Normative Theories .pdf

Narrative:
Modern society is nearly unimaginable without the mass media; newspaper, magazines, paperbacks,
television, radio, film, cable networks, internet, world wide web, etc. The mass media contributing many things
to many people and serve a verity of functions, depending on the type and structure of political and economic
system in which media function, prepare the stage of the development of the society, and keeping in view the
interests and needs of specific individuals. However, political, social, and economic forces, government
authority and media ownership and control are the factors, which directly or indirectly affects content, which in
turn determine media effects.
According to DeFluer and Ball-Rokeach;
The media exist in a subsystem of a larger social systems to which audience member relates. All three
systems; media, society and audience are in dynamic state of dependency.
This is a timely moment to conduct an overview of contrasting theories of purpose to examine a number
of principals of media performance that may or may not survive into the „digital age‟. They are referred to as
normative theories. The theory relates the performance of media to the position taken up the state towards the
transmission of information, comments and expression.
Normative Theories:
 Proposed By
Normative theories were first proposed by Fred Siebert, Theodore Peterson, Wilbur Schramm
in their book called “Four Theories of the Press”. 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.
 Normative Theory Describes
A normative theory describes,
an ideal way for a media system to be controlled and operated by the government, authority,
leader and public.
These theories are basically different from other communication theories because 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. Sometimes media practitioners, social critics
and academics also involved to develop these normative theories.
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.
Few questions will help to understand the needs of the normative theories
1. Is media can publish or broadcast any types of content will earn more profits in a shortest time? (think
about Yellow journalism / Talbots)
2. Is media can provide any public service even if no immediate profits can be earned?
3. Is media can participate in any issues and solving the social problems?
4. Is it essential for media to protect the consumers from the culprits, business frauds and corrupt bureaucrats
by serving as a watch dog?

THEORIES OF COMMUNICATION-I
NORMATIVE THEORIES 2
5. What people expect from media during the time of crisis?
6. Is media should broadcast the highly rated content even if it has high level of violence?
7. Is a newspaper publishing the unethical business content to encourage the company for its higher
advertisements pay?
These questions are linked and concerned about the media day-to-day activities.
Examples:
 In 1996, NBC news department accused an innocent man in Atlantic Olympic bombing.
 In 1998, ABC radio falsely announced the death of the great comedian “Bob Hope” after receiving the
error message from associated press.
 Past few years how wiki leaks releasing the classified documents in online media and its effect.
The four theories of the Press/Media
 Authoritarian theory.
 Libertarian theory.
 Social responsibility theory.
 Soviet media theory.
Authoritarian Theory:
Authoritarian theory describe that all forms of communications are under the control of the governing
elite or authorities or influential bureaucrats.
Authoritarians are necessary to control the media to protect and prevent the people from the national
threats through any form communication (information or news). The press is an instrument to enhance the
ruler's power in the country rather than any threats. The authorities have all rights to permit any media and
control it by providing license to the media and make certain censorship.
If any media violate the government policies against license, then the authority has all right to cancel
the license and revoke it. The governments have all right to restrict any sensitive issues from press to maintain
peace and security in the nation.
Censorship:
Censorship is a suppression of any communication which may consider as harmful to the people, King,
government and its nation. Especially these censorship methods are much familiar in press which against the
freedom of speech and freedom of expression. In some other cases, the censorship helps to protect the rulers
and authorities from sensitive issues.
There are different types of censors like;
 Political censor.
 Moral censor.
 Religious censor.
 Military censor.
 Corporate censor.
Political censor:
Political censorship exists when a government attempts to conceal, fake, distort, or falsify information
that its citizens receive by suppressing or crowding out political news that the public might receive through
news outlets.

