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Normative Theory

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Normative theory

Media theory describes the relationship between media and society which is associated with complex social, political, economical and philosophical principles. A type of media theory termed as ‘Normative theory’ refers to what the media must be doing in a society rather what the media is actually doing. Generally, the central thoughts about obligations of mass communication will be constant with other principles and arrangements in a society. According to Siebert et.al, in their book ‘Four theories of the Press’, the press takes the responsibility of forms and coloration of political as well as social structures within the context in which it operates (1956, pp.1-2). The normative political model of media finds to interfere in the operations of media and restrain the inequality in the surrounding also enables the freedom and brings improvement in the access of public (Siebert et.al, 1956). The press and other media have their own view that reflects the law implemented in their society and runs it accordingly. Moreover, social solidarity, active participation, cohesion, cultural diversity and social responsibility are also concerned by the media. Every culture has its own principles, laws, regulations and priorities (Normative media theory, 2011).

There are different media theories which are being implemented by various countries and their localities depending on their own usage and requirements. These theories may include Authoritarian theory which says the whole media and any of the communication authority is under supervision of the ruling authority and is governed by the head if the state. This theory omits the right of freedom of expression. Secondly, free press theory describes the concept that media as well as every person in the society has a right to speak and may raise his voice to get their rights and make their work done. Thirdly, social responsibility theory it is a modified form of free press theory which makes the media responsible and accountable for the welfare of the society. Fourthly, development media theory, it is concerned with the media and their development. It takes various forms but necessarily proposes freedom of media with desirable outcomes of political, social and economical developments (Normative media theory, 2011).

Different societies allow differently the role of media and its influences on the society. Some countries have a mixture of theoretical elements and various types of media that shows neither absolute freedom nor absolute sub-ordination to the government of that state or the ruling authority. Some of the media experts say that one should forget about the normative theories and focus on the actual happenings of the media in the society (Normative media theory, 2011).

Consequently, the questions of the normative theory has been addressed by the medium theory and also expectation from the media which was society expected. Quality of information is allowing the citizen to sustain with democracy without it, it cannot be possible. Media is the responsible for the safeguard of the society and also plays a vital role for flourishing the society, cultural solidarity, freedom and diversity. The normative political model of media finds to interfere in the operations of media and restrain the inequality in the surrounding also enables the freedom and brings improvement in the access of public (Siebert et.al, 1956). Flow of information and the authenticity is very important for all the countries and this is the responsibility to spread the information which are authentic and must come from the authentic resources not only for commercializing their institution, which ultimately ruin sooner or later.
References
Normative media theory (2011). Retrieved from: http://www.le.ac.uk/oerresources/media/ms7501/mod2unit11/page_07.htm

Siebert, F., Schramm, W. and Peterson T. (1956) Four Theories of the Press. Urbana, Illinois: University of Illinois Press.

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