"These are also known as western theory of mass media. It is a group of four press theories which was proposed by Fred Siebert, Theodore Peterson and Wilbur Schramm. They were designed to understand the use and responsibilities of media towards the public. Media used sensationalism for attracting people to use media, hence the ideology was to have clean practices and guide the press with improving factors like accuracy and objectivity. Media should be truthful and yellow journalism is to be avoided in practice. Authoritarian theory speaks about media control with government and authorities, no criticism is to be done. Libertarian or free pass theory came as an opposition to authoritarian theory, where press was given more freedom and capability to find truth out of false. Social responsibility theory states that press is responsible for anything they publishes. Communist theory is to promote communism, use information to develop the skills of people and meet their needs. The four theories of communication is detailed in the powerpoint presentation."

Arsha BS

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