MEDIA THEORIES

Media theories refer to the complex of social-political-philosophical principles which organizes the ideas
about the relationship of media and society

NORMATIVE THEORY is within the media theory. It is concerned with what the media ought to be doing
in society rather than what they actually do.

Normative theories were first proposed by Fred Siebert, Theodore Peterson and 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.

1) AUTHORITARIAN THEORY

Authoritarian Theory describes that all forms of communication are under the control of
governing elite or authorities or influential bureaucrats. The authorities have all the rights to
permit any media and control it by providing license to the media and make certain censorship.

Censorship is a suppression of any communication which may consider as harmful to the

people. Censorship helps protect the rulers and authorities from sensitive issues.

Authoritarian theory of mass communication originated from the philosophy of Plato

(407-327 B.C.). The English monarchs used this approach when the printing press was invented
by censoring, licensing, taxation and making laws. It is a normative theory of mass
communication where mass media is influenced and overpowered by power and authority in
the nations. Media must respect what authorities want and work according to the wishes of the
authorities though, not under direct control of the state or ruling classes. The press and media
cannot work independently and their works are suspected to censorship.

Authoritarian theory is taken as a theory used by the dictatorship governments, but can
also be seen in democratic as well as dictatorial nations. Here, the media cannot offend or go
against the majority or dominant groups. Media must remain subordinate to the authorities in
authoritarian theory.

It is believed that state 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. These situations might be internal or external. Democratic governments also use
this approach as the only option in these types of conditions. They also justify the process as to
preserve social order and harmony but minority views are not censored unless the authorities
do not take it as a threat to their power.

Kings used this approach in the past by granting royal charters and licenses. The whole
part of Western Europe used this approach to control the middle class from starting a revolution
after printing press was started.

Germany and Italy were also following it before the Second World War because of Hitler
and Mussolini.

Taliban government practiced Authoritarian media approach in Afghanistan. Burmese media

was also made to follow authoritarianism till 2011. Media who published against the
government were punished and imprisoned. Today it is being applied in developing countries in
the form of National Security Act and Official Secret Act.

Many writers have been imprisoned and published books have been banned like Salman
Rushdie’s Satanic Verses due to censorship, showing Authoritarianism.

There are still several countries who follow Authoritarianism in media today which are
Israel, Bahrain, Qatar, Syria, Uzbekistan, Belarus, Zimbabwe, China, North Korea, Iran, etc.

2) LIBERTARIAN THEORY

Libertarian theory sees people are more enough to find and judge good ideas from bad.
The pres should not restrict anything even a negative content may give knowledge and can
make better decision at the same time as worst situation.

Libertarian theory is exactly against to the authoritarian theory which means that the
authoritarian theory says all forms of communication works under the control of government.

Libertarian theory or free press theory says that media is given the absolute freedom to
publish anything and acts as a watchdog.
 The strength of the libertarian theory are the following:

 Media can give true information without any control

 There is censorship
 All individuals can express their opinion in the media openly
 It encourages healthy competition among thoughts and ideas
 Every work will be transparent to all
 It checks the government and prevent corruption
 It functions with democracy

The theory came from the libertarian thoughts of Europe during the 16th century after
the invention of printing press and after the press movement. It was advocated by many
renowned personalities like Lao Tzu, John Locke, John Milton, John Stuart Mill, Thomas
Jefferson, etc. and is still famous in England and America.

Government reports of most of the countries can be found on the web nowadays.
People can criticize the government policies and works through social media or any other media
like newspapers. These opinions cannot be censored unless it is against the rights of an
individual. Also, the person can file a law-suit if they are defamed or their privacy is
compromised

3) SOCIAL RESPONSIBILITY THEORY

Social responsibility theory is a modified version of free press theory placing greater
emphasis upon the accountability of media to society.

The social responsibility theory lies between both the authoritarian and libertarian
theory because it gives total media freedom in one hand and the external control in the other
hand.

The theory started from Europe and took a shape with the Commission on the Freedom
of Press that happened in United States in 1949. The model was designed formally by Siebert,
Peterson and Schramm in 1956 in their book. 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.

The social responsibility theory of mass media changed the way press published news
from objective reporting to interpretative reporting. Before this theory, facts were presented
without any interpretation. The audience interpreted it the way they wanted to. This caused
problems as interpretation was not based on reality and it affected the social order.
Interpretative reporting and investigative reporting started to uncover the reality behind every
case.
 In Social Responsibility Theory, the press is taken to be for the people and society. The
tasks of the press is to make a code of conduct and follow it, to develop a standard in
journalism, to make journalism better, to protect journalists and to have penalties if any
journalist violates the code of conduct. This way, the facts provided by the press are analyzed
and interpreted so that the people get true information and understandable news. This helps
maintain social harmony by revealing social evils like corruption and discouraging other bad
conducts.

Reports of health news in the media can be taken as media acting socially responsible.
The media gives information and awareness on health problems. It also provides awareness on
some basic health problems like diarrhea and how to cure them. The media gives information
about epidemics and health hazards. Here, acting responsibly is by not spreading wrong news
and panic. There have been instances of mass panic among the people because of some
misunderstood news on health published by various media. Also, advertisements of harmful
substances like cigarettes and alcohol are considered to be wrong according to the social
responsibility theory.

Reporting on the performance of government institutions and unveil tyranny and

corruption by the media is also an example of socially responsible media as Media acts like a
critic of the government. But, there are times when the media has severely damaged the
reputation of some politicians and political parties through irresponsible journalism, leading to
major conflicts in the society.

4) SOVIET MEDIA THEORY

The Soviet media theory says that the state have absolute power to control any media
for the benefits of the people. They put an 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 describe 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.

According to authoritarian theory, the media controlled and censored by the ministries
in the country but libertarian is fully free without any intervention of any authority or
government, Social responsibility theory – press freedom in one hand but other hand they
controlled the press by raising question and Soviet media theory, the whole control of the media
is under the leader of the nation.

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.