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COM3707 Assignment 2 (COMPLETE ANSWERS) Semester 2 2024 - DUE 13 September 2024
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- University Of South Africa
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COM3707 Assignment 2(COMPLETE ANSWERS)
Semester 2 2024 - DUE 13
September 2024
100% GUARANTEED
,COM3707 Assignment 2 (COMPLETE ANSWERS)
Semester 2 2024 - DUE 13 September 2024
Question 1 1.1 Critically discuss three of the six
normative media theories that influence the making of
policy for the media and the three normative terms that
can be used in democracies to reassess these media
theories. (25)
1.1 Critically discuss three of the six normative media theories that influence the making of
policy for the media and the three normative terms that can be used in democracies to
reassess these media theories. (25)
Three Normative Media Theories
1. Authoritarian Theory:
o Description: This theory posits that media should support and advance the
policies of the government and that media content should be closely regulated to
avoid dissent and maintain social order.
o Influence on Policy: Under authoritarian regimes, media policies are often
restrictive, with heavy censorship and control over media content to ensure it
aligns with government interests. Freedom of expression is limited, and media
serves as a propaganda tool.
o Critique: This theory is criticized for suppressing freedom of speech, limiting
public debate, and fostering an uninformed or misinformed public. It can lead to
the abuse of power and stifles democratic engagement and accountability.
2. Libertarian Theory:
o Description: Originating from Enlightenment ideals, this theory advocates for
minimal state interference in media. It promotes the idea of a free marketplace of
ideas where truth emerges from the competition of diverse opinions.
o Influence on Policy: Libertarian theory influences policies that support media
independence, freedom of the press, and minimal regulatory oversight. It upholds
the importance of freedom of speech and a diverse media landscape.
o Critique: While promoting freedom, this theory can lead to issues such as media
monopolies, sensationalism, and a lack of accountability. It assumes that all
individuals have equal access to media platforms, which is often not the case,
leading to unequal representation of voices.
3. Social Responsibility Theory:
o Description: This theory emerged as a response to the limitations of the
libertarian theory, suggesting that media has a duty to serve the public interest and
should be accountable to society. It emphasizes ethical standards, professional
conduct, and balanced reporting.
o Influence on Policy: Media policies influenced by this theory often include
regulatory mechanisms to ensure media accountability, accuracy, and fairness.
, Public service broadcasting and regulatory bodies are common manifestations of
this theory in practice.
o Critique: While aiming for balanced and ethical media, this theory can
sometimes lead to overregulation, which might stifle journalistic freedom and
innovation. The balance between freedom and responsibility can be challenging to
maintain.
Three Normative Terms to Reassess Media Theories in Democracies
1. Pluralism:
o Explanation: Pluralism refers to the presence and coexistence of diverse and
independent media voices and outlets within a democratic society. It ensures a
variety of perspectives and opinions are available to the public.
o Reassessment: In reassessing media theories, pluralism emphasizes the need for
media policies that encourage diversity and prevent monopolies. It supports the
idea that a healthy democracy requires a multiplicity of viewpoints, ensuring that
no single voice dominates the media landscape.
2. Public Interest:
o Explanation: The concept of public interest involves media serving the needs and
welfare of the general population. It goes beyond mere entertainment to include
informative, educational, and culturally enriching content.
o Reassessment: When reassessing media theories, public interest is a key
criterion. Policies should ensure that media content contributes positively to
society, promotes informed citizenship, and enhances democratic processes.
Media should be held accountable to the public and operate transparently.
3. Accountability:
o Explanation: Accountability in media refers to the responsibility of media
organizations and professionals to be answerable for their actions, ensuring
ethical standards and accuracy in reporting.
o Reassessment: In democratic reassessment, accountability underscores the
importance of mechanisms that monitor and regulate media conduct. Policies
should include provisions for addressing misinformation, bias, and unethical
practices, ensuring that media organizations are held to high standards of integrity
and professionalism.
Conclusion
The critical discussion of authoritarian, libertarian, and social responsibility theories highlights
their distinct impacts on media policy and practice. While each theory offers valuable insights,
their limitations necessitate continuous reassessment through normative terms like pluralism,
public interest, and accountability. These terms help refine media policies to better serve
democratic societies, ensuring a balanced, diverse, and responsible media landscape.
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