Normative
Theory- Press Theory
This theory explains the
expected operation of media under the prevailing set of political
and economical circumstances. There are six normative theories.
In 1950 Siebert et al mentioned four theories; two more
were added by Mc Quail in 1980.
Authoritarian Theory
According to Authoritarian Theory, Press is subordinated to the
state power. It acts according to the interest of ruling
class or the state power or by an established authority.
In this view,
all media and public communication are subject to the supervision of the ruling
authority and expression or opinion which might undermine the established
social and political order can be forbidden.
Although this `theory'
break rights of freedom of expression, it can be invoked under extreme
conditions. It also gives justification for the censorship and control
and punishment for any kind of deviation from set of rules and
guidelines ogf govt. Such censorship is more rigidly enforced in times of
war and during internal and external emergencies.
Eg in 1975 Indira Gandhi government
imposed censorship of press in The
Emergency. It
was removed at the end of the Emergency rule.
Also some documentaries and
movies were banned by Indian Govt.
Eg. Banned in 2015 India's Daughter documentary ( This television documentary about the 2012
Delhi gang rape was prevented from being
broadcast by a stay order from a court, due to perceived negative
public sentimen including remarks defending the rape which
drew public outcry in India when the film was shown. The movie was
uploaded to YouTube and the
Indian government requested it be removed)
Key points
- 1. This
theory works bases on quality of information and culture available the public.
- 2. Adequate
support for the democratic and political system
- 3. Respect
for individual and general human rights.
- 4. Avoiding
harm and offence to society and individuals.
2. Free Press Theory
Free press theory (most
fully developed in the United States of America, proclaims complete freedom of
public expression and of economic operation of the media and rejects any
interference by government in any aspect of the press. A well- functioning
market should resolve all issues of media obligation and social need. The
fundamental right of an individual freedom of expression or libertarianism makes
a base of this theory. It also called liberation theory. This
theory recommend that any individual is free to punish whatever
he likes, can held opinions fully to express them, to assemble and organize
with other.
This theory basis is
go back to 17 th century. The epic poet John Milton and
John Stuart Mill is the apologists of this theory. It is contrast
with authoritarian theory.
It is the only fully
respected theory of the press has been the free press theory.
According to this
theory a free press is seen essential to a free society and dignity
of the individual. Freedom of the press was closely linked with the idea
of freedom of the individual and with liberal and utilitarian political
philosophy.
This theory protects
media owners rather than the rights of editors and journalists,
or of the public. The theory offers in sum is power without social
responsibility
Strength
•Values media freedom •Is
consistent with U.S media traditions •Values individuals •prevents government
control of media
Weakness
•It overly optimistic about
media’s willingness to meet responsibilities •It is overly optimistic about individuals ethics and
rationality •Ignore dilemmas posed by conflicting freedoms for example free
press versus personal privacy
Social Responsibility
Theory
This theory has been
derived from Hutchins Report in 1947.
According to this theory,
the press has work as the information sound and normal needs of the
society. Social responsibility theory found more in Europe
and countries under European influence is a modified version of free press
theory placing greater emphasis upon the accountability of the media to
society. The theory based on the assumption that media sense the
essential function of society in truth, accuracy, objectivity, and balance.
The commission found
that the free market approach to press freedom had not yet met
the informational and social need of the society and possibilities for reform.
The theory view that the press had certain obligation to
society and ownership is a public trust.
The finding of the report
contributed to subsequent theorizing and practice of accountability.
A responsible press should provide a
full, truthful, comprehensive and intelligent account of the days’ events
in a context which giving them meaning.
It should serve as
a forum for the exchange of comment and criticism
The press should give a
representative picture of constituent groups in society. The media have
obligations to society; the media should follow agreed codes of ethics and
professional conduct.
It involved a view of
media ownership as a form of public trust or stewardship.
Social responsibility should be reached by self-control,
not government intervention. This theory holds that the government
must not merely allow freedom, it must actively promote it. The government
should act to protect the freedom of its citizens. . The
public interest was a greater value than unregulated freedom of expression.
Under some circumstances government may need to intervene to safeguard
the public interest.
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Advantage of this theory
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Demerits
|
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1. It advocate media freedom
2. Plurality of Ownership
3. Diversity of information
4. Support for maintaining
public order and security of the state
5. Quality of cultural provision
6. Meeting international
obligations
7. Appeal to the best instincts
of media people and audience
It is consistent with U.S
legal tradition
|
1. Respecting
the rights of individuals
2. Overly
optimistic about media and individual willingness to meet
responsibility
3. Underestimates power
of profit, motivation and competition
|
3. Soviet
Media Theory/ Communist media Theory
It is derived
from Lenin’s application of Marx and Engels. According to this theory media are
the mental production of ideology. Through the communist
party media projected the interest of working class rather than elite
people.
As per this theory
media is a tool to socialize the people such that educate, inform, motivate,
and mobilize the citizens
- The public will encourage
providing feedback.
- Censorship and
restrictions on the media are legitimate for the media.
- Media are accountable
to the state.
4. Development media
theory
(applying in countries at lower levels of economic development and with
limited resources) takes various forms but essentially proposes that media
freedom, while desirable, should be subordinated (of necessity) to the
requirements of economic, social and political development.
5. Alternative media
theory.
From a social critical perspective the dominant media of the
established society are likely to be inadequate by definition in respect of
many groups in society and too much under the control of the state and other
authorities or elites. This type of theory favours media that are close to the
grass-roots of society, small-scale, participative, active and non-commercial.
Their role is to speak for and to the social out-groups and also to keep
radical criticism alive.
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