Harold Lasswell's model of communication is a foundational framework that provides a simple yet comprehensive way to analyze acts of communication. Often referred to as Lasswell's Communication Model, it systematically breaks down the communication process into five essential components, answering key questions about any given communication event.
Understanding the Core of Lasswell's Model
Introduced in his 1948 essay "The Structure and Function of Communication in Society," Lasswell's model analyzes communication in terms of five basic questions: "Who," "Says What," "In What Channel," "To Whom," and "With What Effect." This linear model is particularly useful in political science and mass communication studies, as it helps dissect the elements involved in persuasion and propaganda.
The model can be visualized and understood through these distinct components:
| Question | Focus of Analysis | Description |
|---|---|---|
| Who? | Communicator/Sender | Analyzes the source of the message. This could be an individual, an organization, or an institution. |
| Says What? | Message/Content | Examines the content of the communication – what information, ideas, or feelings are being transmitted. |
| In What Channel? | Medium/Channel | Identifies the medium used to convey the message, such as television, radio, print, or digital platforms. |
| To Whom? | Receiver/Audience | Looks at the target audience or recipient of the message and their characteristics. |
| With What Effect? | Effect/Impact | Assesses the outcome, influence, or impact of the communication on the receiver or society. |
Deconstructing Each Component
Let's delve deeper into each of the five questions that form the backbone of Lasswell's model:
1. Who? (The Communicator)
This element focuses on the sender or source of the message. Analyzing "who" involves understanding:
- Credibility: Is the source trustworthy?
- Intent: What is the sender's purpose in communicating?
- Background: What are the characteristics (e.g., expertise, reputation, authority) of the individual or organization sending the message?
Example: In a political campaign, the "who" could be a specific candidate or their campaign committee.
2. Says What? (The Message)
This part examines the content of the communication. It looks at:
- Information: What data, facts, or opinions are being conveyed?
- Tone: Is the message persuasive, informative, emotional, or neutral?
- Structure: How is the message organized and framed?
Example: A news report's "says what" would be the factual information about an event, presented with a neutral tone.
3. In What Channel? (The Medium)
This component refers to the medium or channel through which the message is transmitted. The choice of channel significantly impacts how the message is received and perceived. Considerations include:
- Reach: How many people can the channel reach?
- Nature: Is it a mass medium (TV, radio), interpersonal (face-to-face), or digital (social media, email)?
- Limitations: What are the constraints or advantages of the specific channel?
Example: A company might choose social media as the channel to quickly disseminate a product announcement to a younger demographic.
4. To Whom? (The Receiver)
This element focuses on the audience or recipient of the message. Understanding "to whom" involves analyzing:
- Demographics: Age, gender, location, income, education level of the audience.
- Psychographics: Attitudes, beliefs, values, and interests of the audience.
- Prior knowledge: What does the audience already know about the topic?
Example: An educational program targets "to whom" (e.g., primary school students) by simplifying complex concepts.
5. With What Effect? (The Effect)
This final and crucial component evaluates the impact or outcome of the communication. It seeks to understand:
- Changes: Did the message alter attitudes, behaviors, or opinions?
- Reinforcement: Did it strengthen existing beliefs?
- Cognitive effects: Did it increase knowledge or awareness?
- Behavioral effects: Did it lead to specific actions?
Example: An anti-smoking campaign's "with what effect" might be measured by a decrease in smoking rates among its target audience.
Practical Applications and Insights
Lasswell's model, though simple and linear (meaning it doesn't account for feedback or noise), remains highly influential for its clarity and analytical power. It is particularly valuable for:
- Media Analysis: Understanding the structure of news reporting, advertising campaigns, or public service announcements.
- Political Communication: Analyzing propaganda, election campaigns, and policy dissemination.
- Public Relations: Strategizing how to craft and deliver messages to specific publics to achieve desired outcomes.
- Research: Providing a framework for researchers to systematically study different aspects of communication.
By asking these five fundamental questions, Lasswell's model provides a robust starting point for anyone seeking to understand, analyze, or plan communication processes, particularly in contexts where clear, one-way transmission of information is dominant.
