Normative Theories of Press
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.
Normative theories are more focused in the relationship between press and the government than press and the audience. These theories are more concerned about the ownership of the media and who controls the press or media in the country.
Authoritarian theory
Authoritarian theory describes 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 forms of communication (information or news). The press is an instrument to enhance the ruler’s power in the country rather than any threats. The authorities has 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 rights to cancel the license and revoke it. The government has all rights to restrict any sensitive issues from press to maintain peace and security in the nation.
Libertarian theory
Libertarian theory is also named as free press 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 says “all forms of communication works under the control of government or elite like king”.
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.
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 the other hand.
The theory helps in creating professionalism in media by setting up a high level of accuracy, truth, and information. The theory allows everyone to say something or express their opinion about the media. Media must take care of social responsibility and if they do not, government or other organization will do.
Social responsibility theory avoids the conflict situation during war or emergency by accepting the public opinion. Media will not play monopoly because the audience and media scholars will raise questions if media published or broadcasted anything wrong or manipulate any story. Media standards will improve.
Soviet media theory
The Soviet system has passed away and, with it — for the time being at least — Soviet theory. It is still worth outlining its principles. Soviet media theory is imitative of Leninist principles which based on the Carl Marx and Engels’ ideology. The government undertakes or controls the total media and communication to serve working classes and their interest. The theory says the state have absolute power to control any media for the benefits of people. They put an end to the private ownership of the press and other media. The government media provide positive thoughts to create a strong socialized society as well as providing information, education, entertainment, motivation and mobilization. The theory describes that the whole purpose of the mass media is to educate the greater masses of working class or workers. Here, the public was encouraged to give feedback which would be able to create interests towards the media.(https://www.daowen.com)
Soviet media theory looks similar to authoritarian theory but the core part is different from each other. In authoritarian theory it is a one-way communication, there is no feedback allowed from the public, but in Soviet media theory it is a two-way communication, at the same time the whole media is controlled or works under the leadership.
Development theory
As the name implies, this theory relates to media operating in developing or so-termed third world nations. It has parallels with Soviet theory because media are seen to serve a particular social and political function. It favors journalism which seeks out good news, in contrast to the free press position where journalists respond most readily to stories of disaster, and for whom “bad news is good news” because it commands bigger headlines.
Development theory requires that bad news stories are treated with caution, for such stories can be economically damaging to a nation in the delicate throes of growth and change. Grim headlines can put off investors, even persuade them to pull out their investments. As an antidote to the bad news syndrome, development theory seeks to accentuate the positive: it nurtures the autonomy of the developing nation and gives special emphasis to indigenous cultures. It is both a theory of state support and one of resistance that is to the norms of competing nations and competing theories of media.
Democratic-participant theory
This represents the sort of media purpose the idealist dreams up in the bath. It is an aspiration rather than a phenomenon which can be recognized anywhere in practice, yet it is surely one which any healthy democracy should regard as a goal.
This theory places particular value upon horizontal rather than vertical modes of authority and communication. It stands for defense against commercialization and monopoly while at the same time being resistant to the centrism and bureaucracy, the characteristics of public media institutions. The model emphasizes the importance of the role of receiver in the communication process and incorporate what might be termed receiver rights—to relevant information; to be heard as well as to hear and to be shown.
There is a mixture of theoretical elements, including libertarianism, utopianism, socialism, egalitarianism, localism in the model. In short, people power.
Words & Expressions
normative theory：规范理论
authoritarian：极权主义者
libertarian：自由论者
monopoly：垄断
centrism：中间路线，温和主义
bureaucracy：官僚作风
utopianism：乌托邦思想
egalitarianism：平等主义
[1] Journalism[EB/OL].(2021-10-26)[2022-01-12].https://en.m.wikipedia.org/wiki/Journalism.
[2] What is news?[EB/OL]. (2007-08-20)[2022-01-15].https://www.fairtest.org/what-news.
[3] Normative theory[EB/OL].(2014-07-10)[2022-02-10].https://www.communicationtheory.org/normative-theory-four-theories-of-the-press.