What are Normative Theories?

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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 USA during the height of ‘cold war’ with communism and soviet. Often it 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 press are not providing any scientific explanations or prediction.  At the same these “four theories of the press” were came from many sources rather than a single source.  Sometimes media practitioners, social critics and academics also involved to develop these normative theories.
Normative theories are more focused in the relationship between Press and the Government than press and the audience. These theories are more concern about the ownership of the media and who controls the press or media in the country.
The types of Normative theories

http://communicationtheory.org/normative-theory-four-theories-of-the-press/

1.      Authoritarian Theory: http://communicationtheory.org/authoritarian-theory/

2.      Social Responsibility Theory: http://communicationtheory.org/social-responsibility-theory/

3.      Soviet-Communist theory: http://communicationtheory.org/soviet-media-theory/

4.      libertarian  theory: http://communicationtheory.org/libertarian-theory/

5.      Democractic-participant theory: https://www.businesstopia.net/mass-communication/democratic-participant-theory-mass-communication

6.      Development Media Theory: https://www.businesstopia.net/mass-communication/development-communication-theory

It is important to note that the last two theories were coined by Dennis McQuail.

Up next: I’m going to be answering the question, “Social Responsbility Media Theory is a product of conflict.”

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