Fisheries Extension Education (2+1) copy 1

4.2.3 Lasswell’s model (1948)

This model is very much relevant to mass Communication. According to this model, to understand the process of mass Communication, one needs to study “Who says what in which Channel to whom and with what effect?.

Effect implies observable and measurable change in the receivers caused by identifiable elements.In the process, change in one of the elements will change the effect. Both the models focus mainly on variable messages. Both viewed Communication as a one way process.