Lasswell’s Communication Model

Introduction

Communication is something we do every day — talking, writing, sharing messages, or posting online. But have you ever wondered what really happens when we communicate? One of the first people to study this scientifically was Harold Lasswell, a political scientist and communication theorist.

In 1948, Lasswell introduced a simple way to understand communication. He said that every act of communication can be explained by asking five questions. These questions help us see how messages are created, sent, and received. Even today, his model is used in media studies, journalism, and public relations to analyze communication clearly.

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Lasswell’s Communication Model

Lasswell’s model describes communication as a one-way process that moves in a straight line — from a sender to a receiver. It focuses on who is sending the message, what they are saying, how they send it, to whom it is sent, and what effect it has.

He expressed it as:

“Who says what, in which channel, to whom, with what effect?”

Let’s look at what each part means:

1. Who? – The Communicator
   This is the person or group sending the message. It could be a speaker, journalist, teacher, or organization. The communicator decides what to say and how to say it. For example, a news anchor delivering a story is the communicator.

2. Says What? – The Message
   This is the content or idea that is being shared. It can be words, images, sounds, or even gestures. The message must be clear and meaningful so that the audience understands it.

3. In Which Channel? – The Medium
   The channel is the path through which the message travels. It can be a spoken conversation, a TV broadcast, a printed newspaper, or a post on social media. The right channel helps the message reach people effectively.

4. To Whom? – The Audience
   This is the person or group receiving the message. Every audience is different, so communicators must think about their interests, age, education, and background. For example, an advertisement aimed at students will be very different from one meant for senior citizens.

5. With What Effect? – The Outcome
   The last part looks at what happens after the message is received. Did it inform people, change their opinions, or inspire them to take action? The “effect” shows how successful the communication was.

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Example

Let’s take a simple example — a public health campaign about getting vaccinated.

• Who? – The Health Department

• Says What? – “Get vaccinated to protect yourself and others.”

• In Which Channel? – Television, radio, posters, and social media.

• To Whom? – The general public, especially senior citizens and children’s parents.

• With What Effect? – More people get vaccinated, helping reduce illness.

This example shows how Lasswell’s model helps us understand each part of a message and how it works together to create impact.