Harold Dwight Lasswell was an American political scientist known for his work in communication theory. He proposed a model for communication that identified the key elements of communication as the who, says what, in which channel, to whom, with what effect. Organizational communication experts must answer questions about problems within an organization, who influences these problems, which individuals should be influenced, which media they use, where they visit, who they are open to, and what messages they may be sensitive to. Early models of communication included the stimulus-response model where a sender transmits a message through a medium that acts as a stimulus to the receiver.

1. http://communicationknowledgecenter.wordpress.com

2. Harold Dwight Lasswell
(February 13, 1902 — December 18, 1978)
• Who Says What In Which
Channel To Whom With What
Effect
Who Sender
Says what Message
In which Channel channel / medium
To Whom Receiver
With what Effect Effect
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3. Some questions an organizational
communication expert has to
answer:
• the organizational problem,
• who actually influences this problem
• which individuals should be influenced in
what they know, feel and do,
• which media they use,
• which places they visit,
• to which people and brands they are
open,
• for what message they may be sensitive.
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4. Stimulus – Response model
Stimulus  Response
SR
In communication:
Sender  message  Receiver
/ Stimulus / medium/ stimulus / Response/ Effect
S : Sender; R : Receiver
S x R
x: message : medium
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5. Shannon & Weaver
http://www.shkaminski.com/Classes/Handouts/Communication
%20Models.htm#TheShannonWeaverMathematicalModel1949
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6. Coding& decoding by means of
a code
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7. An ancient telegraph : fire and
water
The first recorded telegraph was built by a Greek military author
named Aeneas around 350 BC.
Aeneas was frustrated by the limitations of beacon signals - you can
only signal that something has happened, not what has happened.
He used water to add time division - allowing different messages to
be sent.
A flaming torch gave the start signal for both sender and receiver to
allow the water to run out of out of identically sized vessels in
which corks were floating, with rods attached.
As the water went down, so would the rods, each marked with a series
of possible messages.
When the desired message aligned with the rim of the jar, the sender
would signal again with the torch, and the other station to replace
the bung. The receiver would then read off the message shown on
the rod.
http://www.connected-
The Roman historian Polybius (ca. 200-118 BC) says this 'hydraulic earth.com/galleries/Telecomm
telegraph' was used to send military messages from Sicily to unicationsage/Thetelegraph/F
Carthage during the First Punic War (264-241 BC). irststeps/index.htm
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8. Realms of understanding
(Fill 2002)
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9. Masculine versus feminine view
Masculine Feminine
• Hunting. • Gathering.
• Communication is sending. • Communication is making common.
• Expanding the realm of influence. • Maintaining norms and values.
• The more we send, the better we • Quality of communication counts, not
communicate. quantity.
• The bigger the communication budget, • The communication budget should be
the better. big enough to guarantee good
• The sender is the dominant party. communication.
• You are the target and I shoot my • People are equal participants in a
knowledge on it. process.
• I know something and I teach you. • We all possess information, let's tell
• As a result we both know what I know. each other about it and conclude what
we can do with it.
• Stimulus evokes response.
• As a result we all know more than
• Linear vision. before we met.
• Action of expanding the amount of • People create their own reality.
people who agree with me.
• Circular vision.
• Action targeted on a goal; stops when
• Process of group formation.
goal is reached.
• • Process, aimed at continuity.
Communicate to.
•

10. Environment
Environment
Employees
Employees
Manage
Manage
-ment
-ment
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11. Similarities between dance
and communication: (Clampitt 2005 p14)
• Communication is used for Multiple Purposes (such as:
to entertain, inform, persuade, incite and seduce).
• Communication Involves the Coordination of Meanings
• Communication Involves Co-Orientation
• Communication Is Rule-Governed
• Communicators Develop a Repertoire of Skills That May
Pass From the Level of Consciousness
• Communication Can Be Viewed as a Patterned Activity
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12. Newcomb’s ABX-model
http://faculty.evansville.edu/dt4/301/primer301.html
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13. One-step flow
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15. Multi-step flow
Opinion
Leader
Mass
Media
Opinion
Leader
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16. Communicate
to / with
• The word ‘communication’ has been
derived from the Latin word ‘communis’
which means ‘to make common’.
• This can be understood as:
– Communicate to: I know, I tell you, and : sending
then we both know.
– Communicate with: We know things, : ABX
tell each other about it, together we
create a common understanding.
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17. New Media =>
New Vision on
Communication
• Old vision:
– Communication is Sending
–S ♂
– “Shoot the message”
• New Vision:
– Communication is sharing information
– Communication is group formation
♀
– ABX
– “Harmony”
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18. Shoot message to target
Attract with
strong brand
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19. Interaction
In perspective of ‘’old communication’’: hunter feels hunted.
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20. Harmony
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21. Make love, not war…
S
R
S  R ; A  B
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22. Make love, not war…
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23. Gerbner’s model
Man or machine:
• Journalist
• (web) camera
Source/ Transmitter
• etc.
Perception of Event Media/ Channels:
used by M to
produce Statement
M becomes Source:
about Event
• M produces Statement
• about Event
Factors that might affect fidelity
of Perception & Media:
• selection
• context
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http://madanmani.com.np/?p=92 • availability

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25. Communication (according to
Stappers):
S communication process
R information process
S R communication event
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26. Sending & Receiving;
Participants in a ‘game’.
S R Sending & Receiving + feedback
S R Sender = Receiver
A B Participants in a ‘game’
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