normative theories of mass communication baran& davis (2003) chapters 5 & 6 severin &...

Normative Theories of Mass Communication

Baran& Davis (2003) Baran& Davis (2003)

Chapters 5 & 6Chapters 5 & 6

Severin & Tankard (1997) Severin & Tankard (1997) Chapter 16Chapter 16

Review of the SlidesReview 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) Siebert, Peterson & Schramm (1956) Four Four

Theories of the PressTheories of the Press.. Altschull (1995) conclusions on the roles of Altschull (1995) conclusions on the roles of

the world’s press system.the world’s press system. The theories of The theories of Market Nations, Market Nations,

Communitarian Nations, Advance Communitarian Nations, Advance Nations.Nations.

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

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.

• 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

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.

The Origin of The Origin of Normative TheoriesNormative Theories Since the beginning of the 20Since the beginning of the 20thth

century the role of mass media century the role of mass media were hotly debated. were hotly debated.

As we have seen in the earlier As we have seen in the earlier chapter the First Amendment of chapter the First Amendment of the US Constitution guarantees the US Constitution guarantees the the ‘freedom‘freedom of the pressof the press’ and ’ and people argued for the ‘radical people argued for the ‘radical libertarian ideals’. libertarian ideals’.

Which means that people believed in total Which means that people believed in total ‘libertarianism‘libertarianism’ on one hand that society ’ on one hand that society should be govern in the good & rational should be govern in the good & rational public and totally unregulated media. public and totally unregulated media.

The extreme argument is also true that The extreme argument is also true that some who believed that there is a need some who believed that there is a need for direct regulation of the media for direct regulation of the media especially by government agency as in especially by government agency as in Lasswell’s and Lippmann’s idea of Lasswell’s and Lippmann’s idea of ‘technocratic control‘technocratic control’.’.

Four Theories of the Four Theories of the PressPress Siebert, Peterson & Schramn (1956) Siebert, Peterson & Schramn (1956)

proposed that the press system is proposed that the press system is divided into four categories:divided into four categories:

1.1. Authoritarian TheoryAuthoritarian Theory 2.2. Libertarian TheoryLibertarian Theory 3.3. Social Responsibility TheorySocial Responsibility Theory 4. Soviet-Totalitarian Theory4. Soviet-Totalitarian Theory

The Four theories of the press are the The Four theories of the press are the Normative theories i.e . These theories Normative theories i.e . These theories were based on observations and not were based on observations and not from hypotheses testing. from hypotheses testing.

The authors (Siebert, Peterson & The authors (Siebert, Peterson & Schramm, 1956) divided the world’s Schramm, 1956) divided the world’s press into four categories as press into four categories as mentioned above.mentioned above.

1. Authoritarian 1. Authoritarian Theory Theory A. DEVELOPMENTA. DEVELOPMENT:: 1616thth & 17 & 17thth century England. century England.

Widely adopted and still in Widely adopted and still in practice in many places.practice in many places.

B. PHILOSOPHY:B. PHILOSOPHY: Philosophy of absolute monarch, Philosophy of absolute monarch,

his government or both.his government or both.

C. MAIN PURPOSE:C. MAIN PURPOSE: To support and advance the To support and advance the

policies of the government in policies of the government in power and to serve the state.power and to serve the state.

D. WHO HAS THE RIIGHT TO D. WHO HAS THE RIIGHT TO USE USE THE MEDIA:THE MEDIA:

Whoever get the royal patent or Whoever get the royal patent or similar permission.similar permission.

E. HOW ARE THE MEDIA E. HOW ARE THE MEDIA CONTROLLED?CONTROLLED?

Government patents , guilds, Government patents , guilds, licensing, sometimes censorship. licensing, sometimes censorship.

F. WHAT IS PROVIDEN?F. WHAT IS PROVIDEN? Criticism of the political Criticism of the political

machinery and officials in power.machinery and officials in power.

G. OWNERSHIP:G. OWNERSHIP: Private or publicPrivate or public

H. ESSENTIAL DIFERENCE H. ESSENTIAL DIFERENCE FROM FROM OTHERS:OTHERS:

Instrument for effecting Instrument for effecting government policy , through not government policy , through not necessary government owned. necessary government owned.

