User talk:BAJM4group nine

Normative theory
BRIEF HISTORY OF NORMATIVE THEORY

By GROUP NINE (9)

Normative theories Media theory refers to the complex of social-political-philosophical principles which organize ideas about the relationship between media and society. Within this is a type of theory called `normative theory. The theory was first proposed by Fred Siebert, Theodore Peterson and Wilbur Schramm in their book called “Four Theories of the Press”. At first the word “Normative Theory” was pronounced in USA during the height of ‘cold war’ with communism and soviet. Often it called as western theories of mass media. A Normative theory describes an ideal way for a media system to be controlled and operated by the government, authority, leader and public. These theories are basically different from other communication theories because normative theories of press are not providing any scientific explanations or prediction. At the same these “four theories of the press” were came from many sources rather than a single source. Sometimes media practitioners, social critics and academics also involved to develop these normative theories. Normative theories are more focused in the relationship between Press and the Government than press and the audience. These theories are more concern about the ownership of the media and who controls the press or media in the country.

Normative theory explains how media systems should operate in order to confirm to or realise a set of ideal social values. It is based on explicit belief that there is ideal mode of operation based in the values of the social systems. Decorum in public discourse is one of such societal values. Today, it appears the role of the media of projecting the norms and values of the society is undermined.

On 6th August 2011, an incident happened at Joy FM studios during news analysis programmed dubbed News Files. The discourse degenerated into “free for all insults”, when Nana Akomea NPP, MP Communication Director of the party, a panelist used unsavoury language “You are stupid fool” to describe Mr James Agyenim Boateng, a Deputy Minister of Tourism. This was as a result of the latter’s description of the former as “unintelligent”. The incident left sour taste in the mouth the listeners (society) and the barrage of criticism via phone text message, e-mail and face book summed up how Joy Fm and for that matter, media in general had failed them woefully. To them journalism in general has been debased in the country. The once cherished societal norm and value like decorum in public discourse is no more in vogue.

Three days later, both gentlemen had golden opportunity to apologise to the listeners but they refused. This equally drew public anger against Joy Fm which was giving a platform to two unrepentant public officials. The listeners (society) reminded Joy Fm that it had responsibility to project decorum in public discourse. And that society frowns on insults more especially if they are spewed by public figures on national radio live programme.

Consequently, on Joy Fm had to rendered unqualified apology to listeners (society) whose sensibility had been affected by the incident. Joy Fm promised to rise up to its responsibility to uphold societal values as stated by the Normative Theory. They reminded prospective panelists to be circumspect of the language they use their radio since management would blacklist offenders.

Joy Fm eventually lived up to its promise on 24th September, 2011 when host of the News File asked Gabby Asare Otchere Darko, Executive Director of the Danquah Institute to leave the studios if he failed to apologise to Dr. Omane Boamah for using unsavoury language. He refused and opted to walk out. Even though Gabby returned later to the right thing, the incident reiterated the role of mass media in upholding values of society as stipulates by “Normative theory”.