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Social Responsibility Theory Analysis

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2.1.1. The Social Responsibility theory is a variation on the Authoritarian and Libertarian theories. Its main concern is the reconciliation of the ideas about freedom and independence while still adhering to its responsibility towards society. Its proposal puts forward regulatory bodies such as ICASA (Independent Communications Authority of South Africa) and professional bodies such as SANEF (South African National Editors Forum) as possible solutions to the problem of freedom reconciliation with regards to social responsibility (Fourie, 2007:194). 2.1.2. The Libertarian theory is seen to be one of the “main or basic press theories” (Fourie, 2007:194), and states that people are capable of rational thought and thus are able to make a distinction …show more content…

State subsidies and direct control are therefore justifiable” which means that the governmental body of the country is allowed the restrict the distribution of certain information to preserve the country’s developmental objectives which make it acceptable for the government to grant subsidies and have complete authority over the country (Fourie, 2007:198). 2.3.1. The Liberal-individualist paradigm debates the role of the media wherein emphasis is placed on the respective rights of the individual which is seen to be the foundation upon which public interest and democracy resides. Thus, the governing union of the county ought to not have much influence on the standing …show more content…

The theory was developed with the purpose of explaining the different perspectives that readers take when viewing and deciphering the messages that are found in the media, such as newspaper articles and television programs. The theory believes that emphasis should be placed on the entire process of communication, from production to distribution and viewing of the media. Hall’s theory of preferred reading states that the dominant cultural ideologies, such as the portrayal of ‘normal’ heterosexual relationships to be the only type of relationships whilst ignoring the existence of other relationship types, are allowed to be the preferred type of media, but should not be imposed on the viewers of the media. The viewers of the media can take three possible perspectives on these ideologies, such as dominant reading, negotiated reading and oppositional reading. The most important aspect of the theory is that it allows for the different interpretations of texts, and doesn’t just focus on one set interpretation or viewpoint (Fourie, 2007:

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