Lasswell's Model of Communication (1948)
Developed by: Harold D. Lasswell (1948)
Lasswell's Model is one of the most influential linear models of communication. It explains communication by answering five simple questions:
Who → Says What → In Which Channel → To Whom → With What Effect?
It is widely used in mass communication, journalism, advertising, public relations, and media studies.
Visual Representation
LASSWELL'S MODEL OF COMMUNICATION ┌──────────┐ ┌─────────────┐ ┌─────────────┐ ┌───────────┐ ┌─────────────┐ │ WHO │ → │ SAYS WHAT │ → │ IN WHICH │ → │ TO WHOM │ → │ WITH WHAT │ │(Sender) │ │ (Message) │ │ CHANNEL │ │(Receiver) │ │ EFFECT │ └──────────┘ └─────────────┘ └─────────────┘ └───────────┘ └─────────────┘ │ TV • Radio • Newspaper Internet • Social Media • Speech
Components of Lasswell's Model
1. Who? (Communicator/Sender)
The person or organization that creates and sends the message.
Examples:
- Teacher
- Politician
- News Reporter
- Company
- Government
2. Says What? (Message)
The information, idea, opinion, or content that the sender wants to communicate.
Examples:
- News
- Advertisement
- Lecture
- Speech
- Public announcement
3. In Which Channel? (Medium)
The medium through which the message is transmitted.
Examples:
- Television
- Radio
- Newspaper
- Social Media
- Website
- Face-to-face communication
4. To Whom? (Receiver/Audience)
The person or group who receives the message.
Examples:
- Students
- Customers
- Citizens
- Employees
- Voters
5. With What Effect? (Outcome)
The impact or result of the communication on the audience.
Examples:
- Increased awareness
- Change in attitude
- Learning
- Purchase of a product
- Voting for a candidate
- Behavioural change
Diagram with Example
Example: COVID-19 Vaccination Campaign
WHO Ministry of Health │ ▼ SAYS WHAT "Get vaccinated to stay protected." │ ▼ IN WHICH CHANNEL Television • Social Media • Radio • Newspapers │ ▼ TO WHOM General Public │ ▼ WITH WHAT EFFECT More people get vaccinated and disease spread decreases.
Flow Diagram
Sender │ ▼ Message │ ▼ Communication Channel │ ▼ Receiver │ ▼ Effect / Outcome
Features
- Linear (one-way) communication model.
- Focuses on mass communication.
- Easy to understand and apply.
- Emphasizes the effect of communication.
- Useful for analyzing advertisements, speeches, and media messages.
Advantages
- Simple and systematic.
- Helps evaluate communication effectiveness.
- Useful in journalism, marketing, political communication, and public relations.
- Highlights the importance of audience and communication outcomes.
Limitations
- No feedback mechanism.
- Does not consider communication barriers (noise).
- Assumes communication is one-way.
- Less suitable for interpersonal communication where interaction is continuous.
Practical Example
| Component | Example |
|---|---|
| Who? | College Principal |
| Says What? | "Admissions are now open for B.Tech programmes." |
| In Which Channel? | College website, WhatsApp, Instagram, and newspaper |
| To Whom? | Prospective students and parents |
| With What Effect? | Students apply for admission and enquiries increase |
Summary
Lasswell's Model explains communication as a sequence of five questions:
Who → Says What → In Which Channel → To Whom → With What Effect?
Its primary focus is on how a message is transmitted and the effect it produces on the audience, making it especially valuable for analyzing communication in mass media and public campaigns.
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