normative theories for media and information literacy

1. Presentation Title
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2. 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

3. 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.

4. Proposed by
• Fred Siebert
• Theodore Peterson
• Wilbur Schramm
Book
• Four Theories of the
Press

5. • 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.

6. 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.

7. 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.

8. The four theories of the Press/Media
1. Authoritarian theory 2. Libertarian theory

9. The four theories of the Press/Media
3. Social responsibility
theory
4. Soviet media theory

10. Authoritarian Theory

11. • 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.

12. 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

13. Examples of Authoritarian
theory

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

15. Dictatorship
During the world war II Hitler and Mussolini are the two
major authorities who controlled the press in Germany

16. 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.

17. 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.

18. Libertarian Theory

19. • 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.

20. 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.

21. 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.

22. 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

23. Example of
Libertarian Theory
of Press

24. Feedback
People can criticize the government policies and works
through social media or any other media like newspapers.

25. 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.

26. 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.

27. Social responsibility

28. • 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.

29. 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.

30. 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.

31. 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

32. Major Features of
Social
Responsibility
Theory • Helping eradicate social
problems
• Pluralistic media
• Social benefit
• Professional standards
• Media role of criticizing
government

33. Example of social
Responsibility

34. 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.

35. 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.

36. 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.

37. Soviet Communist

38. • 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. .

39. 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.

40. 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.

41. Example of soviet
communist

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

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