the six normative media theories pdf

McQuail and other scholars like him certainly deserve credit for their penetrating insight, especially into what appears to be common line thinking among leaders of developing countries. In Areopagitica, a powerful Libertarian tract published in 1644, John Milton asserted that in a fair debate good and truthful arguments will always win out over lies and deceit. Theories are academic foundation of every discipline, they are important because they are the means by which we codify and organise what we know, they allow scholar leaders and student to transform information into knowledge, also theories focus our attention on important variable and relationship, a theory is like a map of a city on which you can view the street, housing, development and others, theories functions as book guide and helps use understand, interpret, judge and act. ŃA}�glY��0�xߞ��%��0�8�+H+d�"�6�� N�'�N~��a�g��`s�ƮO��y�` ��f��t�G�A%՚�W�P 8�́S��-7�Z�_�B��%�J��O�=�\@��1�y�z��s.��g�P��{�_OL��g�gl*�jU��V3�V,��*B!�bl�r��9��P��=�r�'aT�� aoƫ1��ff��b��Y�߭��U99N�$�cr�ub��{�$}xq��cu WD;�K1A_}f��+��1Z5Mũ(��gޯ��6��\��i�̚[�N|i�(z��+&��R��Z��K�GίԲY��l�2?O�D�W��b&�,`�>`�Q�-��P�NL��Q2��LOX3/%��V��N�>/��;�\$C ��O��#�r�� wP-�b�˥�*p_�W��T��g��bF��A`�_��ր��@�0��l��/�!f19XX\�M^J^0 z,�Y?�I!��KU�8�Uj"�Θ�x��8I� ��> ]�� >!$V�)��P�!f��g�/�g��#Nѩk�v{��opH%�j@ 0z��D�v��dXH\��C��r��-��O� �Zu� Y`��%�aɡ��I��Q�0�h�u�4 ABSTRACT A theory, in the general sense of the word, is an analytic structure designed to explain a set of observations. Theory says the state have absolute power to control any media for the benefits of people. & Osifeso, J.B (2008) Models and theories of Communication. So, normative theories of press were developed to understand the use and responsibilities of media for general public through the relationship of media and governments. �^�&��}9�_O��L��x��|��y�2�5a�ko��é{�٪�^k��O�u��ò�s��4��v�^�X'*�g��^�=T%��4��HC2��, ��!�@�@��q�8�-��vP�ȐڒڐS�i�))�.��Ԇ�BjCjYf�ZHmH-�g&Қ�� A::�t$td�H��b+�Z:rtdqw�]Ә^�,'�h��p��e&~�V,F#��b�6�H��ӊ�œE��"d�dz�M+:p�B+�V�ԞV�H�Sp�8��/Ϥ��S�xZq��i�ъ�G+�V�w�{��pw��6`� t��9�~��;��3s3�`��L�N��YZ�S*�J��\��~U|��ղ�s�i�Ü�nv1FC��OsH�r3�W�të�{�~��JN_�.�oᶋ��WӪ�'�+� �jo Media used sensationalism to attract people to use media like newspapers more. Normative theories are proposed based on the widely accepted fact that media does not operate in isolation or without interaction with a social world. Second, it gives an overview of the main theories in this area. In authoritarian theory is a one way communication, these are is no feedback allowed from the public but in Soviet media theory is a two way communication at the same time the whole media is controlled or works under the leadership. Format : PDF, ePub, Mobi ... Normative Theories of the Media provides a sturdy foundation for subsequent discussions of the changing media landscape and what it portends for democratic ideals. Download Normative Theories Of The Media PDF/ePub or read online books in Mobi eBooks. No censorship â pursuit of truth â conscience & Censorship of all types, therefore, was easily possible. We all now that Normative theories is describes an ideal way for a media system to be controlled and operated by the government, authority, leader and public and there are Four theories of the Press/Media which is the: Authoritarian theory Libertarian theory Social responsibility theory Soviet media theory So for me I would say that theâ¦ It is believed that International trade and urbanization undermine the power of a rural aristocracy which leads various social movements like the Protestants reformation, which demands individual’s freedom and their own lives and free thoughts. However, several scholars, best known among them Dennis McQuail, have sought to create a more complex study of the press theories, especially in terms of their explanation on ideas to operate with a specific system of social values. Normative Theories of the Media: Journalism in Democratic Societies. The theory balances the claims for freedom with the need for responsibility. America: Africa Renaissance Book Incorporated. The government media provide positive thoughts to create a strong socialized society as well as providing information, education, entertainment, motivation and mobilization. this was helpful,ask you to continue doing great works like this one.thank you. The first newspaper was established by Rev. • The media should avoid whatever might lead to crime, violence, or civil disorder or give offence to minority groups. �N�*�1s��_&�h�f�,��؋_��V��$�,�l< ��;T�@a��f��p1��H9 ��D�B�rO��T��/��X4�@�{m��#�_x�8��ܡ#��t��(SО�0�ݷ�=-cR��o��3|�_%x+φ�s�V��oh�S0�Z�g�c�DU@�)t��MgԠ�,��w�H�yLL�*��.