Normative Theories

of the Press
The 4 Normative Theories (Authoritarian, Libertarian, Social
Responsibility, Soviet Media)

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WHAT IS A THEORY?
 A theory is a contemplative and rational type of abstract or generalizing thinking
about a phenomenon, or the results of such thinking.
 A set of statements or principles devised to explain a group of facts or
phenomena, especially one that has been repeatedly tested or is widely accepted
and can be used to make predictions about natural phenomena.
 A belief or principle that guides action or assists comprehension or judgment.

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NORMATIVE THEORIES OF THE PRESS
 The normative theories of the press describes an ideal way for a media system to
be controlled and operated by the government, authority, leader, and public.
 These theories do not provide any scientific explanations or predictions.
 These theories were based on many sources rather than a single source.
 Social critics, Academics, and Media Practitioners are also involved in developing
these normative theories.
 A great deal of scholarship in the social sciences and humanities is normative.

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INFORMATION
 The normative theories are more focused on the relationship between the Press
and the Government, rather than the Press and the audience.
 These theories are more concerned about the ownership of the media and who
controls the press or media in the country.

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THE FOUR THEORIES OF THE
PRESS/MEDIA

1. Authoritarian Theory 2. Libertarian Theory

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THE FOUR THEORIES OF THE
PRESS/MEDIA

3. Social Responsibility Theory 4. Soviet Media Theory

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Authoritarian Theory
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ORIGIN
 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.

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DESCRIPTION
 A normative theory of mass communication where mass media
is influenced and overpowered by power and authority of the
nation.
 The press and media cannot work independently and their
works are suspected to censorship.
 Authoritarian theory describe that all forms of communications
are under the control of the governing elite or authorities or
influential bureaucrats.
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Censorship?
 Censorship is the suppression of any communication which may
be considered as harmful to the people, King, Government and
its nation.
 In some cases, censorship helps to protect the rulers and
authorities from sensitive issues.
 These censorship methods are much familiar in press which are
against the freedom of speech and freedom of expression.

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Types of Censors
 Political Censor
 Moral Censor
 Religious Censor
 Military Censor
 Corporate Censor

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Concepts of the theory
 The Press is taken as a weapon of the powerful. It is used to
increase the power of the rulers.
 If any media violate the government policies against license,
then the authority has all right to cancel the license and revoke
it.
 Authoritarian theory is used by dictatorship governments, but
can also be seen in democratic as well as dictatorial nations.

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Concepts of the theory
 Information, when distributed, might put security at
risk and can cause to be a national threat. Thus, the
theory is justified by saying that the state is greater
than individual rights where the state controls the
media, especially in the time of emergencies like wars
and conflicts.

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EXAMPLES
 King – has all rights to control the communication and
no one can question against the king.
 Dictatorship – During World War II, Hitler and
Mussolini are the two major authorities who controlled
the press in Germany.

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PROs of Authoritarian Theory

 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.
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CONs of Authoritarian Theory

 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 violated.

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Libertarian Theory
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ORIGIN
 The theory originally came from Europe in the 16th century.
 Libertarian theorists are against the authoritarian thoughts.

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DESCRIPTION
 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.
 Information is knowledge and knowledge is power.

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Concepts of the theory
 Libertarian theory sees people are enough to find and
judge good ideas from bad.
 People are rational and rational thoughts lead them to
find out what are good and bad.
 The press should not restrict anything even if it’s
negative content because it gives knowledge.

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Features of Libertarian Theory
 Free Media
 Freedom of Information and Thoughts
 Individualism
 No Censorship
 No Government Influence
 Accountability
 Majority Rule
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PROs of Libertarian Theory

 The media can give true information without any control.

 There is no censorship.
 All individuals can express their opinions and thoughts
openly.
 It functions with democracy.
 The theory encourages healthy competition among the
thoughts and ideas.
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CONs of Libertarian Theory

 The media might not always act responsibly.

 Individuals might not have good intentions and ethics.
 People can not always make rational judgements.
 Media can misuse its power and harm other people’s privacy
and dignity.
 Freedom of different types of people, their ideas, opinions,
school of thoughts, and group objectives can be a conflict.
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Examples of Libertarian Countries

 United States
 Germany
 United Kingdom
 Andorra

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Social Responsibility Theory
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DESCRIPTION
 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.
 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.
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Features of Social Responsibility Theory

 Helps eradicate social problems

 Helps democracy prosper
 Media as a democratic institution
 Public participation
 Emphasis on Social Responsibility
 Social benefit
 Code of ethics
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PROs of Social Responsibility Theory

 It helps in avoiding conflicts during wars and conflicts.

 It accepts public opinion and works for the citizens.
 The media publishes truth due to regulatory activities
and their moral obligation to do so.
 Yellow journalism (Clickbait articles) decreases as media
can be questioned by law and public.

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CONs 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 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.
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Example of Social Responsibility

 Reports of Government Issues

- Reporting on the performance of the government
institutions and unveil tyranny and corruption by the
media is also an example of socially responsible media
as the Media acts like a critic of the government.

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Soviet Media Theory
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ORIGIN
 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.
 The communist and Marxist government rule and communist theory of mass
communication was practically used by Russia (Soviet Union) in 1917.

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DESCRIPTION
 The 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.
 The whole control of the media is under the leader of the
nation.

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Difference between Authoritarian and
Communist Theory

AUTHORITARIAN
COMMUNIST
THEORY
THEORY
 There is private  The control lies in
ownership of media very small number of
leaders

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Features of Soviet Media Theory

 Media followed communist ideology of governance and

political system.
 Media is used to transmit propaganda and for
transmission of social policies.
 Media is owned by the state
 Criticism of communist ideology is taken as a crime
 Feedback was accepted
 It helped the working class to work better and highlight
their problems and it made people aware about
communism.

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Critics of Soviet Media Theory

 Soviet Media theory looks similar to authoritarian theory

except that soviet media theory allows feedback while
authoritarian theory doesn’t.
 If the leadership is wrong the whole nation will suffer a lot.
 Private ownership is not allowed which leads the press
without any restriction and it can serve people without
any authoritative blockades.

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Example of Soviet Media Theory

 Culture
They promoted their own culture and traditions as the
best. They also did not give out news about disasters and
accidents.
 Propaganda
Propaganda based information is only delivered. The
information might be false.

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CONCLUSION
 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 do not provide any scientific explanations or prediction.

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