MASS COMMUNICATION

COMPARE AND CONTRAST LIBERTARIAN THEORY AND SOCIAL RESPONSIBILITY THEORY
Normative theory is any theory which seeks to explain or predict what would happen under theoretical constraints; what ought to be done. (Susan Mayhew, a Dictionary of Geography 2004) There are four main theories under the normative theory which were propounded by Wilbur Schramm, Siebert and Peterson. These theories (Libertarian, Social Responsibility, Soviet Communist and Authoritarian) involve ideal views of how journalism or media ought to be or are expected to be. These theories were in attempt to clarify the connection between the media and political society in the modern world. It is essential to examine these theories (social responsibility and libertarian theories) noting their obvious similarities and differences. However in order to properly determine the relationship between the two and their association to the press, in-depth examination proves essential.
Libertarian theory marks a break from authoritarian system of society in that no longer was the truth unattainable by common men. No longer did knowledge itself need to be handed down from a high authority from which both understanding and truth traditionally acquired. From these origins of the rejection of authority came the ideas that formed the postulate of libertarian theory. It is a political theory that holds the rights of the individual above all other considerations and seeks to minimize the power of the state to the safeguarding of these rights. (http://encyclopedia.farlex.com/libertarian+theorysocial responsibility)
Social Responsibility theory, on the other hand is an outgrowth of libertarian theory. It is an ethical theory that an entity whether it is government, corporation, organization or individual has a responsibility to society. (Wikipedia, the free encyclopedia). It asserts that the press is always a reflection of the social and political configuration within which it operates.
Libertarian and Social Responsibility theories are the basis upon which the free press should and does run in a democratic society. It is therefore important to examine their similarities and differences.
The two theories explained earlier assert that the press must allow the individuals to have ‘the free market place for ideas’. Meaning, the media serves to provide a ‘forum’ in which people can exchange ideas, and through such Socratic dialogue, can arrive at the truth. It must also provide a market place for ideas where all ideas of men should be included. For as John Stuart Mill wrote ‘to suppress any idea, no matter how unlikely it may be, would mean that one is potentially suppressing the truth. Even if it is not the truth, suppressing objections could hinder in the possibility of actually, attaining or maintaining the strength of the truth. The media in Ghana try to provide a free market place for ideas by seeking viewers, listeners, readers, audience comments on a particular topic broadcast or published in the mass media. Phone in sections of programmes are all in attempt to provide a free market place for ideas. Despite the similarities between these two theories, the Social Responsibility theory critiques the Libertarian theory for discarding its role to serve free market place in the face of its own economic ends, submitting to businesses, allowing conditions necessary for advertisers to control or influence editorial principles , trampling on the notion of free objective reporting.
Moreover, both theories talk of how the press should operate/function in a particular political structure. This means, both theories emphasizes on the media’s structure (the political and economic system in which the media operates) and its performance (how the media carry out their roles /functions in the given political and economic system). In relation to the functions/ performance of the press both theories sees the function of the press as entertainment, educational tool, a check on government or watchdog role and maintaining self-sufficiency via advertising sales to be free from external demand. However, the Social Responsible theorists’ criticize the Libertarian interpretation in this regard due to the fact the media in Libertarian society trends to put emphasis on economics over educational and information value. The press in Ghana for example in a way emphasizes on economic ends thereby allowing more advertisements to run within programmes which should carry educative and informative messages. For instance, a programme like ‘Adult Education’ is broadcast air and there is numerous advertisements of alcohol beverages within such a programme which should carry educative and informative messages.
Also, Libertarian and Social Responsibility theories have an assumption regarding the nature of man. These theories abandon the ideas of coveting knowledge as in authoritarian system and instead accept scientific and Socratic method to arrive at the truth that is attainable by rational man. The difference here is that, the Libertarian theory sees man as being capable of distinguishing between truth and falsehood, between good and evil (John Milton, John Locke, Saint Simone) whereas in Social Responsibility theory man is seen as passive and indolent, unwilling to use his reason instead choosing acceptance of that which he is told. As such there is a necessity for those who have awareness (the press) to spur him into utilizing his reason. Although the Social Responsibility theory sees man as reluctant participant in seeking knowledge and truth, it concedes to the objectives stated in the libertarian theory but does not hesitate to point out the ineffectiveness of self- righting process. That is why the media in Social Responsibility theory brings out programmes that spur the reasons of man. The media (Ghana) for instance organizes programmes such as Mentor, Dance Fever, Gang Star, Bands Alive, Stars of the Future, MTN Project Fame and so on. All these programmes are geared towards spurring up man’s senses.
In addition, the idea of freedom is propagated by both theories. The freedom the press should have in performing it functions in a country. In the Libertarian theory, it asserts that no other entity takes precedence over the individual. This idea was shaped by Locke who made the assertion that: ‘the government is a privilege institution whose guardianship and authority of state power could be removed if and when the people extracted their support.’ This is also evident in the mind of John Stuart Mill ‘the only instance in which state restrictions on an individual could be tolerated is if that person was harming another, or has the concept of negative freedom’. The Social Responsibility theory on the other hand supports the idea of freedom of the press but in a different direction. It asserts that the press should be free but work within a self principled responsibility.
The Social Responsibility theory began to bring to the fore front the issue of moral responsibility of the press, which one will encounter nowhere when looking at the Libertarian theory. The press in the Libertarian theory was seen as endangering public morals and also paid more attention to superficial and sensations in its coverage of current happenings.
In conclusion, both theories including the other two theories (Authoritarian and Soviet Communist) have been criticized a lot. Among these criticisms were:
 They fail to recognize other prevailing political systems like the Scandinavian model.
 They fail to recognize media systems in the third world countries (developing countries).
 Too idealistic (strong belief in perfect standards).
 They fail to recognize changes in societies and political thinking over time.

References
• Susan Mayhew, A Dictionary of Geography 2004, originally published by Oxford University Press 2004.
• Research Machines plc 2009, http://encyclopedia.farlex.com/libertarian+theorySocialresponsibility.
• Wikipedia, the free encyclopedia
• A criticism of Social Responsibility Theory an Ethical Perspective. Journal article by Scott Lloyd; Journal of Mass Media Ethics Vol. 6, 1991
• McQuail’s Mass Communication Theory, Denis McQuail, fifth edition.