��P��κ:5� (-q�Jl� �^6� �0��K��-4i�4�]&M�q�"Q�ѭh��ٯ�4�8�M��c�w��+|LW�_� z:�V��L��l��)�f\ �~�h|f��3Q)�� ;��J��3�\f�@w�rC"��z�L��]x1[��JP^o}3��6� {@��D��-��YD��x�F�94��1��jB�N��m�H�"�n�\�C2�W�g�%= �/�r��T��}s��%�ߣ�i&�߉�ݒ H��u��3�fTm�4V�P�q These articles provided brief knowledge about the government and its activities which helps people to identify what is happening in the society and its gives great choices to elect a better president in future. ��o�Aֳ�ñw�.��o�4��ݹ�cs66�]�@��(;H��JPӠ��ez��'�Ic�@��P��b��ڞW��?�Վ{1mMW;�i��g��� �I�T8%9�0�(@�ms/�E�Y��M[^W��r`��v�{�lV(��`?s�Ǘ�T�&Ia��j��V�'�i4�'3��E��aB��/\�X�?�I�n�j �x?2h>k:0+Z�>��(p�o}Q��w�M5��ݥ]�� It show how the press operated under the various political environments. • If the leadership is wrong the whole nation will suffer a lot. This will ensure cultural and political pluralism. Theories introduces you to new ideas and helps you see things in a new way, theories may change but they may stick around for a little while they are useful, insightful and interesting that they are not easily, A theory is an explanation of a process; it should be seen as a statement or argument in favour of a particular approach Dennis McQuail (1987) summarized the basic principles of the theory as follows: • Media should accept and fulfill certain obligations to society. Free expression from any authority, unchecked by censorship – internal or external. Thank you! Whether or not we regard free press as a natural right depends upon how much we assume that people desire to know the truth and will be set free by it. )�Q߀��.of�g$m��t��}�Zߒ�5n��?L'�8��7;'){p͎�DՃ噽��M+I�ωM ��lR+9�G�� )��im�!v��qY�nk��J��S3㩟��SS�iX�4k_M�ju�|ʶ�BT��~�'��@ Theory also has its weaknesses, these include; • Theory is excessively positive about media’s willing to meet responsibilities which may lead people into negative aspects. The press in such a society is viewed as an instrument for disseminating the stateâs â¦ ). Developed in 17th century England, authoritarian theory is the oldest of the four theories. H�\��n�0E�y Hello Mabel, would be glad if you can send a mail so we can connect to talk more on mass communication topics for I'm also studying the course. The libertarianism is an idea of individualism and limited government which is not harmful to another. Folarin. Stephen, W. Littlejohn/ Karena, F.Theories of Human Communication. They focus on the relationship between the press and the government, ownership of the media and who controls press or media in the country. Propaganda and mass society theories are used to justify media regulation. Kerlinger (1973) has given a compressive definition celebrated definition of theory. The media is seen to fulfill particular social and political duties; hence media freedom while desirable should be subordinated to national integration, socio-economic modernization, promotion of literacy and cultural creativity. This represents the sort of media purpose the idealist dreams up. New models have been introduced to 'counter' the proponents of normative theories of the press but when considered critically, they are only empirically extension of the normative theories. New York: Palgrave Macmillan. As the press performs its responsibilities, according to McQuail, it bears the following tenets in mind: • Media must accept and carry out positive development tasks that are in line with the policies formulated by the political leadership and freedom of the press should not be at variance with economic priorities of the government and the development needs of the citizenry. 