Normative media theory explains how a media system should operate to realise ______.
(A) economic goals
(B) political strategies
(C) ideal social values
(D) legal frameworks
Correct Ans: (C)
Explanation:
Normative media theory focuses on what media should do in a society rather than simply describing what it currently does. It offers a moral framework to guide media systems, policies, and practices. Most importantly, it suggests that media must aim to fulfill ideal social values—not just political, economic, or legal objectives.
So what are these ideal social values? They include truth, fairness, freedom of expression, justice, democracy, public interest, and social responsibility. For instance, in a democracy, media must provide accurate information so people can make informed decisions. It should act independently, hold power accountable, and give marginalized voices a platform. These are not optional roles—they are essential responsibilities grounded in ethical expectations.
Unlike theories that focus on how media works (like functionalism or structuralism), normative theories tell us how media ought to behave. That’s a huge difference. This theory connects deeply with democratic ideals, pushing media institutions to serve society, not just markets or governments.
Now, consider the incorrect options. Economic goals (A) might matter in commercial media models, but they don’t represent the core values normative theory emphasizes. Political strategies (B) often aim for power or influence, but normative theory stresses values over manipulation. And while legal frameworks (D) set boundaries, they don’t define what’s ideal—only what’s allowed.
Therefore, the correct and most meaningful answer is clearly ideal social values. Normative media theory promotes media that informs, educates, uplifts, and empowers. It challenges media professionals and institutions to align their work with principles that enhance the common good.
In conclusion, this theory sets a gold standard. It pushes media systems to go beyond profit and propaganda—to instead focus on building an informed, ethical, and democratic society. That’s the essence of ideal social values in media.
