PUBLIC COMMUNICATION

TRANSMITTED
ELECTRONICALLY OR
MECHANICALLY
NEWSPAPERS

MAGAZINES

FILMS

RADIO
WHO’ : REFERS TO THE
COMMUNICATOR SENDER OR
ENCODER.

‘WHAT’MEANS THE MESSAGE. WHAT

THE COMMUNICATOR HAS WRITTEN,
SPOKEN OR SHOWN IS THE MESSAGE.
‘In What Channel’ -
Newspapers, Films, Radio,
Television Or The Internet.
TO WHOM’ : THIS REFERS TO
‘

THE PERSON RECEIVING THE

MESSAGE OR THE RECEIVER.
“WITH WHAT EFFECT”: THIS
REFERS TO THE IMPACT OR
EFFECT R FEEDBACK OF A
MESSAGE ON A CHANNEL OR
MEDIUM.
 The source of mass
communication message
generally is a person or
group operating within
an organizational setting
Mass media messages
are sophisticated and
complex
Audiences generally are
self-selected, people who
tune in to a particular
television or who read a
particular magazine.
Feedback is minimal in
mass media
Noise exists in the mass
context
 SENDER
MESSAGE
RECEIVER
CHANNEL
NOISE
FEEDBACK
INTERPERSONAL
COMMUNICATION
INTERPERSONAL C
 Interpersonal communication is the process by which people
exchange information through verbal and non-verbal messages.

 Interpersonal skills also includes :

 ability to listen and understand

 problem solving

 decision making

 personal stress management

IMPORTANCE OF INTERPERSONAL
COMMUNICATION

 Effective communication is very helpful in work place

where we need to interact with different types of people.
 It is important in maintaining good relationship within
family and with friends.

 Interpersonal communication skills are also known as

life skills.
PRINCIPLES OF INTERPERSONAL C'

 Interpersonal communication is inescapable.

 Interpersonal communication is irreversible.
 Interpersonal communication is complicated.
 Interpersonal communication is contextual.
INTERPERSONAL C' SKILLS
 Listening Skills
 Communication Skills
 Verbal Communication
 Assertiveness
 Non-Verbal Communication
 LISTENING SKILL
 Listening is more important than just verbal communication.
 Listening is not the same as hearing.
 Listening means paying attention not only to the story, but how it
is told, the use of language and voice, and how the other person
uses his or her body to communicate.
 Listening requires you to concentrate and use your other
senses inaddition to simply hearing the words spoken.
PRINCIPLES OF LISTENING
 Stop Talking
 Prepare Yourself to Listen
 Put the Speaker at Ease
 Remove Distractions
 Empathise
 Be Patient
 Listen to the Tone
 Listen for Ideas – Not Just Words
 Watch for Non-Verbal Communication
 C' SKILL
 Communication is not just about what is actually said and the
language used but how it is said and the non-verbal messages sent
through tone of voice, facial expressions, gestures and body
language.

 Interpersonal communication is face to face.

 People receive message even when communication is not taking
place. This is called non verbal behaviour.
ELEMENTS OF INTERPERSONAL
C'
 The Communicators- sender and receiver
 The Message
 Feedback
 Channel
 Context
 Noise
VERBAL C'
Opening Communication
 The first few minutes are extremely important as first
impressions have a significant impact on the success of further
communication.

 Everyone has some expectation that how things to take place.

 If interpersonal expectation is mismatched, communication
will not be effective nor run smooth.
Reinforcement
 The use of encouraging words alongside non-verbal gestures such as
head nods, a warm facial expression and maintaining eye contact, are
more likely to reinforce openness in others.

 The use of encouragement and positive reinforcement can:

 Encourage others to participate in discussion

 Signify interest in what other people have to say

 Pave the way for development and/or maintenance of a relationship

 Show warmth and openness.

ASSERTIVENESS
 Assertiveness means standing up for your personal rights in
expressing thoughts, feelings and beliefs in direct, honest and
appropriate ways.

 Assertiveness is misunderstood as aggressiveness.

 Being assertive means we should also respect the thoughts,
feelings and beliefs of other people.

 Assertiveness aims to be neither passive nor aggressive.

