TOPIC THREE:

FOUR THEORIES OF THE PRESS (F.S. Siebert)

& DEVELOPMENT MODEL

Sieberts Four Theories of the Press

Mass media do not operate in a vacuum. This assertion is generally agreed upon, and
has led researchers to study the relationship between mass media and the government.
The first well-known attempt to clarify the link between mass media and the
political society was introduced by Frederick S. Siebert in 1956, and presented in Four
Theories of the Press by Siebert, Peterson, and Schramm. The purpose of the work
was to establish and explain four normative theories that ought to illustrate the press'
position in relation to its political environment. By "press" Siebert means all the media of
mass communication, including television, radio, and newspaper.
Siebert's four theories (the authoritarian, the libertarian, the Soviet, and the
social responsibility) are still acknowledged by many mass media researchers as the
most proper categories to describe how different media systems operate in the world.
1. Authoritarian Model
Characteristics

a) The media operates under the power of the rulers or state (government)

Requires direct governmental control of the mass media. This system is

especially easy to recognize in pre-democratic societies, where the
government consists of a very limited and small ruling-class.

b) Laws pertaining to the media are determined by the rulers or state (government)

The government determines and controls the medias operation, making

sure it abides to the constituted laws
c) Any violation of the law is punishable

The authoritarian government may go to the step of punishing anyone

who questions the state's ideology or who violates the laws pertaining to the
media
d) Censorship takes place (particularly political and ideological news items)

The media in an authoritarian system are not allowed to print or broadcast

anything which could undermine the established authority, and any offense to
the existing political values is avoided.
e) Control of the media through taxes, law pertaining to importation of the media,
selection and appointment of editorial board by the rulers or state (government)
and licensing

The fundamental assumption of the authoritarian system is that the

government is infallible. Media professionals are therefore not allowed to
have any independence within the media organization. Also foreign media are
subordinate to the established authority, in that all imported media products
are controlled by the state.
f)

Occurs in countries which are pre-democratic, dictatorial rule

Implications

Media cannot question and must not report on anything prejudicial to the
rulers or state (government), nor can it question the existing powers that be

Media must at all times follow the official line and affirm the rulers or
states (government) interests

Media must not challenge, oppose, threatened the political and moral
values of the dominant group (the powers-that-be)

Censorship is justifiable based on the first three principles laid down

Challenges or opposition to the ruling elite is considered as a criminal
act. There is no freedom of the press for media professionals

2. Libertarian Model
Characteristics
a) Free media which operates in a society which practices liberal democracy
b) Individuals and organizations must be assured of the freedom to publish

Media practitioners are free to publish whatever he/she likes

Journalists and media professionals are ensured full autonomy within the
media organization
c) In connection with the freedom of the press, the right to statements and
information are provided for in that society
Attacks on the governments policies are fully accepted, even encouraged
d) Free media is an important element in a free and rational society
Takes the philosophical view that man is rational and able to discern between
the truth and falsehood
Man is capable of determining his own destiny, and given the accurate facts,
will make the right choice
e) Freedom is achieved by ensuring different opinions and ideas which may be in
opposition to one another and this enables the public to choose from a full array
of information
Human beings inevitably will choose the best ideas and values.
f)

Abuse of the freedom of the press will be determined by the process of law and
punishable by the law (example - slander, libel)

g) Freedom of the press refers to freedom from the rulers or state or government;
the press is privately owned within the free market situation

Implications

Media publications must be free from censorship particularly by the rulers or

government

Production and distribution of media information have to be free from

licensing and application of permit

Opposition towards the rulers or state or government, political leaders or

political parties is not punishable by law

Free flow of information within and from outside the country must occur

3. Social Responsibility Model

Characteristics
a) Purpose of the media is to inform, entertain, sell but also to raise conflict to the
plane of discussion
b) Media plays an important role in society; hence has to be responsible to the
society

The media has some obligations to the society, expressing words of in

formativeness, truth, accuracy, objectivity and balance.
c) In order to play its role responsibly, the media has to achieve a high degree of
professionalism
d) Media must exercise self-restraint and work within the framework of the law as
well as the traditional institutions (example - religious or cultural institutions)
e) Media must provide a variety and represent the different sectors of the society
and provide alternative news

