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Normative Theories Of Mass Media

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word “Normative Theory” was given in USA during the ‘cold war’. The combination of four theories called Normative theories are joint creation of Fred Siebert, Theodore Peterson and Wilbur Schramm and often the media world also pronounced them western theories of Mass Media. A Normative theory are came from many sources and different from other communication theories. These normative theories of press describes an ideal way for a media system to be controlled and operated by the government, authority, leader and public The only demerit is that these 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 …show more content…

where he has termed the media as a: window; interpreter; platform or carrier; interactive link; signpost; filter; mirror; screen; and barrier. The theories too are many in number. Here also McQuail sets the tone for a discussion of media theories by postulating that there are two versions of media theories: media-centered and society-centered. The former, as the name suggests, stresses the means of communication as a force for change either through technology or the typical content carried. Other hand it is also the emphasises the dependence other forces in society like politics and money may considered hare as an example. From this second point of view, the forms of mass media are an outcome of historical change a reflection and consequence of political liberalisation and industrialisation and a response to demands for servicing from other social institutions. Mass Society Theory Mass society theory emphasises the inter-dependence of institutions that exercise power and thus the integration of the media into the sources of social power and authority. Content in the media is likely to serve the interest of political and economic power holders and although the media cannot be expected to offer a critical or alternative definition of the world, their tendency will be to assist in the accommodation of the dependent public to their …show more content…

Similar to the development theorists, the followers of this theory give stress on the constructive uses of the media. The Democratization seems this group is the need for community is to participate in media. The people must express their views for themselves only and this may not through journalists or any media. The commercial, political or bureaucratic control of the media is opposed. This may exists to serve the audiences, not the interests of government. The 'Demassification' of the media is as vital as 'democratization' and the ultimate purpose is to put the media in the hands of communities. We may consider it here as community radio which is meant for the 'liberation' through a process of

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The strength and effects of mass media are expressed perfectly in Denis McQuail’s article “The Influence and Effects of Mass Media.” McQuail does not really focus on the educational spectrum of mass media like Lunsford. Instead he tries to provide useful information about how mass media effects society as a whole and how there can be power gained from ownership of mass media. Instead of just thinking of mass media as a website that teenagers get on to post what they are eating for lunch or what they had to do that day, McQuail looks deeper and writes about how mass media can lead to political and economic power. One example from his article is when he writes about how mass media “can attract and direct attention to problems, solutions or people” and can also be useful in the forms of “persuasion and mobilization.”

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Media have certainly became a big part of our daily life, an important element of our daily viewable culture, and more familiar the violence and monstrosity which is described in it. Audiences barley think about this problem and they also leave aside the consequences of that. Media got a great impact on people’s culture and the way they act now a days, Media is responsible for creating opinions, myths, languages and customs. They can also create uncontrollable monsters; false fantasies and contradictory impact On the exact society for which they engage. Society falls under the mercy of the fast effect of the portrait; it takes a fractional vision of owning in its own hand the capability of telling information; it is controlled by the objective

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When examining mass media liberal bias it is important to examine an event where the liberal/conservative dichotomy is on full display. The televised Presidential debates are a perfect example of an event where the media directly interacts with a specific side of the American political spectrum. By analyzing the difference in tone between the Republican primary election debates and the Democratic primary debates, we may determine the existence of a bias and whether or not that bias would have a significant impact on public opinion. The recent CNBC Republican primary debate was surrounded in controversy due to the line of questioning and tone of the CNBC moderators.

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According to Lerner, in order for mass media to progress and influence the society, the society itself must be modernized and obtain the tools to keep on modernizing in the future. Lerner justifies another correlation that indeed defines how the media is a major impact in our society today as he states that “the connection between mass media and political democracy is close” (Daniel Lerner, Toward A Communication Of Modernization Theroy.) Our modern society has citizens who are always engaged politically and socially as they obtain all the information that they need all thanks to the process of modernization. However, when you look at the underdeveloped nations that do not have the privilege and technology to obtain such information, they would rather have more trouble trying to adapt to our modern society. The reason a nation would be underdeveloped is due to the fact that the nation did not go through the channels of modernization or even industrialization.