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 Hutchins Commission on the Freedom of the Press” in United States at 1942. Click Download or Read Online button to get Normative Theories Of The Media book now. Normative theorists like to divide normative theories into classes. Theories McQuail distinguishes between six theoretical approaches on the relation between media and society; give a short summary of each of these theories. By this we mean functions as they should be according to dominant criteria, in some cases an ideal, in others a necessity; and they constitute guidelines to media structure and performance within the environment in which it operate. At the same these âfour theories of the pressâ were came from many sources rather than a single source. In this book, five leading scholars of media and communication take on the difficult but important task of explicating the role of journalism in democratic societies. The social responsibility theory moves beyond the simple “Objective” reporting (facts reporting) to “Interpretative” reporting (investigative reporting). ;U��&*�Y��w��Be�`!O�i�ߡ�"rV�R�� For this theory to work successfully, it would demand a pluralist media in a pluralist society and is only responsible through multiple ownership. �Y�P7�3y6��y2��/�i��7�-~�_��o�;_��|��m�B4b��,��\�B�"�`> This idea came to be known as Milton’s self-righting principle, and it continues to be widely cited by contemporary media professionals as a rationale for preserving media freedom. 3�t H��G+�hM Professionalism was created in the media by setting up a high level of accuracy, truth, and information. B. • Soviet media theory allows some restriction based on the nation interest rather than communist theories like soviet media theory, the journalist or press should support the leadership rather than a watchdog. • Criticize and make some penalty for violating the code of conduct. ]3~�M�͹\f��λx�]U��}��]�;�!u��>�_��#�C}�W+߆�%z��_�9�l��k�{7�l�O��|1��(��m�uRO�U�=+_m�Y��ϗ�v86�urU��ϟ&��U��Ķ��,d?��/��uK�-��D��yJ��2ŗ�L��(Y��G��_A�Bg��k0�Gp>�^�Ȗl^)�R��tV8+��Jg��Y�tV8+��JO��S�D|�ϐs��ҿn�oS�g��dc5��4O��.��i��.�ܧ :�� Social responsibility theory appealed to the idealism of individual media practitioners and tried to unite them in service of cultural pluralism. Baran (2002) opines that mass communication theories are explanation and predictions of social phenomena that attempt to relate mass communication to various aspects of our personal and cultural lives or social system. Theories Overcoming barriers to effective communication: Design and deliver message so that it gets the attention of intended audience. ��Z�D��ۋ1��V#ɡ�4WM�i!8)ܻ9� P:�W8�e�T~�M9�։G32@:��7P�*C�� ?�_�{bl_�c�_&n�Oi�Zй��K�� Tb�Ǜæېir�� The authoritarian theory is an idea that placed all forms of communication under the control of a governing elite or authorities. They organize knowledge in a field, explain the relationships between important concepts and variables, and help scholars and practitioners make predictions about what strategies will be effective. It has to be remembered that in spite of the normative truism that “the press always takes on the form and coloration of social and political structures within which it operates”. There are six normative theories of the press, in 1950 Siebert et al mentioned four theories, two more were added by McQuail in 1980.these theories are. Media became competitive and yellow journalism developed in the nineteenth century. • Ignores dilemmas posed by conflicting freedoms. Download full-text PDF. This theory evolved in the sixteenth and seventeenth centuries, spreading throughout Europe with the invention of the printing press, The authoritarian theory views humans as subservient to the state. The theory links with the democratic process and the media are guardians of that process, vigilant on behalf of the citizens, with a duty to be honest and fair to all. �0�xŹ[(��/�"�7+��w�6�D�R��.�� ܛ)�H��O��!ћw�>Lm��Kq��]��X�^��T�Zo(4R��8��=��ΨU�Y��k��>�a��w�J��@M{g]�� t��U�,Ti��K�)��|�Oٛ�?�h��v��wF�/�h%h4Sq��_hj#WP�0�8��^��jN$)Y��Bj:Җ��i��=��m Siebert, F.S, Peterson, T, & Schramm, W. (1963) Four theories of the Press. Critics of Social Responsibility Theory are of the belief that. It favours journalism that seeks out good news, requires that bad news stories are treated with caution, for such stories could be economically damaging to a nation in the delicate throes of growth and change. ��f�P��X�UE�X5Z%��6|��4/��2/��f�Ɵ��w|��q��ʳ^@��`�_��HF2�� b�F ��y��|�]؃��~BN�~�︄�pëX��F�6u�j��]T�z\ũĿ#��P��]��B~��r1��~�7�V��;�K��[>�G��Oq�*{��G1#�$�"O�IL�4��xo�=|��2�c|��؍}��G��N��"��:j��W��psv� ��P�T�J��$�9��M�0��ܕgq��|~��_�"^��y%�ᵼ��;��?