THE

THEORIES OF
COMMUNICATION
NORMATIVE
THEORIES

Authoritarian Theory
Totalitarian Theory
Libertarian Theory
Social Responsibility Theory
Soviet Communism Theory

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 Western theories of mass media
Profounded by Fred Siebert, Theodore Peterson and
FOUR Wilbur Schramm
THEORIES 'FOUR THEORIES OF PRESS
Termed as 'Normative' - mainly express ideas of how
OF PRESS the media ought to or can be expected to operate
under the prevailing set of conditions and values.

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THEORIES Authoritarian
The media is not directly under the
control of the authority.
Press is expected to respect the
authority.
The press should avoid offending the
dominant, political & economical
values.
Social Responsibility
Lies between both authoritarian theory
and libertarian theory.
Allows free press without any censorship
But the content of the press should be
discussed in a public panel
Media should accept any obligation from
public interference.
Libertarian
Libertarian thoughts from the 16th
century in Europe.
People are more enough to find and
judge good ideas from the bad.
The press should not restrict anything.
Exactly against or opposite to the
authoritarian theory.
Soviet Communism/Media
The state has absolute power to control
any media for the benefit of the people.
Put end to the private ownership of the
press and other media.
The government media provide positive
thoughts to create a strong socialized
society.