BEING PASSIVE
 Many people adopt a passive response because they have a strong
need to be liked by others.

 Being passive results in failure of communication.

 Being passive allow others to take responsibility, to lead and
make decisions for them.

 It bring inferior feeling.

BEING AGGRESSIVE
 By responding in an aggressive way, the rights and self-esteem
of the other person are undermined.
 Aggressive responses can includes behaviours like rushing
someone unnecessarily, telling rather than asking, ignoring
someone, or not considering another's feelings.
 Aggressive responses encourage the other person to respond in
a non-assertive way, either aggressively or passively.
BEING ASSERTIVE
 Being assertive is very important in interpersonal
communication.

 Being assertive helps in respect others feelings also.

 Expressing appreciation of others for what they have done
orare doing.

 Behaving as an equal to others.

NON VERBAL C'
 Interpersonal communication not only involves the explicit meaning
of words, but also refers to implicit messages, which may be
expressed through non-verbal behaviours.

 Non-verbal communications include

 facial expressions,

 tone and pitch of the voice

 gestures displayed through body language

 physical distance between communicators

Non-verbal messages allow individuals to:
 Reinforce or modify what is said in words.
 Convey information about their emotional state.
 Define or reinforce the relationship between people.
 Provide feedback to the other person.
 Regulate the flow of communication.
 TALK TO
YOUR
REFLECTI
ON!

Intrapersonal
Communication
 So, What Does it
Mean?

Intrapersonal communication is a
skill which is actually a highly
developed self-knowledge,
involving accurate knowledge or
goals, strength, limitations, moods,
anxieties desires and motivations.
What's
Happening?

 SelfTalk :
Communicating with
Yourself
 Thoughts {
Unconscious &
Counscious
}
Haha! So We
Meet
Again.
Question Yourself!
In one word,
describe yourself.
In three words,
describe yourself.
In Ten words,
describe yourself.
Was One Word
Hard? Because we
are Complex People
and We need to talk
it out!
Ofcourse, I
talk to Myself.
Especially when I
need some Expert
advice.
 Depends
On :-

The The role

Our Reference we play in our
Past Groups lives
Experienc we
es Identify with
 Influencing
Roles
Achieved
Allotted Role
Role
Social Role
Physiological, Emotional and
Intellectual Self are involved
in the way we communicate
Intrapersonally.
 Objectives?
• REFLECT UPON THE VALUES OR
SIGNIFICANCE OF SELF-
INTROSPECTION.

• ESTABLISH THE CONNECTION BETWEEN

SELF-CONCEPT AND INTRAPERSONAL
COMMUNICATION.

• ARRIVE AT A KEENER
UNDERSTANDING OF ONE'S SELF-
COMMUNICATION PRIOR TO
ACQUIRING INTERPERSONAL
Is it Important?
In order to successfully communicate
with others, you must first learn to
communicate with yourself.
Intrapersonal communication is the
most basic level of communication.

You must understand who you are and

what you think of yourself.
 Henry
Ford :
"Whether you
Think you can or
Think you can't,
You are right"
Positive Intrapersonal
communication will
lead to a greater
success, since when
you start to believe
in something, the
chances
of achieving it
improves.
ORGANIZATIONAL
COMMUNICATION

1
 Definition

Organization is an open system

communication among people within
a specific context for the purpose of
achieving common goals through
cooperative effort
 SYSTEM

is

An independent set of
components which relate to each
other in a structured, organized
manner
• Organizational communication is system
of pathways through which messages
flow patterns of interaction among
people who comprise the organization
(who communicates with whom?)
• Organizational Communication is also
defined as “A program that focuses on
general communication processes and
dynamics within organizations”
 The characteristic of organizational
communication
• System ( open and closed system)
• The message becomes parts of the input for
additional communication activities.
• Communication system continuously cycle
messages, ideas, and information as they
interact with the environment
• Communication attempts to share personal
images of reality through verbal and nonverbal
behavior
 Formal

Types

Informal
 UPWARD
To Superior

HORIZONTAL
OUTWARD
To Peers TEACHER
Members of To Students
S and
Teaching
Team community

