Developed by a

political scientist
Harold D. Lasswell
(1902-1978) in 1948

Known as linear
It was made to show
model or one
the mass media
way model of
culture.
Lasswell's communication

Model

study the media model is used

propaganda of for interpersonal
countries and communication or
businesses group communication
 Shannon - Weavers Model

In another instance
(macro level), for
Reduce the example, brain might be
sender converts the The channel can
communication sender encodes the the sender, mouth might
message into have noise and the
process to a set of message and sends it be the encoder which
codes understandable receiver has receiver might not have
mathematical formula to the receiver through encodes to a particular
to the machine. to decode the message the capacity to decode
and Discuss problem a technological language, air might be
The message is sent before understanding it which might cause
which could be channel like telephone the channel, another
in codes through problems in
handled with the and telegraph person’s ear might be
a medium communication process
model. the receptor and his
brain might be the
decoder and receiver.
 • propaganda is powerful
enough to penetrate most
people’s defenses
Idea • condition them to act in
ways that are useful to
propagandist

Magic Bullet Proposed • Katz

1955 • Lazarsfeld
Theory

• media’s direct, immediate,

and powerful effect on
viewers
Concept • media is strong enough to
penetrate penetrate people’s
minds and instantly create
effect