· Aristotle ( 330 B.C)
Komunikasi satu arah,, yang di mana orang yang berkomunikasi memiliki satu pemikiran.
ð Speaker construct messages that bring about persuasive effect among listeners
ð Aristotle saw communication as the means through which citizens participated in democrazy
ð Ethos ( nature of source ), pathos ( nature of delivery ), logos ( logic in the message presented )
ð One way flow
· Harold Lasswell (1948)
ð Who says what in which chnnel to whom with what effect
ð Political scientis
ð Speaker constructs messages, selects a channel, and thereby brings about a range of effects among listeners
ð One way flow
· Claude Harold
ð Source encodes messages and transmits through channel to receiver
ð Introducing noise in communication
ð Research undertaken for bell telephone to stud the engineering problems of signal transmissions
ð One way flow
· Wilbur scram (1954)
ð Source encodes messages and transmits information through channel to receiver, if they have a shared field of experience
ð Schramm saw coomonness as communication purpose
ð One way
· Elihu katz – paul lazarfeld (1955)
ð Source encodes messages and transmits information through mass media to opinion leaders who relay it to public
ð Political scientist
ð His research found undecided voters were influenced more by people around them than by information provided by the mass media
ð Some people were consistently more influential than others
