Media Studies - Question Bank
1. What is Normative Theory?
Normative theories were first proposed by Fred Siebert, Theodore Peterson and
Wilbur Schramm in their book called “Four Theories of the Press”. At first the
word “Normative Theory” was pronounced in the USA during the height of ‘cold
war’ with communism and soviet. Often it is called as western theories of mass
media.
A Normative theory describes an ideal way for a media system to be controlled
and operated by the government, authority, leader and public. These theories are
basically different from other communication theories because normative theories
of the press are not providing any scientific explanations or predictions.
At the same time these “four theories of the press” came from many sources
rather than a single source. Sometimes media practitioners, social critics and
academics are also involved to develop these normative theories.
Normative theories are more focused on the relationship between Press and the
Government than press and the audience.
These theories are more concerned about the ownership of the media and who
controls the press or media in the country.
The four theories of the Press/Media:
Authoritarian theory
Libertarian theory
Social responsibility theory
Soviet media theory
2. What is Development Media Theory?
Development media theory is a conceptual framework that explores the role of
media in fostering social and economic development within societies. This theory
recognizes the powerful influence of media in shaping perceptions, disseminating
information, and catalysing change. Developed in response to the growing
significance of media in the development process, this theory highlights the
,potential of media to contribute positively to the advancement of communities,
particularly in the context of developing nations.
At its core, development media theory posits that media can serve as a catalyst
for social change and development by addressing various challenges faced by
societies, including poverty, illiteracy, health issues, and political instability. The
theory emerged during the mid-20th century as a response to the increasing
recognition of the media's potential to contribute to development goals. Scholars
and practitioners began to explore how media, including radio, television, print,
and, more recently, digital platforms, could be leveraged to facilitate positive
social change.
One key aspect of development media theory is the emphasis on communication
as a tool for empowerment. The theory suggests that media can empower
individuals and communities by providing them with information and resources
necessary for their development. For instance, educational programs
broadcasted through radio or television can enhance literacy rates and provide
essential knowledge on health, agriculture, and other key areas.
Furthermore, development media theory underscores the importance of
participatory communication approaches. It advocates for the involvement of
communities in the creation and dissemination of media content, recognizing that
local knowledge and perspectives are crucial for effective development
interventions. This participatory approach aims to ensure that media initiatives
resonate with the target audience, making them more relevant and impactful.
The theory also acknowledges the role of media in promoting cultural values and
identities. By incorporating local languages, traditions, and customs into media
content, it becomes more relatable and resonant within communities. This
cultural sensitivity fosters a sense of ownership and acceptance among the
audience, thereby increasing the likelihood of successful development outcomes.
An essential component of development media theory is the consideration of
media as a multi-directional communication channel. Unlike traditional top-down
models where information is disseminated from authoritative sources, this theory
encourages feedback and interaction. This two-way communication allows for a
,more dynamic and responsive engagement between media producers and
consumers, fostering a sense of dialogue and collaboration.
However, it is essential to recognize the potential challenges and critiques
associated with development media theory. Critics argue that the theory may
oversimplify the complex relationship between media and development,
overlooking factors such as political dynamics, economic structures, and power
imbalances. Moreover, concerns have been raised about the potential for media
interventions to be manipulative or reinforcing existing inequalities if not
implemented thoughtfully.
3. What is Democratic Participatory Theory?
The idea of Democratic participant Theory was started by grass-root level media
in the 1960s. It emerged because of the dissatisfaction with other models such
as Libertarian theory, social responsibility theory, etc. The democratic-participant
theory believes there is democratic and professional hegemony in the media
today and the media is totally commercial.
All these ill practices should be removed for the media to be democratic and be
easily accessible or participatory. It considers there should not be monopolisation
(public/private), centralization of press and top down approach in the media.
The press should be pluralistic, decentralised, bottom-up or horizontal and must
have equality. The major concept is participation and full circular communication.
The theory places greater importance to the receivers. There are no political
regulations but some legal regulations. The theory is also known as
Democratisation theory.
Major Features of Democratic-participant Theory of Mass Communication:
● Encourages horizontal and bottom up approach in media
● Supports democracy, existing political rule, national socio-economic
development efforts and to implement policies
● Media has supportive rather than critical role
● Government controls some aspects if the media does not act as it should
by the process of registration, licensing, censorship, by preparing
guidelines for media, monitoring, etc.
● Self regulation of media is also encouraged
, ● More applicable to new media
● Development of creativity and innovation in small media
● Replacement of media from big media houses to small media
● Participation and interaction of media and audience (as both are from the
same group of population).
Different communities, groups and organisations possessing their own media.
The examples of democratic-participant theory are the present concepts of
community newspapers, community radios and televisions. Another example is
the trend of social action through social media and language programs through
phone apps. Even, underground and alternative press are examples of this
theory.
The theory is in use in Western Europe which can be seen by the cultural and
ethnic revival through media. Many countries have started following the theory in
mass media such as Yugoslavia, Kosovo, Ghana, Bangladesh, Nepal, India, US,
UK, etc. Community radio is mostly popular in South East Asian countries.
4. What are the goals of Development Media Theory?
Development Media Theory is a conceptual framework that examines the role of
media in the process of societal development. Rooted in communication studies
and development studies, this theory delves into how media influences
economic, social, and cultural progress within a given society. The goals of
Development Media Theory encompass a range of objectives aimed at
understanding and harnessing the power of media for positive developmental
outcomes.
At its core, one key goal of Development Media Theory is to explore the impact
of media on economic development. This involves investigating how media
platforms, such as television, radio, and the internet, contribute to economic
growth by disseminating information, facilitating education, and promoting
entrepreneurship. For instance, the media can play a crucial role in disseminating
agricultural knowledge to farmers, thereby enhancing productivity and improving
livelihoods.
