Transcript COMMUNICATION THEORIES

Normative Theories of
Mass Communication
Baran& Davis (2003)
Chapters 5 & 6
Severin & Tankard (1997)
Chapter 16
Review of the Slides
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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.
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Lasswell and Wright (1960) functions
and dysfunctions of mass media.
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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
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Since the beginning of the 20th century
the role of mass media were hotly
debated.
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’.
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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
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Siebert, Peterson & Schramn (1956)
proposed that the press system is
divided into four categories:
1.
2.
3.
4.
Authoritarian Theory
Libertarian Theory
Social Responsibility Theory
Soviet-Totalitarian Theory
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The Four theories of the press are the
Normative theories i.e . These theories were
based on observations and not from
hypotheses testing.
The authors (Siebert, Peterson & Schramm,
1956) divided the world’s press into four
categories as mentioned above.
1. Authoritarian Theory
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A. DEVELOPMENT:
16th & 17th century England. Widely
adopted and still in practice in many
places.
B. PHILOSOPHY:
Philosophy of absolute monarch, his
government or both.
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C. MAIN PURPOSE:
To support and advance the policies
of the government in power and to
serve the state.
D. WHO HAS THE RIIGHT TO USE
THE MEDIA:
Whoever get the royal patent or
similar permission.
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E. HOW ARE THE MEDIA
CONTROLLED?
Government patents , guilds, licensing,
sometimes censorship.
F. WHAT IS PROVIDEN?
Criticism of the political machinery and
officials in power.
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G. OWNERSHIP:
Private or public
H. ESSENTIAL DIFERENCE FROM
OTHERS:
Instrument for effecting government
policy , through not necessary
government owned.
2. Libertarian Theory
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A. DEVELOPMENT:
Adopted by England after 1688 and in
the U.S. Influential elsewhere.
B. PHILOSOPHY:
Writing of Milton, Loke, Mill and
general philosophy or rationalism and
natural rights.
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C. MAIN PURPOSE:
To inform, entertain, sell – but chiefly
to help discover truth and to check on
the government.
D. WHO HAS THE RIIGHT TO USE
THE MEDIA:
Anyone with economic means to do so
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E. HOW ARE THE MEDIA
CONTROLLED?
By ‘self right process of truth’ in ‘free
market place of ideas’ and by courts.
F. WHAT IS PROVIDEN?
Defamation, obscenity, indecency,
wartime sedition
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G. OWNERSHIP:
Chiefly private
H. ESSENTIAL DIFERENCE FROM
OTHERS:
Instrument for checking on
government and meeting other needs
of society
Strength & Weakness of
Libertarianism
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STRENGTH:
Value media freedom.
Is consistent with the US. Media
traditions.
Values individuals.
Preclude (prevent from happening)
government control of media
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WEAKNESS
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)
3. Social Responsibility
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A. DEVELOPMENT:
In the U.S. in the 20th century
B. PHILOSOPHY:
Writing of W.E. Hocking. Commission on
freedom of Press, and practitioners ,
media codes
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C. MAIN PURPOSE:
To inform, entertain, sell but chiefly to
raise conflict to the plane of
discussion.
D. WHO HAS THE RIGHT TO USE
THE MEDIA:
Everyone who has something to say
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E. HOW ARE THE MEDIA
CONTROLLED?
Community opinion, consumers action,
professional ethics.
F. WHAT IS PROVIDEN?
Serious invitation of recognize private
rights and vital social interests
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G. OWNERSHIP:
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Private unless government has to take over
to ensure public service.
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H. ESSENTIAL DIFERENCE FROM
OTHERS:
Media must assume obligation of social
responsibility and if they do not, someone
must see that they do
Strength & Weakness of
the Libertarianism
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STRENGTH
Values media responsibility
Value audience responsibility
Limit media intrusion in media
operation
Allows reasonable government control
of media
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Values diversity and pluralism
Aids the ‘powerless’
Appeals to the best instincts of media
practitioners and audience
Is consistent with the US legal
tradition
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WEAKNESSES
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
4. Soviet Totalitarian
Theory
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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.
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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
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E. HOW ARE THE MEDIA
CONTROLLED?
