THEORIES OF MASS MEDIA
SATYA PRAKASH
ADJUNCT FACULTY
SYMBIOSIS LAW SCHOOL, NOIDA
CLASSICAL THEORIES OF MASS MEDIA
The earliest theories were those propounded by Western
theorists Siebert, Paterson and Schramm in their book ’Four
Theories Of the Press’ published in 1956. These are:
AUTHORITARIAN THEORY
COMMUNIST/SOVIET THEORY
LIBERTARIAN THEORY
SOCIAL RESPONSIBILITY THEORY
These are described as "normative theories" as they "mainly express
ideas of how the media ought to or can be expected to operate under
a prevailing set of conditions and values."
Each of the four original or classical theories is based on a particular
political theory or economic scenario.
AUTHORITARIAN THEORY
The philosophical basis of this theory are ideas of Greek thinker Plato who said
citizens belong to the State and that the State was safe only in the hands of a
few wise men.
According to this theory, mass media, though not under the direct control of the
State, had to follow its bidding.
Under an Authoritarian approach in Western Europe, freedom of thought was
jealously guarded by a few people (ruling classes), who were concerned with the
emergence of a new middle class and were worried about the effects of printed
matter on their thought process. Steps were taken to control the freedom of
expression.
The result was advocacy of complete dictatorship. The theory promoted zealous
obedience to a hierarchical superior and reliance on threat and punishment to
those who did not follow the censorship rules or did not respect authority.
Censorship of the press was justified on the ground that the State always took
precedence over the individual's right to freedom of expression.
History tells us that authoritarian control over media can happen both under
dictatorial and democratic governments.
MAIN FEATURES OF AUTHORITARIAN THEORY
No media freedom
Complete State control over media
Individual ownership of media not permissible
Individuals have no choice as to consumption of media
products
Ithas no faith in individual’s abilities to decide for
himself/herself what he/she wants to consume.
Media used as a tool to perpetuate status quo
COMMUNIST/SOVIET THEORY
This theory is derived from the ideologies of Marx and Engel
that "the ideas of the ruling classes are the ruling ideas".
It was thought that the entire mass media was saturated with
bourgeois ideology.
Lenin thought of private ownership as being incompatible with
freedom of press and that modern technological means of
information must be controlled for enjoying effective freedom
of press.
The theory advocated that the sole purpose of mass media was
to educate the great masses of workers and not to give out
information.
The public was encouraged to give feedback as it was the only
way the media would be able to cater to its interests.
MAIN FEATURES OF COMMUNIST THEORY
No media freedom
Complete control of Communist Party over media
Individual ownership of media not permissible
Individuals have no choice as to consumption of media
products
Ithas no faith in individual’s abilities to decide for
himself/herself what he/she wants to consume
Media
used as a tool to change the society in tune with
communist ideology
Media works to achieve a “Classless and Stateless”
society
LIBERTARIAN THEORY
This theory is based on libertarian thinkers such as John Locke, John Milton, John
Stuart Mill and others. Libertarians argue that the Press should be seen as
the Fourth Estate reflecting public opinion.
In his works, Milton referred to a self righting process if free expression is
permitted "let truth and falsehood grapple."
In 1789, the French Declaration Of The Rights Of Man stated "Every citizen may
speak, write and publish freely." Out of such doctrines came the idea of a "free
marketplace of ideas."
George Orwell defined libertarianism as "allowing people to say things you do not
want to hear".
This theory is based on the right of an individual, and advocates absence of
restraint. The basis of this theory dates back to 17th century England when the
printing press made it possible to print several copies of a book or pamphlet at
cheap rates.
The State was thought of as a major source of interference on the rights of an
individual and his property. Libertarians regarded taxation as institutional
theft. Popular will (vox populi) was granted precedence over the power of State.
MAIN FEATURES OF LIBERTARIAN
THEORY
Complete unbridled media freedom
No State control over media
Individual ownership of media permissible
Individuals have choice as to consumption of media
products
State doesn’t dictate what, when and how a media
product has to be consumed by individuals
Can be practised only in highly developed societies
It has innate faith in individual’s abilities to decide
for himself/herself what he/she wants to consume.
SOCIAL RESPONSIBILITY THEORY
Because of its advocacy for unbridled media freedom Libertarian Theory has
attracted a fair amount of criticism from scholars and thinkers. This included Wilbur
Schramm, Siebert and Theodore Paterson who in their book Four Theories Of Press,
said "pure libertarianism is antiquated, outdated and obsolete."
They advocated the need for its replacement by the Social Responsibility
theory. This theory can be said to have been initiated in the United States by the
Commission of The Freedom Of Press, 1949.
The commission found that the free market approach to press freedom had only
increased the power of a single class and has not served the interests of the less
well-off classes.
The emergence of radio, TV and film suggested the need for some means of
accountability. Thus the theory advocated some obligation on the part of the media
to society. A judicial mix of self regulation and state regulation and high professional
standards were imperative.
Social Responsibility theory thus became the modern variation in which the duty to
one"s conscience was the primary basis of the right of free expression.
MAIN FEATURES OF SOCIAL RESPONSIBILITY THEORY
Freedom comes with responsibility
Media freedom is there but not unbridled
No State control over media
Individual ownership of media permissible
Individuals have choice as to consumption of media
products
Statedoesn’t necessarily dictate what, when and how a
media product has to be consumed by individuals but it
can and it does so by providing regulations