DOWNWARD
To
Subordinates
 Upward Communication
• from lower to higher levels of
the organization (such as
communication initiated by
subordinates with their
superiors).
• Types of messages:
performance on the job, job
related problems, fellow
employees and their problems,
subordinates perceptions of
org policies and practices,
tasks and procedures
14
 Downward Communication
• from upper to lower(such
as manager to employer or
superior to subordinate).
• Types of messages: Job
instructions, job rationales,
procedures and practices
information, feedback, and
indoctrination

15
 Horizontal Communication
• Flow of messages
across functional areas
at a given level of an
organization (this
permits people at the
same level to
communicate directly).
• Type of messages:
facilitates problem
solving, info sharing
across different work
groups, task
16
 Informal

• The ‘grapevine’ emerges from social

and personal interests of the
employees rather than formal
requirements of the organization.
 Public Context

Small Group
Organizational Context
Communication
Context
Interview Contexts

Brief Encounter
Contexts
• Public Context
speaker addresses an audience of several people.
Purpose maybe informative, persuasive, entertaining or
continuation
• Small Group Context
 comprises of 3-20 people who interact in face-to-face
situation for the purpose of achieving mutual goals.
• Interview Contexts
 generally occur between two people. One person has
the primary responsibility of asking questions which the
other persons tries to answer.
• Brief Encounter Contexts
occurs two people who interact freely to share
information or to reach agreement on an idea
Nonverbal Communication
"I am the most spontaneous speaker
in the world because every word,
every gesture, and every retort has
been carefully rehearsed."

George Bernard Shaw

Resource: Internet
Link: http://presentation-skills.blog.co.uk/2010/07/18/plans-8995315/
http://www.all-famous-quotes.com/George_Bernard_Shaw_quotes.html
 What is nonverbal communication?

Nonverbal Communication = Communication without words

Nonverbal communication is a process of communication through
sending and receiving wordless messages.
 Verbal Communication
&
Nonverbal communication
Before moving forward, let’s keep in your mind
that verbal communication and nonverbal
communication are interconnected and they
operate together in communication.
 Difference between verbal
&
Nonverbal communication
Verbal and non verbal are all types of
communication. But the difference between
them is that we use our voice in verbal
communication and we use body signs in
non-verbal communication.
 Importance of Nonverbal Communication

Verbal & nonverbal Communication plays an important role in how people

interact with one another. People are using around 35% verbal
communication and 65% nonverbal communication in daily life.
Nonverbal communication has also cultural meaning.

“The most important thing in communication is to hear what isn't being said.”
Peter F. Drucker
 Power of nonverbal communication

Nonverbal communication is the most

powerful form of communication.
More than voice or even words,
nonverbal communication helps to
create your image in others mind and
even you can express your emotions
and feelings in front of others, which
you are unable to express in words.
 Form of nonverbal communication
• Eye Contact
• Facial Expressions
• Posture
• Haptics or Touch
• Gestures
• Personal Space
 Eye Contact

Eye contact, a key

characteristic of nonverbal
communication, expresses
much without using a single
word. In American culture,
maintaining eye contact
shows respect and indicates
interest.
Eye contact also establish
the nature of a relationship.
 Facial Expressions

Facial expressions are the

key characteristics of
nonverbal communication.
Your facial expression can
communicate happiness,
sadness, anger or fear.
Posture
Posture and how you carry
your self tells a lot about you.
How you walk, sit, stand or
hold your head not only
indicates your current mood,
but also your personality in
general.
For example, if you cross your
arms while standing, you indicate
that you may be closed off and
defensive. Meanwhile, walking
with your head down and avoiding
eye contact with others may
indicate shyness.
Haptic or Touch
Haptic communication is
communicating by touch.
Touch or Haptics is the
characteristic of nonverbal
communication and used
when we come into physical
contact with other people.
For example: We use handshakes
to gain trust and introduce
ourselves.
Gestures
A gesture is a characteristic
of nonverbal communication
in which visible body actions
communicate particular
message.
Gestures include movement
of the hands, face, or other
parts of the body.
Let see some most common gestures
Personal space
Personal space is your
"bubble" - the space you
place between yourself
and others. This invisible
boundary becomes
apparent only when
someone bumps or tries
to enter your bubble.
 Nonverbal Communication Around the World

Nonverbal
Communication in
Pakistan
Expressing
happiness, respect
and love for others.

