ZQMS-ARC-REC-002

ASSIGNMENT COVER

REGION: Manicaland
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PROGRAM: Banchelor of Arts Honours in Media sutdies

___________________________________________________INTAKE: 2 __________

FULL NAME OF STUDENT: Mariya

Courage______________________________________PIN:P2026187D ______________

MAILING ADDRESS:
couragemariya@gmail.com_________________________________________________________
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CONTACT TELEPHONE/CELL: 0775505704____________________________ ID. NO.:13-

279373A13 _________________

COURSE NAME: Theories of Communication , Media and New Media Technologies

____________________________________________COURSE CODE: BAHMS 111_______

ASSIGNMENT NO. e.g. 1 or 2: 1________________________ DUE DATE: 10 January

2021___________________

ASSIGNMENT TITLE: Using relevant examples from any landscape of choice discuss any four
normative theories of
media.___________________________________________________________________________
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MARKER’S COMMENTS: ______________________________________________________

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OVERALL MARK: _____________ MARKER’S NAME: ________________________

MARKER’S SIGNATURE:_______________________________ DATE: ___________

A theory is a system of law like preposition and setup of ideas that guide action or predict a
consequence according to McQuail (1994). Jansen and Steinberg argue that a theory is a number of
interrelated concepts which are in turn words to which specific meanings are often attached in them.
A normative theory describes an ideal way for a media system to be controlled and operated by the
government , authorities and the public. They are focused on relationship between the press and the
government than press and education .It focuses on who owns and who control the media .Four
normative theories emerged which are authoritarian , libertarian , soviet media and democratic-
participant theories .

Generally , all of the theories has been referred to as social responsibility theory of the press .According
to McQuail 1994 this theory originate from the time during the rise of modern industrialized and
capitalist society which is ruled by a democratically elected government it has some principles which
include catering for minorities , having concern for national identity and community , direct funding by
the public , encourage competition in programs and encouraging freedom of broadcasters . It must be
noted that these principles differ from country to country due to needs and circumstances of the media
in that country . The media in this model are owned by the public for example in Zimbabwe we have
Diamond FM in Mutare , Zi FM stereo and Capitalk FM in Bulawayo . These are believed to guarantee
editorial independent and freedom of broadcasters from the state and the market .However this is not
happening in Zimbabwe due to censorship of the press by the government .Media in this theory are
viewed as being engaged in the process with the public offering cultural exchange which is usually
shared and widely available and communal in character .The news must be truthful , accurate and fair
not biased . This is to ensure the public benefits from the media .However , the government in
Zimbabwe haa this type of broadcasting in all radio stations but the problem arises when it come to
striking a balance between satisfying the rights of the public and safeguarding public decency and
maintaining pubic order .In Zimbabwe there is too much monitoring of the broadcasting activities in the
name of protecting public interest and promoting cultural quality . A good example is that some political
issues have not been allowed on air as a result to maintain public order Zimbabwe Broadcasting
Cooperation and its sisterly radio stations emerged under the theory which are structured along the
same lines as BBC due to colonial ties that we had with Britain .

The first theory emphasized and subordinate the press and control it governmentally and is called
authoritarian theory .This is applicable autocratic and totalitarian regimes but in Zimbabwe is also
experiencing some part and some essence of this theory .It focus on nation building as its main purpose
of the media .Media work as mouthpiece of those authority , the media is propagandized . Punishment ,
censoring and government centered are the main characteristics of this theory .In 1965 the censorship
board was created in Zimbabwe where freedom of expression and speech were suppressed .The
criticism against this theory is that while it expresses popular feelings for example when a country has
been attacked by another it does not create a conducive atmosphere and environment for freedom of
expression and speech which are essential elements for any democratic and free society especially in
Zimbabwe during the 2007-2008 election there was no freedom of expression .

Another theory originated from Russia and was named Soviet theory .This is a collective force and
vehicle for propaganda .This theory has its roots in Marxist Leninist principles of communism in the post
war period .Educating people on communism therefore in turn a mouthpiece of the working class .
Aimed at informing the public about culture and providing information on development .Similarly to
some programs on ZBC they educate the people on development for example Ndine Thaza and The
Awakening Giant .This theory has weakness , the fact that it sided with one class of people hence giving
the working class the power to control the media in their hands , the others are left behind pushing the
elite to elite thus promoting elitism .However , this theory did not last long due to the fall of communism
.

To move further , libertarian theory also emerged with different principles and laws .Here the press is
hinged on principles of a free market where it plays an important role in promoting individual rights to
freedom of opinion , expression , religion and association .Since good and efficient media should not be
controlled but operate freely without fear or favor . In Zimbabwe some social , culture and religion talk
are sometimes given time and chance for example programs on ZBC and other radio stations , A Talk
with Tariro , Mai Chisamba Show and Tsime are some of the programs which encourage people to feel
free and express their expressions and opinions .Controlling the media will silence the public . This
theory create conducive atmosphere which guarantee the public freedom of speech and expression and
therefore gives them enough room to choose what ideas they want and think will help them develop . In
Zimbabwe the Herald was the only paper which was controlled by the government and other papers for
example Daily news and Daily Gazette were brought as a step towards freedom of expression . However
diversity does not necessarily and correlate better since more voices can be the there but do not serve
the interest of the public .The products seem to be similar and the quantity has compromised
quality .This is real in Zimbabwe since more papers are controlled by the government .

Lastly , a theory emerged after the 1960s with the aims such as the community to be involved and active
in both making and receiving of programs in the media . The theory is identified as democratic –
participant theory . In Zimbabwe examples of media under this theory include women’s radio listeners
club where women in rural areas come together and record then form their own radio programs and
later on aired on ZBC or Radio Zimbabwe . Theatres and dramas are also examples of media that
operate within this type of theory principles .The good about this theory is that it guarantees some
channels for feedback and opportunities for remote and neglected communities .This is opposite and
can not apply in Zimbabwe where only one local Television broadcasting operate . However they are call
ins and write in programs but this are only accessible to a certain group of society , that is , those with
telephones and educated can join these programs .This theory incorporates the local people which are
always out of the circle to participate .
As you have noticed the presentation of theses four normative theories they can not applicable to
contemporary societies where mass media and technology has advanced .Each theory has its strengths
and weaknesses in some situations there are limitations that have been generally identified and
criticized about them .The theories mainly focus on print media which are outdated and with developing
of more and more media technologies the theories do not operate .

REFERENCES

A.D. Kwaramba .Module BAHMS 111/101 .Introduction to theories of communication media and new
media technology.ZOU Press Harare

The internet