YABA COLLEGE OF TECHNOLOGY
DEPARMENT OF MASS COMMUNICATION
TOPIC:
DEMOCRATIC - PARTICIPANT THEORY
COURSE TITLE:
COMMUNICATION THEORIES
LECTURER:
Dr. CHARLES ONI
NAME:
BABATUNDE HANNAH TOLULOPE
MATRIC NO:
F/HD/20/3910006
DEMOCRATIC PARTICIPANT THEORY
Democratic Participant Media Theory is propounded by Professor Denis McQuail in
1987.
The Theory considers local information, feedbacks and social action in community level
to be the roles of media.
Assumption of the Theory
Ojobor (2002), citing McQuail (1987), gives the principles of the democratic –
participant media Theory as follows:
1. Individual citizens and minority groups have the rights of access to media (right
to communicate) and rights to be served by the media according to their own
determination of need.
2. The organization and content of the media should not be subject to centralized
political or state bureaucratic control
3. The media should exist primarily for their audiences and not for media
organization, professionals or clients of the media.
4. Groups, organizations and local communities should have their own media
5. Small-scale interactive and participative media forms are better than large-scale,
one way, professional media
6. Certain social needs relating to the mass media are not adequately expressed
through individual consumer demands nor through the state and its major
institutions. Communication is too important to be left to professionals.
The Theory emerged because of the dissatisfaction with other models such as
Libertarian theory, social responsibility theory, etc. The democratic-participant theory
believes there is democratic and professional hegemony in the media today and the
media is totally commercial.
McQuail (2005) sees the theory as reflecting public “reaction against commercialization
and monopolization of private owned media and against centralism and
bureaucratization of public broadcasting institutions, established according to the norms
of social responsibility.
Concerning the media, the theory calls for greater attention to the needs, interests. And
aspirations of the receiver in a political society. In place of monopolization, it calls for
pluralism; in place of centralism, it advocate for decentralization and localism. It insists
that the media conglomerates be replaced or at least juxtaposed with small-scale media
enterprises. It calls for “horizontal” instead of top-down” communication. The theory
accords priority to the associational mode of communication. It has concern for
feedback.
The theory places greater importance to the receivers. There are no political regulations
but some legal regulations. The theory is also known as Democratization theory.
Concepts of Democratic-participant Theory of Mass Communication
Media is said to be important in rural settings and in the cultures that are degrading with
time. The theory is believed to conserve and revive local cultures by promoting the right
to information (global and local), right to express (feedback), right to use new
technologies (means of communication), freedom to local data, freedom to take part in
social action, etc. In the process, it expects the government to provide funds, trainings
and subsidies after identification if they have financial or technical difficulties.
The theory considers local information, feedbacks and social action in community level
to be the roles of media. It discourages uniform, monopolized and commercialized
media culture. Rather, it wants local non-institutionalized media to provide the
information relevant to small groups of population.
This theory makes interaction between the media and the audience possible as the
population is less. It also encourages feedback which is only possible in small groups
and communities. The model is completely non-political and does not bolster political
control; its main objectives being encouraging national development, supporting local
culture and maintaining a good relation with other countries.
It also promotes equality between various genders, classes, castes, races, etc. controlled
by the group. This focus on equality is known as association mode which is the opposite
of command mode (sender superior to receiver).
Major Features of Democratic-participant Theory of Mass Communication
 Encourages horizontal and bottom up approach in media
 Supports democracy, existing political rule, national socio-economic
development efforts and to implement policies
 Media has supportive rather than critical role
 Government controls some aspects if media does not act as it should by the
process of registration, licensing, censorship, by preparing guidelines for media,
monitoring, etc.
 Self regulation of media is also encouraged
 More applicable to new media
 Development of creativity and innovation in small media
 Replacement of media from big media houses to small media
 Participation and interaction of media and audience (as both are from the same
group of population)
 Different communities, groups and organizations possessing their own media
Examples of Democratic-participant Theory of Mass Communication
The democratic-participant theory is more relevant in liberal democratic developed
countries than developing and least developed countries because the countries in
transition from underdevelopment and non-democracy are alleged to lack the
infrastructures and professional skills needed for free media in democracy.
The examples of democratic-participant theory are the present concepts of community
newspapers, community radios and televisions. Another examples are the trend of social
action through social media and language programs through phone apps. Even,
underground and alternative press are examples of this theory.
The theory is in use in Western Europe which can be seen by the cultural and ethnic
revival through media. Many countries have started following the theory in mass media
such as Yugoslavia, Kosovo, Ghana, Bangladesh, Nepal, India, US, UK, etc.
Community radio is mostly popular in South East Asian countries.
Strengths of Democratic-participant Theory of Mass Communication
The audience can participate and get alternatives if not satisfied with one media.
The theory is stricter than libertarian and social responsibility which makes it more
responsible towards the needs of the audience.
The community can work for themselves as social action.
The theory is not very authoritative unless the press hinders the work of the
government.
There are the concepts of equality, inclusion and equal access which makes it eliminate
marginalization.
Democracy becomes strong with the application of this theory.
Small media gets the chance to work for local people.
Weaknesses of Democratic-participant Theory of Mass Communication
Criticizing the government is not considered to be productive role of media.
Local level media might lack professionalism and skills.
The small local media might not be able to compete with media giants.
The new media can come to the aid of citizens wanting more political and social
freedom, and personal expression of freedom for desirable action for the welfare and
safety of citizens.
Local issues can be more effectively handled by local media, particularly interactive
media where and when available and a revolution of some sort in communication in
socioeconomic, political and cultural matters can be achieved in poor countries.
“Mass communication can be multiple, small-scale, local, non-institutional, run by
small communities (or even individuals?) having similar aims and goals “Not only
newspapers, but radio, ham radio, mobile phones, smart phones and all devices that can
be used conveniently by the ordinary citizens can effectively apply this theory of
participation in democracy, without interference from government. Since technology is
now available to all informed groups and persons even in poor countries, the New
Media including wall newspapers, broadsheets with jumbo-size messages printed in big
fonts, wall posters similarly printed, little magazines, etc., can serve the purpose.
Local issues can be more effectively handled by local media, particularly interactive
media where and when available and a revolution of some sort in communication in
socioeconomic, political and cultural matters can be achieved in poor countries.
Panchaayats and municipal towns can benefit from such novel methods of
communication for people’s mobilization and active participation.
But will the existing power centre permit such free expression through the Internet and
other new devices? The fight to uphold the right to free expression is inevitable.
Communication is too important to be left either to private manipulators or bureaucrats.
Citizens must be free to express opinions without government or private interference or
surveillance, provided norms of personal, social and national safety and security are not
jeopardized.
Reference
https://newspages.in/democratic-participant-media-theory/
Models and Theories of Communication
Shraddha Bajracharya, "Democratic-participant Theory of Mass Communication," in
Businesstopia, January 6, 2018,
https://www.businesstopia.net/mass-communication/democratic-participant-theorymass-communication.https://en.m.wikipedia.org/wiki/participatory_democracy