The value of values in media and communication A reading in the theory of 'Abderrahmane Azzi'

Abstract

The theory of 'Abderrahmane Azzi', called “Value Determinism Theory of Media”, is distinguished by establishing principles and rules for the value of values in the two phenomena of media and communication. Where this theory is based and focuses on Arab Islamic societies from the side of the thought that it embraces and the reality that it approaches.

This theory is founded on an ideal concept of value; where it considers it a lofty moral meaning that comes from religion, where man rises to it by embodying it in his actions by embodying it in his logic. Then this theory departs on a normative conception of culture; where it regards it as an actual coexistence of reality through its logical perception by the mind in the light of the values. Accordingly, this theory regards the media as a part of the cultural system; where it should express culture in its messages in a form that reflects it and not founds it