2. Libertarian Theory 2. Libertarian Theory

A. DEVELOPMENTA. DEVELOPMENT:: Adopted by England after 1688 and Adopted by England after 1688 and

in the U.S. Influential elsewhere.in the U.S. Influential elsewhere.

B. PHILOSOPHY:B. PHILOSOPHY: Writing of Milton, Loke, Mill and Writing of Milton, Loke, Mill and

general philosophy or rationalism general philosophy or rationalism and natural rights.and natural rights.

C. MAIN PURPOSE:C. MAIN PURPOSE: To inform, entertain, sell – but To inform, entertain, sell – but

chiefly to help discover truth and to chiefly to help discover truth and to check on the government. check on the government.

D. WHO HAS THE RIIGHT TO D. WHO HAS THE RIIGHT TO USE USE THE MEDIA:THE MEDIA:

Anyone with economic means to do Anyone with economic means to do soso


By ‘self right process of truth’ in By ‘self right process of truth’ in ‘free market place of ideas’ and by ‘free market place of ideas’ and by courts.courts.

F. WHAT IS PROVIDEN?F. WHAT IS PROVIDEN? Defamation, obscenity, indecency, Defamation, obscenity, indecency,

wartime seditionwartime sedition

G. OWNERSHIP:G. OWNERSHIP: Chiefly privateChiefly private


Instrument for checking on Instrument for checking on government and meeting other government and meeting other needs of societyneeds of society

Strength & Weakness Strength & Weakness of Libertarianism of Libertarianism STRENGTH:STRENGTH:

Value media freedom.Value media freedom. Is consistent with the US. Media Is consistent with the US. Media

traditions.traditions. Values individuals.Values individuals. Preclude (prevent from happening) Preclude (prevent from happening)

government control of media government control of media

WEAKNESSWEAKNESS

It is overly optimistic about media It is overly optimistic about media willingness to meet responsibilities.willingness to meet responsibilities.

It is overly optimistic about individuals’ It is overly optimistic about individuals’ ethics and rationality.ethics and rationality.

Ignores the need for reasonable Ignores the need for reasonable control of media.control of media.

Ignores the dilemmas posed by Ignores the dilemmas posed by conflicting freedoms (e.g free press vs conflicting freedoms (e.g free press vs personal privacy) personal privacy)

3. Social Responsibility3. Social Responsibility

A. DEVELOPMENTA. DEVELOPMENT:: In the U.S. in the 20In the U.S. in the 20thth century century

B. PHILOSOPHY:B. PHILOSOPHY:

Writing of W.E. Hocking. Writing of W.E. Hocking. Commission on freedom of Press, Commission on freedom of Press, and practitioners , media codes and practitioners , media codes

C. MAIN PURPOSE:C. MAIN PURPOSE: To inform, entertain, sell but chiefly To inform, entertain, sell but chiefly

to raise conflict to the plane of to raise conflict to the plane of discussion.discussion.

D. WHO HAS THE RIGHT TO USE D. WHO HAS THE RIGHT TO USE THE MEDIA:THE MEDIA:

Everyone who has something to Everyone who has something to saysay


Community opinion, consumers Community opinion, consumers action, professional ethics.action, professional ethics.

F. WHAT IS PROVIDEN?F. WHAT IS PROVIDEN? Serious invitation of recognize Serious invitation of recognize

private rights and vital social private rights and vital social interestsinterests

G. OWNERSHIP:G. OWNERSHIP:

Private unless government has to take Private unless government has to take over to ensure public service.over to ensure public service.

H. ESSENTIAL DIFERENCE FROM H. ESSENTIAL DIFERENCE FROM OTHERS:OTHERS:

Media must assume obligation of Media must assume obligation of social responsibility and if they do not, social responsibility and if they do not, someone must see that they dosomeone must see that they do

Strength & Weakness Strength & Weakness of the Libertarianismof the Libertarianism STRENGTHSTRENGTH

Values media responsibilityValues media responsibility Value audience responsibilityValue audience responsibility Limit media intrusion in media Limit media intrusion in media

operationoperation Allows reasonable government Allows reasonable government

control of media control of media

Values diversity and pluralismValues diversity and pluralism Aids the ‘powerless’Aids the ‘powerless’ Appeals to the best instincts of Appeals to the best instincts of

media practitioners and audiencemedia practitioners and audience Is consistent with the US legal Is consistent with the US legal

traditiontradition

WEAKNESSESWEAKNESSES

It is overly optimistic about media It is overly optimistic about media willingness to meet responsibility.willingness to meet responsibility.

