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.

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.

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.’

 Hypodermic model (passive consumption)

Harold Lasswell 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”.

Hypodermic model (passive consumption)

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’