Week 5
Social Responsibility Theory In mid-20th century most of the developing countries and third world nations have used this social responsibility theory of press which is associated with “the Commission of the Freedom of Press” in United States at 1949. In the book “Four theories of Press” (Siebert, Peterson and Schramm) it‟s been stated that “pure libertarianism is antiquated, out dated and obsolete.” That paved way for replacement of Libertarian theory with the Social responsibility theory.
Social responsibility theory allows free press without any censorship but at the same time the content of the press should be discussed in public panel and media should accept any obligation from public interference or professional self-regulations or both. The theory lies between both authoritarian theory and libertarian theory because it gives total media freedom in one hand but the external controls in other hand. Here, the press ownership is private. The social responsibility theory moves beyond the simple “Objective” reporting (facts reporting) to “Interpretative” reporting (investigative reporting). The total news is complete facts and truthful but the commission of the freedom press stated that “No longer giving facts truthfully rather than give a necessary analysed or interpretative report on facts with clear explanations”.
The theory helped in creating professionalism in media by setting up a high level of accuracy, truth, and information. The commission of press council also included some tasks based on social responsibility of media, which are as follows:
1. Formulate the code of conduct for the press. 2. Improve the standards of journalism. 3. Safeguarding the interests of journalism and journalist. 4. Criticise and make some penalty for violating the code of conduct.
The theory allows 1. Everyone to say something or express their opinion about the media. 2. Community opinion, Consumer action and professional ethics. 3. Serious invasion of recognized private rights and vital social interests. 4. Private ownership in media may give better public service unless government has to take over to assure the public to provide better media service. 5. Media must take care of social responsibility and if they do not, government or other organisation will do.
Soviet Media Theory After the 1917th revolution, the Soviet Union was restructured with new political system based on the Marxist-Leninist principles. The newly formed communist party by Lenin shows much interest in the media which serves to the working class in the country and their welfares. So the Soviet originates a theory from Marxist, Leninist and Stalinist thoughts, with mixture of Georg Wilhelm Friedrich Hegel ideology is called “Soviet Media Theory” is also known as “TheCommunist Media Theory”. The same theory was developed and followed by Adolf Hitler‟s Nazi in Germany and Benito Mussolini in Italy.
Soviet media theory is imitative of Leninist principles which based on the Carl Marx and Engel‟s ideology. The government undertake or controls the total media and communication to serve working classes and their interest. Theory says the state have absolute power to control any media for the benefits of people. They put end to the private ownership of the press and other media. The government media provide positive thoughts to create a strong socialized society as well as providing information, education, entertainment, motivation and mobilization. The theory describe the whole purpose of the mass media is to educate the greater masses of working class or workers. Here, the public was encouraged to give feedback which would able to create interests towards the media.
According to authoritarian theory, the media controlled and censored by the ministries in the country but libertarian is fully free without any intervention of any authority or government, Social responsibility theory – press freedom in one hand but other hand they controlled the press by raising question and Soviet media theory, the whole control of the media is under the leader of the nation.