It is overly optimistic about individual It is overly optimistic about individual responsibility.responsibility.

Underestimate the power of profit Underestimate the power of profit motivation & competition.motivation & competition.

Legitimizes status quoLegitimizes status quo

4. Soviet Totalitarian 4. Soviet Totalitarian TheoryTheory A. DEVELOPMENTA. DEVELOPMENT:: In Soviet Union, although some of the In Soviet Union, although some of the

same things were done by Nazis & same things were done by Nazis & Italians.Italians.

B. PHILOSOPHY:B. PHILOSOPHY: Marxist-Leninist-Stalinist thought, with Marxist-Leninist-Stalinist thought, with

mixture of Hagel and the 19 century mixture of Hagel and the 19 century Russian thinking.Russian thinking.

C. MAIN PURPOSE:C. MAIN PURPOSE: To continue to the success and To continue to the success and

continuance of the Soviet Socialist continuance of the Soviet Socialist System especially that led to the System especially that led to the dictatorship of the party.dictatorship of the party.

D. WHO HAS THE RIGHT TO USE D. WHO HAS THE RIGHT TO USE THE MEDIA:THE MEDIA:

Loyal and orthodox party membersLoyal and orthodox party members


Surveillance and economic or Surveillance and economic or political action of governmentpolitical action of government

F. WHAT IS PROVIDEN?F. WHAT IS PROVIDEN? Criticism of the party objectives Criticism of the party objectives

as distinguish from tactics as distinguish from tactics

G. OWNERSHIP:G. OWNERSHIP: PublicPublic


State owned and closely State owned and closely controlled media existing solely controlled media existing solely as arms of eh state.as arms of eh state.

In 1995, communication scholar by the In 1995, communication scholar by the name Altschull wrote a book about news name Altschull wrote a book about news as agents of power -‘ Agents of power’ as agents of power -‘ Agents of power’ criticizing the Four Theories of the Press – criticizing the Four Theories of the Press – that are no longer relevant in modern that are no longer relevant in modern times. times.

In modern times, independent press In modern times, independent press cannot exist and that mass media are cannot exist and that mass media are agents of those who hold the economic, agents of those who hold the economic, political and social power in any system. political and social power in any system.

Altschull (1995) conclusion were:Altschull (1995) conclusion were:

1.1. All press systems, are agents of All press systems, are agents of the the people who exercise political & people who exercise political &

economic power. Newspapers, economic power. Newspapers, magazines & broadcasting are magazines & broadcasting are

not not independent. But they have the independent. But they have the potential to exercise potential to exercise

independent independent power.power.

2.2. The content of the news media The content of the news media always reflects the interests always reflects the interests

of those of those who finance the press who finance the press (ownership)(ownership)

3.3. All press systems are based on All press systems are based on thethe belief in free expression. belief in free expression. AlthoughAlthough free expression is free expression is defined in differentdefined in different ways. ways.

4.4. All press systems endorse the All press systems endorse the doctrine of social responsibility. doctrine of social responsibility.

And the press serve the And the press serve the interest interest of the of the people. The of the of the people. The press also press also allows access to the allows access to the people.people.

5.5. Schools of journalism transmit the Schools of journalism transmit the ideologies & value systems of ideologies & value systems of

the the society in which they exist. People society in which they exist. People in in power maintain their control power maintain their control of theof the media.media.

7.7. Press practices always differ Press practices always differ fromfrom theory.theory.

Altschull (1995) proposed three Altschull (1995) proposed three other other theories in its place: theories in its place: – 1. Market Nations Theory, 1. Market Nations Theory, – 2. Communitarian Nations 2. Communitarian Nations

Theory, Theory, – 3. Advance Nations Theory.3. Advance Nations Theory.

