Four Theories of the Press PDF

FREDERICK S. SIEBERT, THEODORE PETERSON ​ To illustrate the press position in relation to its LIBERTARIAN THEORY AND WILBUR SCHRAMM political environment ​ Fredrick S. Siebert, Theodore Peterso...

FREDERICK S. SIEBERT, THEODORE PETERSON ​ To illustrate the press position in relation to its LIBERTARIAN THEORY AND WILBUR SCHRAMM political environment ​ Fredrick S. Siebert, Theodore Peterson, and ​ Presented the four major theories: Wilbur Schramms Authoritarian, Libertarian, Social Responsibility, PRESS ​ Free Press Theory and Soviet Communist Concepts Siebert means all the media of mass communication, ​ Individuals are free to publish whatever he or including television, radio, and newspaper she likes. AUTHORITARIAN THEORY ​ Based on fundamental right of individual ​ Developed in the late Renaissance PETERSON, WILBUR, SCHRAMM, AND SIBERT’S ​ Attack on the government’s policies are fully ​ based on the idea that truth is the product of a FOUR THEORIES accepted and even encouraged few wise men ​ Authors of theories ​ No restrictions on import or export of media messages across the national frontiers. LIBERTARIAN THEORY AUTHORITARIAN THEORY ​ Journalists and Media professionals ought to ​ Arose from the works of men like Milton, Locke, ​ Siebert have full autonomy within the media Mill, and Jefferson ​ Requires direct governmental control of the organization ​ Avowed that the search for truth is one’s man mass media. ​ The open marketplace of ideas and the natural rights ​ Can be recognized in pre democratic society selfright process where the government consists of a very limited ​ History traces back to the 17th century’s thinker SOCIAL RESPONSIBILITY THEORY and small ruling class. ​ Equal radio and television time for political ​ Media are not allowed to print or broadcast JOHN MILTON candidates, the obligations of the newspaper in anything, undermine the established authority, ​ Asserted that human beings inevitably choose a one paper town, etc.. ​ Punish anyone who questions the state’s the best ideas and values ideology ​ 17th century thinker SOVIET COMMUNIST THEORY ​ Government is infallible ​ Expanded and more positive version of the old ​ Media professionals are therefore not allowed JOHN STUART, THOMAS JEFFERSON Authoritarian theory to have independence within the media Other exponent of this philosophy organization. Saw as the press’s to inform, to sell, to entertain 1963 ​ Foreign media are subordinate to the ​ Theory was presented established authority. COUNTRIES PRACTICING LIBERTARIAN THEORY ​ Censorship was practice TODAY SIEBERT THEORY ​ Although the government did not necessarily ​ United States ​ Outdated and too simplistic to be useful in own the press, it was looked on as the ​ Great Britain today’s media research advocate of the state. ​ European Nations FREDERICK S. SIEBERT (1963) THE THEORY JUSTIFIES ADVANCE CENSORSHIP SOLA POOL (1973) ​ Introduced the first well known attempt to clarify AND PUNISHMENT FOR: ​ No nation will indefinitely tolerate a freedom of the link between ​ Deviation from official policy the press that serves to divided the country ​ Offences against moral codes should be FOUR THEORIES OF THE PRESS criminal offences. SOVIET COMMUNIST/ WORKERS THEORY ​ Article and book dealing with philosophical ​ 1917 Russian Revolution based on the basis postulates of Marx and Engels  ​ Communist Media Theory SOCIAL RESPONSIBILITY THEORY ​ Conceptual flexibility and diversity in the ​ Is an outgrowth of the libertarian theory ​ American initiative in the late forties brought application of communication techniques used ​ Press resides outsides the government forth to address the problems of development. ​ Media organizations serve the interests of the ​ Extension of Libertarian Theory ​ Some approaches include: Behaviour Change working class and are not intended to be ​ Media as a whole is pluralized, indicating “a and Social Marketing privately owned. reflection of the diversity of society as well as ​ Betterment if the society is taught from a ​ Illustration almost same with Authoritarian access to various points of view particular group but affects the whole mass for ​ Ensure the success and continuance of the ​ Both parts are allowed to criticize each other better. soviet socialist system and to promote the ​ Provide an entrance to different mass media to objectives of the soviet socialist party minority groups ACCORDING TO UNESCO SOME COMMON ​ Mass Media are to be self regulatory with ​ Journalists are accountable to his audience as CONDITIONS FOR DEVELOPING COUNTRIES THAT regard to the content of their messages. well as the government. LIMIT THE POTENTIAL BENEFITS OF OTHER ​ Media organizations have a certain ​ Most media systems in Western Europe today THEORIES HERE ARE: responsibility to meet the wishes of their come close to the Social Responsibility theory ​ The absence of Communication infrastructure