Transcript Normative Theories of Mass Media

Normative Theories of Mass
Media
How much censorship?
The movement of professionalism in the media was aiming to make
media more responsible and credible. Normative Theory studies the
ideal way of operation of media, media management, moral and
ethical responsibilities of media, being responsible journalists.
Normative theories have a distinct place among media theories since
they are dealing with how media should be rather than how the
media is.should media distribute any kind of content to get maximum
profit in a minimum time?
• Should media provide some public services without making any
material profit?
• Should media be involved in solving social problems?
• Should media protect audiences from bad effects of business and
bureaucracy?
• What should be media doing in case of any crisis?
Social Responsibility theory
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Radical liberitarianism is against any regulation on media
operation Media should be literally free to do anything.
There are two extreme groups:
•
First amendment absolutists (no law means no law) and
advocates of technocratic control.
People who believe media should be control couldn’t reach any
agreement who should be in charge. Media practitioners point
out the problem of controlling media for control people’s
interests.
•
Libertarianism theory sees audiences wise enough to differ
good from bad.Libertarianism appeared against authoritarian
theories leaves media under the control of governmental elite
bur unlike totalitarian theories it doesn’t give priority to
homogenizing the national ideas jus control of some elites.
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Celebrating human reason and conscious liberitarianism argued
that unrestricted public debate prevents the society from
arbitrary social orders.
Libertarianism
• John : Milton in 1644 stated that a fair debate or argument always
win out over lies which we call today self righting principle. But
followers of this idea was too naïve in the long process of forming a
right decision. By following Milton T. Jefferson declared that he
would prefer a press without a government rather than government
without a press.
• Freedom of speech, press and assembly are in the Bill of Rights in
the State’s constitution. These how important there are covered by
the most important regulations, constitution.
• As new media appeared such as internet freedom the regulations of
media has been debated.
• The first reason of limitations in communication is that there is a
conflict of rights among people and groups and both parts media
professionals and audiences.
• Why these all happened in the states because yellow journalism,
depression and injustice public confidence and respect for media
had been shaken.
Marketplace of Ideas
The idea is originated by Adam Smith advocating that there is no need
for the government to regulates markets. The same idea is
implemented to the media: Media should be regarded as a self
regulating marketplace of ideas: Ideas should be put in front of
public an public will choose the best among them according to
laissez-faire. Ideas are freely traded among people.
• Someone could come up with a good idea transmit it through media.
If people like it they buy and it turns into profit or if they do not the
person will loose.
• The idea is here the people are wise enough to choose the best and
useful messages will become profits. Truth should win in the
marketplace, self-righting principle should apply to mass media
content as well as to public debate.
• Philip Napoli, media policy researcher, defined
two interpretations about marketplace ideas:
-economic theory based interpretations:
emphasize efficiency, consumer satisfaction and
competition.
-Democratic theory based interpretations :
emphasize citizen knowledge, informed decision
making, effective self government.
• The former one is against government regulation
while the last one is for the regulations.