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NORMATIVE THEORIES

Normative theories

What are Normative Theories?

Authoritarian Theory

Libertarian Theory

  • Normative theories were first proposed by Fred Siebert, Theodore Peterson and Wilbur Schramm in their book called “Four Theories of the Press”.

Communist Theory

  • A Normative theory describes an ideal way for a media system to be controlled and operated by the government, authority, leader and public.

Social Responsibility

Theory

  • Normative theories focus more on the relationship between Press and the Government than press and the audience.
  • These theories are concerned about the ownership of the media and who controls the press or media in the country

Development

Theory

Democratic Participatory Theory

Authoritarian Theory

Authoritarian Theory

  • This theory was widely adopted in 16th & 17th century England, and still in practice in many places e.g. North Korea, China, Iran, and Saudi Arabia
  • According to the Authoritarian theory government fully controls what the population sees, reads ad hears through media outlet.

EXAMPLE

Example

China blocked Facebook in 2009 after a small group of peaceful activists used the site to exchange information, which resulted in deadly riots in Xinjiang.

While there have been reports that the block was lifted from Facebook, the website “Blocked in China” declares it blocked.

Libertarian Theory

Libertarian Theory

  • The theory originally came from libertarian thoughts from 16th century in Europe.
  • The libertarian theorists are against the authoritarian thoughts. They say that people are enough to find and judge good or bad.
  • According to this theory the Government does not regulate the mass media as it believes that the press should not restrict anything even a negative content may give knowledge and can make better decision whilst worst situation.

EXAMPLE

Example

  • Wiki leaks website publishe all sorts of confidential or restrictes files in public space and especially classified documents.

  • These articles provide a brief knowledge about the government and its activities which helps people to identify what is happening in the society.

Communist Theory

Communist Theory

  • 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.
  • Media should not be under private control and should act in the interests of and be controlled by the working class.
  • Government strictly monitors what the people receives from the media.

EXAMPLE

Example

  • The then Soviet Union controlled the media totally by publishing all the good things about their country while not showing anything that could make the people feel agitated about their own nation.

Social Responsibility Theory

  • The theory started from Europe and took a shape with the Hutchins Commission aka Commission on the Freedom of Press that happened in United States in 1949.
  • Social Responsibility theory of mass media is relatively a new concept which started in the mid-20th century and is used mostly by developing countries.

Social Responsiblity Theory

Robert Maynard Hutchins

  • It was developed U.S. in the 20th century
  • Social-responsibility theory was born at a time when large and powerful publishers were unpopular with the public, and when the public had a high degree of suspicions about the motivations and objectives of the press.

Hutchins Commission

  • The commission was formed after World War II, it was established as a response to criticism from the public and government over media ownership.

Hutchins Commission

After several years of work, the Commission issued a report that set forth a code of social responsibility for the press, requiring these five basic services :

  • a truthful, comprehensive, and intelligent account of the day’s events in a context which gives them meaning;
  • a forum for the exchange of comment and criticism;
  • the projection of a representative picture of the constituent groups in the society;
  • the presentation and clarification of the goals and values of the society;
  • full access to the day’s intelligence.

Development Theory

Development Theory

  • Development Theory was developed before the 20th century for bridging the difference between the 1st world and the 3rd world countries
  • Development communication is about working for local development and creating opportunities.
  • Its objective is to uplift the quality of life of people not only economically but also socially.

Democratic Participatory Theory

Democratic participant Theory was started by grass-root level media in 1960s. It emerged because of the dissatisfaction with other models

Democratic Participatory Theory

The theory places greater importance to the receivers. There are no political regulations but some legal regulations.

The model is completely non-political and does not bolster political control; its main objectives being encouraging national development, supporting local culture and maintaining a good relation with other countries.

Support

• Right to relevant information

• Right to answer back

• Right to use new means of communication

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