Normative Theory – Four Theories of the Press

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 called as western theories of mass media.

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.

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

• Authoritarian theory
• Libertarian theory
• Social responsibility theory
• Soviet media theory
 Authoritarian Theory
• Authoritarian theory describe that all forms of communications
are under the control of the governing elite or authorities or
influential bureaucrats.
• Authoritarians are necessary to control the media to protect
and prevent the people from the national threats through any
form communication (information or news). The press is an
instrument to enhance the ruler’s power in the country rather
than any threats. The authorities have all rights to permit any
media and control it by providing license to the media and
make certain censorship.
• If any media violate the government policies against license,
then the authority has all right to cancel the license and revoke
it. The government have all right to restrict any sensitive issues
from press to maintain peace and security in the nation.
 Censorship:
• Censorship is a suppression of any communication which may
consider as harmful to the people, King, government and its nation.
Especially these censorship methods are much familiar in press
which against the freedom of speech and freedom of expression. In
some other cases, the censorship helps to protect the rulers and
authorities from sensitive issues.
• There are different types of censors like
• Political censor
• Moral censor
• Religious censor
• Military censor
• Corporate censor
 Examples of Authoritarian theory:

For right Nikolai Yezhov, standing near Stalin was removed from this photograph after he shot dead in 1940.
These types of censors are common during Stalin’s reign. (Nikolai Ivanovich Yezhov or Ezhov was a Soviet secret
police official under Joseph Stalin.)
• Here, Journalist or any media persons should not have any rights to comment, discriminate or stand against the
government. Sometimes, an authority gives considerable freedom to minority thoughts and cultural issues to
promote them if it doesn’t make any threats to authority or ruler.
• King – King is the authority, who has all rights to control the communication and no one can question against
the king.
“The French king Louis XIV was concentrated in his person parliamentary, law making and judicial power. He
was the authority of Supreme Court as well as he can condemn a men to death penalty without any rights
appeal”.
• Dictatorship – During the world war II Hitler and Mussolini are the two major authorities who controlled the
press in Germany and Italy. Press was under the control of the authority and No press can’t question against or
publish against these two dictators.
• Few countries blocked wiki leaks website from its country to maintain the internal security because the wiki
leaks are not ready to compromise with government censorship and realising classified documents against the
government.
 Libertarian Theory
• Introduction:
The Libertarian theory is one of the “Normative theories of press”. The theory which is
originally came from libertarian thoughts from 16th century in Europe. The libertarian
theorists are against the authoritarian thoughts. International trade and urbanization
undermine the power of a rural aristocracy which leads various social movements raise
includes the Protestants reformation, that demands individual’s freedom and their own lives
and free thoughts. 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.
• 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. The libertarian thoughts are exactly
against or opposite to the authoritarian theory which means the authoritarian theory says “all
forms of communication works under the control of government or elite like king”.
The Political Compass
• If you are in the top-left, then you are both economically and socially conservative. This is the
position, for the most part of, of Republicans in the US today. They favour limited government
intervention in market policies/regulation and reduction of state-sponsored programs that involve
government spending, while standing by conservative social values (family values, states' rights, pro-
life).
• If you are on the bottom-right grid space, you are economically and socially liberal. This is the
position of most US Democrats. Economic policies should favour measures that spend money to
enhance the public good, with strong government controls that tend toward a more mixed economic
policy (both planned and market dependent). Socially, people in this quadrant tend to favour
government non-interference in their personal affairs, especially those affairs which are considered
by these individuals as "self-regarding" (e.g. sexual practices, reproductive rights).
• If you are in the bottom left grid space, you are economically liberal and socially conservative.
Economically favouring programs that benefit the poor and underserved/underrepresented, but
standing behind "conservative" social viewpoints such as being pro-life, against gay marriage, against
embryonic stem-cell research. This group might also favour a more centralized (government
planned) economy, but that is an assertion that is probably more related to unreliable generalization
than in pure definition.
• You have, the top-right which is socially liberal and economically conservative. They favour limited
government market intervention (as close to laissez-faire free market capitalism as possible), while
maintaining a consistent liberal social stance as well. That is to say, they believe that government
should not be involved too much in either sphere (economic or social). Rather, they should be there
solely to enforce contracts and engage in limited foreign policy. This is the modern form of US
Libertarianism.
Strength and Weakness:
• Freedom of press will give more freedom to media to reveal the real thing
happening in the society without any censorship or any authority blockades.
• Is reliable with U.S media traditions.
• It gives more values for individuals to express their thoughts in media.
• Theory excessively positive about media’s willing to meet responsibilities
which may lead people into negative aspects.
• Is too positive about individual ethics and rationality.
• Ignores need for reasonable control of media.
• Ignores dilemmas posed by conflicting freedoms.
Example:
• Wiki leaks website published all sorts of confidential or restricted files in public
space and especially classified documents. These articles are providing brief
knowledge about the government and its activities which helps people to
identify what is happening in the society and its gives great choices to elect a
better president in future.
• Sometimes these documents may work against the government and its
authority that is why most of the country is not willing to allow libertarian
thoughts because it may affect their power and kingdom.
 Social Responsibility Theory
Introduction:
In mid 20th century most of the developing countries and third world nations have used this social responsibility theory of
press which is associated with “the Commission of the Freedom of Press” in United States at 1949. In the book “Four
theories of Press” (Siebert, Peterson and Schramm) it’s been stated that “pure libertarianism is antiquated, out dated and
obsolete.” That paved way for replacement of Libertarian theory with the Social responsibility theory.

