Final answer:
The fairness doctrine, established by the FCC in 1949, required broadcast license holders to provide balanced coverage of controversial issues. This policy was intended to ensure that all perspectives were presented to the public. It was repealed in 1987 due to concerns that it limited free speech and debate.
Step-by-step explanation:
The fairness doctrine was an FCC policy established in 1949, which mandated that holders of broadcast licenses provide coverage of controversial issues in a balanced manner, ensuring that different viewpoints were represented. The concept behind the fairness doctrine originated from the FCC's report and was a response to concerns that broadcast media could potentially manipulate public opinion and stifle debate through selective coverage of issues. This policy also tied into broader concerns regarding the responsibilities of broadcasters who used public airwaves to serve the public interest. However, by the 1980s, the policy was criticized for potentially limiting free speech and debate on contentious subjects and was repealed by the FCC in 1987 after court cases challenged its constitutionality. The essence of the fairness doctrine was that if a broadcaster aired controversial content, they were required to provide time for opposing views, thus ensuring a 'fair and balanced' discourse. It operated under the assumption that the mass media had significant influence and a moral obligation to present contrasting perspectives on issues of public importance.
The doctrine was rooted in several theories concerning media and its influence, such as the hypodermic theory, which suggested direct influence of media on public opinion, and the minimal effects theory, which posited that media impact was limited. Other relevant concepts include muckraking, during which media focuses on exposing corruption, and priming, a process shaping how the audience perceives a certain issue. The doctrine played a role in the broadcast era characterized by limited channels and greater potential impact of each medium. As the media landscape expanded and diversified, and with legal challenges on the horizon, the fairness doctrine eventually became defunct.