1. Normative Theories of Mass Communication
Baran& Davis (2003)
Chapters 5 & 6
Severin & Tankard (1997) Chapter 16

2. Review of the Slides
At the end of this lesson students should be able to learn the following:
Normative Theories of Mass Communication
Theories of the Press in various system.
Siebert, Peterson & Schramm (1956) Four Theories of the Press.
Altschull (1995) conclusions on the roles of the world’s press system.
The theories of Market Nations, Communitarian Nations, Advance Nations.

3. Lasswell and Wright (1960) functions and dysfunctions of mass media.

4. During the Yellow journalism era most mass media professionals cared very little for the need for news that are accurate, objective, & keeping other public sensitivities.
Some theories of media professionalism was very much needed. Broad questions about the roles of the media in its day to day operation & the society deemed necessary.

5. Answers to the above questions are found in the Normative theories.
– that is a type of theory that describes an ideal way of the media should be structured and operated within the society

6. What is Normative Theory ?
This theory explains how ideal media ought to operate with specific system of social values. Theories of the press and its role in a society would fit in this category.
It is a synthesis of ideas developed over the past four centuries.

7. The Origin of Normative Theories
Since the beginning of the 20th century the role of mass media were hotly debated.
As we have seen in the earlier chapter the First Amendment of the US Constitution guarantees the ‘freedom of the press’ and people argued for the ‘radical libertarian ideals’.

8. Which means that people believed in total ‘libertarianism’ on one hand that society should be govern in the good & rational public and totally unregulated media.
The extreme argument is also true that some who believed that there is a need for direct regulation of the media especially by government agency as in Lasswell’s and Lippmann’s idea of ‘technocratic control’.

9. Four Theories of the Press
Siebert, Peterson & Schramn (1956) proposed that the press system is divided into four categories:
1. Authoritarian Theory
2. Libertarian Theory
3. Social Responsibility Theory
4. Soviet-Totalitarian Theory

10. The Four theories of the press are the Normative theories i. e
The Four theories of the press are the Normative theories i.e . These theories were based on observations and not from hypotheses testing.
The authors (Siebert, Peterson & Schramm, 1956) divided the world’s press into four categories as mentioned above.

11. 1. Authoritarian Theory A. DEVELOPMENT:
16th & 17th century England. Widely adopted and still in practice in many places.
B. PHILOSOPHY:
Philosophy of absolute monarch, his government or both.

12. C. MAIN PURPOSE:
To support and advance the policies of the government in power and to serve the state.
D. WHO HAS THE RIIGHT TO USE THE MEDIA:
Whoever get the royal patent or similar permission.

13. E. HOW ARE THE MEDIA CONTROLLED?
Government patents , guilds, licensing, sometimes censorship.
F. WHAT IS PROVIDEN?
Criticism of the political machinery and officials in power.

14. G. OWNERSHIP:
Private or public
H. ESSENTIAL DIFERENCE FROM OTHERS:
Instrument for effecting government policy , through not necessary government owned.

15. 2. Libertarian Theory A. DEVELOPMENT:
Adopted by England after 1688 and in the U.S. Influential elsewhere.
B. PHILOSOPHY:
Writing of Milton, Loke, Mill and general philosophy or rationalism and natural rights.

16. C. MAIN PURPOSE:
To inform, entertain, sell – but chiefly to help discover truth and to check on the government.
D. WHO HAS THE RIIGHT TO USE THE MEDIA:
Anyone with economic means to do so

17. E. HOW ARE THE MEDIA CONTROLLED?
By ‘self right process of truth’ in ‘free market place of ideas’ and by courts.
F. WHAT IS PROVIDEN?
Defamation, obscenity, indecency, wartime sedition

18. G. OWNERSHIP:
Chiefly private
H. ESSENTIAL DIFERENCE FROM OTHERS:
Instrument for checking on government and meeting other needs of society

19. Strength & Weakness of Libertarianism
Value media freedom.
Is consistent with the US. Media traditions.
Values individuals.
Preclude (prevent from happening) government control of media

