4
ERA OF MASS COMMUNICATION THEORY
·
Mass Society Theory
·
Limited Effect Theory
·
Cultural Studies.
·
Mean-Making Perspective.
I In this section we will look into Mass Society Theories and Related Concepts.
furthur it includes Normative theories and its Four types ( mentioned below) and Dennis Macquail and William Hacten theory.
1.Authoritarian Theory
2.Libertarian Theory.
3.Social Responsibility Theory.
4.Soviet Media Theory.
MASS SOCIETY THEORY
The concept of the mass society
emerged from the considerable social and cultural upheaval brought on by
the Industrial Revolution, which was a sweeping shift from agrarian
to urban lifestyles that occurred throughout the 19th century in the United
States and Europe. From the perspective of cultural critics, the Industrial
Revolution encouraged an unhealthy emphasis on capitalism and wealth, which
tended to result in exploitation of labourers.
.
Mass
society theory is an all-encompassing perspective on Western industrial society
that
attributes
an influential but largely negative role to media. It views media as having the
power to profoundly shape our perceptions of the social world and to manipulate
our actions, often without our conscious awareness. This theory assumes that
media influence must be controlled. Thus Mass Society theory is based on the
following assumptions :
·
The media are a powerful force within
society that can subvert essential norms and values and thus undermine the
social order. To deal with this threat media must be brought under elite
control.
·
Media are able to directly influence the
minds of average people, transforming their views of the social world.
·
Once people’s thinking is transformed by
media, all sorts of bad long-term consequences are likely to result—not only
bringing ruin to individual lives but also creating social problems on a vast
scale.
·
Average people are vulnerable to media
because in mass society they are cut off and isolated from traditional social
institutions that previously protected them from manipulation.
·
The social chaos initiated
by media will likely be resolved by establishment of a totalitarian social
order.
·
Mass media inevitably debase higher forms of
culture, bringing about a general decline in civilization.
The One aspect of this theory is CULTURE
WAR. in it.
Production and distribution of some forms of content, such as violent or
sexually explicit material, can earn large profits for these entrepreneurs.
This content is controversial because it challenges and threatens to subvert
the cultural norms and values of some groups in the larger society. So when
entrepreneurs choose to produce and widely distribute content, their actions
are opposed by the leaders of groups whose norms and values are challenged.
Functional
Displacement : When the functions
of an existing medium are replaced by a newer technology, the older medium
finds new functions like from Netwrok T.V to Distribution, Online Platforms
etc.
For
example : The rapid spread of television in the 1950s brought another major
restructuring of media. Today, yet another set of powerful communication
technologies is transforming media. Personal computers and smart cell phones
deliver ever-increasing amounts of information anywhere we happen to be via the
Internet and World Wide Web.
Normative
theory of Mass Society Era
Development
of Normative theory is based on Propaganda and Mass Ist Proposed by Fred
siebert, Theodore Peterson, Wilbur Schramm, in their Book ‘’ Four theories of
the Press”.
It was Pronounced
during US-USSR Cold war.
It
describes an ideal way for a media system to be controlled and operated by the
government, authority , leader and Public. It views how media should be
operated.
It is
more focused in the relationship of
Press and Government , rather than Audience.
Four
Theories of Normative :
1.Authoritarian
Theory
2.Libertarian
Theory.
3.Social
Responsibility Theory.
4.Soviet
Media Theory.
Authoritarian
Theory : Place all forms of Communication under the control of
governing elite or authorities.
Authorities
justified their control as a mean to protect
and preserv a divinely ordained social order.
A
control tended to be exercised in arbitrary, erratic ways, sometimes
considerable freedom might exists to publicize minority viewpoint and culture.
But
unlike totalrism, Authority doesnot prioritize cultivation of a homogenous
national culture. It only requires aquisecence to a governing elite.
Libertarian
Theory : In oppose of Authoritarian theory.
No
regulation of Press but talk about Self Regulation.
Industry
would follow the dictates of their conscience, seek truth, engage in Public
debate and create a better life.
