for social development. Therefore, the objectives of

media are stated to inform, document, analyze, interpret, mediate and mobilize by

creating and finding solutions

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Major Features of Social Responsibility Theory

Private press ownership

Press is supposed to be owned privately. The government does not own the press. The private

owners should publish within the ethical guidelines and in a responsible way.

Helps democracy prosper

Media helps in maintaining democracy and does not encourage authoritarianism or

communism.

Media as a democratic institution

Media is not a part of the government and it must work on its own. It has the freedom to do

anything they want, just not work out of the ethical standards.

Public participation

Public must get to participate through comments, response, write and get involved in all aspects

of media's work.

Emphasis on social responsibility

The media must be responsible towards the society.

Self-regulation in media

The media must have some boundaries within itself to be ethical. The regulations are to be

followed by all the media professionals involved in the particular institution.

Code of ethics

All the media institutions must have a written or unwritten code of ethics which should be the

standard followed by all.

Professional standards

The quality of the publishing should be maintained, false interpretation of any information

should be avoided.

Media role of criticizing government

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Media is allowed to criticize the government roles, works and policies. It is done to help the

government get better.

Helping eradicate social problems

Media must speak against and an aware person about social problems as it is media's

responsibility to work for the betterment of the society.

Pluralistic media

Media must write the views of different groups of people and not only about a single group. It

must never be biased.

Social benefit

Media must work for the society and only do the things that are beneficial to the society. It

should not write about the things that are ambiguous or contradictory as those messages might

cause conflict in the society.

Examples

Reports of health news in the media can be taken as media acting socially responsible. The

media gives information and awareness on health problems. It also provides awareness on some

basic health problems like diarrhea and how to cure them. The media gives information about

epidemics and health hazards. Here, acting responsibly is by not spreading wrong news and

panic. There have been instances of mass panic among the people because of some

misunderstood news on health published by various media. Also, advertisements of harmful

substances like cigarettes and alcohol are considered to be wrong according to the social

responsibility theory.

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. But, there are times when the media has severely damaged the reputation of some

politicians and political parties through irresponsible journalism, leading to major conflicts in

the society.

Strengths of Social Responsibility Theory

• It helps in avoiding conflicts during wars and conflicts.

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• 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.

• There is pluralism and diversification on news and people involved.

• The voiceless and marginalized people are able to raise their voice.

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.

Thus, the theory is also known as Soviet Theory of Mass Communication.

The government controlled all the media according to this theory and had absolute power.

The theory was implemented to help in achieving the communist objectives for the

benefits of the people.

Concepts of Communist Theory of Mass Communication

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. The communist party owns all the media of the country. Media is

supposed to work for the betterment of the state, communism and whatever the elite of

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the communist party tells them to do. Deterring the growth of communism is taken as a

crime.

The difference between Authoritarian theory and the communist theory is that in

authoritarian, there is private ownership of media but in soviet communist theory, the

control lies in very small number of leaders in soviet communist theory. Government is

taken as the most superior, powerful and important than all including media.

In Soviet Union, media was used to educate the workers to their develop skills and tried

to show the problems of the working class to the leaders by taking feedbacks from the

citizens. New technologies of mass media were controlled to control the mass. The theory

took other theories of mass media as having bourgeois features where they followed

Marxist, Leninist and Stalinist ideologies.

Features of Communist Theory of Mass Communication

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

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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

The then Soviet Union controlled the media totally by publishing all the good things

about their country and governance while not showing anything that could make the

people feel agitated about their own nation. They promoted their own culture and

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

On the other hand, they showed every bad aspect of culture and social systems of other

democratic countries like US. They also told their government system was better than

democracy. That is how propaganda was bestowed upon all. These techniques were

solely based on their communist ideologies representing the Communist Theory in full.

Criticisms of Communist Theory of Mass Communication

Propaganda based information is only delivered. The information might be false.

No media can criticize the government and the government will not get the chance to

improve.

Authoritative obstruction can be found for every type of media.

There can be many restrictions and there is a concept of punishment.

Leader is taken as the greatest and citizens are not given importance.

The media cannot play the role of the watchdog.

The development of the nation depends on the characteristics of the leader

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Conclusion

The Normative Conclusion Test. For our purposes, a statement is normative if it renders a

judgment about something. Ethical statements are paradigmatically normative. When I say

“Murder is wrong,” for instance, “wrong” is a normative notion. When I say “You should be

kind,” “should” is a normative notion. We think it important that researchers in any field of

science raise their heads above the parapets of their paradigms from time to time, and reflect

more broadly on what Normativity is the phenomenon in human societies of designating some

actions or outcomes as good or desirable or permissible and others as bad or undesirable or

impermissible. A norm in this normative sense means a standard for evaluating or making

judgments about behavior or outcomes.

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Reference:

https://www.businesstopia.net/mass-communication/social-

responsibility-theory

https://www.businesstopia.net/mass-communication/communist-

theory-mass-communication

https://www.normative-theories

https://www2.le.ac.uk/departments/npb/people/amc/articles-

pdfs/normtheo.pdf