Normative Theories of Mass Communication Baran Davis 2003

Normative Theories of Mass Communication Baran& Davis (2003) Chapters 5 & 6 Severin & Tankard (1997) Chapter 16

Review of the Slides n n n 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) Four Theories of the Press. Altschull (1995) conclusions on the roles of the world’s press system. The theories of Market Nations, Communitarian Nations, Advance Nations.

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

n n 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 Normative Theories Since the beginning of the 20 th century the role of mass media were hotly debated. n As we have seen in the earlier chapter the First Amendment of the US Constitution guarantees the ‘freedom of the press’ and people argued for the ‘radical libertarian ideals’. n

n n Which means that people believed in total ‘libertarianism’ on one hand that society should be govern in the good & rational public and totally unregulated media. The extreme argument is also true that some who believed that there is a need for direct regulation of the media especially by government agency as in Lasswell’s and Lippmann’s idea of ‘technocratic control’.

Four Theories of the Press n Siebert, Peterson & Schramn (1956) proposed that the press system is divided into four categories: 1. n 2. n 3. n 4. n Authoritarian Theory Libertarian Theory Social Responsibility Theory Soviet-Totalitarian Theory

n The Four theories of the press are the Normative theories i. e. These theories were based on observations and not from hypotheses testing. n The authors (Siebert, Peterson & Schramm, 1956) divided the world’s press into four categories as mentioned above.

1. Authoritarian Theory A. DEVELOPMENT: n 16 th & 17 th century England. Widely adopted and still in practice in many places. n B. PHILOSOPHY: n Philosophy of absolute monarch, his government or both. n

C. MAIN PURPOSE: n To support and advance the policies of the government in power and to serve the state. n D. WHO HAS THE RIIGHT TO USE THE MEDIA: n Whoever get the royal patent or similar permission. n

E. HOW ARE THE MEDIA CONTROLLED? n Government patents , guilds, licensing, sometimes censorship. n F. WHAT IS PROVIDEN? n Criticism of the political machinery and officials in power. n

G. OWNERSHIP: n Private or public n H. ESSENTIAL DIFERENCE FROM OTHERS: n Instrument for effecting government policy , through not necessary government owned. n

2. Libertarian Theory A. DEVELOPMENT: n Adopted by England after 1688 and in the U. S. Influential elsewhere. n B. PHILOSOPHY: n Writing of Milton, Loke, Mill and general philosophy or rationalism and natural rights. n

C. MAIN PURPOSE: n To inform, entertain, sell – but chiefly to help discover truth and to check on the government. n D. WHO HAS THE RIIGHT TO USE THE MEDIA: n Anyone with economic means to do so n

E. HOW ARE THE MEDIA CONTROLLED? n By ‘self right process of truth’ in ‘free market place of ideas’ and by courts. n F. WHAT IS PROVIDEN? n Defamation, obscenity, indecency, wartime sedition n

G. OWNERSHIP: n Chiefly private n H. ESSENTIAL DIFERENCE FROM OTHERS: n Instrument for checking on government and meeting other needs of society n

Strength & Weakness of Libertarianism n STRENGTH: Value media freedom. n Is consistent with the US. Media traditions. n Values individuals. n Preclude (prevent from happening) government control of media n

n WEAKNESS n It is overly optimistic about media willingness to meet responsibilities. It is overly optimistic about individuals’ ethics and rationality. Ignores the need for reasonable control of media. Ignores the dilemmas posed by conflicting freedoms (e. g free press vs personal privacy) n n n

3. Social Responsibility A. DEVELOPMENT: n In the U. S. in the 20 th century n B. PHILOSOPHY: Writing of W. E. Hocking. Commission on freedom of Press, and practitioners , media codes n

C. MAIN PURPOSE: n To inform, entertain, sell but chiefly to raise conflict to the plane of discussion. n D. WHO HAS THE RIGHT TO USE THE MEDIA: n Everyone who has something to say n

E. HOW ARE THE MEDIA CONTROLLED? n Community opinion, consumers action, professional ethics. n F. WHAT IS PROVIDEN? n Serious invitation of recognize private rights and vital social interests n

n G. OWNERSHIP: n Private unless government has to take over to ensure public service. n H. ESSENTIAL DIFERENCE FROM OTHERS: Media must assume obligation of social responsibility and if they do not, someone must see that they do n

Strength & Weakness of the Libertarianism n STRENGTH Values media responsibility n Value audience responsibility n Limit media intrusion in media operation n Allows reasonable government control of media n

Values diversity and pluralism n Aids the ‘powerless’ n Appeals to the best instincts of media practitioners and audience n Is consistent with the US legal tradition n

n WEAKNESSES n It is overly optimistic about media willingness to meet responsibility. It is overly optimistic about individual responsibility. Underestimate the power of profit motivation & competition. Legitimizes status quo n n n

4. Soviet Totalitarian Theory n n A. DEVELOPMENT: In Soviet Union, although some of the same things were done by Nazis & Italians. B. PHILOSOPHY: Marxist-Leninist-Stalinist thought, with mixture of Hagel and the 19 century Russian thinking.

n n C. MAIN PURPOSE: To continue to the success and continuance of the Soviet Socialist System especially that led to the dictatorship of the party. D. WHO HAS THE RIGHT TO USE THE MEDIA: Loyal and orthodox party members

E. HOW ARE THE MEDIA CONTROLLED? n Surveillance and economic or political action of government n F. WHAT IS PROVIDEN? n Criticism of the party objectives as distinguish from tactics n

