There are a total number of seven theories in the normative paradigm. The normative paradigm contains a set of theories that describe the appropriate way in which media should be structured and to function. Apart from the total seven theories, four are the basic theories. To know more about the function of media and the way in which it is structured, we first need to critically look into all the theories in detail and also we need to know their strengths and weaknesses.
Authoritarian theory: The theory suggests that all forms of media and communications are under the direct influence of governing elite, dictator or a King. It says that the governing elite can give license to a media house but at the same time it holds the right to cancel the …show more content…
It can sometimes be used to induce nationalism or patriotism among the people through targeted media campaigns and it is also used for propaganda campaigns; War two serves as a good example. Where the theory serves as a good example of practicing power, it also has some weaknesses. The theory considers the common man vulnerable and easy to be manipulated; whereas sometimes things can be completely different. The freedom of speech is attacked and it is controlled by the minority power elite who are less in number but more influential than the rest of the …show more content…
It says that the media is to be owned only by the state and no one else can privately own the media. It also reflects that the state is the master and the general public is basically the servants of its master and they are to obey his instructions in the better interest of the state. In a nutshell this theory is basically focused on promoting an ideology/family/political party/race/ethnicity and most importantly religion. Nazis practiced the totalitarian form of government, promoting their own race and barbarically killing millions of the other ethnic groups such as the Jews. The totalitarian rule has control over the church, schools, economy, media and family, so basically the ruling elite is everything here. Such regimes are generally led by influential figures that can easy grab the audience of a larger audience and manipulate their minds by inducing his own type of understanding of the
Authoritarian theory: The theory suggests that all forms of media and communications are under the direct influence of governing elite, dictator or a King. It says that the governing elite can give license to a media house but at the same time it holds the right to cancel the …show more content…
It can sometimes be used to induce nationalism or patriotism among the people through targeted media campaigns and it is also used for propaganda campaigns; War two serves as a good example. Where the theory serves as a good example of practicing power, it also has some weaknesses. The theory considers the common man vulnerable and easy to be manipulated; whereas sometimes things can be completely different. The freedom of speech is attacked and it is controlled by the minority power elite who are less in number but more influential than the rest of the …show more content…
It says that the media is to be owned only by the state and no one else can privately own the media. It also reflects that the state is the master and the general public is basically the servants of its master and they are to obey his instructions in the better interest of the state. In a nutshell this theory is basically focused on promoting an ideology/family/political party/race/ethnicity and most importantly religion. Nazis practiced the totalitarian form of government, promoting their own race and barbarically killing millions of the other ethnic groups such as the Jews. The totalitarian rule has control over the church, schools, economy, media and family, so basically the ruling elite is everything here. Such regimes are generally led by influential figures that can easy grab the audience of a larger audience and manipulate their minds by inducing his own type of understanding of the