Social Responsibility Theory:

Social responsibility theory allows free press without any censorship but at the same time the content of the press should be
discussed in public panel and media should accept any obligation from public interference or professional self regulations or
both. The theory lies between both authoritarian theory and libertarian theory because it gives total media freedom in one
hand but the external controls in other hand. Here, the press ownership is private.  The social responsibility theory moves
beyond the simple “Objective” reporting (facts reporting) to “Interpretative” reporting (investigative reporting).  The total
news is complete facts and truthful but the commission of the freedom press stated that “No longer giving facts truthfully
rather than give a necessary analysed or interpretative report on facts with clear explanations”.
• The theory helped in creating professionalism in media by setting up a high level of accuracy, truth, and information. The
commission of press council also included some tasks based on social responsibility of media, which are as follows:
1.Formulate the code of conduct for the press.
2.Improve the standards of journalism.
3.Safeguarding the interests of journalism and journalist.
4.Criticise and make some penalty for violating the code of conduct.
• The theory allows
1. Everyone to say something or express their opinion about the media.
2.Community opinion, Consumer action and professional ethics.
3.Serious invasion of recognized private rights and vital social interests.
4.Private ownership in media may give better public service unless government
has to take over to assure the public to provide better media service.
5.Media must take care of social responsibility and if they do not, government
or other organisation will do.
• Critics of Social Responsibility Theory:
1. Avoids the conflict situation during war or emergency by accepting the public
opinion.
2.Media will not play monopoly because the audience and media scholars will
rise questions if media published or broadcast anything wrongly or
manipulate any story.
3.Media Standards will improve.
4.Media will concern all class audience rather than focus on higher classes in
the society.
5.Media may work autonomously but certain thing is controlled by the
government and other public organisation.
 Soviet media theory
The communist and Marxist government rule
and communist theory of mass communication
was practically used by the then Soviet Union
(Russia) in 1917. Thus, the theory is also known
as Soviet Theory of Mass Communication. The
government controlled all the media according
to this theory and had absolute power.
 Features of Communist Theory of Mass
Communication
• 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 Communist Theory of Mass
Communication
The then Soviet Union controlled the media totally by publishing all the
good things about their country and governance while not showing
anything that could make the people feel agitated about their own
nation. They promoted their own culture and traditions as the best.
They also did not give out news about disasters and accidents.
On the other hand, they showed every bad aspect of culture and social
systems  of other democratic countries like US. They also told their
government system was better than democracy. That is how
propaganda was bestowed upon all. These techniques were solely
based on their communist ideologies representing the Communist
Theory in full.
 Criticisms of Communist Theory of Mass
Communication
• Propaganda based information is only delivered. The information
might be false.
• No media can criticize the government and the government will not
get the chance to improve.
• Authoritative obstruction can be found for every type of media.
• There can be many restrictions and there is a concept of punishment.
• Leader is taken as the greatest and citizens are not given importance.
• The media can not play the role of the watchdog.
• The development of the nation depends on the characteristics of the
leader.