5W's of communication.pdf - Journal of Educational and...

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ISSN 2239-978X ISSN 2240-0524 Journal of Educational and Social Research MCSER Publishing, Rome-Italy Vol. 5 No.3 September 2015 245 Analysis of New Media Communication Based on Lasswell’s “5W” Model Peng Wenxiu 1 1College of Computer Science, Yangtze University, Jingzhou, China *Corresponding author: [email protected] Doi:10.5901/jesr.2015.v5n3p245 Abstract Harold Lasswell is well known for his “5W” model of communication, which focuses on "Who (says) What (to) Whom (in) Which Channel (with) What Effect". In Lasswell's model of communication, the communication process is divided into five parts including communicator, information, media, audience and effect, such five research fields provide a very good point of view to study the new media communication. In the process of new media communication, these five elements are developing with their own characteristics. First, communicator is becoming more diverse, organization or individual, anyone can be the sender of information. Second, information is becoming massive and multimedia, text, image, audio, video, animation, etc., can be seen everywhere. Third, media is becoming more interactive which is the most important characteristic with new media technology development. Fourth, audience is becoming more personalized, showing more participation and initiative. In addition, effect of communication is presented rapidly, and at the same time, it is more intelligent to evaluate it. Under new media environment, communication process and the research of such five elements will have greater opportunities and broader prospects for development. Keywords: New Media, Communication, Harold Lasswell, “5W” model, Interactivity 1. Introduction 1.1 New Media With the continuous development of information technology, computer, internet, mobile phones and tablets, a new pattern of media arises at the historic moment, that is the “new media” people often say. Referring to the new media, we will think of digital technologies, such as the Internet, computer multimedia, video games, augmented reality and so on. However, new media does not include analog broadcast, paper-based publications and other traditional media, unless they contain technologies that enable digital interactivity (Manovich, 2003). Thus, a lot of media are digital upgrade version of the traditional media, such as digital broadcasting, digital TV, etc. New media is just a relative concept, because of this, we also often hear some associated media concepts, such as digital media, mobile media, network media, all media, and so on. 1.2 Lasswell’s “5W” Model Harold Lasswell is an American political scientist and communication theorist, in 1948, while he was a professor at Yale Law School, he developed the model of communication (Muth, Finley & Muth, 1990), which is regarded as "one of the earliest and most influential communication models. (Shoemaker, Tankard & Lasorsa, 2004)" In his article "The Structure and Function of Communication in Society", Lasswell (1948) wrote: “convenient way to describe an act of communication is to answer the following questions: a. Who b. Says What c. In Which Channel d. To Whom e. With What Effect? ” We call that “5W” model. (e.g. Fig. 1)
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