audience. ​ Evident in Anglo American Nations ​ Dependence on the developed world for ​ Ensure the success and continuance of the ​ High Regard for public opinion, consumer hardware and software soviet socialist system and to promote the action and professional ethics ​ The commitment of these societies to objectives of the the soviet socialist party ​ Communication of Information, Truth, Accuracy, economic, political, and social development as ​ Continuing after the fall of Soviet Union Objectivity, and Balance a primary national task. ​ Russia performed a mass media model closer ​ Media should underplay that news which might to social responsibility theory lead to crime, violence, and social tension. DEMOCRATIC PARTICIPANT THEORY ​ Private ownership of the press or other media ​ Media Pluralist, diversity of their society, ​ Recent addition to the list of normative theories is ruled out including the right to reply ​ Relevant to the developed liberal societes but ​ Media must serve a positive function. has some elements of the development media ​ Media are not subject to arbitrary interference COMMISSION ON FREEDOM OF THE PRESS theory. as in the case of the Authoritarian Theory ​ Provided a model in which the media had ​ Main feature relates to the needs, interests and certain obligations to society. These obligations aspirations of the active receiver in a political CHINA were expressed in the words society. ​ Clearest current example of Soviet Media INFORMATIVENESS, TRUTH, ACCURACY, ​ Concerned with the right of information Theory OBJECTIVITY AND BALANCE ​ Government control TV, Radio and MQ QUAIL Newspapers OTHER THEORIES ​ Notes that this is most difficult to formulate this theory MUST DEVELOPMENT THEORY ​ Lacks full legitimation and incorporation to ​ Act with responsibility ​ Development Communication media institutions and partly because some ​ Evolve and follow norms of professional ​ Spectrum of communication process, strategies tenets are already to be found in some of the conduct and principles within the field of international other theories. ​ Respond to people’s needs and aspirations development, ​ This theory represents a challenge to the ​ improving the conditions and quality of life ppl reigning theories and merits separate w/ underdevelopment and marginalization identification KEY POINTS Magna Carta of Women, Section 16 citizens of the Philippines or to corporations or ​ Social Media does not operate in vacuum ​ calls for Non-discriminatory and associations organized under the laws of the ​ Limited application of the four established Non-derogatory Portrayal of Women in Media Philippines.” theories of the press to the third world countries and Film. NATIONAL TELECOMMUNICATIONS COMMISSION ​ Mass Communication Theory is best ​ The State shall formulate policies and understood as a branch of social theory. programs for the advancement of women in ​ Radio companies must file their applications to the National Telecommunications ​ Theorist is one who argues, gives reason and collaboration with government and Commission (NTC) as well as an application makes connections to larger problem non-government media-related organizations. for a legislative franchise, following ​ It shall likewise endeavor to raise the administrative procedures specified by both CODE OF ETHICS FOR MEDIA consciousness of the general public in houses of the legislature. recognizing the dignity of women and the role ​ Power is limited to the allocation of frequencies 1987 PHILIPPINE CONSTITUTION and contribution of women in the family, to television and radio stations, and does not ​ guarantees freedom of expression and the community, and society through the strategic extend to supervision over content. ​ The NTC, whose members are appointed by equality of women and men. However, media use of mass media. the President, have the power to administer representations of women often fall short of ​ ensure allocation of space, airtime and and enforce all laws, rules, and regulations in accuracy and fairness. resources, strengthen programming, the field of communications. production, and image-making that SECTION 4 ARTICLE III CONSTITUTION appropriately present women’s needs, issues, B. FILM, TELEVISION, AND VIDEO ​ “No law shall be passed abridging the freedom and concerns in all forms of media, of speech, of expression or of the press, or the communication, information dissemination, and The regulation of film, television programs and videos right of the people to peaceably assemble and advertising. are implemented petition the government for redress of grievances.” SECTION 19 (A) PRESIDENTIAL DECREE NO. 1986 ​ which created the Movie and Television ​ states that, The dignity of women and their Review and Classification Board (MTRCB) REPUBLIC ACT 9710 roles and contributions in all spheres of private which was placed under the Office of the ​ providing for the Magna Carta of Women urges, and