Cultural effect
 Nonverbal Communication Around the World

Nonverbal Communication in
China
The Chinese don't like being
touched by strangers. Therefore
don’t make any body contact.

Cultural effect
 Nonverbal Communication Around the World

Nonverbal Communication in
Argentina

A handshake and nod show

respect when greeting someone.

Cultural effect
 Nonverbal Communication Around the World

Nonverbal Communication in
India
Greeting with 'namaste' -
placing both hands together
with a slight bow is a very
common nonverbal
communication and shows
respect.

Cultural effect
 Nonverbal Communication Around the World

Nonverbal
Communication in the
U.S.A
Quite Informal way of
nonverbal communication
- A handshake, a smile,
and 'hello'.

Cultural effect
 Nonverbal Communication must be understandable
But what the……..is this?

Chicken Dance…… 
Dance is an artistic form of
nonverbal communication. But no
one really knows what England’s
creepy chicken dance is trying to
communicate.

I just understand that they are

happy.
Verbal Communication
 “Verbal Communication.”

• Verbal communication means communication

through spoken and written words. It implies use
of words which makes language.
• It is the ability to communication by using words.
 Verbal
Communication

Oral Written
Communication Communication
 Oral Communication

• Oral communication implies communication

through mouth. It includes individuals
conversing with each other, be it direct
conversation or telephonic conversation.
Speeches, presentations, discussions are all
forms of oral communication.
Advantages

• → Immediate Feedback
• → Time Saving
• → Economical
• → Personal Touch
• → Secrecy
• → Group Communication
 Disadvantage
• → Poor Retention
• → No Records
• → Time Consuming
• → Misunderstanding
• → Unsuitable for Lengthy messages
• → Lack of Responsibility
 Forms of Oral
Communication
• Face to face communication
• Interviews
• Telephone conversations
• Grapevine
• Negotiations
• Meetings
• Lecture / speech
• Presentation
• Conferences / seminars / workshops
 Written Communication
• A medium for communication that entails the written
word. Letters, emails, and manuals are forms of
written communication. Need for written of
communication, the old style of communication did
not have public relationship, advertising, technology
and many aspects of modern day communication.
Advantages

• → Wide Access
• → Accuracy
• → Lengthy Messages
• → Permanent Record
• → Legal Evidence
• → Fixed Responsibility
• → Convenience
 Disadvantag
es
• → Time Consuming
• → Costly
• → Lack of Secrecy
• → Rigidity
• → Impersonal
• → Delayed Feedback
 Forms of Written
Communication
• Email (Electronic mail)
• Website
• Memorandums
• Letters
• Reports (both business and academic reports)
• Notices
• Minutes
• Circulars
• Manuals
• Handbooks
• Orders
• Enquiries
• Complains
• Quotations
• Others like sales contracts, newsletters, bulletin-board notices etc.
COMMUNICATION
MODELS
COMMUNICATION MODELS
 Linear Communication Model
• Lasswell’s Model
• Aristotle’s Model
• Berlo’s SMCR Model

 Transactional Model
• Shannon & Weaver Model

 Interactive Model
• Schramm’s Model
• Dance-helical Model
LINEAR MODEL OF COMMUNICATION

• communication is considered one way

process
• the message signal is encoded and
transmitted through channel in presence of
noise
• the sender is more prominent in linear model
of communication.
• applied in mass communication like
television, radio, etc.
 LINEAR MODEL OF COMMUNICATION

Different types of communication

models based on linear model of
communication are:
1. ARISTOTLE’S MODEL OF
COMMUNICATION
Aristotle(384-322 B.C)
was a Greek
philosopher and writer
born in Stagira,
Northern Greece. He
was also the teacher of
Alexander the Great.
He studied physics,
logic, mathematics, etc.
1. ARISTOTLE’S MODEL OF C’
COMMUNICATION
Considered as the first model of communication
and was proposed before 300 B.C

Most widely accepted among all communication

models.
1. ARISTOTLE’S MODEL OF
COMMUNICATION
• Aristotle Model is mainly focused on speaker and
speech. It can be broadly divided into 5 primary
elements: Speaker, Speech, Occasion, Audience
and Effect

