Chapter 3: Normative Theory of Media & Society

1. What is Normative Theory?

• Definition:
  Normative theory describes the ideal way a media system should be controlled and operated by the government, authorities, leaders, or the public.

• Focus:

  • Relationship between the press and the government.

  • Concerned with media ownership and who controls the press/media in a country.

2. The Four Theories of the Press

1. Authoritarian Theory

2. Libertarian Theory
3. Social Responsibility Theory

4. Soviet Media Theory

1. Authoritarian Theory

• Key Idea: All communication should be controlled by the governing elite/authorities.

• Press Role: An instrument to enhance the ruler’s power.

• Government Powers:

  • License control: Government grants and revokes licenses.

  • Censorship: Government suppresses content deemed harmful to the people, King, government, or nation.

  • Censorship protects rulers from sensitive issues.

Example Powers:

• Restricting publication of sensitive issues to maintain peace.

• Censoring any content deemed harmful.

2. Libertarian Theory

• Key Idea: Total freedom from authority, control, or censorship.

• Core Belief:

  • Information is knowledge, and knowledge is power.

  • The press should not restrict any content, even negative information, because all information can lead to enlightenment.

• Rational Public:

  • People are rational, capable of distinguishing good from bad.

Core Value:

• Supports individualism and limited government intervention.

3. Social Responsibility Theory

• Key Idea: Allows a free press with no censorship, but requires:

  • Public discussion of media content.

  • Media to accept obligations through public interference or professional self-regulation.

• Position:

  • Between Authoritarian and Libertarian theories.

  • Freedom exists, but with accountability.

• Content Shifts:

  • Moves from objective reporting (facts) to interpretative reporting (investigative).

• Contributions:

  • Establishes codes of conduct for the press.

  • Improves journalism standards.

  • Safeguards journalists' interests.

• Public Involvement:

  • Everyone has a right to express opinions about the media.

  • Encourages community opinion, consumer action, and professional ethics.

• Press Ownership:

  • Preferably private ownership for better public service.

• If media fails its responsibility:

  • Government or other organizations can intervene.

4. Soviet Media Theory

• Key Idea: Media and communication are completely controlled by the government to serve the working class.

• Ownership: No private ownership — state owns all media.

• Purpose:

  • Educate the masses.

  • Provide positive messages to unite society.

  • Supply information, education, and entertainment to the public.

• Overall Focus: Mass media serves the interests of workers and the working class.