Normative theories of mass communication describe ideal media structures and operations aligned with societal values, categorizing the press into four main theories: authoritarian, libertarian, social responsibility, and soviet-totalitarian. These theories provide frameworks for understanding the role of media within society, their control mechanisms, and ownership types. Additionally, democratic-participant and development media theories emerge as reactions to previous theories, emphasizing pluralism, decentralization, and the media's role in national development.

1. Normative Theories of
Mass Communication

2. Normative Theory
Normative Theory
• It is a type of theory that describes
an ideal way of the media should be
structured and operated within the
society

3. What is Normative Theory ?
?
• This theory explains how ideal
media ought to operate with specific
system of social values. Theories of
the press and its role in a society
would fit in this category.
• It is a synthesis of ideas developed
over the past four centuries.

4. Four Theories of the Press
Four Theories of the Press
 Siebert, Peterson & Schramn (1956)
Siebert, Peterson & Schramn (1956)
proposed that the press system is
proposed that the press system is
divided into four categories:
divided into four categories:
 1.
1. Authoritarian Theory
Authoritarian Theory
 2.
2. Libertarian Theory
Libertarian Theory
 3.
3. Social Responsibility Theory
Social Responsibility Theory
 4. Soviet-Totalitarian Theory
4. Soviet-Totalitarian Theory

5. Normative Theories
Normative Theories
 The Four theories of the press are the
The Four theories of the press are the
Normative theories i.e . These theories
Normative theories i.e . These theories
were based on observations and not from
were based on observations and not from
hypotheses testing.
hypotheses testing.
 The authors (Siebert, Peterson &
The authors (Siebert, Peterson &
Schramm, 1956) divided the world’s press
Schramm, 1956) divided the world’s press
into four categories as mentioned above.
into four categories as mentioned above.

6. 1. Authoritarian Theory
1. Authoritarian Theory
 A. DEVELOPMENT
A. DEVELOPMENT:
:
 16
16th
th
& 17
& 17th
th
century England. Widely
century England. Widely
adopted and still in practice in many
adopted and still in practice in many
places.
places.
 B. PHILOSOPHY:
B. PHILOSOPHY:
 Philosophy of absolute monarch, his
Philosophy of absolute monarch, his
government or both.
government or both.

7. 1. Authoritarian Theory
1. Authoritarian Theory
 C. MAIN PURPOSE:
C. MAIN PURPOSE:
 To support and advance the
To support and advance the
policies of the government in power
policies of the government in power
and to serve the state.
and to serve the state.
 D. WHO HAS THE RIIGHT TO USE
D. WHO HAS THE RIIGHT TO USE
THE MEDIA:
THE MEDIA:
 Whoever get the royal patent or
Whoever get the royal patent or
similar permission.
similar permission.

8. 1. Authoritarian Theory
1. Authoritarian Theory
 E. HOW ARE THE MEDIA
E. HOW ARE THE MEDIA
CONTROLLED?
CONTROLLED?
 Government patents , guilds,
Government patents , guilds,
licensing, sometimes censorship.
licensing, sometimes censorship.
 F. WHAT IS PROHBITED?
F. WHAT IS PROHBITED?
 Criticism of the political machinery
Criticism of the political machinery
and officials in power.
and officials in power.

9. 1. Authoritarian Theory
1. Authoritarian Theory
 G. OWNERSHIP:
G. OWNERSHIP:
 Private or public
Private or public
 H. ESSENTIAL DIFERENCE FROM
H. ESSENTIAL DIFERENCE FROM
OTHERS:
OTHERS:
 Instrument for effecting
Instrument for effecting
government policy , through not
government policy , through not
necessary government owned.
necessary government owned.

10. 2. Libertarian Theory
2. Libertarian Theory
 A. DEVELOPMENT
A. DEVELOPMENT:
:
 Adopted by England after 1688 and
Adopted by England after 1688 and
in the U.S. Influential elsewhere.
in the U.S. Influential elsewhere.
 B. PHILOSOPHY:
B. PHILOSOPHY:
 Writing of Milton, Locke, Mill and
Writing of Milton, Locke, Mill and
general philosophy or rationalism
general philosophy or rationalism
and natural rights.
and natural rights.

