INTRODUCTION
In 1948, American political scientist and communication theorist Harold D. Lasswell introduced a groundbreaking model of communication that has since become a cornerstone in the field. Known as Lasswell’s Communication Model, this linear, uni-directional process, also referred to as an action model, describes communication as a one-way process. It poses five essential questions to dissect an act of communication: Who says what? In which channel? To whom? With what effect?
THE FIVE COMPONENTS OF LASSWELL'S COMMUNICATION MODEL
WHO?
This refers to the communicator or sender of the message, also known as Control Analysis.
Example:
The politician (sender)
SAYS WHAT?
This component focuses on the content of the message, referred to as Content Analysis.
Example:
The campaign promises and policies (message)
IN WHICH CHANNEL
This pertains to the medium or media used to convey the message, known as Media Analysis.
Example:
Television, radio, or social media (medium)
TO WHOM?
This identifies the receiver or audience of the message, referred to as Audience Analysis.
Example:
The voters (audience)
WITH WHAT EFFECT?
This examines the impact or feedback of the message on the receiver, known as Effect Analysis.
Example:
The voters’ decision to support or reject the politician (effect)
HISTORICAL CONTEXT AND APPLICATIONS
Lasswell developed this model to study media propaganda in countries and businesses during a time when only the wealthy had access to communication mediums like televisions and radios. It was designed to illustrate the mass media culture of the era. Today, the model is widely used for media persuasion, interpersonal communication, and group communication, making it versatile for various communication types.
THE RHETORIC TRIANGLE OF LASSWELL'S COMMUNICATION MODEL
Lasswell’s model aligns closely with Aristotle’s Rhetoric Triangle, which includes Ethos (credibility), Pathos (emotional appeal), and Logos (logical appeal). These elements are crucial for effective communication and persuasion.
CRITICSM AND EXPANSIONS OF LASSWELL'S COMMUNICATION MODEL
While Lasswell’s model is foundational, it has faced criticism for its simplicity and linear nature. It does not account for feedback or the possibility of noise disrupting the communication process. George Gerbner, the founder of the Cultivation Theory, expanded Lasswell’s model to include the receiver’s reaction, addressing some of these limitations.
CONCLUSION
Lasswell’s Communication Model remains a vital tool for understanding the mechanics of communication. By breaking down the process into its fundamental components, it provides a clear framework for analyzing how messages are crafted and received. Despite its limitations, the model’s simplicity and focus on media analysis make it a valuable resource for students and professionals alike.
