وظائف الوسائل الصحفية للتأثير الجماهيري ٤_a .. كتاب دراسات نظرية في علم الصحافة

The categories give the newspaper-idea its own ideal form. Periodicity and publicity determine the form of the newspaper - the idea, and immediacy and generality determine its content (19).

Orlov asserted that as far as the newspaper-idea develops in its own sphere according to Grote's logic, one cannot at all speak of the newspaper's functions outside this sphere. In fact, Grote spoke only of the results of idealistic logical categories and their functions in relation to the other. And the pure theory of journalistic knowledge is a quantitative science, according to Grote, that is, it is the science of quantitative evaluations, not qualitative, and for this reason, Grote uses the concept of job not in the sense of duty and work, and even not work in the sense of the special and distinct work of the newspaper, and not in any sense of the concept of job used in science natural, but in the mathematical sense. The function is a variable value in mathematics, and this value changes according to the changes that occur to other values, i.e. it is a dependent value called a guide.

Advocating this mathematical logic, Otto Grote coined
The following laws (ideal newspaper):

1_ Publicity: a function in the field of publicity, in the sense that publicity is a function of publicity, and publicity is evidence (proof) of publicity.

2_ Periodicity: a function in the field of instantaneousness, in the sense that periodicity is a function of the instantaneous, and the instantaneous is the evidence (proof) of the periodicity.

3- (periodicity + publicity) is a function in the field of (general + immediate), meaning that the quantity of periodicity and publicity is a function of the quantity of generality and timeliness.

Orlov emphasized that this perception is artificial, because the justifications for the functions of the newspaper are extracted from the newspaper itself, and because of this, it is not possible to imagine an equation in which the four indicators of the newspaper are placed on one side.

( newspaper )

(Periodic + Public + Public) - A job in any field...? (In what field?...) - A job in (periodical + public + immediate + public).

( newspaper )
Thus, Orlov concludes, the systematic development of this idealistic recklessness leads to the conclusion that the newspaper has no functions. The “ideal newspaper” imagined by Otto Grote has no functions, even in fiction (20).

As for the basic problems of the general theory of journalism in the works of the Italian bourgeois authors, they were dealt with critically, and from the positions of scientific socialism in the study of the Soviet writer Fedyakin, which bears the title (On the issue of the general theory of social media). Within Italy, but in all capitalist countries, is Professor Francesco Fatorello, who developed a purely objective theory by generalizing in a superficial manner the phenomena of social reality and his attempt to set a general table for a large number of different phenomena related to public opinion and its formation. . It is without debate that he came very close to clarifying the reality of social media related to the economic and political foundations of capitalist society, and that he clearly rejected the possibility of objective media in bourgeois society. Fatorello is the founder of the science called (Social Technique of Media). It categorically separates the concepts of media and journalism. He believes that the newspaper is just because it is just one of the means through which ideas and information are disseminated. As for journalism, it is a technique, because the standards that regulate it serve the scientific activity used.

Fatorello distinguished between publishing - publicity and printing, as he believes that publishing is a relationship between the active self and its audience in order to achieve media, ideological propaganda, or commercial advertising, while printing is a system of technical tools through which propaganda and media activity is achieved. Fatorello also distinguishes between media and news. The media is not merely the process of conveying the news, but it is first and foremost the conveying of the news in the appropriate form, and then presenting (informing) this form (formula), i.e. presenting it through the media process.

Faturello strongly stressed the fact that information is not possible without a specific goal, and that information is above all a social phenomenon, which must be distinguished from the psychological feelings of man. Faturello said that there is nothing more false and deceptive than dividing newspapers into news and opinion papers (thought). He stressed that when the talk is about news, this means that a specific person wants to publish a specific opinion on a specific issue, and also wants to gain the support of specific addressees for this opinion, and in order to clarify the media material transmitted and received through the appropriate media. Between the specific content of this article, Faturello developed the following theory:

AA: It means the active agent, who takes the initiative to transmit (send) the media material. AAM: means passive or future factor. And: means the means, tool, or means through which the link (the bond) was achieved between the two workers (the two main elements) of the relationship, and it may be a newspaper, magazine, newsreel, poster, or letter that means the content of the transmitted media material, etc.

If, for example, (the medium) was a newspaper, then it would be p (the active agent) (journalist and m) the content of the article (and p) (the passive element or factor or receiver) the reader.

Fatorello saw that the central factor in this theory that he developed for the work of the media is - M - that is, the text, the content, and the form as well. (22)

There is a dose of truth in this theory, but its main shortcoming lies in the fact that it starts with the agent, and for the newspaper or magazine. This effective factor is the journalist, and those powerful factors that stand behind and above the journalist and that appoint him or expel him from work, and that determine for him the compulsory directions to deal with facts and events and to implement a specific ideological line and a specific policy, and that determine for him and impose on him the basic criteria. This fundamental shortcoming renders the whole theory unhelpful.

But it must be said that Fatorello was particularly concerned in some of his writings with the issue of the journalist's affiliation with certain economic and political circles. He said that the journalist sells his creativity to the publisher or the newspaper, who restrict him to their program and their interests. Because of this, Fatorello believes that the journalist will turn into a mere "media technician", and will no longer be the driver of the media, but will soon assume the functions of a media technician (23), and find himself at the disposal of other factors that have the ability to move and direct the media, which are bigger, stronger and greater than the journalist.

Another shortcoming that this theory suffers from is its unilateral approach. It considers that influence is exercised by only one party, the active and influential factor, and it excludes any possibility of the existence of any opposite effect - that is, from the side of the passive or receiving factor towards the active and influential factor. In our time, not only journalists, but even newspaper owners, are forced to some extent to take into account the desires and interests of readers. Therefore, many studies are conducted in the capitalist countries on topics of interest to readers, and various newspapers try to respond to this concern, although, of course, they deal with all issues from a bourgeois point of view, and regularly apply their anti-progressive policies. Without doing any harm to their class interests, the masters of the bourgeois press find themselves, and with them the mercenaries of the pen-journalists, compelled to reckon with the interests of the readers, because this is a struggle for increasing circulation, influence, and profit.

Of course, there is no room for comparison between the strength of the effect of the active and influencing factor on the passive or the future factor and the opposite effect. The opposite effect is much weaker, but it is nonetheless present and cannot be denied. This point of view is taken by some bourgeois writers who support Fatorello's theory, such as the Italian writer Ignazio Weiss, who says: Newspapers are obliged to suit the tastes and interests of readers. Weiss believes that the function of the press lies not only in propaganda and persuasion, but also in interpretation, expression, and representation general opinion . Weiss pointed out another deficiency in Faturello's theory, which is that it does not reflect periodicity (regularity). Weiss has given much attention to the commercial side of the press and to the publication of the many advertisements, through which the capitalist advertisers exercise their influence on the political direction of the newspaper. While Faturello uses in his theories non-specific concepts such as (the social element).

Van Weiss bases his findings on the economic structure of modern society as the basis for contemporary media. (24)

Although Weiss remains a bourgeois theorist, he is closer than Fatorello to defining the laws affecting the journalistic means of mass influence in bourgeois society.