1. Normative Theories Of The Press
An Introduction

2. Normative Theory .
Normative theories of the press: Ideal views of how journalism/ media ought to, or are expected to, operate .

3. Structure and Performance
Structure – e.g. freedom from the state, multiplicity of different channels.
Performance – e.g. how the media carry out their chosen or allotted informative or entertaining tasks. Conventions, genres, professional guidelines and ethical rules, which apply to what the media do.

4. Four Theories of the Press
The Four Theories of the Press (Schramm, Siebert, Peterson. 1956)
Basic theories:
Authoritarian Theory
Libertarian Theory
Social responsibility Theory
Soviet communist Theory

5. McQuail’s Addition In Theories Of The Press
Additions made by Denis McQuail. (Mass Communication Theory: An Introduction):
Development Media Theory
Democratic-participant Theory

6. Authoritarian Theory
Applies to authoritarian societies, but can also be seen in less authoritarian societies (particularly in times of war, terrorism)
Depends on the media forms specially Print Journalism and TV - subject to greater control in some countries

7. Authoritarian Assumptions
Press should do nothing to undermine vested power and interests;
Press should be subordinate to vested power and authority;
Censorship justified in the application of these principles

8. Media as instrument / mouthpiece to publicise and propagandise government ideology and actions.
Absolute power of state versus subservience of the individual – press ‘freedom’ a right vested in the state.
Whatever the publications are, must to have a license for all.
Examples: Fascist regimes

9. Libertarian Theory
Modernity: Rise of democracy, religious freedom, expansion of economic freedom, philosophical climate of the Enlightenment
Undermined authoritarianism – emphasis on personal freedom and democracy
The idea that people are rational – can distinguish between truth and falsehood, and between good and evil.

10. Freedom to publish without prior restriction – independence from government;
Public has access to wide diversity of opinion

11. Another Strand in Liberal Tradition:
Media as representative agency (‘Fourth Estate’ alongside executive, legislative and judicial authorities))or as a watchdog protecting the public (individuals rights), overseeing the state.

12. Independence from government control and influence – if media is subject to public regulation it will lose its bite as a watchdog.
Press is source of information and platform for expression of a range of different opinions; enables people to monitor government and form ideas about policy.

14. Boundaries of freedom defined in such a way that they do not infringe the rights of the individual.
Abolition of censorship; but, also the introduction of press laws designed to protect individual rights (protection of reputation, privacy, moral development of individuals or groups, security of the state) – could override the right of the press’s freedom to publish.

15. Assumptions: Press should be free from any external censorship;
Publication and distribution should be accessible to any individual or group with a permit or license;
Attacks on governments or parties should not be punishable;
No coercion to publish anything;
Freedom of access to information.

16. Social Responsibility Theory
Hutchins Commission, 1947 – reaffirmed the principles of freedom/ independence but added to them the notion of social responsibility.
Media operate in capitalist economy, but some believe the market can function not just in the interests of shareholders but of all people).
Premises (McQuail):
Media have important function to fulfil in society (support democratic political principles);
Media are under obligation to fulfil their social functions (transmission of information and creation of a forum for different viewpoints);
Independence of media emphasised in relation to their responsibility towards society;
Media should meet certain standards.

18. More Principles (McQuail):
Media should accept responsibilities towards society
Media should fulfil responsibilities by setting professional standards with regards to the supply of information and the truth, accuracy, objectivity and balance of their reporting
Media should apply self-regulation
Media should avoid publicising information that can lead to crime, violence or social disruption, as well as information that can offend ethnic or religious minorities
Media collectively should represent all social groups and reflect the diversity of society by giving people access to a variety of viewpoints and opportunity to react to them.
Society entitled to high standards and intervention justifiable if the media fail to meet these standards.

19. Soviet Communist Press Theory
Western notions of freedom of press rejected by Soviet block as being fundamentally ‘unfree’ because Western media are controlled by capitalist economic interests (prevent them from publishing the Marxist truth).
Communist press – no profit motive. It means that it did not foreground special, elite interests in Soviet society

20. Assumptions:
Media should act in the interests of and be controlled by the working class
Media should not be under private control
Media should perform positive functions for society, such as socialisation (to make people conform to desirable norms), education, the supply of information, motivation and mobilisation of the masses
Media should respond to the desire and needs of their recipients

21. More Assumptions:
Media should reflect complete and objective view of world and society in terms of Marxist-Leninist principles
Media should support communist movements everywhere

22. A Brief Critique Of Libertarian And Social Responsibility Theories

24. Additions of Denis Mcquail Development Media Theory
This theory is related to Media operations and development in the third world countries
Media are seen as struggling to fulfil social and Political duties in these states
In this theory it is considered that “BAD NEWS IS GOOD NEWS” because it commands bigger headlines

25. The theory illustrates that the bad news story must be treated very carefully as it can be damaging for the nations; specially economical growth
It also explains the importance of cultures of different culture of third world

26. Democratic-Participant Theory
This theory tells about;
The new media trends and developments in the world )
About the new focus towards positive strategy of media institutions

27. The role of receiver in the process of communication and incorporated receiver’s rights
To receive the relevant information
To reply
To be informed on the local issues
To use the new means of communication for interaction and social setting of community, interest group or sub-culture

28. Conclusion
The Authoritarian and Libertarian Theories are the basic theories while others are related to these two
The Authoritarian theory is the ancient form of the Soviet Theory; the difference is only that the press under authoritarian system can be private owned while in Soviet Theory it is public owned property
In other words the Soviet Authoritarian system can also be called the totalitarian system
The authoritarian theory has least similarities with rest of the theories; especially Libertarian Theories
The libertarian theory promotes the doctrine of “FREEDOM OF PRESS”

29. The Libertarian Theory flourishes in democratic societies that is why it has maximum similarities with Social Responsibility, Democratic participant Theory and even with Development Media Theory
All these inter-related theories ensure the protection of individual rights
However; these related theories have far less faith in the protection of individual rights than Libertarian theory
In modern world the systems of states differ a lot; so we can say that the implementation of these theories may not be correlated with the system
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