The document discusses normative theory and expectations of the media. It provides the following key points: 1) Normative theory was first presented in 1956 as an ideal view of how media should operate based on social, philosophical and political principles rather than what media actually do. 2) It focuses on ownership, control of press, and the relationship between press and government. 3) There are high expectations that media will not spread misinformation, encourage crime or violence, and will fulfill its democratic obligations to the public through functions like surveillance, interpretation, and transmitting values.

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