Early Models

8/3/2019 Early Models

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MODELSAristotle s Rhetoric . Lasswells formula
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Aristotles Rhetoric

the art of public speaking or writing effectively ( one person

speaking to many).

According to Aristotle Rhetoricmeans, the ability in each particular

case , to see the available means of persuasion.


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Rhetoric : elements

ETHOS The speakerand

his/her character asrevealed through thecommunication.

LOGOS The words used by

the speaker.

PATHOS The audience and

the emotions felt bythem during therhetoric.


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Importance ofETHOS


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Importance ofPATHOS

Although no presenter today would speak without considering the

audience .it was a novel idea by him.

He was the earliest rhetorician identifying the audience and theirperception as an important part of public speaking.


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Depending on who makes up the audience , the shape of the topic for

speech is selected.

Importance ofLOGOS


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Lasswells model

Harold Lasswell a political scientist has introduced a model of

communication.

Based on the studies on the process of political campaigning andpropagandas.

communications have a source that communicates a message

through the channel or medium to a destination (audience) that

,hopefully , creates the desired effect.


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Lasswells model : elements

WHOSAYSWHAT

IN WHATMANNER

TOWHOM

WITH WHATEFFECT


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1 Based on effect of the senders message on receiver.

2 There is no feedback for the message.

3 It is very linear in nature.

4 Presents communication as more of persuasive process rather thanan informative.

Lasswells model : Characteristics


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Lasswells formula

WHO

Communicator

Control research

SAYSWHAT

Message

Contentresearch

IN WHATMANNER

Channel

Mediumresearch

TO WHOM

Receiver

Audienceresearch

WITH WHATEFFECT

Effect

Effectsresearch


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Was primarily concerned with mass communication & propaganda.

Directs us to the kinds of research needed to be conducted to answer the above cited

questions.

Types of research

Control

Content

Medium

Audienceeffects

Lasswells formula


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Believes that there must be someone (something) that communicates in

every form of communication.

This formula refers to the communicator as source or transmitteror

senderof the message.

Lasswells: communicator


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CONTROL ANALYSIS

The application of Lasswell s formula to the media ( the question Who?)

has come to be associated with control analysis.

who owns the newspaper?

What are their aims?

What are their political alliances?

Do they attempt to set the editorial policy?

How does the editor decide what to put in the paper?

.and so on

Lasswells: communicator


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Mainly Concerns with the messages present in the media.

Lasswells Message relates to an area of study known as content

research.

Lasswells: the message


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CONTENT RESEARCH

Applied to the questions of representation, the no. of occurrences of the

representation and comparison with some kind ofobjective

measure such as official statistics.

E.g. how are women represented in the TV serials ? how is our

society represented in films?



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Though in much of our everyday interpersonal communication we

probably are not all that conscious of thinking about the messages.

But these are relevant as they can project the image that we are willing

to create about ourselves to others.



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Carrier for the message.

Similar to the use of word mediumwhen we talk about communication.

Medium refers to a combination of different channels.

E.g. television uses both auditory (sound) & visual (sight) channel.

Lasswells: channel


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MEDIA ANALYSIS

The question of which channel or medium to use to carry the message is a

vitally important one in all communication.

Important to investigate the possible media available for the message to

be communicated properly .

What are the conventions of this medium?

Is this medium appr opriate to my audience?

Does it appeal to them?

How will they get hold of it?

..and so on

Lasswells: channel


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This analysis give us some thought to the notion of channel capacity,

which is quite clearly defined in information theory but less

defined in everyday interpersonal c ommunication.

Certainly there are limitations to the information which can be carried in

a single channel.

Lasswells: channel


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Refers to what we might ordinarily call audience orreadership.

Lasswells: receiver


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AUDIENCE RESEARCH

It is not only mass media where knowledge of audience is vitally

important.

The same applies to our everyday life in our contact with other people.

This is relevant so that no unjustified assumptions are made about the

audience.

Lasswells: receiver


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This model introduces us to the question of media effects as well.

It says no one communicates in a vacuum , but always to achieve

something, to reassure themselves that they are acknowledged.

Lasswells: effects


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EFFECTS RESEARCH

The question of whether the media have any effect or not and ,if so, howthey affect their audiences.

To find out the kind of effect our communication has , we need some

kind of feedback through listening to responses , watch signs of

interest & boredom etc.

Lasswells: effects


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Only describes one way communication.

Linear model is limited to explaining how messages are sent to a

destination.

Accounts for how the speaker gets through the listener but does not

account for the way the listeners affect the speaker.

Does not deal in a realistic way with how communication is a 2 way

process of give and take between a speaker and an audience of

listeners.

Lasswells: CRITICISM

Early Models

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