Media Normative Theory

Dr. Ifra Iftikhar

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What is Normative theory?

Normative theory is concerned with what the media ought to be

doing in society rather than what they actually do.

The dominant ideas about the obligations of mass media will be

consistent with other values and arrangements in a given society.
Origin of Media Normative theory

The Four Theories of the Press

(Schramm, Siebert, Peterson. 1956)
The Four Theories of the Press

“ The press takes on the form and coloration of the social and
political structures within which it operates.” (pp 1-2)

The press and other media will reflect the “basic beliefs and
assumptions that the society holds”.
Essence of Normative theory

Normative theories are more focused on the relationship between

Press and the Government than press and the audience. These
theories are more concerned about the ownership of the media and
who controls the press or media in the country.
Major Normative Theories
● Authoritarian Theory
● Libertarian Theory
● Social responsibility Theory
● Soviet communist Theory
Raymond Williams (1921-1988)
Raymond Williams’s four theories
1. Authoritarian
2. Paternal (“an authoritarian system with a conscience”)
3. Commercial
4. Democratic
Denis McQuail

Denis McQuail, Altschull, and Hutchins added two more theories (Mass
Communication Theory: An Introduction) in 1980

● Development Media Theory

● Democratic-participant Press Theory
Non-Democratic Media Normative Theory
Authoritarian theory
Absolute Monarchy
The ideas of democracy and freedom of speech are comparitively new. In Europe, since
the middle ages, there were absolute monarchy. The monarch was considered to be chosen
by God and nobody questioned the monarch. In such a political situation, one cannot
expect anything other than authoritarianism in any form of communication.
In defense of free speech

In 1643, the parliament of England a licensing order was passed.

They were concerned that they had no control over what was being
printed throughout the country. They were especially angry about
people writing untrue, offensive, or blasphemous things about the
church or the government.
In defense of free speech
The next year, famed author and poet John Milton published a pamphlet called
Areopagitica. It presented his reasons for opposing this law and argued against regulating
printing.
Milton’s Areopagitica
Areopagitica (1644),

Written in condemnation of

Pre-publication censorship, is

among history’s most influential and

impassioned defenses of free speech

and free speech and freedom of the

press.
Voltaire (1694-1778)
“To hold a pen is to be at war.”

“Think for yourself and let others enjoy

the privilege to do so, too”.

Thomas Jefferson (1743-1826)
Thomas Jefferson, the third President of the United States, held the belief
that if man exercised reason, the majority, as a group, would make sound
decisions, even if individual citizens might not.
The Soviet Normative Theory
Media should not be privately owned.

Media should provide a complete objective view of the world following Marxist Leninist
principles.

Media should serve the interests of the working classes.

Development theory
Development theory is authoritarianism for a good cause, supporting economic
development and nation building efforts of impoverished societies.
Democratic Theory
Libertarian theory
Liberal philosophers of the 18th century connected libertarian theory with the free market
ideas of Laissez faire: the press should offer a marketplace of ideas.
Libertarian theory

Libertarian theory sees people as capable enough to judge good ideas from bad. The
theory says people are rational beings and their rational thoughts lead them to find out
what are good and bad. The press should not restrict anything. Even a negative content
may give knowledge and can help make better decisions in the worst situation.
The liberal theory prefers a privately owned news media that is maximally
free to inform citizens and criticize public policy, as well as act as a
watchdog on authorities.

The liberal theory argues that a free marketplace of ideas, while it may
cause harm over the short term, is the best safeguard in the long run for a
free and liberal society.
Libertarian /Free Press Theory
Adopted in England after 1688, and in the U.S
An individual is born with certain natural rights – freedom of expression
The function of the press is to protect the people’s liberties and rights, and
to inform the public so they can participate as citizens in democratic self-
government.
Social Responsibility Theory Responsibility
Theory
The term was first originated in the Hutchins committee report-
1947 that was appointed in the U.S. According to which the press
had not fulfilled the informational, social and moral needs of the
society. It led to the establishment of regulatory bodies like PRESS
COUNCIL
Concerns

How our press is suppose to operate

Acknowledging business and free marketplace, press must be
responsible or forced to be
Everyone should have access to press (letters, opinions)
Controlled by community opinion, ethics
Can’t violate people’s rights
Press can be free and be comprehensive and objective
Hutchins Commission ’47

Power of chains
Lack of social responsibility

Need for truthful, comprehensive, intelligent account of day’s events

Need to be a forum for comment, criticism

Need to be representative (minorities)

Need to challenge society’s goals and values

Goals of Social Responsibility

Journalism school needed to train reporters

Journalists need to be free from obligations and influence
Opinion pages
Local control of content (especially with chains)
Ombudsmen to be readers’ advocates
Other theories
Democratic Participatory Theory
The theory emphasizes principles such as popular inclusion, empowerment and full
expression through a range of communicating styles. Its theorists emphasizes diverse
viewpoints and active citizen involvement more than the quality of the discourse.
Democratic Participatory Theory
In participatory theory, however, small scale segmented media, commercial as well as
non-profit, are best for promoting grassroots citizens involvement.
Public Sphere Theory
The press should create a domination free environment where the better argument can
prevail in a quest for social consensus. The public sphere should be free from the state as
well as the market. Societies are most likely to achieve the ideal during periods of
democratic revolutionary effervescence, as in France and USA at the end of the 18th
century or the Arab countries during the Arab Spring.
Postmodern or Constructionist Theory
Building on the motto “Personal is political”, postmodern theory privileges personal
narratives and emotion over abstract reason, celebrating grassroots media that celebrate
the playful search for identity or the articulation of counter hegemonic interests.
Postmodern or Constructionist Theory
Postmodern theory insists on a journalism open to the widest range of narrative styles and
perspectives, specially those emerging from the margins of society.