Imediat dup cel de-al doilea rzboi mondial, un politolog american pe numele su Harold D. Lasswell avea s promoveze o formul definitorie pentru nelegerea comunicrii ca transmitere de mesaj. Numit i formula celor cinci W (pe romnete i-am spune cinci C), ea avea urmtoarea structur:Who (says) What (in) What Channel (to) Whom (with) What EffectCine (spune) ? Ce spune ? Ce canal se folosete ? Cui (spune) ? Cu ce efect ?Acum s m scuzai dac n-am de gnd s desenez grafice i diagrame, dar lucrurile cred c sunt clare. Sau aa ar trebui.1. CE SPUNE FORMULA LUI LASSWELL ?Lasswell merge ns mai departe i, n baza formulei devenit celebr, asociaz fiecrei etape a comunicrii cte o zon distinct de cercetare, ocupndu-se individual de actori, de mesaje, de rolul i scopul acestora.Cine spune ?Instituiile media. Sau cu precdere noile media n zilele noastre.Ce spune ?Facem o analiz de discurs i vedem.Ce canal se folosete ?De exemplu presa scris, televiziunea, internetul.Cui (spune) ?Unor categorii distincte de publicuri ce formeaz aa numita audien.Cu ce efect ?Aici rmne de discutat ntruct nu ntotdeauna efectul scontat este i cel obinut ori, ca s citez un vechi proverb romnesc, socoteala de acas nu se potrivete cu cea din trg. Mai ales dac te afli ntr-un trg strin unde codarea / decodarea mesajelor pot influena decisiv sensul comunicrii.Formula lui Lasswellrmne tributar momentului la care a fost prezentat (anul 1948) ct i formrii de politolog a autorului. Aa se face c dup anul 2000, cnd putem vorbi de noile media, Denis McQuail i Sven Windahl, doi profesori recunoscui, modific ultimul pas, prefernd n locul clasicei ntrebriCu ce efect ?o suit menit s decripteze scopul comunicrii, contextul i eventualele efecte. Vedei, efectele pot fi cele dorite sau nu. Contextul este i el variabil, pe cnd scopul urmrit i identificarea corect a acestuia devin eseniale.Ce-i mna pe ei n lupt, ce-au voit acel Apus ? Ce vrea s trimit comunicatorul s transmit ? Care este scopul su ? Ce-l mn n lupt ? Sau cine ?La nceput de secol XXI e iluzoriu s mai crezi c cineva iniiaz unproces de comunicare(i mai ales una mediat electronic care implic o serie de costuri) fr inte precise. Rmne doar ca noi s le decriptm. Cu formula lui Lasswell1sau prin alte mijloace, orice mijloace.

Harold Dwight Lasswell, the American political scientist states that a convenient way to describe an act of communication is to answer the following questions Who Says What In Which Channel To Whom With what effect?

This model is about process of communication and its function to society, According to Lasswell there are three functions for communication:1. Surveillance of the environment2. Correlation of components of society3. Cultural transmission between generationLasswell model suggests the message flow in a multicultural society with multiple audiences. The flow of message is through various channels. And also this communication model is similar to Aristotles communication model.In this model, the communication component who refers the research area called Control Analysis,Says what is refers to Content Analysis,In which channel is refers to Media Analysis,To Whom is refers to Audience AnalysisWith What Effect is refers to Effect AnalysisExample:CNN NEWS A water leak from Japans tsunami-crippled nuclear power station resulted in about 100 times the permitted level of radioactive material flowing into the sea, operator Tokyo Electric Power Co said on Saturday.Who TEPC OperatorWhat Radioactive material flowing into seaChannel CNN NEWS (Television medium)Whom PublicEffect Alert the people of japan from the radiation.Advantage of lasswell model: It is Easy and Simple It suits for almost all types of communication The concept of effectDisadvantage of lasswell model: Feedback not mentioned Noise not mentioned Linear Model