The model provides an entrance to different mass media to minority

groups
f)

The society has a right to demand a media which provides high quality materials

The press must be the more alert element and keep the public informed,
for an informed populace is the cornerstone of democracy

g) Media professionals must be responsible to the society

Implications

A result of raised consciousness in America that the free market ideology does
not automatically allow for the free press and the media does not necessarily
meet the needs of the people at large

The Canons of Journalism (by the American Society of Newspaper Editors) calls
on newspapers to practice responsibility to the general welfare, sincerity,
truthfulness, impartiality, fair play, decency and respect for the individuals privacy

However, Siebert also noted that freedom of expression under the social
responsibility theory is not an absolute right, as under pure libertarian. Ones

right to free expression must be balanced against the private rights of others and
against vital social interests.

4. Soviet Model
Characteristics
a) Purpose was to contribute to the success and continuance of the Soviet socialist
system, especially to the dictatorship of the party
b) It is tied to a specific ideology: Communism
c) The media is controlled by the working class and serves the interests of the
working class
d) The media is not owned and controlled by the individuals or the private sector
(public ownership)
e) The media has to play a positive role in teaching, explaining, motivating and
socializing the society on Marxist-Leninist principles
f)

The media must respond to the needs of the audience

g) The society has a right to censor and also use the law to punish publishers or
station owners who oppose the people
h) The media must support and promote progressive movements, in and out of the
country
i)

Objectives and ideals of the journalist must be in line with that of the society

Implications

Based on the development of the media in Russia after the revolution in 1912
which Russia later developed to be the Soviet Union before independence was
given to the states that now encompass the East European countries (or what the
US calls the New Europeans)

Now OBSOLETE except in countries still practicing communism.

Development Model
Background

Based on UNESCOs Many Voices, One World (MacBride Report 1980)

Resulted from the formation of Third World Countries Bloc and a consciousness
among them of the prevailing inequalities in world communications
Fundamentally, communication is a basic individual right, as well as a collective
one required by all communities and nations.
Existing global inequalities demands A BETTER MORE JUST AND MORE
DEMOCRATIC SOCIAL ORDER, AND THE REALIZATION OF FUNDAMENTAL
HUMAN RIGHTS, which can be achieved through free, open and balanced
communication
The report provides a framework for the development of new information and
communication order.
Imbalances in national formation and communications systems need to be taken
urgently by both national and international levels.
Communication policies should aim at stimulating and encouraging all means of
communication
Communication is not only a system of public information, but also an integral
part of education and development

Characteristics
The media promotes continuous dialogue for development as a central
component of both communication and development policies.
- Implementation of national/development policies is carried out through
three (3) communication patterns:
i. From decision makers to different social sectors on the necessary
changes in development strategies, action and consequences
ii. Among and between diverse social sectors, to enable exchange
of views on their different demands, aspirations, objective needs
and subjective motivations
iii. Between decision makers and all social groups through a two-way
information flow mechanism, elaborating on development goals,
priorities and utilization of resources.
- Each one of these patterns require a specific information programs, using
different communication means.
Development information supplied to the media must adapt to prevailing news
values and practices, which in turn must be receptive to development need and
problems
Media has to accept and play a role in the development of the nation based on
national policies
- Communication should be a major development resource, a vehicle to
ensure real political participation in decisionmaking, a central information

base for defining policy options, and an instrument for creating awareness
of national priorities.
Freedom of the press or the media is determined by economic development and
the development needs of the people
The media in the industrialized world must focus on other developing nations
which share similar cultures and political systems
- The media in developed countries especially the gatekeepers, editors
and producers of print and broadcasting media who select the news items
to be published or broadcast must be familiar with the cultures and
conditions of the developing countries.
Journalists and other media professionals are free to report as long as they carry
out the task responsibly
- Journalists and media organizations serve the public directly and the
public, in turn, is entitled to hold them responsible for their actions.
- It is vital for journalists to have a high level of self-respect, integrity and
inner drive to produce quality work
The ruler or state or government has the power and the right to limit, censor and
control the media for the development of the nation
- Media councils, legal institutions and peer group criticism help to ensure
the medias accountability in reporting on development policies.