11. 2. Libertarian Theory
2. Libertarian Theory
 C. MAIN PURPOSE:
C. MAIN PURPOSE:
 To inform, entertain, sell – but
To inform, entertain, sell – but
chiefly to help discover truth and to
chiefly to help discover truth and to
check on the government.
check on the government.
 D. WHO HAS THE RIIGHT TO USE
D. WHO HAS THE RIIGHT TO USE
THE MEDIA:
THE MEDIA:
 Anyone with economic means to do
Anyone with economic means to do
so
so

12. 2. Libertarian Theory
2. Libertarian Theory
 E. HOW ARE THE MEDIA
E. HOW ARE THE MEDIA
CONTROLLED?
CONTROLLED?
 By ‘self right process of truth’ in ‘free
By ‘self right process of truth’ in ‘free
market place of ideas’ and by courts.
market place of ideas’ and by courts.
 F. WHAT IS PROHBITED?
F. WHAT IS PROHBITED?
 Defamation, obscenity, indecency,
Defamation, obscenity, indecency,
wartime sedition
wartime sedition

13. 2. Libertarian Theory
2. Libertarian Theory
 G. OWNERSHIP:
G. OWNERSHIP:
 Chiefly private
Chiefly private
 H. ESSENTIAL DIFERENCE FROM
H. ESSENTIAL DIFERENCE FROM
OTHERS:
OTHERS:
 Instrument for checking on
Instrument for checking on
government and meeting other
government and meeting other
needs of society
needs of society

14. Strength & Weakness of
Strength & Weakness of
Libertarianism
Libertarianism
 STRENGTH:
STRENGTH:
 Value media freedom.
Value media freedom.
 Values individuals.
Values individuals.
 Preclude (prevent from happening)
Preclude (prevent from happening)
government control of media
government control of media

15. Strength & Weakness of
Strength & Weakness of
Libertarianism
Libertarianism
 WEAKNESS
WEAKNESS
 It is overly optimistic about media
It is overly optimistic about media
willingness to meet responsibilities.
willingness to meet responsibilities.
 It is overly optimistic about individuals’
It is overly optimistic about individuals’
ethics and rationality.
ethics and rationality.
 Ignores the need for reasonable control
Ignores the need for reasonable control
of media.
of media.
 Ignores the dilemmas posed by
Ignores the dilemmas posed by
conflicting freedoms (e.g free press vs
conflicting freedoms (e.g free press vs
personal privacy)
personal privacy)

16. 3. Social Responsibility
3. Social Responsibility
 A. DEVELOPMENT
A. DEVELOPMENT:
:
 In the U.S. in the 20
In the U.S. in the 20th
th
century
century
 B. PHILOSOPHY
B. PHILOSOPHY
 Writing of R.M Hutchins on freedom of
Writing of R.M Hutchins on freedom of
Press (Hutchins Commission Report),
Press (Hutchins Commission Report),
and practitioners , media codes
and practitioners , media codes
 Commission on Press Freedom in 1947
Commission on Press Freedom in 1947

17. 3. Social Responsibility
3. Social Responsibility
 C. MAIN PURPOSE:
C. MAIN PURPOSE:
 To inform, entertain, sell but chiefly
To inform, entertain, sell but chiefly
to raise conflict to the plane of
to raise conflict to the plane of
discussion.
discussion.
 D. WHO HAS THE RIGHT TO USE
D. WHO HAS THE RIGHT TO USE
THE MEDIA:
THE MEDIA:
 Everyone who has something to say
Everyone who has something to say

18. 3. Social Responsibility
3. Social Responsibility
 E. HOW ARE THE MEDIA
E. HOW ARE THE MEDIA
CONTROLLED?
CONTROLLED?
 Community opinion, consumers
Community opinion, consumers
action, professional ethics.
action, professional ethics.
 F. WHAT IS PROHBITED?
F. WHAT IS PROHBITED?
 Serious intervention of recognized
Serious intervention of recognized
private rights and vital social
private rights and vital social
interests
interests