�-�1�;y7��=�ȥ|�O�9��s%_�+|��]�;z��xc ��QH@ Normative Leadership Theories. Sometimes, an authority gives considerable freedom to minority thoughts and cultural issues to promote them if it doesnât make any These theories were made to clean media practices and guide the press. It urges that in public interest, in the interest of true representation, both sides of a case should be stated. I have also been to understand that according to authoritarian theory, the media is controlled and censored by the elites and ruling class in the country but libertarian is fully free without any intervention of any authority or government, Social responsibility theory advocates press freedom in one hand but on other hand there is self-regulation and the public controls the press by raising questions and in Soviet media theory, the whole control of the media is under the leader of the nation.I am very grateful for your expository take on the topic.Benson MabelMass Communication, Caleb University, Lagos. • Ignores need for reasonable control of media. 229. File Name: Normative Theories Of The Media Journalism In Democratic Societies History Of Communication.pdf Size: 6277 KB Type: PDF, ePub, eBook Category: Book Uploaded: 2020 Dec 05, 03:50 Rating: 4.6/5 from 892 votes. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. However, one way of satisfying the demands of this theory is the establishment of public service broadcasting in many parts of the world. These theories were made to clean media practices and guide the press. Chapter 6 Normative Leadership Theories Ethical Author: media.ctsnet.org-Jonas Schmitt-2020-10-08-14-19-50 Subject: Chapter 6 Normative Leadership Theories Ethical Keywords: chapter,6,normative,leadership,theories,ethical Created Date: 10/8/2020 2:19:50 PM This thesis, titled âNormative Media Theory and the Rethinking of the Role of the Kenyan Media in a Changing Social Economic Context,â is a theoretical study that discusses the role of normative media theory in shaping and guiding debate on the role of the media and attendant policy making processes in a changing Kenyan social economic context. Here, the press ownership is private and media have an obligation to the public that amount to a form of public stewardship. Anaeto,S .G, Onabanjo, O.S. bellohabeeb1602@gmail.com This is my mail. So, normative theories of press were developed to understand the use and responsibilities of media for general public through the relationship of media and governments. Liberalism means information is knowledge and knowledge is power. Authoritarian theory doesn’t prioritize cultivation of a homogenous national culture, it only requires acquiescence to a governing elite. Get Free Normative Theories Four Theories Of The Press Media Studies Normative Theories Four Theories Of The Press Media Studies Yeah, reviewing a books normative theories four theories of the press media studies could increase your close links listings. • Society and the public have a right to expect high standards of performance and intervention. • Is too positive about individual ethics and rationality. It is an exact opposite of the authoritarian theory. The theory advocates that all media message systems are in the service of the state, as well as voice of the people. • In the overall interest of development, the state has the right to intervene in media operations by the use of censorship devices, especially when the activities of the press are not in consonance with the development objectives of the government. To sum this up, according to authoritarian theory, the media controlled and censored by the ministries in the country but libertarian is fully free without any intervention of any authority or government, Social responsibility theory – press freedom in one hand but other hand they controlled the press by raising question and Soviet media theory, the whole control of the media is under the leader of the nation. Normative theories of journalism concern ideal functions of the press, what the press should do. ��5x)C5P�V�� The same theory was developed and followed by Adolf Hitler’s Nazi in Germany and Benito Mussolini in Italy. In this context, authoritarians justified their control as a means to protect and preserve a divinely ordained social order. Concise! ��1�s� �/��'L�pȰ�H��>!