20. WEAKNESS
It is overly optimistic about media willingness to meet responsibilities.
It is overly optimistic about individuals’ ethics and rationality.
Ignores the need for reasonable control of media.
Ignores the dilemmas posed by conflicting freedoms (e.g free press vs personal privacy)

21. 3. Social Responsibility
A. DEVELOPMENT:
In the U.S. in the 20th century
B. PHILOSOPHY:
Writing of W.E. Hocking. Commission on freedom of Press, and practitioners , media codes

22. C. MAIN PURPOSE:
To inform, entertain, sell but chiefly to raise conflict to the plane of discussion.
D. WHO HAS THE RIGHT TO USE THE MEDIA:
Everyone who has something to say

23. E. HOW ARE THE MEDIA CONTROLLED?
Community opinion, consumers action, professional ethics.
F. WHAT IS PROVIDEN?
Serious invitation of recognize private rights and vital social interests

24. G. OWNERSHIP:
Private unless government has to take over to ensure public service.
H. ESSENTIAL DIFERENCE FROM OTHERS:
Media must assume obligation of social responsibility and if they do not, someone must see that they do

25. Strength & Weakness of the Libertarianism
Values media responsibility
Value audience responsibility
Limit media intrusion in media operation
Allows reasonable government control of media

26. Values diversity and pluralism
Aids the ‘powerless’
Appeals to the best instincts of media practitioners and audience
Is consistent with the US legal tradition

27. WEAKNESSES
It is overly optimistic about media willingness to meet responsibility.
It is overly optimistic about individual responsibility.
Underestimate the power of profit motivation & competition.
Legitimizes status quo

28. 4. Soviet Totalitarian Theory
A. DEVELOPMENT:
In Soviet Union, although some of the same things were done by Nazis & Italians.
B. PHILOSOPHY:
Marxist-Leninist-Stalinist thought, with mixture of Hagel and the 19 century Russian thinking.

29. C. MAIN PURPOSE:
To continue to the success and continuance of the Soviet Socialist System especially that led to the dictatorship of the party.
D. WHO HAS THE RIGHT TO USE THE MEDIA:
Loyal and orthodox party members

30. E. HOW ARE THE MEDIA CONTROLLED?
Surveillance and economic or political action of government
F. WHAT IS PROVIDEN?
Criticism of the party objectives as distinguish from tactics

31. G. OWNERSHIP:
Public
H. ESSENTIAL DIFERENCE FROM OTHERS:
State owned and closely controlled media existing solely as arms of eh state.

32. In 1995, communication scholar by the name Altschull wrote a book about news as agents of power -‘ Agents of power’ criticizing the Four Theories of the Press – that are no longer relevant in modern times.
In modern times, independent press cannot exist and that mass media are agents of those who hold the economic, political and social power in any system.

33. Altschull (1995) conclusion were:
1. All press systems, are agents of the people who exercise political & economic power. Newspapers, magazines & broadcasting are not independent. But they have the potential to exercise independent power.

34. 2. The content of the news media
2. The content of the news media always reflects the interests of those who finance the press (ownership)
3. All press systems are based on the belief in free expression. Although free expression is defined in different ways.

35. 4. All press systems endorse the. doctrine of social responsibility
4. All press systems endorse the doctrine of social responsibility. And the press serve the interest of the of the people. The press also allows access to the people.
5. Schools of journalism transmit the ideologies & value systems of the society in which they exist. People in power maintain their control of the media.

36. 7. Press practices always differ from theory.
Altschull (1995) proposed three other theories in its place:
1. Market Nations Theory,
2. Communitarian Nations Theory,
3. Advance Nations Theory.

37. The differences between these theories were based under three main headings as follows:
A. The article of faith
B. Purpose of Journalism
C. Views of the Press Freedom

38. A. MARKET NATIONS THEORY
ARTICLES OF FAITH
The press is free from outside interference.
The press serves the public right’s to know.
The press reports fairly and objectivity.

