LESSON 2

Maslog, 1992

the mass media holds a mirror for everyone to witness the kind of society they have

1956 by Siebert, Peterson, Schramm

Theories of the press was published in

Theories of the Press

characterizing media structures and how they operate within the society

Fred

Siebert

Theodore

Peterson

Wilbur

Schramm

Authoritarian Theory

the press is to be a servant of the state, not a servant of the citizenry; those with royal patent; cronies

Libertarian Theory

press as a separate institution that belongs to the people and serve their best interests; watchdog

Social Responsibility Theory

moral right of free public expression is not unconditional

Soviet Totalitarian Theory

media is for loyal and orthodox party members; provide positive thoughts to create a strong socialized society

DevCom Theory

carry out positive development tasks in line with established policy; sending development-oriented message not only in news, but in advertising, film, broadcast, radio drama, etc.

essential differences of DevCom from others

tho it is non-profit, ownership is not limited to the government sector. tho it may not be controlled by the state, it is purposively employed for social transformation

DevCom theory addresses the relationship of man to

his entire environment

satya

benevolent truthfulness

mauna brata

silence

Authoritarian’s purpose

to serve the state by supporting and advancing government’s policy

Libertarian’s purpose

to inform, entertain, sell - but chiefly to help discover the truth and check on the government (watchdog function)

Social Responsibility’s purpose

media to provide a forum of ideas, to ensure all sides are fairly presented, and that the public has enough information to decide

Soviet Totalitarian’s purpose

act as a tool for government propaganda

DevCom’s purpose

social transformation and development; fulfillment of basic needs; human development