SELF
RIGHT PRINCIPLE: by JOHN MILTON, better Social order could be forged by fair
debate, good and truthful arguments. (in context of Press Freedom )
Market
Place of Ideas Theory : A New form of
Radical Libertarianism. In
context of libertarian theory the notion that all ideas should be put before
the public and the public will choose the best from that market place. In this media should be regarded
as self regulating market place of ideas, just like in Principle of Capitalism
– Market regulate itself. (Laisez Fair doctrine ) but difficult to implement, as media content
is far less tangible than other consumer products, meaning of individual
message can vary tremendously from one person to other.
SRP can
apply to M.M.content. the market place of ideas is self regulating , so there
is no need for government agency to censor message.
JOHN
KEANE (1991) identified three fundamental concepts underpinning the
Founders’ belief in press freedom:
1.
Theology: media should serve as a forum allowing people to deduce between good
and evil.
2.
Individual rights: press freedom is the strongest, if not the only, guarantee
of liberty from political elites.
3.
Attainment of truth: falsehoods must be countered; ideas must be challenged
and
tested or they will become dogma.
Social
Responsibility theory : SIEBERT,
PETERSON AND SHRAMM.
It is
based on the HUTCHINS COMMISSION Report that emphasized the need for an independent
press, that scrutinizes other social institutions and provides objective,
accurate news reports.
The
most innovative feature of social responsibility theory was its call for media
to be responsible for fostering productive and creative “Great Communities.” It
said that media should do this by prioritizing cultural pluralism—by
becoming the voice of all the people—not just elite groups or groups that had
dominated national, regional, or local culture in the past.
In some
respects, social responsibility theory is a radical statement. Instead of
demanding that media be free to print or transmit whatever their owners want,
social responsibility theory imposes a burden on media practitioners. that
scrutinizes other social institutions.
Thus , It
is a normative theory that substitutes media responsibility and public
responsibility for total media freedom on the one hand and for external control
on other hand.
DENIS
MCQUAIL (1987) summarized the basic principles of social
responsibility theory as follows:
• Media
should accept and fulfill certain obligations to society.
• These
obligations are mainly to be met by setting high or professional standards of
informativeness, truth, accuracy, objectivity, and balance.
• In
accepting and applying these obligations, media should be self-regulating within
the framework of law and established institutions.
• The
media should avoid whatever might lead to crime, violence, or civil disorder or
give offense to minority groups.
• The
media as a whole should be pluralist and reflect the diversity of their society,
giving access to various points of view and to rights of reply.
•
Society and the public have a right to expect high standards of performance,
and intervention can be justified to secure the, or a, public good.
•
Journalists and media professionals should be accountable to society as well as
to employers and the market.
Other
Normative Theory
DENNIS
MAC QUAIL 1987:
Developmental
Media Theory –Advocated media support for an existing political regme and
its effort to bring about national economic development.
This
Theory argues that until a nation is well established , its media must be supportive raher than
critical of government.
Democratic
Participant Theroy : Media Support for
cultural Pluralism @ the grassroot level.
Media
are to be used to stimulate and empower Pluralistic groups.
It
calls for development of innovative Small media that can be directly controlled
by group members.
WILLIAM
HACTEN: 1992
He
identified 5 concepts :
Western,
Development, Revolutionary, Authoritarian, Communism.
Western
: Combines Aspect of libertarianism and Social responsibility theory.
Recognises
that there are no completely free media system and even in the most profit
oriented media systems there exists a Public expectation of service and Responsibilty.
Development
: Government and media should work together to ensure that media ais the
planned , beneficial development of a nation.
Africa,
Asia, E-europe, latin America, more government involvement in media but little
censorship and control.
Revolutionary
: Media are used in the service of revolution., to end government monopoly over
information, building an opposition to government.
Authoritarianism
: Mentioned same as above.
Communism
: Complete domination of media by the government for purpose of forming those
media to serve government desires.
Transistional
Media : CHENGJU HUANG
An
Approach to study Media Systems, other
than Normative Paradigms.
It is
Flexible.
It
Accepts change and adaptation , culturally open minded, maintaining that media
transistion in various socities may take
different paths in different political , Cultural and Socio-economic contexts.
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