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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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