The document discusses four normative theories of the press: 1) Authoritarian theory views media as controlled by authorities to strengthen the government through censorship and licensing. 2) Libertarian theory sees people as rational and able to judge information freely without restrictions. 3) Social responsibility theory supports private ownership but with self-regulation and ethical standards to benefit society. 4) Soviet communist theory treats media as owned by the state to spread propaganda and ideology in support of communist rule.

1. Muhammad Aamir
MS-1 (Media and Communication Studies)
Submitted to: Sir Rooh Ul Amin

2. 
 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 press” were came from
many sources rather than a single source.
 Media practitioners, social critics and academics also
involved to develop these normative theories.
Introduction

3. 
 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
of media in the country.
Importance of Normative theory

4. 
1. Authoritarian theory
2. Libertarian theory
3. Social responsibility theory
4. Soviet media theory
The four theories of the
Press/Media

5. 
 Is media can published or broadcast any types of
content will earn more profits in a shortest time?
 Is media can provide any public service even if no
immediate profits can be earned?
 Is media can participate in any issues and solving the
social problem?
 Is it essential for media to protect the consumers
from the culprits, business frauds and corrupt
bureaucrats by serving as a watch dog?
Major Questions

6. 
 What people expect from media during the time of
crisis?
 Is media should broadcast the highly rated content
even if it has high level of violence?
 Is a newspaper publishing the unethical business
content to encourage the company for its higher
advertisements pay?
Major Questions

7. 
Authoritarian theory

8. 
 Authoritarian theory of mass communication
originated from the philosophy of Plato.
 The English monarchs used this approach when
printing press was invented by censoring, licensing,
taxation and making laws.
Authoritarian theory

9. 
 It is a normative theory of mass communication
where mass media is influenced and overpowered
by power and authority in the nations.
 The press and media cannot work independently
and their works are suspected to censorship.
Description

10. 
 Authoritarians are necessary to control the media.
 The press is an instrument to enhance the ruler’s
power in the country.
 The authorities have all rights to permit any media and
control it by providing license to the media and make
certain censorship.
Assumptions

11. 
 Press is taken as a weapon of the powerful. It is
used to increase the power of the rulers.
 The authorities can also cancel the license.
 Authoritarian theory is taken as a theory used by
the dictatorship governments, but can also be seen
in democratic as well as dictatorial nations.
Concepts of Authoritarian
Theory of Press

12. 
 Information, when distributed, might put security at
risk and cause to be a national threat. Thus, the
theory is justified by saying that state is greater than
individual rights where state controls the media,
especially in the time of emergencies like wars and
conflicts.
Concepts of Authoritarian
Theory of Press

13. 
 Control of government and authority
 Oppressed Media
 Use of Power.
 Punishment rule
 Limited Rights
 Cancelation of license
 Privatize
 Concept of propaganda
 Media to strengthen the government.
Major Features of
Authoritarian theory of press

14. 
 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.
Strengths of Authoritarian
theory of Press

15. 
 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.
Weaknesses of Authoritarian
theory of Press

16. 
 The theory is
originally came from
libertarian thoughts
from 16th century in
Europe.
 Libertarian theorists
are against the
authoritarian
thoughts.
Libertarian theory

17. 
 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.
Concept of Libertarian
theory

18. 
 Free Media
 Freedom of thoughts
 Individualism
 No censorship
 High competition
 No government influence
 Accountability
 Majority rule
Major Features

19. 
 Media can give true information without any control.
 There is no censorship.
 All individuals can express their opinion 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.
Strengths

20. 
 Media might not always act responsibly.
 Individuals might not always have good intentions and
ethics.
 People can not always make rational judgements.
 Freedom of different type of people, 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.
Weaknesses

21. 
 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.
Social Responsibility
Theory

22. 
 Social responsibility is ethics that guide any action, be it
in media or other organization that put an obligation
towards environment, society, culture and economy.
 The media like any other sector should not harm, but
should promoted environment and socio-cultural
aspects in relation to the economy of the place.
 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.
Social Responsibility
theory

23. 
 Private press ownership
 Helps democracy prosper
 Media as a democratic institution
 Public participation
 Emphasis on social responsibility
 Self-regulation in media
 Code of ethics
 Helping eradicate social problems
 Media role of criticizing government
Major Features

24. 
 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.
Strengths

25. 
 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.
Weaknesses

26. 
 The communist theory of
mass media came into being
along with the concept of
communism.
 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.
Soviet Communist

27. 
Authoritarian, there is
private ownership of
media
Soviet communist
theory, the control lies
in very small number
of leaders in soviet
communist theory.
Difference between Authoritarian and
Communist theory

28. 
 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.
 The theory was a positive one as it tried to ensure truthful
information and not let the information get manipulated by
private media.
Features

29. 
Thanks…