Harold Dwight Lasswell (February 13, 1902 — December 18, 1978)

Harold Dwight Lasswell, the American political scientist states that a convenient way to describe an act of communication is to answer the following questions

• Who

• Says What

• In Which Channel

• To Whom

• With what effect?

This model is about process of communication and its function to society, According to Lasswell there are three functions for communication:

1. Surveillance of the environment
2. Correlation of components of society
3. Cultural transmission between generation

Lasswell model suggests the message flow in a multicultural society with multiple audiences. The flow of message is through various channels. And also this communication model is similar to Aristotle’s communication model.

In this model, the communication component who refers the research area called “Control Analysis”,

Says what is refers to “Content Analysis”,

In which channel is refers to “Media Analysis”,

To Whom is refers to “Audience Analysis”

With What Effect is refers to “Effect Analysis”

Example:

CNN NEWS – A water leak from Japan’s tsunami-crippled nuclear power station resulted in about 100 times the permitted level of radioactive material flowing into the sea, operator Tokyo Electric Power Co said on Saturday.

Who – TEPC Operator

What – Radioactive material flowing into sea

Channel – CNN NEWS (Television medium)

Whom – Public

Effect – Alert the people of japan from the radiation.

Advantage of lasswell model:

• It is Easy and Simple
• It suits for almost all types of communication
• The concept of effect

Disadvantage of lasswell model:

• Feedback not mentioned
• Noise not mentioned
• Linear Model