Normative Theories of Mass

Communication

 Introduction

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.
Importance of Normative theory

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.
 The four theories of the
Press/Media

1.Authoritarian theory
2.Libertarian theory
3.Social responsibility theory
4.Soviet media theory
Authoritarian theory

 Authoritarian theory

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.
 Description

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.
 Assumptions

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.
 Concepts of Authoritarian Theory of
Press

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

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.
Major Features of Authoritarian theory
of press

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.
 Strengths of Authoritarian theory of
Press

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.
 Weaknesses of Authoritarian theory of
Press

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.
 Libertarian theory
The theory is 
originally came from
libertarian thoughts
from 16th century in
Europe.
Libertarian theorists
are against the
authoritarian
thoughts.
 Concept of Libertarian theory

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.
 Major Features

Free Media
Freedom of thoughts
Individualism
No censorship
High competition
No government influence
Accountability
Majority rule
 Strengths

 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.
 Weaknesses

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.
 Social Responsibility Theory

 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

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.
 Major Features

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
 Strengths

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.
 Weaknesses

 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.
 Soviet Communist

 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.
Difference between Authoritarian and
Communist theory

Authoritarian, there is Soviet communist
private ownership of theory, the control lies
media in very small number
of leaders in soviet
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.
 

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