MAC 212 MEDIA AND SOCIETY
CONTENTS
1.0 Introduction
2.0 Objectives
3.0 Main Content
3.1 Concept of a Theory
3.2 Characteristics of a Theory
3.3 Why Do We Study Theories?
3.4 Normative Theories
4.0 Conclusion
5.0 Summary
6.0 Tutor-Marked Assignment
7.0 References/Further Readings
1.0 INTRODUCTION
For a forensic analysis of the mass media in the social environment, it is
important to understand the theories of the mass media that operate in
the social environment. To a large extent, the theories of the mass media
define the operation of the media in the society. Sambe (2008:261),
reaffirms this postulation that “press theories suggest the way in which
mass media in a particular society is owned, organized and run. They
also determine the restrictions placed in the operations of the mass
media in a particular country.” This unit therefore, examines closely the
concept of theory, its characteristics and relevance as well as the various
types of theories.
2.0 OBJECTIVES
At the end of this unit, you should be able to:
• define a theory
• explain the characteristics and relevance of theory to the society
• explain the different types of theories of the mass media
• define the kind of theories of the mass media that we operate in
Nigeria.
3.0 MAIN CONTENT
3.1 The Concept of Theory
A theory is a way of explaining the ordering and occurrence of different
events in the society. Wilbur Schramm (cited in Folarin 1998) defines
theory as a “crop-detector” which enables us to separate scientific
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MAC 212 MEDIA AND SOCIETY
statements from unscientific ones. To Mclean (1972), theory is our
understanding of the ways in which things work.
All the above definitions stress the intellectual rigour involved in the
formulation of a theory.
SELF ASSESSMENT EXERCISE 1
Define a theory.
3.2 Characteristics of a Theory
i. Intellectual rigour: To ensure that theories are testable,
verifiable and systematic, they usually involve much intellectual
rigour.
ii. Datedness: Theories are always a step behind reality; because
new facts continue to emerge as theory is being evolved.
iii. Dynamism: Theories are subject to change in the light of new
facts, so they are dynamic, not static.
iv. Economy: A good theory accounts for many pertinent cases
with a few statements and with few exceptions if any.
SELF ASSESSMENT EXERCISE 2
Outline the basic features of a theory.
3.3 Why Do We Study Theories?
i. Because they help us in managing reality “there is nothing so
practical as a good theory” says Kurt Lewin (1958). Good
theories, according to him enable us to put facts in perspective
and to predict what will happen, even before the events we are
theorizing about happen.
ii. A good theoretical background may make all the difference
between a competently executed research project and a pedestrian
one or a sound scientific statement and an unsound one.
From the inception of mass media, people theorized about the process of
mass media, about the use which individuals, groups, corporate bodies
make of mass media, about the effects which the mass media have on
the individuals and society at large.
SELF ASSESSMENT EXERCISE 3
Account for the importance of the study of a theory.
3.3Normative Theories
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MAC 212 MEDIA AND SOCIETY
The basic assumption of Normative theories is that the media tend to
assume the form and coloration of the society in which it operates. The
well known four theories are, Authoritarian, Libertarian (or free press),
Soviet Communist and Social Responsibility theories. McQuail (2000)
also draws attention to two other emergent normative theories, namely,
Democratic-Participant Media Theory and Development Media Theory,
thus bringing the number of Normative theories recognized in the
literature to six. These will be scanned as follows:
• Authoritarian Media Theory
Dates from the 16th century, the theory describes a situation in which the
mass media are subordinated to state power. Whether the media
ownership is private or public, they are expected to service the
government or its functionaries and are forbidden to criticize
government or its functionaries.
The instruments of authoritarian control of the media are many and
varied. They include heavy taxation, repressive legislation and direct or
subtle state control of staffing. Others are suspension of publication, and
rough treatment of journalists which were the hallmark of Babangida
and Abacha regimes in Nigeria.