• speaker centered model

• highly used to develop public speaking skills and

create a propaganda at that time so, it is less
focused on intrapersonal or interpersonal
communication
• speaker must have a very good non-verbal
communication with the audience like eye contact
ELEMENTS OF GOOD C
1. ETHOS
• Credibility of the speaker
• characteristic which makes you credible in
front of the audience
2. PATHOS
• Emotional bond
• f what you say matters to them and they can
connect with it, then they will be more
interested
3. LOGOS
• sense of reason
• You must present facts to the audience for them
to believe in you
CRITICISMS OF ARISTOTLE’S MODEL OF C’

• There is no concept of feedback, it

is one way from speaker to
audience.
• There is no concept of
communication failure like noise and
barriers.
• This model can only be used in
public speaking.
LASSWELL’S MODEL OF
COMMUNICATION
Developed by
communication theorist
Harold Lasswell’s linear
model is a one way model
of communication)

Influential communication
models.

(1902-1978) in 1948.
COMPONENTS MEANING ANALYSIS

the communicator or Control Analysis

Who sender or source of
message

Content Analysis
Says What the content of the message

Media Analysis
In Which Channel the medium or media

Audience Analysis
To Whom
the receiver of the
message or an audience

the feedback of the Effect Analysis

receiver to the sender
With What Effect
CRITICISMS OF LASSWELL’S MODEL OF C’

There are few criticisms around this

model. Some of them are:

• does not include feedback and it

ignores the possibility of noise
• very linear and does not consider
barriers in the communication process
• more focused on the resulting outcome
and generally used for media
persuasion
1. BERLO’S MODEL OF C
communication from
Shannon Weaver’s Model
of Communication
(1949). He described
factors affecting the
individual components in
the communication
making the
communication more
efficient.
1. BERLO’S MODEL OF
COMMUNICATION
• focuses on encoding and decoding which happens before
sender sends the message and before receiver receives
the message respectively

• Berlo’s Model has mainly, four components to describe the

communication process. They are sender, message,
channel and receiver. Each of the component is affected
by many factors.
CRITICISMS OF BERLO’S MODEL
OF COMMUNICATION

There are few criticisms around this

model. Some of them are:
• There is no concept of feedback, so the effect is
not considered.
• There is no concept of noise or any kind of
barriers in communication process.
• It is a linear model of communication, there is no
two way communication.
• Both of the people must be similar according to
all the factors mentioned above.
B. TRANSACTIONAL MODEL OF
COMMUNON

• Transactional model of communication

is the exchange of messages between
sender and receiver where each take
turns to send or receive messages.
• both sender and receiver are known as
communicators
• The model is mostly used for
interpersonal communication and is
also called circular model of
communication.
TRANSACTIONAL MODEL OF
COMMUNICATION

Different types of
communication models based
on transactional model of
communication are:
SHANNON and WEAVER’S
MODEL OF COMMUNICATION
(INFORMATION THEORY)
Shannon Weaver model of
communication was created in 1948
when Claude Elwood Shannon wrote
an article “A Mathematical Theory of
Communication” in Bell System
Technical Journal with Warren
Weaver.

Shannon was an American

mathematician whereas Weaver
was a scientist. The Mathematical
theory later came to be known as
Shannon Weaver model of
communication or “mother of all
CONCEPTS IN SHANNON WEAVER MODEL
• Sender (Information source) – Sender is the person who makes the
message, chooses the channel and sends the message.

• Encoder (Transmitter) –Encoder is the sender who uses machine, which

converts message into signals or binary data. It
might also directly refer to the machine.

• Channel –Channel is the medium used to send message.

• Decoder (Receiver) – Decoder is the machine used to convert signals or

binary data into message or the receiver who translates the message from
signals.

• Receiver (Destination) –Receiver is the person who gets the message or

the place where the message must reach. The receiver provides feedback
according to the message.

