The six normative theories of mass media have been explained here.

1. NORMATIVE THEORIES
OF MASS MEDIA
Dr. Juri Hazarika
Assistant Professor of Mass Communication
Krishna Kanta Handiqui State Open University
Guwahati, Assam

2.  Theories of mass communication helps in understanding relationship between
mass media and masses
 Communication is an all-encompassing activity which affects all walks of life
 The mass media of any society reflects the socio-economic and political
structure of a society and vice-versa.
 Normative Theories of mass media explain how mess media operate under
certain political or economic circumstances
 Siebert, Paterson and Schramm initiated four normative theories in 1956:
Authoritarian theory, Libertarian theory, Social Responsibility theory and
Soviet Communist theory
 Dennis McQuail added two more theories later: Development Media theory and
Democratic Participant Media theory

3.  This theory explains that all forms of communication remain under the strict
control of the state or the governing authority
 Media lack freedom of operation, cannot function in an impartial manner
 Lack of freedom for the public to criticize state policies and forbids non compliance
of the official codes
 Ownership of media could be both public or private. Broadcast and cinema usually
remain in the hands of the government
 Media mainly act as a propaganda tool for the ruling party
 For example- autocratic and dictatorial nations. Sometimes democratic countries
could may also restrict media freedom at times (e.g. films in censor boards, during
emergency period, etc.)

4.  Also known as the Free Press Theory.
 This theory is based on individual’s fundamental right to freedom of speech and
expression.
 It advocates a free media in a society, free to perform its duties and
responsibilities in any manner deemed suitable.
 This theory originates from the liberal thought in Europe in the 16th century. The
ideas germinated from the protest against the complete control of feudal lords
over commoners and Church restrictions on the freedom to communicate. The
Protestant Reformation played significant role in it.
 This theory explains media to be free from government control, or any censorship
 Ownership of media is mainly private.

5.  Media’s purpose is to inform, entertain, and serve as watchdog of the society.
 Indian Constitution provides freedom of expression in Articles 19 to 24, providing
freedom to mass media
 Publishing against the government or any political party should not be punishable
 Media cannot be forced to publish or support anything
 No restriction of any kind on gathering of information
 No requirement of permit or license for publication and distribution of information
 Libertarians believe unrestricted public debates and discussions are important for
healthy society
 The United States is one of first countries to adopt Libertarian policies in its
Declaration of Independence and Bill of Rights

6.  The theory originated in 1947 in the ‘Commission on Freedom of the Press’ in United
States
 Media should maintain professional standards, impartiality and code of conduct in
exercising their freedom. Self-censorship and self-regulation must be developed while
reporting
 It imposes responsibilities on media. The theory appealed to the idealism of the media
owners and demanded pluralism as a service even at the cost of reduced profits. Media
should also represent the diversity of cultures

7.  The ownership is mostly private and practice self-regulation
 The theory says that media has the moral obligation to provide adequate information to
the public to make informed decisions
 Media professionals should be accountable to society and the ir respective organisations
 Examples- USA, France, Germany, Japan, etc.

8.  Origins of this theory traces back to the teachings of Karl Marx and the 1917
Russian Revolution
 Also known as social media theory
 The media organisations are not meant to be privately owned. The communist
state owns or in some ways controls all forms of media
 Media need to serve the purposes of education, information, mobilization and
motivation in the society, and thus serve the working classes and their interest

9.  Media is self regulatory, there is no censorship.
 Media can be punished by the society for anti-societal publications
 Media professionals should work towards the best interest of the society, and
providing a complete and objective view of the society
 At present, no country technically has this set-up of media. However, media in
certain countries possesses the characteristics of soviet communist theory, for
example North Korea, China.

10.  Mass media can be utilized for the development of the nation or the society
 Media can meet the information needs of people to help them in different walks of
life, such as improving living standards.
 Mostly in third world countries, mass media serve to educate, enlighten and
inform masses, and play the role of disseminator of government’s development
policies
 Media content should be development driven, focusing on the socio-economic and
political lives of people
 Freedom of media should be restricted to an extent in view of the economic and
development priorities of the society. Media freedom should be exercised with a
sense of responsibility
 The state can regulate and censor media for the overall development of the
country

11.  This theory upholds the needs and interest of the masses instead of the media
owners.
 It focuses on encouraging more people to participate in the functioning of media,
allowing adequate reflection of their concerns in media
 Based on the term of ‘democratic decentralization’, the theory advocates more
representation of masses in decision making
 Media should be controlled by the audience and individual citizens and minority
groups should have right to communicate. (Promotion of small-scale mass media
like community radio or community television station with smaller area and
target audience)
 Self-regulation of media is encouraged
 Many countries have started to follow this theory such as Bangladesh, India,
Nepal, US, UK, Yugoslavia, Ghana, etc.

12. Thank you