What are Normative Theories?
AD: Get your Black Friday Deals: 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 a...