• The first known scholar who wrote
about communication, though not directly, is Aristotle (384-322 BC).
• In his famous books, ‘Rhetoric’, Aristotle
called the study of communication as ‘rhetoric’ and elaborated three
elements within the process.
• According to him, communication
process composed of a speaker, a message and a listener. Person
at the end of the communication process holds the key to whether or not
communication takes place.
In
Aristotle’s point of view
• Communication is purposive;
• It is based on the intention of affecting
others;
• Its effects can be evaluated and measured in
terms of effect, and also in terms of the truth;
• Rhetoric considers not only what is or was,
but also what might be.
To his
communicators need to develop five skills:
• Invention - ability to generate ideas;
• Disposition - ability to organize ideas;
• Style - use of appropriate language;
• Memory - ability to recall facts & ideas;
• Delivery - use of voice and gestures.
• From his observations, later
scholars developed a model of communication using the elements he mentioned.
• The model consists of four visible
elements: Speaker or receiver, speech or message, audience or receiver(s) and
effect of communication. And, context or occasion of the communication covers
all the elements indicating that it has influence on other four elements.
Lasswell
Model of Communication
• Harold Dwight Lasswell (1902-1978)
is the proponent of famous question formula, which is otherwise called Lasswell
formula of communication.
• We can’t call his definition of
communication which is presented in an array of question as a communication
model in its strict sense.
• This American political scientist
stated that the most convenient and comprehensive way to describe an act of
communication was to answer the following questions: Who (says) What
• (to) Whom (in) What Channel (with)
What Effect?
• This model is self-speaking of the
process of communication which consists of five elements namely communicator
(who), message (says what), medium (in which channel), receiver (to whom)
effect (with what effect).
• Lasswell conceived communication as
a linear process which starts from communicator and ends at receiver with some
effect.
• The major missing elements of this
basic model are feedback and context of communication. However, this model is
said to be highly helpful for organizing communication research as audience
analysis, content analysis, control analysis, reception analysis and effect
studies which are respectively represented by communicator, message, medium,
receiver and effect.
Comments