Surveillance and economic or political
action of government
F. WHAT IS PROVIDEN?
Criticism of the party objectives as
distinguish from tactics
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G. OWNERSHIP:
Public
H. ESSENTIAL DIFERENCE FROM
OTHERS:
State owned and closely controlled
media existing solely as arms of eh
state.
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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.
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.
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Altschull (1995) conclusion were:
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.
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2. The content of the news media
always reflects the interests of those
who finance the press (ownership)
3. All press systems are based on the
belief in free expression. Although
free expression is defined in different
ways.
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4. All press systems endorse the
doctrine of social responsibility.
And the press serve the interest
of the of the people. The press also
allows access to the people.
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.
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7. Press practices always differ from
theory.
Altschull (1995) proposed three other
theories in its place:
– 1. Market Nations Theory,
– 2. Communitarian Nations Theory,
– 3. Advance Nations Theory.
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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
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ARTICLES OF FAITH
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The press is free from outside interference.
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The press serves the public right’s to know.
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The press reports fairly and objectivity.
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PURPOSE OF JOURNALISM
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To seek truth
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To be socially responsible.
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To inform / educate politically / culturally.
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To serve the people impartially; to
support capitalist doctrine.
To serve as watchdog of government.
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VIEWS OF THE PRESS FREEDOM
A free press means journalist are free from
all outside control.
A free press is one in which the press is not
servile (willingness to serve) to power and
not be manipulated by power.
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No national press is needed to ensure
a free press.
B. Communitarian
Nations Theory
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ARTICLES OF FAITH
The press transform and educate people to
class & cultural consciousness.
The press provides for the objective needs
of the people
The press reports objectivity about the
realities of experience
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PURPOSE OF JOURNALISM
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.
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VIEWS OF PRESS FREEDOM
A free press means all opinions are
published, not only those of the rich
and powerful.
A free press is required to counter
oppression of legitimate communities.
C. Advance Nations
Theory
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ARTICLES OF FAITH
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.
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PURPOSE OF JOURNALISM
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.
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VIEWS OF PRESS FREEDOM
A free press means a freedom of
conscience for journalists.
Press freedom is less important than
the viability of the nation.
A national press policy is needed to
provide legal safeguards for freedom.
Functions of the mass Media
(Lasswell and Wright, 1960)
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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.
They cited 4 functions & dysfunctions
of mass media as follows:
The Functions of mass
media (Lesswell & Wright,
1960)
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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.
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2. Correlation function
That the media selects, interprets
Enforce social norms citizens based
on consensus & expose deviants.
Media gives status conferral &
opinion leaders.
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Impedes threats to social stability.
Monitors and managed public
opinions.
Checks on government.
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3. Transmission of culture function
Increases social cohesion.
Reduces anomie- sense of
estrangement.
Continue socialization – education, aids,
integration
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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).
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Possibly of panic, overemphasis
Narcotization effects – too much to
assimilate
Over exposure
Enhance conformity, perpetuates stereotype
Crates pseudo events, images, personalities
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Impedes social change, innovation
Minimize criticism, tyranny of majority.
Preserves & extends power.
Reduces variety of subcultures,
arguments
Depersonalizes, lack of personal
contact
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Tendency for standardization
Impedes cultural growth.
Encourages escapism, preoccupation
with leisure.
Corrupts fine art.
Lower taste. Impedes growth
Conditions of Media
Effectiveness
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Lazarfeld and Merton argued that
there are 3 conditions are required for
media effectiveness. They are as
follows:
(a) Monopolization. It only occurs in
the absent of other media. It only
exist in a authoritarian society in an
absent of countering views.
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(b) Canalization is the process of
reinforcing existing patterns or
behavior or attitude.
(c ) Supplementation is the process
the media interacts with the audience
through face to face contacts.
Review what you have
learned:
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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 of the
mass media namely the Market
Nations, Communitarian Nations
and the Advancing Nations.
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B. You should be able also identify the six
arguments forwarded by Altschull (1995) on
the functions of the mass media.
C. In addition you should be able to list the
functions and dysfunctions of the mass
media as proposed by Lesswell and Wright
(1960).