Four Theories of Press

Uzma qazi
What is theory?
• Theory is a system of interconnected thoughts
or ideas that condenses and organizes
knowledge about the world.
• Formulated to explain, predict, and understand
phenomena.
Normative theories
• Normative theories were first proposed by Fred Siebert, Theodore
Peterson and Wilbur Schramm in their book called “Four Theories of
the Press”.

• At first the word “Normative Theory” was pronounced in USA during

the height of ‘cold war’ with communism and soviet. Often it is called
as western theories of mass media.
Normative theories
• It is a type of theory that describes an ideal way that how media
should be structured and operated within the society or how
journalism/ media ought to, or are expected to, operate – what is
desirable in relation to both structure and performance.
• It shows how the press operated under the various political
environments.
Normative theories
• A Normative theory describes an ideal way for a media system to be
controlled and operated by the government, authority, leader and
public.
• Media experts, social critics and academics also involved to develop
these normative theories.
• 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.
Four Theories of Press
• Authoritarian Theory
• Libertarian theory
• Social responsibility theory
• Soviet media theory
Authoritarian theory
• Direct governmental control of mass media.
• Media are not allowed to print or broadcast
anything, which could challenge, the
established authority, and offense to the
existing political values is avoided.
Authoritarian theory
• The Government may go to the step of punishing
anyone who questions the state’s ideology.
• It says that government is reliable.
• Media professionals are therefore not allowed
any independence with the media organization
Censorship
• It 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 Censorship
•  Political censor
• Moral censor
• Religious censor
• Military censor
• Corporate censor
Concepts of Authoritarian Theory
 Authoritarian theory is taken as a theory used by the
dictatorship governments, but can also be seen in
democratic as well as dictatorial nations.
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.
Authoritarian Theory

• In the authoritarian theory system,

the relationship between the state
and the media in an authoritarian
system is vertical, in that, the
information is from the top
(government) to down (media).
Major Features
• Control of government and authority
• Oppressed Media by using power
• Punishment rule
• Limited Right
• Cancelation of license
• Concept of propaganda
• Media to strengthen the government
Strength
• This approach is sometimes 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
• 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.
• The theory which is originally came from libertarian thoughts
(liberalism) from 16th century in Europe
• 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.

• Those theorists are against the authoritarian thoughts

Concept of libertarian theory
• Libertarian theory says people are old enough to find and judge good
ideas from bad.
• The theory says people are rational (logical,wise) 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 even as worst situation.
Major Features
• Free Media
• freedom of thoughts
• Individualism
• No censorship
• No government Influence
• Majority Rule
Major Stances
• People can criticize the government policies by giving feedback
• They can ask for their rights on media
• They can pick out their political leaders
Strength
• Media can give true information without any 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.
Weakness
• Media might not always act responsibly.
• 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 trouble making, libel or insult, be boastful,
publish vulgarity and cause trouble.
• Media might challenge the security of the state.
Social Responsibility theory
• 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
• 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
Social Responsibility theory
• 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.
• 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.
Concept of Social Responsibility Theory
• 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
• Private press ownership
• Helps democracy prosper
• Media as a democratic institution
• Public participation
• Emphasis on social responsibility
• Self-regulation in media
• Code of ethics
• Helping remove social problems
Major Stances
• Reports of Government Issues
• Reporting on the performance of government institutions and expose
tyranny(influence) and corruption by the media is also an example of
socially responsible media as Media acts like a critic of the
government
• Panama Case
Strengths
• It helps in avoiding conflicts during wars and conflicts
• 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
Weaknesses
• Ethics are always vague and differ from case to case
• 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.
Concepts of Communist Theory

The government undertake or controls

• 

the total media and communication to

serve working classes and their interest.
• Theory says the state have absolute power
to control any media for the benefits of
people
• Theory describe the whole purpose of the mass media
is to educate the greater masses of working class or
workers

• The government media provide positive thoughts to

create a strong socialized society as well as providing
information, education, entertainment, motivation
and mobilization
Features
• 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
• 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
• Feedback was accepted
Major Stances
• Benefit of culture as they promote their own culture and traditions as
the best.
• They also did not give out news about disasters and accidents
• Propaganda based information is only delivered
• The information might be false.