Normative Theory of the Press

Background

During the latter years of the nineteenth (19th) century, the media, which was mainly
newspapers, competed with each other to increase circulation and readership. In order to
achieve these goals (to increase circulation and readership), some media houses resulted to
publishing defamatory and sensational stories. This style of journalism was termed Yellow
Journalism (Newspaper, 2006). However, not all media houses were content with these
developments. In the twentieth century, a group of journalists embarked on a crusade to
clean the media. These crusaders who insisted on accuracy and objectivity realized the
need to have theories that will guide the media in executing its duties. Their (crusaders)
ideas led to the formation of the normative theories of the press.
Normative theory as defined by Baron & Davis (2003) is a type of theory that describe an
ideal way for a media system to be structured and operated. Thus to say, Normative
theories do not describe things as they are but rather how they should be. This write up
take a critical look at the four main theories of the press: the Authoritarian, Libertarian, Social
Responsibility and Soviet Theories.


Authoritarian Theory
Authoritarian theory refers to an idea that placed all forms of communications under the
control of a governing elites or authorities. This means that journalism should always be
subordinate to the interest of the state in maintaining social order or achieving political goals
(Siebert, Peterson & Schramm, 1956). Harold Lasswell and Walter Lippmann argued that
media practitioners cannot be trusted to communicate responsibly or to use the media to
serve public needs (Baron & Davies, 2003). They based their argument on the threat posed
by propagandism. The media in an authoritarian system are not permitted to print or
broadcast anything which can undermine the established authority (Skjerdal, 1993). Under
an authoritarian regime, the press is allowed limited freedom as long as they are not seen as
a threat to the governing elites. Authoritarianism is often likened to Totalitarianism but with
Authoritarianism citizens are not require to stick to a consistent national culture. The media
system that existed in Ghana during the latter reign of Dr. Kwame Nkrumah can be said to
be authoritarianism.

Criticism
1. The governing elites control the media hence their ideas supersede all others.
2. The watchdog role of the media did not exist.
3. Press Freedom is a right vested in the state.


Libertarian Theory
This theory arose in opposition to Authoritarianism. The proponents of libertarianism were of
the view that the laissez-faire doctrine should be applied to the mass media. Thus the
medias idea should be traded freely among people the correct or best idea will prevail
(Baron & Davis, 2003).
Two different perspectives are use in examining the libertarian theory. The first one is the
marketplace of ideas. 17th century's thinker John Milton argues that human beings can be
expected to choose the best ideas and values at all times. It is base on this assumption that
the marketplace of ideas came into being (Siebert, 1999).
The second perspective looks at the media as the Fourth Estate of the Realm. By this, the
media as an agency has a duty towards society. The media must serve as the watchdog of
society to ensure that people who are put in authority give good account of their actions and
inactions. Also, the media must serve as gatekeepers to ensure that stories published have
positive impact on society.
On a whole, the libertarian system permits attacks on political policies and resists all forms
of restrictions impose on the media. Moreover, journalists have autonomy over the media
organisations. It is difficult to find a libertarian system in place these days, however, the
media in the United State is closer to this.

Criticism
1. It ignores the problems posed by conflicting freedoms (free press versus personal
privacy).
2. It puts too much trust in the private media.
3. It unconsciously likens media content to more tangible consumer products.


Social Responsibility Theory
Our basic belief that the media ought to be free on one hand and our desire to create a
humane society where everyone can live peacefully on the other hand led to the emergence
of the social responsibility theory. The social responsibility theory emphasizes the need for
an independent press that observes other social institutions and provides objective and
accurate news report. The medias obligations under the social responsibility theory are
expressed in the words "informativeness, truth, accuracy, objectivity, and balance" (Skjerdal,
1993). According to Siebert the goal of the social responsibility system is that media as a
whole is pluralized, indicating a reflection of the diversity of society as well as access to
various points of view (ibid.). Under this system, the journalist is accountable to his
audience as well as to the government.
Most media systems the worlds over today come close to the social responsibility theory.

Criticism
1. Its over optimistic about media willingness to meet responsibility.
2. It underrates the power of profit motivation and competition.
3. Its over confident about individual responsibility


The Soviet Theory
The Soviet theory as the name suggests is closely tied to the Union of Soviet Socialist that
came into being after the Russian Revolution of 1917 based on the postulates of Marx and
Engels (Colton, 2007). The media under this system was not privately owned. It was to serve
the interests of the working class.

Glavlit, the official censorship organ of the Soviet Union, was decentralize to ensure total
control of information (Berlin, 2007). The Soviet theory though similar to the authoritarian in
terms of government media relationship, displays much freedom in relation to messages
content. Thus, the media is self-regulatory in regard to its message content.
Currently, the clearest example of the Soviet media theory is how the media functions in
China, where TV, radio, and newspapers are controlled by the communist government.


Criticism
1. media contents are censor.



McQuail's Addition

McQuail added two theories to the existing four. The first of these theories is the Democratic-
Participant Media Theory. This is a combination of the libertarian, soviet, and social
responsibility. This theory does not include the relevant aspect of the authoritarian theory.
The second theory which is the also referred to as the developmental media theory. this
theory look more artificial than the others. the theory advoctes media's support for existing
political regimes & their efforts to bring about national deevelopment.



Observations

Though these theories represent different political systems, none of them can be said to be
better than the other. Each and every one of these theories contains something relevant to
the media at all times.

Proponents of the authoritarian theory believe that the media must be subordinate to the
interest of the state. This is very relevant to the existence of the state. The media works
within a state and must ensure order and development of the state by seeing the interest of
state soar above all other interest.

The libertarian theory also suggests that the media should be seen as the Fourth Estate of
the Realm. This function of the media is essential to the survival of the state. If people in
authority are given a blank check to operate what will become of our economy?
The social responsibility also proposes fairness in media reportage. Thus, the journalist
must be accountable to society and government. The media must insist on reporting the
truth at all times and must desist from damaging peoples hard earn reputation.
The soviet theory also ensured that the media served the working class. Though there were
guidelines to put everyone in check, the content/message of the media was censored free.
These characteristics as enumerated above are very important to the survival of the media
and the state as a whole. Hence the summation of these theories into one, what I would call
The Germane-Mixed Theory, will provide a better way of looking at the media.

References




Baron, J.S., & Davies, K.D. ( 2003). Mass Communication Theory: Foundation,

ferment andFuture (3rd ed.): Holly J. Allen.

"Newspaper." Microsoft Encarta 2007 [DVD]. Redmond, WA: Microsoft Corporation, 2006.


Skjerdal, T.S (1993). Sieberts Four Theories of the Press: A critique. Retrieved 18th May,

2009 from www.geocities.com/capitolhill/2152/siebert.htm - 31k