• Libertarian Theory (Free Press)
The Libertarian theory or free press theory believes that an individual
should be free to publish what he or she likes to hold and express
opinions freely. It is based on the concept of “free market place of
ideas” which held that good ideas would inevitably drive out bad ones if
both were guaranteed free expression.
The theory does not however obliterate the laws of defamation, sedition,
obscenity and invasion of privacy. It believes that human beings
including journalists are rational and have the ability to differentiate
between right and wrong. The theory exists mainly to check on
governments or its functionaries and therefore must ideally be free from
government control.
The clearest expression of the libertarian principle can be found in the
first amendment to the American Constitution, which infringes on
freedom of speech or of the press is a good example of the theory at
work.
• Democratic Participant Theory
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MAC 212 MEDIA AND SOCIETY
The main thrust of this theory as enunciated by McQuail lies on the
insistence that the existing bureaucracy and professional hegemony in
media system should be done away with so as to ensure easy access to
the media by allowing potential users and consumers.
Conclusively, it insists that previous media theories have failed to
deliver the expected results and therefore calls for grassroot participation
in the control of the mass media.
• Social Responsibility Theory
The social responsibility theory can be aptly described as a child of the
industrial revolution. The industrial revolution and the emerging
multimedia society provided the conducive environment for the
development of a theory that is based on the assumption that while the
press should be free, it must nonetheless be responsible. This theory
places emphasis on the moral and social responsibilities of people, who,
and institutions which operate the mass media.
The main theme of the message therefore is “In Public Interest”. It holds
the position that one has the right to print, but he does not have the right
to libel. It admits no censorship, but depends solely on the maturity of
proprietors, editors and reporters.
The main difference to the libertarian theory of the mass media lies in
the demand for social responsibility which, if need be, can be enforced
on the media by other institutions when it acts contrary to the laid down
principles of social responsibility.
• Development Media Theory
Development media theory was put forward as a means of paying for the
imbalance in development and information flow of the Third World
Countries and a solution to the technological problems facing them. The
Third World Countries are bedeviled by problems that make the
development of mass media system difficult. Some of these problems
are the absence of communication infrastructure, the professional skill,
the production and cultural resources and the available audience.
The major tenets of Development Media Theory as enunciated by
McQuail are:
• Media must accept and carry out positive development tasks in line
with naturally established policy
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• Freedom of the media should be open to economic priorities and
development needs of the society
• Media should give priority in the content to the national culture and
language
• Journalists and other media workers have responsibilities as well as
freedom in their information gathering and dissemination tasks.
• In the interest of development, the state has a right to intervene or
restrict media operation.
SELF ASSESSMENT EXERCISE 4
List five normative theory you know.
4.0 CONCLUSION
It is necessary to state here that in practical term, it is difficult to see a
country operating one theory to the exclusion of others. For example,
you have elements of social responsibility theory which can be seen in
countries where libertarian theory operates. In Nigeria for instance, we
have elements of social responsibility and authoritarian media theories
in our mass media atmosphere. This is what Folarin (1998) described as
a little bit to the left and a little bit to the right.
5.0 SUMMARY
In this unit, we have x-rayed the meaning of a theory, its importance and
types of normative theories of the media.
6.0 TUTOR-MARKED ASSIGNMENT
Authoritarian and libertarian theories of the mass media are poles apart.
Discuss.
7.0 REFERENCES/FURTHER READINGS
Daramola, I (2003). Introduction to Mass Communication. Lagos:
Rothans Press.
Folarin, B (1998). Theories of Mass Communication: An Introductory
Text. Ibadan: Sterlin-Horden Publishers.
McQuail, D (2000). Mass Communication Theory. 4th Edition.
Englewood Cliff, N.J: Prentice Hall.
Sambe, J.A (2008). Introduction to Mass Communication Practice in
Nigeria. Ibadan: Spectrum Books.
MODULE 2
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