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Media consists of television, radio, newspaper, and the internet. These four provide entertainment, education and information. There are some cases in which media doesn’t fully cover a subject, leaving a part of it in the dark, other times the subject being presented to the public is often stretched of the truth which can cause confusion and hysteria. Such ruckus can give government a difficulty in dealing with national issues. The government uses the media as a source to connect and become informed of what’s being done nationally.

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In America, Media bias is everywhere, in the United States all the information that an average American received through everyday sources, the news was most likely processed through the media and told through a biased point of view, when the media gets their hands on news if it is important then it probably won’t be talked about or downplayed no matter the source like in the newspaper, radio, television, movies, as well as other outlets that the media uses, the media only seems to share the news that they find interesting, even then the media would most likely have changed the story, in what they say is just tweaked news, what actually happened and what really happened would be two different stories, also the story would be told from one person

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In some aspects, in the process of developing countries’ modernization, it is always pushed and reinforced by mass media (newspapers, radio, movies, television, etc.) (). Nowadays, the new technologies of information and communication are deepening the process,

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The sociology of media is the study of how mass media communication impacts people 's views of each other as well as their daily interactions. In order to understand sociology we must take a broader view in order to comprehend why we act in the ways we do. It teaches us that much of what we regard as natural, inevitable, good and true may not be so, and that things we take for granted are shaped by historical events and social processes. Scholars who have studied the sociology of media have previously outlined how digital communication differs from face-to-face interaction (Ritzer 2012). They also document how different forms of media are designed to affect people 's behaviour, especially in advertising and entertainment.

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Mass media represent a powerful force in modern societies as they shape public discourse and influence public opinion by transmitting social, political and cultural values. For decades, women’s representation in mediated popular culture has been a central problem because of the gendered ideologies it circulated. From the 1880s to the 1970s, American women’s magazines played a significant role in disseminating the dominant ideology and patriarchal order, perpetuating the myths of female disposability and domesticity, maintaining traditional images of femininity. They promoted the idea of women’s emotionality, vulnerability and beauty ideals.

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Mass communication has played a long significant role in people’s lives. Media has many components which create similarities and differences, that are meant to entertain, influence, and give information. In form of media, convergence is to be proven to be an ongoing transition that is reshaping the world of traditional media. The changes in media are three types of convergence and the implications of convergence that effects modern day radio. This will be shown in the analyzation of the radio show “The Breakfast Club” on Power 105.1 and its ownership iHeartRadio.

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CHAPTER TWO LITERATURE REVIEW AND THEORETICAL FRAMEWORK 2.1 INTRODUCTION: Newspaper firms have started to search for online delivery channels so as to retain the young readers. As a result, they have transferred a considerable amount of their delivery channels from print to online format. Most of the media firms have started to implement a 360-degree strategy that integrates content decisions “shaped by the potential to generate consumer value and returns through multiple platforms of expression of that content via a number of distribution outlets” (Doyle, 2010).

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In this advance era, mass media plays a significant role towards all of us and we can truly admit that mass media is one of the basic essenssial that used by everyone in their daily life. Generally, mass media is a print and electronic means of communication that spreads messages to the audiences and carries out information to the people in the society. Mass media can be divided into two categories, which is the print media include like newspaper, magazines, and books. Another mass media is the electronic media include like radio, television, and internet which is used by most of the people nowadays. Media is one of the most influential aspects of our lives.

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The media is supposed to be just like a warrior fighting with a pen or like a mirror which shows us or strives to show us the bare truth and astringent realities of life. However, in recent years the media has, like other agencies, come under the influence of politicians. Therefore, the media no more writes about the people’s grievance but in support of the ruling government party. It has been contaminated by political influences. Today, the media has many vital roles in a modern democracy such as; political lies, reviling the truth to the public as well as helping to aid with the hypocrisy of the nation.

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3. Mass Media Relations (the Press) with the Government Press and government are interdependent with each other. The press and society are the same. The press is impossible to live and thrive in an area without any government and society. Because the territory without regulatory power and so-called government, will tend to be a jungle for the human wolves that inhabit it.

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