Laswell’s Model of Communication on Gangnam style

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Marketing 1
Contents
Laswell’s Model of Communication on Gangnam style.................................................................2
Communications content adds value to consumers of Psy’s music................................................3
Impact of content on video’s success..........................................................................................4
References........................................................................................................................................6

Marketing 2
Laswell’s Model of Communication on Gangnam style
Laswell’s Model of Communication is established by theorist Harold D. Lasswell (1902-1978) in
1948 that is observed as one of the most significant model of communication. The components
of this model are discussed on the case of “Gangnam style”.
Who: - It involves the person who will communicate about the “Gangnam style” (Sapienza, Iyer
and Veenstra, 2015). In the case, the South Korea rapper and musician Psy (real name Park Jae-
Sang) burst onto the world stage with their new music video that is about Gangnam Style. Thus,
the sender is the rapper and musician to the people in market.
What: - What in the model include the content of message that is communicated. Gangnam style
is music videos that involve catchy music and dance moves. It is related with the lifestyle of the
Gangnam District of Seoul.
In which Channel: - The model shows medium of communication through which the music is
reachable to people. Gangnam style video got viral and it is considered as one of the most
watched video all the time among people (BBC News, 2012). It presently remains with the title
with more than 1.6 billion counting and views. Before the launch of the video, Psy’s record label
YG Entertainment build up the existence for maximum reach across the different number of
channels. They line-up of the artists has the accounts across the different social media platforms
with the millions of subscribers on Your Tube, fans on Facebook and followers on Twitter (Shin,
2016). YG Entertainment has also formed the partnership with the different influential players in
the music industry that are Will.i.am and websites such as AllKpop.com (The Drum, 2012). It
has been witnessed that these preparations has been don with the motive to get the high-volume