• Noise –Noise is the physical disturbances like environment, people, etc.

which does not let the message get to the receiver as what is sent.
ADVANTAGES OF BERLO’S MODEL
OF COMMUNICATION

There are few advantages around this

model. Some of them are:
• Concept of noise helps in making the
communication effective by removing the noise or
problem
causing noise.
• This model takes communication as a two way
process. It makes the model applicable in
general communication.
INTERACTIVE MODEL OF COMMUNICATION

 Also known as convergence model

 Deals with exchange of ideas and messages taking
place both ways from sender to receiver and vice-
versa
 The communication process take place between
humans or machines in both verbal or non-verbal
way
 This is a relatively new model of communication for
new technologies like web.
INTERACTIVE MODEL OF COMMUNICATION

Different types of communication models

based on interactive model of communication
are:
 OSGOOD-SCHRAMM’s MODEL OF COMMUNICATION

• built on the theory that

communication is a two-way
street, with a sender and a
receiver
• Charles Egerton Osgood
popularized the notion that
communication was circular
rather than linear, meaning
that it required two
participants taking turns
sending and receiving a
message.
Field of experience incorporates what
is mutually understood between the
sender and receiver. For example, a
professor of calculus would have
very little luck communicating
important math principles to a
classroom of kindergarten students,
because they do not share a field of
experience that makes the message
easy to understand.
It is a Circular Model, so that communication is something circular in
nature

Encoder – Who does encoding or Sends the message

(message originates)

Decoder – Who receives the message

Interpreter – Person trying to understand (analyses,

perceive) or interpret

Note: From the message starting to ending, there is

an interpretation goes on. Based on this interpretation
only the message is received.
 DANCE-HELICAL’s MODEL OF COMMUNICATION

Frank Dance proposed a

communication model
inspired by a helix in 1967,
known as Helical Model of
Communication. A helix is a
three dimensional spring
like curve in the shape of a
cylinder or a cone.
Helix is compared with evolution of
communication of a human since birth to
existence or existing moment. Helical model
gives geometrical testimony of
communication. The model is linear as well
as circular combined and disagrees the
concept of linearity and circularity
individually.
• Communication is taken as a dynamic
process in helical model of
communication and it progresses with
age as our experience and
vocabulary increases.
 NORMATIVE
THEORIES OF
COMMUNICATION
 What is theory?

• “Theory is a system of interconnected abstractions or

ideas that condenses and organizes knowledge about the
world.”
• Formulated to explain, predict, and understand
phenomena.
• The theoretical framework introduces and describes the
theory that explains why the research problem under study
exists.
Proposed by Book
• Fred Siebert • Four Theories of
• Theodore Peterson the Press
• Wilbur Schramm
• At first the word“Normative Theory”
was pronounced in USA during the
height of cold war with communism
and soviet.
• Often it called as western theories of
mass media.
 Description
• A Normative theory describes an ideal way for a
media system to be controlled and operated by
the government, authority, leader and public.
• Normative theories of press are not
providing any scientific explanations or
prediction.
• At the same these “four theories of the press”
were came from many sources rather than a
single source.
• Media practitioners, social critics and academics
also involved to develop these normative
theories.
 Importance
• Normative theories are more focused in the
relationship between Press and the
Government than press and the audience.
• These theories are more concern about the
ownership of the media and who controls the
press or media in the country.
The four theories of the Press/Media
1. Authoritarian theory 2. Libertarian theory
The four theories of the Press/Media
3. Social responsibility 4. Soviet media theory
theory
 Major Questions
• Can media publish or broadcast any types
of content to earn more profits in a
shortest time?
• Can media participate in any issues and
solving the social problems?
• Is it essential for media to protect the
consumers from the culprits, business frauds
and corrupt bureaucrats by serving as a watch
dog?
 Major Questions
• What people expect from media during the time
of crisis?
• Should media broadcast the highly rated content
even
if it has high level of violence?
• Should newspaper publishing encourage
the company for its higher advertisements
pay?
Authoritarian Theory
• Authoritarian theory of mass
communication originated from the
philosophy of Plato (407-327 B.C.).
• The English monarchs used this approach
when the printing press was invented by
censoring, licensing, taxation and making
laws.
 Description
• It is a normative theory of mass
communication where mass media is
influenced and overpowered by power
and authority in the nations.
• The press and media cannot work
independently and
their works are suspected to censorship.
 Assumptions
• Authoritarians are necessary to
control the media.
• The press is an instrument to
enhance the ruler's power in the
country.
• The authorities have all rights to permit
any media and control it by providing
license to the media and make certain
censorship.
 Censorship
• Censorship is a suppression of any
communication which may consider as
harmful to the people, King, government
and its nation.
• In some other cases, the censorship
helps to protect the rulers and
authorities from sensitive issues.
• Especially these censorship methods are
much familiar in press which against the
freedom of speech and freedom of
expression
 Types of Censors
• Political censor
• Moral censor
• Religious censor
• Military censor
• Corporate censor
Concepts of Authoritarian Theory of
Press
• Press is taken as a weapon of the
powerful. It is used to increase the power
of the rulers.
• The authorities can also cancel the
license.
• The authorities can also cancel the license.
• Authoritarian theory is taken as a theory
used by the dictatorship governments, but
can also be seen in democratic as well as
dictatorial nations.
Concepts of Authoritarian Theory of
Press