G. OWNERSHIP: n Public n H. ESSENTIAL DIFERENCE FROM OTHERS: n State owned and closely controlled media existing solely as arms of eh state. n

n In 1995, communication scholar by the name Altschull wrote a book about news as agents of power -‘ Agents of power’ criticizing the Four Theories of the Press – that are no longer relevant in modern times. n In modern times, independent press cannot exist and that mass media are agents of those who hold the economic, political and social power in any system.

n Altschull (1995) conclusion were: n 1. All press systems, are agents of the people who exercise political & economic power. Newspapers, magazines & broadcasting are not independent. But they have the potential to exercise independent power.

n 2. The content of the news media always reflects the interests of those who finance the press (ownership) n 3. All press systems are based on the belief in free expression. Although free expression is defined in different ways.

n 4. All press systems endorse the doctrine of social responsibility. And the press serve the interest of the people. The press also allows access to the people. n 5. Schools of journalism transmit the ideologies & value systems of the society in which they exist. People in power maintain their control of the media.

n 7. Press practices always differ from theory. n Altschull (1995) proposed three other theories in its place: – 1. Market Nations Theory, – 2. Communitarian Nations Theory, – 3. Advance Nations Theory.

n The differences between these theories were based under three main headings as follows: A. The article of faith B. Purpose of Journalism C. Views of the Press Freedom

A. MARKET NATIONS THEORY n ARTICLES OF FAITH n The press is free from outside interference. n The press serves the public right’s to know. n The press reports fairly and objectivity.

n PURPOSE OF JOURNALISM n To seek truth n To be socially responsible. n To inform / educate politically / culturally.

n To serve the people impartially; to support capitalist doctrine. n To serve as watchdog of government.

n VIEWS OF THE PRESS FREEDOM n A free press means journalist are free from all outside control. n A free press is one in which the press is not servile (willingness to serve) to power and not be manipulated by power.

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

B. Communitarian Nations Theory n ARTICLES OF FAITH n The press transform and educate people to class & cultural consciousness. n The press provides for the objective needs of the people n The press reports objectivity about the realities of experience

n PURPOSE OF JOURNALISM n To search the truth To be socially responsible. To educate the people and enlist allies politically and culturally. To serve the people by demanding support for correct doctrine. To mold views & behavior. n n

n VIEWS OF PRESS FREEDOM A free press means all opinions are published, not only those of the rich and powerful. n A free press is required to counter oppression of legitimate communities. n

C. Advance Nations Theory n ARTICLES OF FAITH n The press is unifying and not a divisive force. The press is a device for beneficial social change. The press is meant to be used for two-way exchanges between journalists and readers. n n

n PURPOSE OF JOURNALISM n To serve the truth To socially responsible. To educate politically and culturally. To serve the people by seeking in partnership with government, change for beneficial purpose. To serve the instrument of peace. n n

n VIEWS OF PRESS FREEDOM A free press means a freedom of conscience for journalists. n Press freedom is less important than the viability of the nation. n A national press policy is needed to provide legal safeguards for freedom. n

Functions of the mass Media (Lasswell and Wright, 1960) n Lasswell and Wright (1960) were early scholars suggesting the major functions of mass media in the society –based on the analysis of functions and dysfunctions. n They cited 4 functions & dysfunctions of mass media as follows:

The Functions of mass media (Lesswell & Wright, 1960) n 1. Surveillance function That information provide news – warning of natural dangers. Media as instruments essential to the economy, public and society. provide exposure to personalities and events.

n 2. Correlation function That the media selects, interprets Enforce social norms citizens based on consensus & expose deviants. Media gives status conferral & opinion leaders.

Impedes threats to social stability. n Monitors and managed public opinions. n Checks on government. n

n n 3. Transmission of culture function Increases social cohesion. Reduces anomie- sense of estrangement. Continue socialization – education, aids, integration

n 4. Entertainment A sense of escapism, fills leisure time. Creates mass culture. Art / music. Raise tastes, preference

The Dysfunction of mass media (Lesswell & Wright, 1960). n n n Possibly of panic, overemphasis Narcotization effects – too much to assimilate Over exposure Enhance conformity, perpetuates stereotype Crates pseudo events, images, personalities

Impedes social change, innovation n Minimize criticism, tyranny of majority. n Preserves & extends power. n Reduces variety of subcultures, arguments n Depersonalizes, lack of personal contact n

Tendency for standardization n Impedes cultural growth. n Encourages escapism, preoccupation with leisure. n Corrupts fine art. n Lower taste. Impedes growth n

Conditions of Media Effectiveness Lazarfeld and Merton argued that there are 3 conditions are required for media effectiveness. They are as follows: n (a) Monopolization. It only occurs in the absent of other media. It only exist in a authoritarian society in an absent of countering views. n

n (b) Canalization is the process of reinforcing existing patterns or behavior or attitude. n (c ) Supplementation is the process the media interacts with the audience through face to face contacts.

Review what you have learned: n A. At the end of this lesson you should be able to recognize the four theories of the press namely Authoritarian, Libertarian, Social Responsibility, Sviet-Totalitarian and additional three more theories of the mass media namely the Market Nations, Communitarian Nations and the Advancing Nations.

n B. You should be able also identify the six arguments forwarded by Altschull (1995) on the functions of the mass media. n C. In addition you should be able to list the functions and dysfunctions of the mass media as proposed by Lesswell and Wright (1960).