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Daily Archives: November 3, 2021
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Chanel Product Model
Audience Theory
Notes:
– Passive Consumption : The slow forceful change of growing a belief or idea into someones thought process and perspective through media techniques.
– The Hypodermic Model : The telling of someone to do something and they follow the ‘command’.
– Harold Lasswell : Wrote Propaganda Technique in the World War in 1948. His theory was ‘the brew of subtle poison, which industrious men injected into the veins of a staggering people until the smashing powers . . . knocked them into submission.’ Developed a linear model of communication.
– Lasswell’s Linear Model of Communication : Who (sender) > Says What (message) > Channel (medium) > To Whom (receiver) > With What Effect (Feedback)
– Two-Step Flow Model : The two-step flow model is the formation of opinions of products from the influence of opinion leaders.
– Active Consumption : This is an idea where the public engages with media communications.
Audience Theory Notes
Quantitative vs Qualitative
Quantitative – Number relative, eg. amount of something, number of sales etc.
Qualitative – A more consumer focused approach using words for individuals. Would rather know why opposed to how many.
Hypodermic Model
Harold Lasswell played an important role in the development of understanding of how media is consumed. His writings in ‘Propaganda Technique in the World War, “highlighted the brew of ‘subtle poison, which industrious men injected into the veins of a staggering people until the smashing powers . . . knocked them into submission’”. This is asking how did political leaders convince members of the public that going to war was worth dying for.
Two-Step-Flow of Communication
At a similar time, Paul Lazarfeld developed a model showing the understanding of how message sent isn’t always message received. This is due to the complexity of the simple, linear models.
audience theory -Hypodermic Needle Theory
As a result of WWII, there was an expansion of research into the way we communicate due to the heavy use of propaganda used during the war and how political communication affects out ideas and beliefs.
The hypodermic model involves this idea of passive consumption – when the receiver just accepts messages given to them in media rather than question or engage with what is being presented to them.
The earliest theoretical work can be traced back to Harold Lasswell in 1927 who developed the theoretical tool of context analysis. He wrote a book called Propaganda Technique in the World War which highlighted the brew of ‘subtle poison, which industrious men injected into the veins of a staggering people until the smashing powers… knocked them into submission’. As Martin Moore noted, Lasswell, as a behavioural scientist who researched areas which connected political communication and propaganda, believed each government had ‘manipulated the mass media in order to justify its actions’ during the First World War
In 1948 he created a diagram to illustrate his hypothesis: Lasswell’s Linear Model of Communication. A model where a sender transfers a message through a kind of medium to the receiver to create a direct effect on them. This creates a clear relationship between the sender and the receiver.
In 1949 this approach was adapted by Shannon and Weaver into the Transmission Model of Communication, which included other elements such as noise, error, encoding, and feedback
lasswells model
Lasswell’s model – applied to style model
Who (Sender) – Chanel
Says what (Message) – when selling to white straight men the male model is seen as an aspirational figure (“I want to be him”). When selling to straight women and gay men the male model is seen as a potential partner (the model has sex appeal). When selling to non-white straight men, the male model is seen as less of an aspirational figure, because they can’t relate to him as well.
Channel (Medium) – magazine.
To whom (Reciever) – straight, white men + wives & girlfriends
With what effect (Feedback) – Chanel is one of the leading fragrances in the world. Their brand is extremely well known and in the years 2015-2020, they led all fragrance companies in sales.
AUDIENCE THEORY
Hypodermic Model – Passive consumption
Harold Lasswell – Propaganda Technique in the World War “subtle poison, which industrious men injected into the veins of a staggering people until the smashing powers… knocked them into submission”. As Martin Moore notes, Lasswell, as a behavioural scientist researching areas connected with political communication and propaganda, believed each government had ‘manipulated the mass media in order to justify its actions’ in World War 1
Notes on ‘audience: theories and approaches’
Hypodermic Model (passive consumption)
Copied from Dr. McKinlay’s work:
– “Early theoretical work on the relationship (or effects) of media consumption are often traced back to Harold Lasswell, who developed the theoretical tool of ‘content analysis’ and in 1927 wrote Propaganda Technique in the World War which highlighted the brew of ‘subtle poison, which industrious men injected into the veins of a staggering people until the smashing powers . . . knocked them into submission’. “
– “As Martin Moore notes, Lasswell, as a behavioural scientist researching areas connected with political communication and propaganda, believed each government had ‘manipulated the mass media in order to justify its actions’ in World War 1.”
– “To illustrate his hypothesis, in 1948 he developed a linear model of communication, one that breaks 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.’
Lasswell’s MODEL
Barriers
Says what- might not speak the language, message can be misinterpreted without tone of voice and physically being told
Channel- not all of the audience may see adverts through this channel
To whom- might not be sure if it’s meant for the particular type of person