39. PURPOSE OF JOURNALISM
To seek truth
To be socially responsible.
To inform / educate politically / culturally.

40. To serve the people impartially; to support capitalist doctrine.
To serve as watchdog of government.

41. VIEWS OF THE PRESS FREEDOM
A free press means journalist are free from all outside control.
A free press is one in which the press is not servile (willingness to serve) to power and not be manipulated by power.

42. No national press is needed to ensure a free press.

43. B. Communitarian Nations Theory
ARTICLES OF FAITH
The press transform and educate people to class & cultural consciousness.
The press provides for the objective needs of the people
The press reports objectivity about the realities of experience

44. PURPOSE OF JOURNALISM
To search the truth
To be socially responsible.
To educate the people and enlist allies politically and culturally.
To serve the people by demanding support for correct doctrine.
To mold views & behavior.

45. VIEWS OF PRESS FREEDOM
A free press means all opinions are published, not only those of the rich and powerful.
A free press is required to counter oppression of legitimate communities.

46. C. Advance Nations Theory
ARTICLES OF FAITH
The press is unifying and not a divisive force.
The press is a device for beneficial social change.
The press is meant to be used for two-way exchanges between journalists and readers.

47. PURPOSE OF JOURNALISM
To serve the truth
To socially responsible.
To educate politically and culturally.
To serve the people by seeking in partnership with government, change for beneficial purpose.
To serve the instrument of peace.

48. VIEWS OF PRESS FREEDOM
A free press means a freedom of conscience for journalists.
Press freedom is less important than the viability of the nation.
A national press policy is needed to provide legal safeguards for freedom.

49. Functions of the mass Media (Lasswell and Wright, 1960)
Lasswell and Wright (1960) were early scholars suggesting the major functions of mass media in the society –based on the analysis of functions and dysfunctions.
They cited 4 functions & dysfunctions of mass media as follows:

50. The Functions of mass media (Lesswell & Wright, 1960)
1. Surveillance function
That information provide news – warning of natural dangers.
Media as instruments essential to the economy, public and society.
provide exposure to personalities and events.

51. 2. Correlation function
That the media selects, interprets
Enforce social norms citizens based on consensus & expose deviants.
Media gives status conferral & opinion leaders.

52. Impedes threats to social stability.
Monitors and managed public opinions.
Checks on government.

53. 3. Transmission of culture function
Increases social cohesion.
Reduces anomie- sense of estrangement.
Continue socialization – education, aids, integration

54. 4. Entertainment
A sense of escapism, fills leisure time.
Creates mass culture. Art / music.
Raise tastes, preference

55. The Dysfunction of mass media (Lesswell & Wright, 1960).
Possibly of panic, overemphasis
Narcotization effects – too much to assimilate
Over exposure
Enhance conformity, perpetuates stereotype
Crates pseudo events, images, personalities

56. Impedes social change, innovation
Minimize criticism, tyranny of majority.
Preserves & extends power.
Reduces variety of subcultures, arguments
Depersonalizes, lack of personal contact

57. Tendency for standardization
Impedes cultural growth.
Encourages escapism, preoccupation with leisure.
Corrupts fine art.
Lower taste. Impedes growth

58. Conditions of Media Effectiveness
Lazarfeld and Merton argued that there are 3 conditions are required for media effectiveness. They are as follows:
(a) Monopolization. It only occurs in the absent of other media. It only exist in a authoritarian society in an absent of countering views.

59. (b) Canalization is the process of reinforcing existing patterns or behavior or attitude.
(c ) Supplementation is the process the media interacts with the audience through face to face contacts.

60. Review what you have learned:
A. At the end of this lesson you should be able to recognize the four theories of the press namely Authoritarian, Libertarian, Social Responsibility, Sviet-Totalitarian and additional three more theories of the of the mass media namely the Market Nations, Communitarian Nations and the Advancing Nations.

61. B. You should be able also identify the six arguments forwarded by Altschull (1995) on the functions of the mass media.
C. In addition you should be able to list the functions and dysfunctions of the mass media as proposed by Lesswell and Wright (1960).