Understanding Five Core Media Theories

Five Types of Media Theories

Delving into the diverse frameworks that explain how media operates and influences society, we identify five principal types of theories:

Social Scientific Theory

These are general statements about the nature, workings, and effects of mass communication, based on systematic and objective observation of media and other sources. While often loosely organized and not always clearly formulated or consistent, this theory covers a wide spectrum, from broad questions of society to detailed aspects of individual information sending and receiving. This theory comes from different disciplines, especially sociology, psychology, and politics. Some social scientific theory is concerned with understanding what is happening, some with developing a critique, and some with practical applications in processes of public information.

Cultural Theory

Cultural theory seeks to differentiate cultural artifacts according to criteria of quality. This applies to films, literature, TV, graphic art, and many other media forms. Different spheres of cultural production have generated their own corpus of cultural theory, sometimes along aesthetic or ethical lines, and sometimes with a social-critical purpose.

Normative Theory

This theory is about how media ought to operate in alignment with social values. Such theory usually comes from the developed social philosophy or ideology of a given society. This kind of theory is important because it plays a part in shaping and legitimating media institutions and has a significant effect on expectations. Normative theory can be found in laws, regulations, politics, and codes of ethics.

Operational Theory

Operational theory comprises practical ideas assembled and applied by media practitioners in their own media work. It tries to give solutions to fundamental tasks. It serves to guide solutions to fundamental tasks, including how to:

• Select news
• Please audiences
• Design effective advertisements
• Keep within the limits of what society permits
• Relate effectively to sources and society

This theory comes to light in the study of communication and its organization.

Common-Sense Theory

Focusing on knowledge we all gain from our personal experience with media, this theory acknowledges the ability to make regular choices, develop types of taste, and build lifestyles. All these factors shape what media offer to their audience. The workings of this theory can be seen in standards for media use.