19. 3. Social Responsibility
3. Social Responsibility
 G. OWNERSHIP:
G. OWNERSHIP:
 Private unless government has to take
Private unless government has to take
over to ensure public service.
over to ensure public service.
 H. ESSENTIAL DIFERENCE FROM
H. ESSENTIAL DIFERENCE FROM
OTHERS:
OTHERS:
 Media must assume obligation of social
Media must assume obligation of social
responsibility and if they do not, someone
responsibility and if they do not, someone
must see that they do
must see that they do

20. Strength & Weakness of
Strength & Weakness of
the Social Responsibility
the Social Responsibility
 STRENGTH
STRENGTH
 Values media responsibility
Values media responsibility
 Value audience responsibility
Value audience responsibility
 Limit media intrusion in media
Limit media intrusion in media
operation
operation
 Allows reasonable government
Allows reasonable government
control of media
control of media

21. Strength & Weakness of
Strength & Weakness of
the Social Responsibility
the Social Responsibility
 Values diversity and pluralism
Values diversity and pluralism
 Aids the ‘powerless’
Aids the ‘powerless’
 Appeals to the best instincts of
Appeals to the best instincts of
media practitioners and audience
media practitioners and audience

22. Strength & Weakness of
Strength & Weakness of
the Social Responsibility
the Social Responsibility
 WEAKNESSES
WEAKNESSES
 It is overly optimistic about media
It is overly optimistic about media
willingness to meet responsibility.
willingness to meet responsibility.
 It is overly optimistic about individual
It is overly optimistic about individual
responsibility.
responsibility.
 Underestimate the power of profit
Underestimate the power of profit
motivation & competition.
motivation & competition.
 Legitimizes status quo
Legitimizes status quo

23. 4. Soviet Totalitarian
4. Soviet Totalitarian
Theory
Theory
 A. DEVELOPMENT
A. DEVELOPMENT:
:
 In Soviet Union, although some of the
In Soviet Union, although some of the
same things were done by Nazis &
same things were done by Nazis &
Italians.
Italians.
 B. PHILOSOPHY:
B. PHILOSOPHY:
 Marxist-Leninist-Stalinist thought, with
Marxist-Leninist-Stalinist thought, with
mixture of Hagel and the 19 century
mixture of Hagel and the 19 century
Russian thinking.
Russian thinking.

24. 4. Soviet Totalitarian
4. Soviet Totalitarian
Theory
Theory
 C. MAIN PURPOSE:
C. MAIN PURPOSE:
 To continue to the success and
To continue to the success and
continuance of the Soviet Socialist System
continuance of the Soviet Socialist System
especially that led to the dictatorship of
especially that led to the dictatorship of
the party.
the party.
 D. WHO HAS THE RIGHT TO USE
D. WHO HAS THE RIGHT TO USE
THE MEDIA:
THE MEDIA:
 Loyal and orthodox party members
Loyal and orthodox party members

25. 4. Soviet Totalitarian
4. Soviet Totalitarian
Theory
Theory
 E. HOW ARE THE MEDIA
E. HOW ARE THE MEDIA
CONTROLLED?
CONTROLLED?
 Surveillance and economic or
Surveillance and economic or
political action of government
political action of government
 F. WHAT IS PROHBITED?
F. WHAT IS PROHBITED?
 Criticism of the party objectives as
Criticism of the party objectives as
distinguish from tactics
distinguish from tactics

26. 4. Soviet Totalitarian
4. Soviet Totalitarian
Theory
Theory
 G. OWNERSHIP:
G. OWNERSHIP:
 Public
Public
 H. ESSENTIAL DIFERENCE FROM
H. ESSENTIAL DIFERENCE FROM
OTHERS:
OTHERS:
 State owned and closely controlled
State owned and closely controlled
media existing solely as arms of eh
media existing solely as arms of eh
state.
state.