1. What is Normative Theory?
Normative theories were first proposed by Fred Siebert, Theodore Peterson and
Wilbur Schramm in their book called “Four Theories of the Press”. At first the
word “Normative Theory” was pronounced in the USA during the height of ‘cold
war’ with communism and soviet. Often it is called as western theories of mass
media.
A Normative theory describes an ideal way for a media system to be controlled
and operated by the government, authority, leader and public. These theories are
basically different from other communication theories because normative theories
of the press are not providing any scientific explanations or predictions.
At the same time these “four theories of the press” came from many sources
rather than a single source. Sometimes media practitioners, social critics and
academics are also involved to develop these normative theories.
Normative theories are more focused on the relationship between Press and the
Government than press and the audience.
These theories are more concerned about the ownership of the media and who
controls the press or media in the country.
The four theories of the Press/Media:
Authoritarian theory
Libertarian theory
Social responsibility theory
Soviet media theory
2. What is Development Media Theory?
Development media theory is a conceptual framework that explores the role of
media in fostering social and economic development within societies. This theory
recognizes the powerful influence of media in shaping perceptions, disseminating
information, and catalysing change. Developed in response to the growing
significance of media in the development process, this theory highlights the
,potential of media to contribute positively to the advancement of communities,
particularly in the context of developing nations.
At its core, development media theory posits that media can serve as a catalyst
for social change and development by addressing various challenges faced by
societies, including poverty, illiteracy, health issues, and political instability. The
theory emerged during the mid-20th century as a response to the increasing
recognition of the media's potential to contribute to development goals. Scholars
and practitioners began to explore how media, including radio, television, print,
and, more recently, digital platforms, could be leveraged to facilitate positive
social change.
One key aspect of development media theory is the emphasis on communication
as a tool for empowerment. The theory suggests that media can empower
individuals and communities by providing them with information and resources
necessary for their development. For instance, educational programs
broadcasted through radio or television can enhance literacy rates and provide
essential knowledge on health, agriculture, and other key areas.
Furthermore, development media theory underscores the importance of
participatory communication approaches. It advocates for the involvement of
communities in the creation and dissemination of media content, recognizing that
local knowledge and perspectives are crucial for effective development
interventions. This participatory approach aims to ensure that media initiatives
resonate with the target audience, making them more relevant and impactful.
The theory also acknowledges the role of media in promoting cultural values and
identities. By incorporating local languages, traditions, and customs into media
content, it becomes more relatable and resonant within communities. This
cultural sensitivity fosters a sense of ownership and acceptance among the
audience, thereby increasing the likelihood of successful development outcomes.
An essential component of development media theory is the consideration of
media as a multi-directional communication channel. Unlike traditional top-down
models where information is disseminated from authoritative sources, this theory
encourages feedback and interaction. This two-way communication allows for a
,more dynamic and responsive engagement between media producers and
consumers, fostering a sense of dialogue and collaboration.
However, it is essential to recognize the potential challenges and critiques
associated with development media theory. Critics argue that the theory may
oversimplify the complex relationship between media and development,
overlooking factors such as political dynamics, economic structures, and power
imbalances. Moreover, concerns have been raised about the potential for media
interventions to be manipulative or reinforcing existing inequalities if not
implemented thoughtfully.
3. What is Democratic Participatory Theory?
The idea of Democratic participant Theory was started by grass-root level media
in the 1960s. It emerged because of the dissatisfaction with other models such
as Libertarian theory, social responsibility theory, etc. The democratic-participant
theory believes there is democratic and professional hegemony in the media
today and the media is totally commercial.
All these ill practices should be removed for the media to be democratic and be
easily accessible or participatory. It considers there should not be monopolisation
(public/private), centralization of press and top down approach in the media.
The press should be pluralistic, decentralised, bottom-up or horizontal and must
have equality. The major concept is participation and full circular communication.
The theory places greater importance to the receivers. There are no political
regulations but some legal regulations. The theory is also known as
Democratisation theory.
Major Features of Democratic-participant Theory of Mass Communication:
● Encourages horizontal and bottom up approach in media
● Supports democracy, existing political rule, national socio-economic
development efforts and to implement policies
● Media has supportive rather than critical role
● Government controls some aspects if the media does not act as it should
by the process of registration, licensing, censorship, by preparing
guidelines for media, monitoring, etc.
● Self regulation of media is also encouraged
, ● More applicable to new media
● Development of creativity and innovation in small media
● Replacement of media from big media houses to small media
● Participation and interaction of media and audience (as both are from the
same group of population).
Different communities, groups and organisations possessing their own media.
The examples of democratic-participant theory are the present concepts of
community newspapers, community radios and televisions. Another example is
the trend of social action through social media and language programs through
phone apps. Even, underground and alternative press are examples of this
theory.
The theory is in use in Western Europe which can be seen by the cultural and
ethnic revival through media. Many countries have started following the theory in
mass media such as Yugoslavia, Kosovo, Ghana, Bangladesh, Nepal, India, US,
UK, etc. Community radio is mostly popular in South East Asian countries.
4. What are the goals of Development Media Theory?
Development Media Theory is a conceptual framework that examines the role of
media in the process of societal development. Rooted in communication studies
and development studies, this theory delves into how media influences
economic, social, and cultural progress within a given society. The goals of
Development Media Theory encompass a range of objectives aimed at
understanding and harnessing the power of media for positive developmental
outcomes.
At its core, one key goal of Development Media Theory is to explore the impact
of media on economic development. This involves investigating how media
platforms, such as television, radio, and the internet, contribute to economic
growth by disseminating information, facilitating education, and promoting
entrepreneurship. For instance, the media can play a crucial role in disseminating
agricultural knowledge to farmers, thereby enhancing productivity and improving
livelihoods.