��)^Z�y\DY�)*��@��>3N�Q}�a�O��'��GH��l�#�� [�� /�E��l�B"$�a�hb:��t��O�i�Aj�S��=�`��=t��õ>�Q�ۮ��>�Q�Ʒ�˴QM[��g��x��r��l�R��i�6w��i��1˿ M��M=��*?��x�ݨ A theory, in the general sense of the word, is an analytic structure designed to explain a set of observations. Radical libertarian (first amendment absolutist) and technocratic control, the first amendment absolutist takes the idea of “ free press” as literal and oppose government regulation while the technocrats do not trust the media and believes in use of regulators to act in the public interest • Media will concern all class audience rather than focus on higher classes in the society. Also according to Rosenberry and Vicker, theories are statements that predict or explain how certain phenomena are related to one another. It encouraged them to see themselves as front-line participants in the battle to preserve democracy in a world drifting inexorably towards totalitarianism. Within this is a type of theory called `normative theory', which is concerned with what the media ought to be doing in society rather than what they actually do. Media existence should be proved in respect of the interests and needs of the recipient and shouldn’t be justified in respect of interests and needs of the media entity. Democratic participant theory stands for defense against commercialization and monopoly while at the same time being resistant to the bureaucracy of public media institutions. �ђ_��1�G��;S��|��5�� This has helped me very much especially in carrying out my academic work. • Soviet media theory looks similar like authoritarian theory but the core part is different from each other. Normative Theories Of The Media full free pdf books â¦ • Media will not play monopoly because the audience and media scholars will raise questions if media published or broadcast anything wrongly or manipulate any story. ... six ferments, one for each decade. The media here are servants of state, mouthpiece of government. • Media may work autonomously but certain thing is controlled by the government and other public organization. The model emphasizes the role of the receiver in the communication process and integrates receiver’s rights to relevant information, to be heard as well as to hear and be shown. Theory is defined according to the oxford advance dictionary as a formal set of ideas that is intended to explain something which exist as or a set of principles on which an activity is based, in developing theories we are trying to explain something difficult to understand Eighth Edition. • Mass communication theories are dynamic. Development media theory seeks to accentuate the positive, it nurtures the autonomy of the developing nations and gives special emphasis to indigenous cultures. Normative Theories of the Media Journalism in Democratic Societies Awards and Recognition: Awarded the Frank Luther Mott-Kappa Tau Alpha Research Award for best research-based book on journalism/mass communication, 2010. ��&K� Q1D��1"��"(*��($a*Kx��9��J1S53L�T��tW��۷O��s��#��S.1��h��*�핞_��0�Sx@Y�X"�"��}&&-R|9�"-a�x�(��"�0"�99;%c��K�B抟��>9��M"�XE�-oLR|⾗\�R��@��o7&c��]�� Q��x-q�cD3��? Thus theories represents point of view. Watson, J. It is both a theory of state support and one of resistance to the norms of competing nations and competing theories of media. Accuracy and objectiâ¦ Theories are key to the study of any discipline, including leadership. In other words, content should be development-driven and should centre on socio-economic and political lives of the people. This paper, seeks to conduct an overview of contrasting theories of purpose and examine some principles of media performance. This theory encourages small scale multiple, local, non-institutional media because they link senders with receivers and also give favour to interaction’s horizontal designs. • Private ownership is not allowed which leads the press without any restriction and it can serve people without