Democratic-participant Theory

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.

Major Features of Democratic-participant Theory of Mass Communication

Encourages horizontal and bottom up approach in media

Media has supportive rather than critical role

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

Different communities, groups and organizations possessing their own media

Strengths of Democratic-participant Theory of Mass Communication

The audience can participate and get alternatives if not satisfied with one media.

The community can work for themselves as social action.

The theory is not very authoritative unless the press hinders the work of the government.

Democracy becomes strong with the application of this theory.

Small media gets the chance to work for local people.

Happy Learning!
Anamika Gupta
IAAN