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Ivanna Makukh-Fedorkova. The Scientific Investigation of the Influence of Media in the Studies of American Political Scientist Harold Lasswell.
The present article deals with the sociology of development of mass communication and the main stages of the medias influence on the society on the example of the scientific heritage of American political scientist Harold Lasswell. The author uncovers the history of creation the number of original theories of mass communication and focuses on development of the first conception of theory of propaganda. The weighty contribution of Lasswells scientific researches in American communication studies of 20-70s of XX century and the use of new analytical tools and behaviorism methodology in the history of political science are being emphasized. The author also focuses on meaning and importance of researchers studies in understanding the social and political problems of XX century and shaping of English and American direction in political science.
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Keywords: sociology of mass communication, propaganda theory, American communication studies, media, behavioral approach, psychoanalytic theory of Freud, content analyses.
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9. Harold D LassWell Propaganda Technique in the World War. New York: Peter Smith, 1938/1927. 259 p. [Electronic resource] LassWell H.D. Mode of access: http://babel.hathitrust.org/cgi/pt?id=mdp.39015000379902;view=1up;seq=327
10. Harold D LassWell World Politics and Personal Insecurity. McGraw-Hill Book Company, 1935 307 p.. [Electronic resource] LassWell H.D. Mode of access: http://www.policysciences.org/classics/world_politics.pdf
11. Harold D LassWell Propaganda, Communication and Public Order. (with Smith B. L., Casey R. D.) Princeton, 1946. [Electronic resource] LassWell H.D. Mode of access: http://hobby.rin.ru/novosti/44391/Vybiraem_velosiped__Chast__3_.html
12. Harold D LassWell The Structure and Function of Communication in Society // Communication of Ideas / Ed. By L. Bryson. N.Y., 1948. [Electronic resource] LassWell H.D. Mode of access: http://www.twirpx.com/file/365721/
Sociology of mass communication has been developed in USA and Europe during XX century as drastic changes that have been taken place in mentioned period gave the serious push for scientific research in this field. Following the argument that the media was turned into a mighty powerful mechanism and effective tool of social attitudes it is important to observe the main stages of the medias influence on society on the example of scientific researches of American political scientist and sociologist Harold Lasswell (1902-1978). The phenomenon of mass communication has become the object of scientific development in USA. The investigation of the medias influence on society has formed the separate branch of communication theory media effects in the second half of XX century. Harold Lasswell is a classic author of world science. His scientific ideas are very important due his significant contribution in American communication studies in 20-60s of XX century. He has developed the first concept of propaganda.
Lasswells opinion on importance of propaganda in the war was proved the most clearly in his work Propaganda Technique in the World War (1927). It was the topic of his thesis, where he used content analysis of messages of propaganda in the First World War. He based on huge empirical material (information from media in England, Switzerland, Germany and France). The researcher noticed that the First World War was conducted on three fronts: military, economic and informational (propaganda) fronts. All propaganda efforts were based on the theory stimulus reaction which correlated with all the ideas about mass society. According to this theory the media are able to inform every person about some intricate stimuli, equally understood by all people and their reaction to them will be more or less the same. Harold Lasswell analyzed the military power of propaganda and the role of media in mass society rather objectively. In his opinion the media are able to shape public opinion and persuade the people in any point of view. As early as in 1927 he defined propaganda as management of collective attitudes by means of manipulation of significant symbols. In the course of formation the propaganda theory Lasswell combined behaviorism with Freudianism. In this way he justified his opinion on the media and its role. In addition, the first ideas about nature and power of mass communication were formed during the First World War. But they were not generalized though in retrospect one of the theories was reasonable and it was called magic bullet (It is possible to meet other names of this concept, such as magic bullet theory, golden bullet theory, injection theory in science literature). The matter of this concept is that medias message is perceived by all members of society in the same way and it causes inevitable and immediate response.
According to modern development of mass communication this theory looks rather primitive and sophisticated. Later, Lasswell changed his point of view and recognized the fallacy of magic bullet theory, especially after the World War II according to the development of American and European societies. In his work World Polities and Personal Insecurity (1935) the researcher actually declaimed the magic bullet theory and clearly emphasized that the power of propaganda did not depend on the essence or attractiveness of messages. It depended on average persons mind. The scientist argued that the economic crisis and growing political conflict were able to cause mass psychosis and people became vulnerable even to rough forms of propaganda. In particular, when the conflict grows to such a level as in Germany during the crisis, the whole country may become psychologically unbalanced and pliant to manipulation. At this stage the theorist understood and emphasized that propaganda was much more than simple use of media. Because people should be gradually prepared for receiving of absolutely new ideas and communicator should have a long-term strategy. In the course of this strategy new ideas and images should be realized and cultivated gradually and carefully.
During 1939-1940 Harold Lasswell was the most active participant of mass communication workshop which was organized by Rockefeller Foundation. In this period he described the process of mass communication as a model and later it received the name of linear, unidirectional, behaviorism, sociolinguistic in scientific literature. This model could be used equally for analysis of mass communication and for any communicative action revealed by consistently formulated questions Who says What is said Which channel To whom What effect. The researcher published it later, in 1984. The development of this theoretical conception is based on the experience of propaganda in army units during the World War II. It was emphasized that the main functions of mass communication are observation of environment, correlation of different part of society and transmission of socio-cultural heritage. Later, Lasswell suggested his version of model of mass communication in details in 1968, at the International Conference in India. It included studying of mass communication using the answers to the following questions Who? - With what intention? In what situation? - What are the resources? - What strategy is used? .
Lasswell fundamentally developed new analytical tools and discovered new behaviorism methodology in political science. He is the founder of many areas of analysis of political phenomena (political psychoanalysis, democratic elitism, structural and functional analysis of social communication, etc.) in the context of behaviorism. The most famous researchers works about psychoanalysis in politics are Psychopathology and Politics (1930) and World Politics and Personal Insecurity (1935). Lasswell explored the phenomenon of power, the formal political institutions and the hidden motives of behavior of individual in politics, psychological aspects of the political process, the ambiguity and complexity of power relations.
Lasswell is the father of behaviorism approach in political science and his scientific heritage is very important. His views reflect the general trends of development of English and American political science. He was innovator and founder in many directions. He comprehended and reflected the important political problems of XX century, because the period of his scientific work embraces more than five decades - from 20s to 70s. American public received the worthy defender of social and political structure of USA: such theorist as Harold Lasswell.
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