The differences between these The differences between these theories were based under three theories were based under three main main headingsheadings as follows: as follows:

A. A. The article of faithThe article of faithB. B. Purpose of JournalismPurpose of JournalismC.C. Views of the Press FreedomViews of the Press Freedom

A. MARKET NATIONS A. MARKET NATIONS THEORYTHEORY

ARTICLES OF FAITH ARTICLES OF FAITH

The press is free from outside The press is free from outside interference.interference.

The press serves the public right’s to The press serves the public right’s to know.know.

The press reports fairly and objectivity.The press reports fairly and objectivity.

PURPOSE OF JOURNALISMPURPOSE OF JOURNALISM

To seek truthTo seek truth

To be socially responsible.To be socially responsible.

To inform / educate politically / To inform / educate politically / culturally.culturally.

To serve the people impartially; To serve the people impartially; to support capitalist doctrine.to support capitalist doctrine.

To serve as watchdog of To serve as watchdog of government.government.

VIEWS OF THE PRESS FREEDOMVIEWS OF THE PRESS FREEDOM

A free press means journalist are free A free press means journalist are free from all outside control.from all outside control.

A free press is one in which the press is A free press is one in which the press is not servile (willingness to serve) to not servile (willingness to serve) to power and not be manipulated by power and not be manipulated by power.power.

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

B. Communitarian B. Communitarian Nations TheoryNations Theory ARTICLES OF FAITHARTICLES OF FAITH

The press transform and educate people The press transform and educate people to class & cultural consciousness. to class & cultural consciousness.

The press provides for the objective The press provides for the objective needs of the peopleneeds of the people

The press reports objectivity about the The press reports objectivity about the realities of experiencerealities of experience


To search the truthTo search the truth To be socially responsible.To be socially responsible. To educate the people and enlist allies To educate the people and enlist allies

politically and culturally.politically and culturally. To serve the people by demanding To serve the people by demanding

support for correct doctrine. support for correct doctrine. To mold views & behavior. To mold views & behavior.

VIEWS OF PRESS FREEDOMVIEWS OF PRESS FREEDOM

A free press means all opinions A free press means all opinions are published, not only those of are published, not only those of the rich and powerful.the rich and powerful.

A free press is required to counter A free press is required to counter oppression of legitimate oppression of legitimate communities. communities.

C. Advance NationsC. Advance NationsTheoryTheory ARTICLES OF FAITHARTICLES OF FAITH

The press is unifying and not a divisive The press is unifying and not a divisive force.force.

The press is a device for beneficial The press is a device for beneficial social change.social change.

The press is meant to be used for two-The press is meant to be used for two-way exchanges between journalists way exchanges between journalists and readers. and readers.


To serve the truthTo serve the truth To socially responsible.To socially responsible. To educate politically and culturally.To educate politically and culturally. To serve the people by seeking in To serve the people by seeking in

partnership with government, change partnership with government, change for beneficial purpose. for beneficial purpose.

To serve the instrument of peace. To serve the instrument of peace.

VIEWS OF PRESS FREEDOMVIEWS OF PRESS FREEDOM

A free press means a freedom of A free press means a freedom of conscience for journalists.conscience for journalists.

Press freedom is less important Press freedom is less important than the viability of the nation.than the viability of the nation.

A national press policy is needed to A national press policy is needed to provide legal safeguards for provide legal safeguards for freedom.freedom.

FunctionsFunctions of the mass of the mass Media (Lasswell and Media (Lasswell and Wright, 1960) Wright, 1960) Lasswell and Wright (1960) were Lasswell and Wright (1960) were

early scholars suggesting the early scholars suggesting the major functions of mass media in major functions of mass media in the society –based on the analysis the society –based on the analysis of of functionsfunctions and and dysfunctions. dysfunctions.

They cited 4 functions & They cited 4 functions & dysfunctions of mass media as dysfunctions of mass media as follows:follows:

The Functions of mass The Functions of mass media (Lesswell & media (Lesswell & Wright, 1960)Wright, 1960) 1. 1. Surveillance functionSurveillance function

That information provide news That information provide news –– warning of natural dangers.warning of natural dangers.

