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Models of Communication | 87

The Cultural Ratification Model
This approach is based on the central assumption that the mass media are
‘allied to the power structure of the society; that it is inevitable that they
serve to support and maintain the power structures, and dominant ideolo-
gies. The mass media in particular present a world view to members of the
society, which regenerates continually, and pervasively the ideological struc-
ture that are required for the maintenance of the existing power structure’
(De Fleur 1989).
Thus, the media is seen in this approach as agencies in aiding the politi-
cal control of the society. The contribution of the mass media is also seen as
having the effect of preventing radical changes in attitudes, values, beliefs,
perceptions, etc. of the members of the society.
The drawback of this approach is again lack of empirical evidence. For
at last this reason the model is not especially popular with psychologists
interested in mass communication research. It is included in this text for the
purposes of record.

Communication Models

Speaker Speech Audience Effect

Occasion

Figure 5.3

aristotle’s Model of communication
Devito (1978) discusses Aristotle’s Model of Communication. The earliest
model of communication was the symmetrical and simple model developed
by the great Greek philosopher Aristotle some 2,000 years before. Aristotle
in his model includes the five essential elements of communication, i.e., the
speaker, the speech or message, the audience, the occasion, and the effect.
In his rhetoric, Aristotle advises the speaker on constructing a speech for
different audiences on different occasions for different effects. This model is
most applicable to public speaking.

lasswell’s Model (1948)
Lasswell has given us another simple model. His model belongs specifically
to the area of mass communication. He has argued that to understand the
process of mass communication one needs to study each of the stages in his
mode: ‘Who says what, in which channel, to whom, and, with what effect’.

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