INTRODUCTION TO MASS

COMMUNICATION
 NORMATIVE THEORIES OF THE PRESS

• Western theories of the mass media were first propounded by Fred

Siebert, Theodore Peterson and Wilbur Schramm.

• These theories have termed to be normative in the sense :As to how the
Media ought to be ,or expected to be under a prevailing set of conditions .

• They abide by American practices of democracy and denounce

authoritarian regimes.

• The original four theories of the press are – Authoritarian

theory ,Libertarian Theory ,Social Responsibility Theory and Soviet Media
Theory.

• It is more concerned with ownership and control rather than different

perspectives of Journalism.
 AUTHORITARIAN THEORY

• The Mass Media are under the direct influence of the state and
ruling class.

• No freedom of the Press and Free Speech/Are always subject

to rule.

• Strict Censorship – State must always take precedence over the

Individuals right to freedom.

• Strictness is imposed during war – Internal and External

Emergencies.

• Official Secrets act in Britain and India is a case in point .

 LIBERTARIAN OR FREE PRESS THEORY

• In contrast to the Authoritarian theory, Libertarianism is founded

on the fundamental right of an Individual to freedom of expression.

• The Individual not the state is supreme-(Vox Populi Vox Dei).

• The truth can be arrived only through free expression(John Milton-

Aeropagitica)/(John Stuart Mill- On Liberty).

• In theory free speech is only prerogative of the Rich and elite and
not the marginalized groups.

• It Protects the Media owners rather than the rights of editors and
Journalists.
 SOCIAL RESPONSIBILITY THEORY
• This theory is derived from the Hutchins Report – ‘A Free and Responsible
Press’/Financed by Henry Luce of ‘The Time Magazine’.

• The American Press which was largely Pro – Republican feared the federal
govt would issue legislation to regulate the Press.

• The commission found that the free market approach to press freedom had
increased the power of well off classes.

• Thus the theory had its roots that media had certain obligations to society ,to
serve the needs rather than that of the free market.

• Public interest was of greater importance than unregulated freedom of

speech and expression.

• The Hutchins report led to the establishment of Press Councils ,code of

conducts,anti monopoly legislations and press subsidies to small newspapers.
 SOVIET MEDIA THEORY

• This theory is derived from Lenin's Application of ‘Marx and

Engels’ dictum in the ‘The German Ideology ‘.

• The media are thus the means of Mental Production of this

ideology .Hence there is a need for their control by the working
classes.

• In a socialist society media should be used as tools to socialize the

people, the primary functions of the media are to
educate,inform,motivate and mobilize the masses.

• Censorship on the Media are legitimate for the media are

accountable to the state and the communist party .
 DEVELOPMENT COMMUNICATION THEORY

• The Four theories of the Press are not fully applicable to the experience of the non
aligned countries of Asia, Africa and South America.

• While in most countries of Asia and Africa ,the broadcast media are owned and run
by the state. A common factor in the experience of the majority of the non aligned
countries is commercial ownership or public ownership in case of Broadcast Media.

• A common factor is the dependence on Industrialised nations for both Hardware

and Software.

• Another factor is the commitment of these nations to social and economic

development.

• The larger national interest and public good are of utmost importance to them.

• Journalists have the responsibility to support National Governments in their efforts

in eradicating poverty ,promote family planning, promoting national integration
and increasing production and employment.
 DEMOCRATIZATION THEORY

• Latin American critics have strongly come out against the Top Down Approach,
one way and non participative character of the mass media.

• Like the development theorists they stress on the Importance on the positive
uses of mass media.

• They insist on the access and right to communicate .They insist on the need
for local and media participation.

• The people must speak for themselves not through professional journalists.

• The commercial media and their bureaucracy is vehemently opposed by these

theorists.

• The ultimate purpose is to put the hands of the media in the hands of the
local communities.