public life shall be promoted. The portrayal “Self-regulatory bodies, groups, and President of the Philippines, and the Optical of women in a discriminatory, demeaning associations for media, television, cable, film, and/or derogatory manner in advertisements,shows and programs is not MEDIA ACT OF 2003 and advertising shall also ensure compliance allowed. It shall not induce, encourage and/or ​ which introduced for the first time the idea of with the Act and these Rules and Regulations.” condone violence against women in any form regulating the production of all optical discs, and/or the violation of their human rights.” regardless of their content. THE IMAGE OF WOMEN IN MEDIA MTRCB ​ ​ is ostensibly a classificatory body. GLOBAL MEDIA MONITORING PROJECT (GMMP) LAWS AND REGULATING MEDIA ​ The board is empowered to approve or ​ Highlights the underrepresentation of women in disapprove, delete portions from or prohibit A.BROADCAST news stories. ​ the importation, export, production, copying, UNDER SECTION 11 OF ARTICLE XII OF THE 1987 distribution, sale, lease, exhibition, and/or ​ Only 16% of stories focus on women, and they television broadcast of motion pictures, account for only 24% of those interviewed. ​ Constitution, “No franchise, certificate, or any television programs and publicity materials ​ Almost half of the stories reinforce gender other form of authorization for the operation of which in the opinion of the Board are stereotypes. a public utility shall be granted, except to objectionable for being immoral, indecent,  contrary to law and/or good customs, injurious ​ 1.2.3 The farther a reporter is from a direct to the prestige of the Philippines or its own observation of an event, the more concerned Article 27 On-Air Language. people, or with a dangerous tendency to he or she should be about a report. The ​ Section 1. Vulgar, obscene or indecent encourage the commission of violence or of a reporter has to check and double-check it.3. language is prohibited. wrong or crime. Accuracy in the use of words ​ Section 2. Language tending to indicate ​ A reporter can commit an inaccuracy by using violence, sedition or rebellion is prohibited. SORIANO VS. LAGUARDIA, the wrong word or words in a story. Without ​ Section 3. Name-calling and personal insults ​ The Supreme Court held that the power of precision in language, a reporter cannot report are prohibited. review and prior approval of MTRCB extends an event correctly and accurately. For to all television programs and is valid despite instance, the sense of a sentence can be Self-regulation in the KBP the freedom of speech guaranteed by the changed entirely if one uses the word adverse Constitution when what he means is ​ averse or when he uses effect, when what he ​ The authority of KBP to enforce discipline SOME EXISTING CODES AND PROPOSED means is affect. from within its ranks, or self regulation, has CHANGES ​ Suggested edit : Accuracy includes the use of been honored by government authorities non-sexist language that does not exclude since 1975 and upheld by a 1987 Supreme A. THE PHILIPPINE JOURNALIST’S CODE OF women and does not reinforce stereotyped Court decision. ETHICS: roles of women and men. ​ Section XII. Canons of Taste for Journalists D. STANDARDS OF ADVERTISING OF THE AD ​ 1.3 Rape and sex crimes STANDARDS COUNCIL INC. (2010): ​ The code states that journalists should not ​ 1.5 Slurs on people ridicule or degrade anyone based on sex, ​ 1.5.1 Avoid language that stereotypes and Article 1 General Standards of Presentation creed, etc. insults women or ignores the changing role of ​ VII. I shall not in any manner ridicule, cast women. Language that stereotypes women is Section 4 Sex, Profanity, Obscenity and Vulgarity. aspersions on, or degrade any person by false and demeaning. Journalists s Lhould ​ c) Advertisements should not depict or exploit reason of (sex), creed, religious belief, political keep in mind that women, like men, are human persons as sex objects and should not contain conviction, cultural or ethnic origin. beings, not primarily housewives and sex offensive, obscene, blasphemous, profane and objects. vulgar words or any sexual double entendres. B. PHILIPPINE DAILY INQUIRER MANUAL OF ​ e) Salacious, violent or indecent themes, C. KAPISANAN NG MGA BRODKASTER NG sexual innuendo or stereotyping likely to cause EDITORIAL POLICIES: PILIPINAS (KBP) serious or general offence should be avoided. Policies: Section III Accuracy ​ is a self-regulatory body for the broadcast - The manual emphasizes accuracy in reporting. Article IV Other standards of presentation industry. ​ 1. How to ensure the accuracy of a story ​ 1.2 Authoritative Sources -- When direct The Code is extremely detailed but the KBP faces a Section 1 Disparagement. observation is impossible, the story a ​ b) Advertisements shall not directly or reporter gets is a second-hand or third hand problem in enforcing them due to lack of