David berlos model of communication

1. English 17: Speech and Oral Communication
Group 2

2. David K. Berlo and his book, El Proceso
de la Comunicación published in 1960.
 In 1960, David K. Berlo, wrote a
book entitled El Proceso de la
Comunicación or The Process of
Communication. This work focused
on the purpose and objectives of
communication and addressed
Berlo's model of communication
which he developed from Claude
Shannon and Warren Weaver's
Mathematical Model. In this book,
Berlo quoted Aristotle, saying that
“…the prime goal of
communication was persuasion,
an attempt to sway other men to
the speaker's point of view”
(Berlo, David K., 1960, p. 8). His
model includes verbal and non-
verbal communications. It also
considers the emotional aspect of
the message.

3. Source Message Channel Receiver
Communication
Skills
Attitudes
Knowledge
Social System
Culture
Communication
Skills
Attitudes
Knowledge
Social System
Culture
Content
Elements
Treatment
Structure
Code
Hearing
Seeing
Touching
Smelling
Tasting
Encodes Decodes

4.  David K. Berlo's Model of Communication
focuses on four elements, namely: the
Source (S), the Message (M), the Channel
(C), and the Receiver (R). Under each of
these are different factors that affect the
communication process. This model is an
example of a linear model of communication.

5. Source Message Channel Receiver
Communication
Skills
Attitudes
Knowledge
Social System
Culture
Communication
Skills
Attitudes
Knowledge
Social System
Culture
Content
Elements
Treatment
Structure
Code
Hearing
Seeing
Touching
Smelling
Tasting
Encodes Decodes

6.  The Source (S) is the origin of the message. Also
called the speaker, sender, or the encoder.
 Factors affecting the Source:
◦ Communication Skills – the ability of the speaker to
communicate the message. It refers to his or her ability in
speaking, listening, reading, writing, debating, and
asking/answering questions.
◦ Attitudes – the speaker's attitude towards the listeners, to
the subject matter, and even to himself or herself.
◦ Knowledge – how familiar, informed or educated is the
speaker about the subject matter he or she will tackle. The
source must be an expert about his or her subject.

7.  Factors affecting the Source:
◦ Social System – the social background. Refers to the system
of values, beliefs, religion, culture, and tradition of a certain
society, affecting the common understanding of the people.
◦ Culture – “the total way of life of a people [in a society].”
(Geertz, Clifford, 1973)

8.  The Message (M) is the idea, opinion, emotion, or
information conveyed by the speaker.
 Factors affecting the Message:
◦ Content – what is contained in the message.
◦ Elements – the language, gestures, facial expressions, and
postures used by the speaker to express his or her thoughts.
◦ Treatment – how the message is being handled or treated
by the speaker. The way the message is delivered to the
audience.
◦ Structure – how the message is arranged. The source must
arrange his or her message in the most favorable manner
possible to avoid distortion and miscommunication.

9.  Factors affecting the Message:
◦ Code – includes the language, body movements, gestures,
and expressions used by the speaker. He or she must be
accurate in using these codes to avoid distortion and
misinterpretation of the message.

10.  The Channel (C) is the medium through which the
message is delivered from the source to the receiver.
The five senses.
 Factors affecting the Channel:
◦ Hearing – the faculty of the ears. Used in hearing speeches
and oral activities.
◦ Seeing – the faculty of the eyes. Used in watching visual
presentations.
◦ Touching – the faculty of the skin or hands. Used to hold
materials.

11.  Factors affecting the Channel:
◦ Smelling – the faculty of the nose. Used to distinguish
different types of odor.
◦ Tasting – the faculty of the tongue. Used to differentiate
flavor.

12.  The Receiver (R) is the one who receives,
understands, analyzes, and interprets the message.
Also known as the listener, audience, or the decoder.
 According to Berlo's model, communication will take
place properly if the receiver is on the same level
with the speaker. Hence, the factors that influence
the receiver and the source are the same.
 Factors affecting the Receiver:
◦ Communication Skills – the receiver should possess good
communication skills to be able to understand the message
delivered by the source.

13.  Factors affecting the Receiver:
◦ Attitudes – the receiver should have the right attitude
towards the source, the message, and towards himself or
herself to be able to grasp the message in a positive way.
◦ Knowledge – the receiver must know something about the
subject.
◦ Social System – the receiver should be of the same social
system as the speaker.
◦ Culture – the receiver must have the same cultural
background with the source.

14.  It is a linear model of communication; therefore, it does
not give much credit to feedback.
 It does not include the barriers of communication.
 It does not mention communication interference or
“noise.”
 The claim that the source and the receiver must be on
the same level when it comes to communication skills,
attitudes, knowledge, social system, and culture is quite
impossible. No two individuals have the same level of
experience.

15.  Albaugh, N., Henderson, K., Miosky, K., & Papini, A. (n.d.).
Explanation of SMCR Model. Retrieved June 23, 2013, from
http://www.uri.edu/personal/carson/hendersonk/explanation.html
 Berlo's Model of Communication. (n.d.). Retrieved June 23,
2013, from http://www.managementstudyguide.com/berlo-
model-of-communication.htm
 Berlo’s SMCR Model of Communication. (2010). Retrieved June
20, 2013, from http://communicationtheory.org/berlos-smcr-
model-of-communication/
 Geertz, C. (1973). The Interpretation of Cultures: Selected
Essays. Retrieved June 23, 2013, from
http://www.sociosite.net/topics/texts/Geertz_Thick_Description.p
hp