• Information, when distributed, might

put security at risk and cause to be a
national threat. Thus, the theory is
justified by saying that state is
greater than individual rights where
state controls the media, especially
in the time of emergencies like wars
and conflicts.
Major Features
• Control of government and
of Authoritarian
authority
Theory of Press
• Oppressed Media
• Use of Power
• Punishment rule
• Limited Right
• Cancelation of license
• Privatize
• Concept of propaganda
• Media to strengthen the
government
Examples of Authoritarian
theory
 King
King is the authority, who has all rights to control the
communication and no one can question against the
king.
 Dictatorship
During the world war II Hitler and Mussolini are the two
major authorities who controlled the press in Germany
 Strengths of
Authoritarian • This approach is sometimes
Theory of Press
better for resolving social
and cultural conflicts.
• It is also better sometimes
because it motivates people
to work for the country and
its people.
• This theory can act as a
gatekeeper and prevent the
media that act irresponsibly.
• The theory can be used for
establishing propaganda.
Weakness of
Authoritarian
Theory of Press • Common people are
taken as less intelligent
and as an easy target
to manipulate.
• The ruling class uses
the media only for
their own benefits.
• The freedom of
expression and
information of normal
people is attacked.
Libertarian Theory
• The theory which is originally came from
libertarian thoughts from 16th century in Europe.
• libertarian theorists are against the authoritarian
thoughts.
• International trade and urbanization undermine
the power of a rural aristocracy which leads
various social movements raise.
Liberalism
• Liberalism means
information is knowledge
and knowledge is power.
• Libertarianism is free from
any authority or any control
or censorship.
• The libertarianism is an idea
of individualism and limited
government which is not
harmful to another.
 Concept of libertarian theory
• Libertarian theory sees people are more enough
to find and judge good ideas from bad.
• The theory says people are rational 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
make better decision whilst worst situation.
Major Features of
Libertarian Theory • Free Media
of Press
• freedom of thoughts
• Individualism
• No censorship
• High Competition
• No government Influence
• Accountability
• Majority Rule
• Laissez-faire approach
 Example of
Libertarian Theory
of Press
 Feedback
People can criticize the government policies and works
through social media or any other media like newspapers.
 Strengths of • Media can give true
Libertarian Theory information without any
of Press control.
• There is no censorship.
• All individuals can express
their opinions and thoughts
in the media openly.
• The theory encourages
healthy competition among
the thoughts and ideas.
• Every work will be
transparent to all.
• It checks the government
and the state authorities
and also prevents
corruption.
• It functions with democracy.
 Weaknesses of • Media might not always
Libertarian Theory of act responsibly.
Press
Individuals might not always
• have good intentions and
ethics.
• People can not always make
rational judgments.
• Freedom of different type of
people, their ideas, opinions,
school of thoughts, and group
objectives can be in a conflict.
• Media can misuse its power
and harm other people’s
privacy and dignity.
•
Media might defame, cause
sedition, libel or slander, be
immodest, publish obscenity and
• cause trouble.
Media might challenge the
security of the state.
Social responsibility
• Social Responsibility theory of mass media is
relatively a new concept which started in the
mid-20th century and is used mostly by
developing and least developed countries.
• The theory started from Europe and took a
shape with the Commission on the Freedom of
Press that happened in United States in 1949.
• The model was designed formally by Siebert,
Peterson and Schramm in 1956 in their book.
 Description
• Social responsibility is ethics that guide any
action, be it in media or other organizations
that put an obligation towards environment,
society, culture and economy.
• The media like any other sector should
not harm, but should promote
environment and socio-cultural aspects
in relation to the economy of the place.
 Description
• It encourages total freedom to
press and no censorship, but it
should be regulated according to
social responsibilities and
external controls.
• Content is also filtered through
public obligation and
interference.
Concepts
Siebert, Peterson, and Schramm
• Freedom of expression under the social
responsibility theory is not an absolute
right, as under pure libertarian theory.
• The social responsibility theory of mass
media changed the way press
published news from objective reporting
to interpretative reporting.
• The media is taken as a place for the
voiceless to have a voice and develop
public opinions where each and every
person has the right to speak, express
and publish.
Major Features
of Social • Private press ownership
Responsibility
Theory
• Helps democracy
prosper
• Media as a democratic
institution
• Public participation
• Emphasis on social
responsibility
• Self-regulation in media
• Code of ethics
Major Features of
Social • Helping eradicate
Responsibility
Theory social problems
• Pluralistic media
• Social benefit
• Professional
standards
• Media role of
criticizing
government
Example of social
Responsibility
Reports of Government Issues
Reporting on the performance of government
institutions and unveil tyranny and corruption by the
media is also an example of socially responsible
media as Media acts like a critic of the government.
Strengths of Social • It helps in avoiding conflicts
Responsibility during wars and conflicts.
Theory
• It accepts public opinion and
works for the citizens.
• Press and media houses do not
have monopoly as rules and
ethics guide them.
• The media publishes truth due to
regulatory activities and their
moral obligation to do so .
• Yellow journalism decreases as
media can be questioned by the
law and public.
• Yellow journalism decreases as
media can be questioned by the
law and public.
Weaknesses of
Social • Ethics are always vague,
ambiguous and differ from case
Responsibility
to case.
Theory
• It is difficult to determine who
sets clear principles and
standards.
• Social responsibility and ethics
are morally obligatory things.
Any form of legal limitations
should not be imposed if media
is just working in the principle of
responsibility. Laws are
authoritative and not democratic
concepts.
Soviet Communist
• The communist theory of mass media came
into being along with the concept of
communism. George W. F. Hegel and later,
Karl Marx with Engels were the people who
thought of the theory in the 19th century.
• Mass media in the view of Karl Marx was
supposed to be responsible for socialist system
of governance and communist media was
supposed to help in implementing social
policies.
• The communist and Marxist government rule
and communist theory of mass
communication was practically used by the
then Soviet Union (Russia) in 1917. .
Concepts of Communist Theory

