Updated:  09 October, 2003

Defined by Baran and Davis as " a type of theory that describes an ideal way for a media system to be measured and operated."

• don't describe things as they exist
• describe as they "ought to be" and why
• reflect the values and ideologies of the culture

KEY NORMATIVE THEORIES

• Libertarianism:  absolute government non-intervention  = MARKETPLACE regulation model
  • free press
  • First Amendment absolutists
  • In opposition to authoritarian theory
  • John Locke, etc.
  • key to democratic self-government and foundational to our origins as a nation
  • Do you have right to yell "fire" in a crowded theatre, especially if there is none? Where does one person's rights end and another's begin?
  • Marketplace = toaster with pictures?
• Technocratic Control: media can't be trusted, public not smart enough; elites must control
  • support from propaganda theories
  • media should serve the public good
  • Government regulation: TRUSTEESHIP MODEL
• Social Responsibility Theory:  TRUSTEESHIP MODEL
  • Rooted in professionalism of industry
    • see limitations of professionalism on p. 106 of B&D
  • SELF-regulation
    • see basic tenets of on p.. 110
  • Civic or Public Journalism
  • see p. 116

You can find lots of information about civic journalism at http://www.poynter.org or at http://www.journalism.org 

Copyright, 2003

Dr. Janet McMullen

jmcmulle@unanov.una.edu