Harold Lasswell
In 1927 Lasswell broke down the line of communication from point A to point B, in which the SENDER is transferring a MESSAGE, through a MEDIUM (eg Print, radio, TV, etc) that has a direct effect on the RECEIVER.
The Daily Mail were saying there is a direct correlation between Donald Trump supports and his attitudes, and the rise in Covid-19 cases in a second wave. They’ve used a full page article for their audience, where many are already anti-trump, to give further information to sway them against him.
Shannon and Weaver
This approach was later adapted by Shannon and Weaver in 1949, as the Transmission model of Communication, which included other elements, such as NOISE, ERROR, ENCODING and FEEDBACK. In other words, there is the suggestion that the process of sending and receiving a message is clear-cut, predicable or reliable and is dependent on a range of other factors that need to be taken into consideration.
Paul Lazarfeld – 1950(ish)
He developed the Two Step flow model of communication. The role of key individuals in society all of whom are capable of exerting an influence on the process of communication. This makes it subject to bias, interpretation, rejection, amplification, support and change.
Audiences are active not passive. Audience consumption is based on consideration of what others think.
Uses and Gratifications – 1960’s
- information / education
- empathy and identity
- social interaction
- entertainment
- escapism
Rather than categorising the audience as passive consumers of messages, either directly from source or from opinion leaders.
& Maslow’s hierarchy of needs (1954)
It argues that people actively looked to satisfy their needs based on a hierarchy of social and psychological desires
- Physiological – Breathing, food, water, sex.
- Safety – Security of body, employment, morality.
- Love/belonging – Friendship, family, sexual intimacy.
- Esteem – Self-esteem, confidence, achievement.
- Self-actualization – morality, creativity, spontaneity.
George Gerbner – 1970’s
Cultivation theory – “television cultivates from infancy the very predispositions and preferences that used to be acquired from other primary sources” – (television shapes the way individuals within society think and relate to each other)
Stuart Hall – 1980’s
The theory of preferred reading.
- A dominant position accepts the dominant message
- A negotiated position both accepts and rejects the dominant reading
- An oppositional position rejects the dominant reading
Clay Shirky – 2000’s
Instead of the choice of three subject positions as offered by the theory of preferred reading, there were limitless, individual subject positions available to all of us, at any time, in any place, from any perspective?
Says there are no audiences, but individuals – not the same but target each one for their needs.
A position which allowed us to produce our commentary and communication on the outside world, while still maintaining the ability to comment, feedback, accept or deny