Media as instruments essential Media as instruments essential toto the economy, public and the economy, public and society.society.

provide exposure to provide exposure to personalities personalities and events.and events.

2.2. Correlation functionCorrelation function

That the media selects, interpretsThat the media selects, interprets

Enforce social norms citizens Enforce social norms citizens based based on consensus & expose on consensus & expose deviants.deviants.

Media gives status conferral & Media gives status conferral & opinion leaders. opinion leaders.

Impedes threats to social Impedes threats to social stability.stability.

Monitors and managed public Monitors and managed public opinions. opinions.

Checks on government.Checks on government.

3. 3. Transmission of culture functionTransmission of culture function

Increases social cohesion.Increases social cohesion.

Reduces anomie- sense of Reduces anomie- sense of estrangement.estrangement.

Continue socialization – education, Continue socialization – education, aids, integrationaids, integration

4. 4. EntertainmentEntertainment

A sense of escapism, fills A sense of escapism, fills leisureleisure time.time.

Creates mass culture. Art / Creates mass culture. Art / music.music.

Raise tastes, preference Raise tastes, preference

The The DysfunctionDysfunction of mass of mass media (Lesswell & media (Lesswell & Wright, 1960).Wright, 1960).

Possibly of panic, overemphasisPossibly of panic, overemphasis Narcotization effects – too much to Narcotization effects – too much to

assimilateassimilate Over exposureOver exposure Enhance conformity, perpetuates Enhance conformity, perpetuates

stereotypestereotype Crates pseudo events, images, Crates pseudo events, images,

personalitiespersonalities

Impedes social change, innovationImpedes social change, innovation Minimize criticism, tyranny of Minimize criticism, tyranny of

majority.majority. Preserves & extends power.Preserves & extends power. Reduces variety of subcultures, Reduces variety of subcultures,

argumentsarguments Depersonalizes, lack of personal Depersonalizes, lack of personal

contactcontact

Tendency for standardizationTendency for standardization Impedes cultural growth.Impedes cultural growth. Encourages escapism, Encourages escapism,

preoccupation with leisure.preoccupation with leisure. Corrupts fine art.Corrupts fine art. Lower taste. Impedes growthLower taste. Impedes growth

Conditions of Media Conditions of Media EffectivenessEffectiveness Lazarfeld and Merton argued that Lazarfeld and Merton argued that

there are 3 conditions are required there are 3 conditions are required for media effectiveness. They are for media effectiveness. They are as follows:as follows:

(a) (a) MonopolizationMonopolization. It only occurs . It only occurs in the absent of other media. It in the absent of other media. It only exist in a authoritarian society only exist in a authoritarian society in an absent of countering views.in an absent of countering views.

(b) (b) CanalizationCanalization is the process of is the process of reinforcing existing patterns or reinforcing existing patterns or behavior or attitude.behavior or attitude.

(c ) (c ) SupplementationSupplementation is the is the process the media interacts with process the media interacts with the audience through face to face the audience through face to face contacts.contacts.

Review what you have Review what you have learned:learned: A. At the end of this lesson you A. At the end of this lesson you

should be able to recognize the four should be able to recognize the four theories of the press namely theories of the press namely Authoritarian,Authoritarian, Libertarian, Social Libertarian, Social Responsibility, Sviet-TotalitarianResponsibility, Sviet-Totalitarian and additional three more theories of and additional three more theories of the of the mass media namely the the of the mass media namely the Market Nations, Communitarian Market Nations, Communitarian Nations and the Advancing Nations and the Advancing Nations.Nations.

B. You should be able also identify the B. You should be able also identify the six arguments forwarded by Altschull six arguments forwarded by Altschull (1995) on the functions of the mass (1995) on the functions of the mass media.media.

C. In addition you should be able to list C. In addition you should be able to list the functions and dysfunctions of the the functions and dysfunctions of the mass media as proposed by Lesswell mass media as proposed by Lesswell and Wright (1960).and Wright (1960).

normative theories of mass communication baran& davis (2003) chapters 5 & 6 severin &...

Documents

ideal media

role of mass media

unregulated media

press system

normative theories i

mass media professionals

dysfunctions of mass

normative theory