1.
Outline the major categories of mass communication theory according to Baran &
Davis, while highlighting their internal differences with examples?
Post-positivism Hermeneutics Critical Normative
Goal Explanation, to understand the inherently political to set an ideal
Prediction, & culture of the users in nature. standard against
Control. of a specific text Challenging which the
existing ways of operation of a
organizing the given media
social world and system can be
the people and judged.
institutions that
exercise power in
it.
Ontology Accepting that no truly real or Reality, is what is known is
the world exists measurable social constantly shaped local or situational
apart from our reality. Instead, and reshaped by i.e. meant for a
perceptions of it. people construct the dialectic (the given social
an image of reality ongoing struggle system only.
based on their own or debate)
preferences and between the
prejudices. prevailing
Structures and
human agency
Epistemology how knowledge is knowledge is knowledge is knowledge is
created and advanced through considered developed and
expanded- local interactions advanced, when it advanced through
advanced through i.e. it is specific to serves to free Comparative
the systematic, the interaction of people and Analysis i.e. a
logical search for the researcher and communities from given media
regularities and their immediate the influence of system’s worth
causal environment. those more can only be
relationships powerful than powerful than understood in
employing the themselves. themselves. comparison to the
scientific method. ideal espoused by
the particular
social system in
which it operates
Example Researchers A series of tweets This theory can be Govt and media
working on impact by Diljeet Dosanjh seen in daily life relationship in Iran
of sexual appeal on the ongoing situations. and pakistan (
in advertising on farmers protest in authoritarian
a targeted India. Let’s say a group theory)
audience. of friends decide
to eat at Burger Govt and media
King because the relationship in
food tastes good, countries like
Now the claim is Finland,
to eat at burger netherlands and
king and warrant hungary
that food is good. (liberatarian
theory)
The internal
critique says its Govt and media
burger king is relationship on
good but McD is countries like
better. Japan and france
or US in the 20th
And external century ( social
Critique says that responsibility
we shouldn’t theory)
because it’s not
healthy. Govt and media
relationship in
Now most of the China where Tv,
group members if press and
influenced by newspaper are
internal would under the control
incline towards of the communist
that and vice regime ( Soviet
versa media theory)
2. What is the idea behind Authoritarian Theory? How is it different from totalitarian
understanding of the Media?
Main purpose/idea of this theory:
● For government to have direct control of media (absolute control)
● Close supervision
● Streamlined work process
● Quick decision making
● To maintain order and discipline
● This theory follows top-down-flow approach in order to justify censorship
Difference between Totalitarian and Authoritarian Theory
Totalitarian Authoritarian
● Control of state: Dictatorial in ● Control of state:authoritative
nature in nature
● Individual freedom including ● Several freedoms such as
citizens' personal choices and beliefs and choices for
belief is controlled by the state. citizens.(limited individual
(no individual freedom) freedom)
● Ex: Nazi rule under Hitler ● Ex: Cuba under Fidel Castro
3. What do you understand by the Social Responsibility theory of the press? Do you still
find any relevance of it in the present times?
Social Responsibility theory is the theory which inculcates the idea of assigning media a
responsibility to perform some obligation towards society. These Obligations include
informativeness, truth, accuracy, objectivity and balance.
Under this theory it can be said that the media shapes theory and gets shaped by the
society. This theory is more practical and relevant in democratic world.
Example: In a recent print Ad by Madison Media on World Iodine Day which was on
October 21. Madison Media got media partners across TV, print and digital to come
together and make editorial changes to make the campaign for its client Tata salt a huge
success..In order to highlight consumers the importance of Iodine in their nutrition, the
letter ‘I’ was removed from editorial content and logos in leading newspapers, e-papers,
TV news channels and social media.
Thus it can be said it’s still relevant in recent times in its own twisted manner.