Moral censor:
The suppression of materials that the public considers obscene or offensive. Child pornography is
restricted in many countries because it is seen as being morally wrong.
Religious censor:
A form of censorship where freedom of expression is controlled or limited using religious authority or
on the basis of the teachings of the religion.
Military censor:
Refers to requirements imposed by military officials upon journalists that the latter submit their
dispatches to military censors so that the dispatches can be reviewed for material the content of which the
military does not want to see published.
Corporate censor:
Corporate censorship is censorship by corporation. It is when a spokesperson, employer, or business
associate sanctions a speaker's speech by threat of monetary loss, employment loss, or loss of access to the
marketplace.
Example of Authoritarian Theory:
Here, Journalist or any media persons should not have any rights to comment, discriminate or stand
against the government. Sometimes, an authority gives considerable freedom to minority thoughts and cultural
issues to promote them if it doesn't make any threats to authority or ruler.
King-King is the authority, who has all rights to control the communication and no one can question
against the king.
Dictatorship - During the World War II Hitler and Mussolini are the two major authorities who
controlled the press in Germany and Italy. Press was under the control of the authority and No press can't
question against or publish against these two dictators.
Few countries blocked wiki leaks website from its country to maintain the internal security because the
wiki leaks are not ready to compromise with government censorship and realizing classified documents against
the government.
Libertarian Theory:
The Libertarian theory is one of the "Normative theories of press". The theory which is originally
came from libertarian thoughts from 16th century in Europe. The libertarian theorists are against the
authoritarian thoughts. International trade and urbanization undermine the power of a rural aristocracy which
leads various social movements raise includes the Protestants reformation that demands individual's freedom
and their own lives and free thoughts. Liberalism means information is knowledge and knowledge are 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.
The libertarian thoughts are exactly against or opposite to the authoritarian theory which means the
authoritarian theory says "all forms of communication works under the control of government or elite like
king".

Strength and Weakness:
 Freedom of press will give more freedom to media to reveal the real thing happening in the society
without any censorship or any authority blockades
 Is reliable with US media traditions.
 It gives more values for individuals to express their thoughts in media.
 Theory excessively positive about media's willing to meet responsibilities which may lead people into
negative aspects.
 It is too positive about individual ethics and rationality.
 Ignores need for reasonable control of media.
 Ignores dilemmas posed by conflicting freedoms.
Example:
Wiki leaks website published all sorts of confidential or restricted files in public space and especially
classified documents. These articles are providing brief knowledge about the government and its activities
which helps people to identify what is happening in the society and its gives great choices to elect a better
president in future. Sometimes these documents may work against the government and its authority that is why
most of the country is not willing to allow libertarian thoughts because it may affect their power and kingdom.
Social Responsibility Theory:
Foundation:
In mid-20th
century most of the developing countries and third world nations have used this social
responsibility theory of Press which is associated with the “Commission Of the freedom of Press” in United
States at 1949.
Definition:
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.
Concepts:
Fred Siebert, Theodore Peterson, Wilbur Schramm
Social Responsibility Theory allows Free Press without any censorship but at the same time the content of
the Press discussed at the Public Panel and media should accept any obligation from Public interference
or Professional Self regulations or both.
The theory lies between both authoritarian and Liberation theory because it gives total freedom in one
hand but the external control in other hand. Here, the Press ownership is Private. The Social Responsibility
theory moves beyond the simple "Objective" reporting to “Interpretative” reporting.
The total news is complete facts and truthful but the Commission of the freedom of the Press stated
that;
“no longer giving focus truth fully rather than give a necessary analyzed or interpretative reports on
facts with clear explanation.”

The theory helped in creating professionalism in media by setting up a high Level of accuracy, truth and
information.
The Commission of Press Council also included some task based on social responsibility of media
which are as follows:
 Formulate the code of conduct for the Press.
 Improve the standards of Journalism.
 Safeguarding the interest of Journalism and Journalists.
 Criticize and make some penalty for violating the code of conduct.
The Theory Allows:
 Everyone to Say Something or express their opinion about the media.
 Community opinions, consumers action and professional ethics.
 Serious invasion of recognized Private rights and vital social interest.
 Media Must take care of social responsibility and it they do not, government or other organization will
do.
 The audience interpreted in the way that wanted to this Caused Problems as interpretation was not based
on reality and it affected the social orders.
 Interpretative and Investigative Reporting started to uncover the reality behind every case.
Major Features of Social Responsibility theory:
Private Press Ownership:
Press supposed to be owned privately. The government does not own the press. The Private owners
should publish within the ethical guidelines and in a responsible way.
Help Democracy Prosper:
Media helps in maintaining democracy and does not encourage authoritarianism or communism.
Public Participation:
Public must get to participate through comments. Response write and get involved in all aspects of
media‟s work.
Emphasis on Social Responsibility:
The media must be responsible towards the society.
Code of Ethics:
All the media institutions have a written or unwritten code of ethics which should be the standards
followed by all.
Professional Standards:
The quality of the publishing should be maintained, false interpretation of any information should be
avoided.
Helping eradicates Social Problems:
Media must write the views of different groups of people and not only about a single group it must never
be biased.

