Department of Mass Communication
University of Lagos
Relative evaluation of Lasswell's theory and framework of Mass communication, Schramm's theory from the Process and Elements of Mass Communication, plus the Knowledge Difference hypothesis, by simply Tichenor, Olien and Donahue
Name of Presenter: Isah Momoh
Matriculation Number: 78/0019450
Title of Course: Comparative Mass Communication theories: MAS 906.
Lecturer: Professor Idowu Sobowale
Date: on the lookout for April 2009
Connection generally and mass communication especially are concerned generally with who says what, to whom, in what channel and with what effect (Lasswell, 1948), the sender/source, message, encoder, channel, decoder, receiver and feedback trap (Schramm, 1948). These two foundational mass conversation theorists posit that communication is always designed to have an effect on the recipient and the society. Typically it's aim is to induce change in the mind, environment and circumstances from the receiver, become they a person, person, group or contemporary society at large. The source, according to Schramm may be the provoker from the change/effect while using receiver being the major determinant of the success of the message or the supply. Of course , the message, its encoding and decoding are significant factors in the success of the conversation. According to Lasswell, inside the communication exchange/process, the information company is usually more powerful than the data receiver; and this this applies to persons, organizations, nations and societies. The provider also dominates and more manipulates the receiver/consumer. Olien, Donahue and Tichenor within their Knowledge Difference hypothesis hold that in the information exchange, there is always a differential in the knowledge level of receivers (amongst themselves) and between sources and receivers. In their watch, the more educated parties prove more well-informed, enlightened and...