any authoritative blockades. Try to group these theories in one of the two paradigms of Chapter 3 and also in Figure 4.4 of this chapter Normative Theories of the Media: Journalism in Democratic Societies. The normative theory of the press affirms how things should or ought to be, how to value them, which things are good or bad Mass communication theory Media = mouthpiece Free press / libertarian: serves readership. Some journalist who have been trained in the western industrialized country or the other see themselves as operating with “ libertarian and social responsibility” principles, which were, in any case the main principles inculcated in them even in their nations training institutions, prior to the advent of development journalism. Theory is the product of human judgment and discussion and that different people prefer different ways of learning They held the belief that the ruling elite should guide the masses, whose intellectual ability was held in low esteem. Normative Theories MCOM 301: Media Laws & Ethics Compiled By: S. M. Saqib Page 3 Here, Journalist or any media persons should not have any rights to comment, discriminate or stand against the government. It describes of a media system which acts as a propaganda tool â¦ I am informed that normative theories are to explain press operations in relation to the society they are in. The theory originally came from libertarian thoughts from 16th century in Europe. `L�>�9��-��*~�`0�rt�kH�}Dl=��(p��AI;BHqI�Y{��+?0*�H��&��E��ǎ ��3��P��H��Y:5��m�ө��4g�J��{?.�O}��ǍALfy$n��H�A�g��wu^Y�_|�m��C��Bbs>�/�L5��ۓomq��B��&)�ͺ�f�킻�Q'�S�J �})�>��^G� �4� Sometimes media practitioners, social critics and academics also involved to develop these normative theories. Holmes, D (2006) Communication Theory. Propaganda and mass society theories are used to justify media regulation. 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. eï¬ ects of the media and the four possible eï¬ ects. Strength of the free press theory lies in the following; • 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. }��0��i|+8"��&��(�/}یM�[�U'��u�_OMu�U_U�0�� _{0Pg,��{�v4CG��i�/��1ʋ-ܢEm*]3�?,W�� z��>l�(D�� b��"S,oR�A�� /:�d)��? Download Normative Theories Of The Media full book in PDF, EPUB, and Mobi Format, get it for read on your Kindle device, PC, phones or tablets. Denis McQuail â 2010-02-18 in Social Science . DOI : 10.14746/pp.2016.21.2.4 Dorota PIONTEK PoznaÅ Normative media theories: the media in the new democracies Abstract: The political changes which occurred in Central and Eastern Europe in the last decade of the 20th century resulted in introducing democratic systems to replace authoritarian regimes. Mass media is affected and influenced by the social and political actions of the society it operates in. University of Illinois Press. Mass media should accord priority to politically, geographically and culturally contiguous developing countries in their coverage as part of the holistic strategy for less developed societies. A normative theory describes the ideal way for a media system to be controlled and operated (their functions) defined by the government, authority, leader and public. 2. JOURNALISTIC OBJECTIVITY DEBATE IN THE NIGERIAN PR... Social Historical Context of the Development of Nigerian Media, JOURNALISTIC OBJECTIVITY DEBATE IN THE NIGERIAN PRESS (A COMPARATIVE ANALYSIS). The libertarian theory enables people to realize their potential and since news is about people making the news, the press reminds us that the society has not grown to an entity of greater importance than the people comprising it. outline of some major audience theories. Media theory refers to the complex of social-political-philosophical principles which organize ideas about the relationship between media and society. Threat of censorship or closing down. As the name implies, he theory relates to media in third world nations. It is universally agreed that the media is expected to carry out three basic functions, to inform, to educate and to entertain. Free speech challenges authority and free speech that criticizes, or implies criticism of those in power is regarded as subversive. Mass communication theorist have produced numerous theories that explain mass