Pluralistic Media:
Media must speak against and aware people about social problems as it is media's responsibility to work
for the betterment of the Society.
Example:
Reports on health news in the media can be taken as media acting socially responsible. The media gives
information and awareness on health Problems. it also Provide awareness on some basic health problems like
diarrhea and how to cure them.
The media gives information about epidemics a health hazard. Here, acting responsible is by not
spreading wrong news and panic.
There have been instances of mass panic them among the people because of same misunderstood news
on health published by various media. Also, advertisement of harmful substances like cigarettes and alcohol are
considered to be wrong according to the social responsibility theory.
Strength of Social Responsibility Theory:
 It helps in avoiding conflicts during war.
 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.
 There is pluralism and diversification on news and people involved.
 The voiceless and marginalized people are able to raise their voice.
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.
Media & Social Responsibility:
Media is important for any political system. its importance increases in a democratic political system.it
is a relationship of interdependence between the media and democracy. Media flourishes in a democratic
system. once the media begins to function as an autonomous entry. it strengthens democratic and participatory
processes and institutions. it also serves as an instrument of socialization of people into societal values, norms,
practical orientations and historical perspectives.
In a country like Pakistan where the norms and institutions of democracy are not well-established media
needs to Play its role with a lot more caution. A democratic System in transition has a weak capacity for crisis
management through political participation, dialogue and accommodation. The media People are responsible
citizens and it is assumed that they all want Pakistan to shape up as a democratic and tolerant Society with
Internal harmony. Peace and stability, emphasizing constitutionalism, social-economic justice and societal
development.

Soviet Media Theory (Communist Theory):
Foundation:
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. Thus, the theory is also known as Soviet Theory of
Mass Communication.
Explanation:
The government undertakes or controls the total media and communication to serve working classes and
their interest. Theory says the state have absolute power to control any media for the benefits of people. They
put end to the private ownership of the press and other media. The government media provide positive thoughts
to create a strong socialized society as well as providing information, education, entertainment, motivation and
mobilization. The theory describes the whole purpose of the mass media is to educate the greater masses of
working class or workers. Here, the public was encouraged to give feedback which would able to create
interests towards the media.
Difference between Authoritarian theory and the communist theory
Features:
 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 houses.
Authoritarian Theory Soviet Media Theory
 There is private ownership of media.
 There is no private ownership of media. the
control lies in very small number of leaders
 One-way communication.  Two-way communication.
 No Feedback.  Feedback is accepted.

 Feedback was accepted.
Critics of Soviet Media Theory:
 Soviet media theory looks similar like authoritarian theory but the core part is different from each other.
In authoritarian theory is a one-way communication, there is no feedback allowed from the public but in
Soviet media theory is a two-way communication at the same time the whole media is controlled or
works under the leadership.
 Private ownership is not allowed which leads the press without any restriction and it can serve people
without any authoritative blockades.
 Soviet media theory allows some restriction based on the nation interest rather than personal.
 No media can criticize the government and the government will not get the chance to improve.
 The journalist or press should support the leadership rather than a watchdog.
 If the leadership is wrong the whole nation will suffer a lot.
Example:
The then Soviet Union controlled the media totally by publishing all the good things about their country
and governance while not showing anything that could make the people feel agitated about their own nation.
They promoted their own culture and traditions as the best. They also did not give out news about disasters and
accidents.
On the other hand, they showed every bad aspect of culture and social systems of other democratic
countries like US. They also told their government system was better than democracy. That is how propaganda
was bestowed upon all. These techniques were solely based on their communist ideologies representing the
Communist Theory in full.
Conclusion:
A Normative theory describes way for a media system to be controlled and operated by the government,
authority, leader and public. Each theory is different from the other. We cannot say which one is ideal or correct
each work in its own way. These theories are basically different from other communication theories because
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. Sometimes media practitioners,
social critics and academics also involved to develop these normative theories.

Normative Theories .pdf

More Related Content

What's hot

Similar to Normative Theories .pdf

More from Fakiha Naseer

Recently uploaded

Normative Theories .pdf