It is about Normative Expectation from Media.

1. Normative Expectation from Media

2. Normative Theory(History)
• Normative theory was first presented by Fred S. Siebert, Theodore
Peterson and Wilbur Schramm in their book “Four Theory of Press”
in 1956 AD.
• At the first the word “Normative theory” was pronounced in USA
during the height of “cold war” with communism and soviet.
• It is Known as the western theory of mass media.

3. Normative Theory (Introduction)
 Normative theory is come from norms and values. It is known as the
rules of behavior.
 Normative theory is combination of social, philosophical and
political principles which organize idea about the relationship
between media and society.
 It is an ideal view of how media are expected to operate. It doesn’t
deal with what the media actually doing.
 Normative theory is more focused on the ownership and control of
the press and the relationship between press and the government.
)

4. Normative expectation from media
As we all know that media is fourth state of the
government and our high expectation from media is
not a big deal. So here I have mentioned some of the
normative expectation from media in a point.
We never expect that the media should show
misinformation or encourage crime and violence.
Five Functions of Mass Media: Surveillance,
Interpretation, Linkage, Transmission of Values,
Entertainment

5. ..
No matter information is correct or not but media
should always be careful about its content.
Media should be bound by its obligation to represent
the interests of democratic community. Media ‘s
relationship with public depends on fulfillment of this
obligation.

6. Thank You