communication process, • Mass communication theories are often borrowed from other social science field, mass communication theories comes from field like sociology, psychology, language and so on .mass communication theorist adapt these borrow theories to questions and issues relating to communication, • Mass communication theories are human constructions, people create them. ), are theories that seek to locate media structure and performance in the milieu (environment) in which they operate, they are observation of situation within which the press operate. Busybrain first time to come across ur work, great work man. Ota: Bakinfol Publications. 2.1 Normative media theory. Goals of mass communication theories It is one which any healthy democracy should regard as a goal. 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. • Media should therefore give priorities to the coverage of those areas that touch on the lives of the people. endstream endobj 69 0 obj <> endobj 70 0 obj [78 0 R] endobj 71 0 obj <>stream endstream endobj 72 0 obj <> endobj 73 0 obj <>stream You also can read online Normative Theories Of The Media and write the review about the book. Libertarians basically follow dictates if their conscience, seek truth, engage in public debate and create a better life for themselves The research continues for 'absolute' theory that can explain the media systems of the whole world. This propounded by Dennis McQuail (1987) canvasses media support for an existing government and its efforts to bring about socio-economic development. They put end to the private ownership of the press and other media. This presentation discuss how Normative Theory is used to explain the phenomena of mass media. So the Soviet originated a theory from Marxist, Leninist and Stalinist thoughts, with mixture of Georg Wilhelm Friedrich Hegel ideology and called it The Soviet Media Theory also known as Communist Media Theory. The following are the kind theories as given by McQuail (2005) : • S, These theories as are generalisations derived from systematic observation and objective analysis of mass media variables, employing methods associated with empirical research in the social science (Folarin, 2002. Sometimes considerable freedom might exist to publicize minority viewpoints and culture as long as authorities didn’t perceive a direct threat to their power. Libertarianism claims fearlessness in the pursuit of the truth. Libertarian theory advocates, people are more enough to find and judge good ideas from bad. In most countries, the control rested in the hands of a king, who in turn granted royal charters or license to media practitioners. Authoritarian control tended to be exercised in arbitrary and erratic ways. • Safeguarding the interests of journalism and journalist. • It gives more values for individuals to express their thoughts in media. I feel the normative theories are bedrocks to any other theories or models that may later surface. Additional Information. Hence, practitioners could be jailed for violating charters or licenses could be revoked. Public dissent and criticism were considered harmful to both government and the people and were not tolerated. A contemporary analysis of mass media and modern democracy. One special point of focus has been to place utilitarianism into a larger class of theories which do not necessarily share its view about what is alone of impersonal intrinsic value, namely, individual human well-being, but do share Communication is a vital component of our ... : A CRITICAL ANALYSIS OF STATES- PRESS RELATIONS IN NIGERIA, 1999-2005 The number of state that have directed attacks against that press ... ADVERTISING STRATEGY RESEARCH Every year companies spend millions of dollars creating adverts and promotion that they hope their customers a... NORMATIVE THEORIES OF THE PRESS - 6 THEORIES. Of cultural pluralism its efforts to bring about socio-economic development theory doesn ’ t cultivation... And can make better decision whilst worst situation and the audience belief that the review about the between! Censored or shut down was restructured with new political system based on the Marxist-Leninist principles people! 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