personnel indirectly disparage, ridicule, criticize or account of an event. to monitor all the radio and television stations in attack any natural or juridical person, groups ​ 1.2.1 When important matters are raised in the Philippines of persons or any sector of society especially second-hand or third-hand accounts, the on the basis of gender, social or economic reporter looks for documents and records that Broadcast Code of the Philippines 2007 (KBP) class, religion, race or nationality. confirm or support the account. ​ Article 22 Discrimination. “A person’s race, ​ As self-regulating bodies, many provisions in ​ 1.2.2 When only human resources are religion, color, ethnic, gender and physical or the Broadcast and Advertising Codes are not available for verification, the reporter checks mental disability shall not be used in a way that followed. Enhancing the code is one, the person’s reputation for credibility. could embarrass, denigrate or ridicule him.” implementing it is another. That is why  monitoring is essential and more so, 2. Stories and reports must be based on verified facts. 3. Indicate the reference source – if findings or results educating the public. Include background information and context so the audience can understand the issues better; of a study or survey, identify who made the study and E. OTHER SELF-REGULATORY MECHANISMS: 3. Encourage stories and reports on women and other the year it was done. OMBUD marginalized groups such as but not limited to -- ​ In charge of handling complaints from children, elderly, persons with disabilities, and readers. “Letters to the Editor” also serve as a indigenous peoples -- to celebrate diversity; 4. Consult a broad range of sources. Include women forum for readers to air their views and as experts and sources of news. opinions on various issues. 4. Women should not be treated as an object or E. Language commodity. Focus on her expertise and substantive PHILIPPINE PRESS COUNCIL contribution to community and society. 1. Avoid stereotypes. ​ is a regulatory body within the Philippine Press Institute (PPI), the national organization B. BALANCE 2. Use gender inclusive language and terms, which of newspapers, which guarantees every news 1. Present both or all sides of the issue include both sexes or gender fair language. subject’s right of redress. 2. Do not malign, destroy, insult or disrespect anyone 3. Avoid the use of offensive language. Avoid PRESS COUNCILS (PCS) based on ethnicity, gender, age, language, sexual messages that are vulgar, indecent, promote ​ promote press accountability by accepting orientation, race, color, religion, political, or other substance abuse, gender discrimination, racism, complaints against the press. Initially, three opinion, national, social, or geographical origin, Satanism, violence or sexual perversion or demean a press councils were organized in Cebu, disability, property, birth, or other status as member of any sector of society. Baguio, and Palawan. ​ provide a public forum for the discussion of established by human rights standards1 media and related issues, 4. Avoid the use of double meaning words with sexual 3. Provide airtime and space to women’s needs, DEVELOPING GENDER-FAIR STORIES issues and concerns. innuendos. ​ A gender lens allows one to gain deeper insight into all issues that are covered by C. ACCURACY 5. Avoid the use of labels. media,. 1. Avoid trial by publicity. 2. Label “advertorials” and advertisements. CODE OF ETHICS FOR MEDIA 3. Press releases may be used as news sources only F. IMAGES OF WOMEN after verification that sources are authentic.2 This code of ethics is presented as a guide for media 4. Use realistic images and photos without resorting to 1. Do not exploit the image of women. practitioners in adhering to the Magna Carta of Women. computerized techniques. It emphasizes the importance of: 5. Do not editorialize the news. 2. Show realistic portrayals of women. D. Sources 3. Never encourage violence. A. Content 1. Do not plagiarize. 4. Avoid visuals and portrayals that appeal to the 1. Recognize that all issues impact women in a different 2. Double check sources and corroborate prurient interest. way and as half the population of the world, they need to be included in the public debate and their voices information. heard. All issues are women’s issues; G. FROM THE EYE OF THE CAMERA TO THE SCREEN/PAGE 1. Protect the identity and privacy of women and survivors of violence at all times. 2. Recognize the right of the survivors of violence to decide whether to be identified or not. 3. Respect the dignity of persons, especially in death. 4. Focus on the issues in covering disasters. 5. Ask permission before taking a picture or filming your subject. H. INTEGRITY 1. Avoid offering or accepting any gifts or other considerations in news media organizations and their practitioners. 2. Admit and correct mistakes immediately. 3. Avoid conflicts of interest.