27. 5. Democratic–Participant
5. Democratic–Participant
Media Theory
Media Theory
 A. DEVELOPMENT
A. DEVELOPMENT:
:
 Democratic–Participant theory reflects
Democratic–Participant theory reflects
public disillusionment with both of its
public disillusionment with both of its
predecessors: Libertarian and Social
predecessors: Libertarian and Social
Responsibility theories, because of their
Responsibility theories, because of their
failure to deliver social benefits expected
failure to deliver social benefits expected
of them.
of them.

28. 5. Democratic–Participant
5. Democratic–Participant
Media Theory
Media Theory
 B. PHILOSOPHY:
B. PHILOSOPHY:
 It reflects public “reaction against the
It reflects public “reaction against the
commercialisation and monopolisation of
commercialisation and monopolisation of
privately owned media and against the
privately owned media and against the
centralism and bureaucratisation of
centralism and bureaucratisation of
public broadcasting institutions
public broadcasting institutions

29. 5. Democratic–Participant
5. Democratic–Participant
Media Theory
Media Theory
 C. MAIN PURPOSE:
C. MAIN PURPOSE:
 In the place of monopolisation, it calls for
In the place of monopolisation, it calls for
pluralism;
pluralism;
 in place of centralism it advocates
in place of centralism it advocates
decentralisation and localism.
decentralisation and localism.
 It insists that media conglomerates be
It insists that media conglomerates be
replaced or at least juxtaposed with
replaced or at least juxtaposed with
small-scale media enterprises.
small-scale media enterprises.

30. 5. Democratic–Participant
5. Democratic–Participant
Media Theory
Media Theory
 C. MAIN PURPOSE:
C. MAIN PURPOSE:
 It calls for “horizontal” in place of “top-down”
It calls for “horizontal” in place of “top-down”
communication, a concern for feedback in
communication, a concern for feedback in
social-political communication and an
social-political communication and an
 acknowledgement of the feedback so as to
acknowledgement of the feedback so as to
realise the “completed communication
realise the “completed communication
circuit”
circuit”
 It assumes equality between sender and
It assumes equality between sender and
receiver
receiver

31. 6. Development Media
6. Development Media
Theory
Theory
 A. DEVELOPMENT
A. DEVELOPMENT:
:
 This theory seeks to explain the normative
This theory seeks to explain the normative
behaviour of the press in countries that are
behaviour of the press in countries that are
conventionally classified together as
conventionally classified together as
“developing countries” or “third world
“developing countries” or “third world
countries”.
countries”.
 It, too, is not easy to locate in any particular
It, too, is not easy to locate in any particular
institution or country, because it encompasses
institution or country, because it encompasses
a great variety of fluctuating economic and
a great variety of fluctuating economic and
political conditions
political conditions

32. 6. Development Media
6. Development Media
Theory
Theory
 Major Tenets
Major Tenets:
:
 Media must accept and carry out positive
Media must accept and carry out positive
development tasks in line with nationally
development tasks in line with nationally
established policy.
established policy.
 Freedom of the media should be open to
Freedom of the media should be open to
economic priorities and development
economic priorities and development
needs of the society.
needs of the society.
 Media should give priority in their content
Media should give priority in their content
to the national culture and language(s).
to the national culture and language(s).

33. 6. Development Media
6. Development Media
Theory
Theory
 Major Tenets
Major Tenets:
:
 Media should give priority in news and
Media should give priority in news and
information to links with other
information to links with other
developing countries, which are close
developing countries, which are close
geographically, culturally or politically.
geographically, culturally or politically.
 Journalists and other media workers have
Journalists and other media workers have
responsibilities as well a freedom in their
responsibilities as well a freedom in their
information gathering and dissemination
information gathering and dissemination
tasks.
tasks.

34. 6. Development Media
6. Development Media
Theory
Theory
 Major Tenets
Major Tenets:
:
 In the interest of development ends, the
In the interest of development ends, the
state has a right to intervene in, or
state has a right to intervene in, or
restrict, media operation; and devices of
restrict, media operation; and devices of
censorship, subsidy and direct control can
censorship, subsidy and direct control can
be justified.
be justified.