• Media is taken as a part of the state in

Communist Theory. The ownership of
media is with the state and the country
runs the media as per their wishes to fulfill
their propaganda of control.
• Media is taken as a part of the state in
Communist Theory. The ownership of
media is with the state and the country
runs the media as per their wishes to fulfill
their propaganda of control.
Difference between Authoritarian
theory and the communist theory
• Authoritarian, there • Soviet communist
is private theory, the control
ownership of lies in very small
media number of leaders
in soviet
communist theory.
 Features of Communist Theory
• Media followed communist ideology of governance
and political system
• Media was used to transmit propaganda and for
transmission
of social policies
• Media was taken as government instrument
• Media was owned by the state
• Criticism of communist ideology was taken as a crime
• It helped the working class to work better and
highlighting
their problems and it made people aware about
communism
• The theory was a positive one as it tried to ensure
truthful information and not let the information get
manipulated by private media houses
• Feedback was accepted
Example of soviet
communist
 Benefit of culture
They promoted their own culture and traditions as the best.
They also did not give out news about disasters and
accidents.
 propaganda
Propaganda based information is only delivered. The
information might be false.
Conclusion
A Normative theory describes an ideal way for
a media system to be controlled and operated
by the government, authority, leader and
public. These theories are basically different
from other communication theories because
normative theories of press are not providing
any scientific explanations or prediction. At the
same
these “four theories of the press” were came
from many sources rather than a single
source. Sometimes media practitioners,
social critics and academics also involved to
develop these normative theories.