David K. Berlo received his doctorate in communication from the University of Illinois in 1955. He was a student of Wilbur Schramm and helped establish the first separate graduate program in communication. Berlo worked as an educator, author, and department chair at Michigan State University for 14 years, where he developed his influential SMCR model of communication. In 1971 he became president of Illinois State University before retiring as a corporate consultant in Florida.

2. •In 1955, David K. Berlo, at the age of 29, received his
doctorate degree in the study of communication from the
University of Illinois.
• Berlo was a student of Wilbur Schramm, who sat on the
doctoral committee. Schramm, whose theories of
communication are well known, was responsible for the
creation of the first communication program at the
graduate level which was an entity separate from speech
and mass communications.

3. •He functioned in the role of educator, author, and
communication department chair at MSU (Michigan
State University ) for 14 years, from the
department’s inception in 1957 through 1971.
• In 1960 he wrote the textbook which was
implemented in his undergraduate classes, The
Process of Communication

4. •He taught an excellent doctoral level core course
in research methods and statistics. He was a strong
leader, excellent educator, and advocate for the
field of communication study.
•He continued to research and develop his SMCR
theory of communication and information.
•In it he stressed the importance of the perception
of the source in the “eye” of the receiver and also
the channel(s) by which the message is delivered.

5. • In 1971 he became President of Illinois State
University
•He completed his career working as a corporate
consultant in St. Petersburg, Florida.

7. M.N Srinivas

8. M.N Srinivas full name
Mysore Narasimhachar Srinivas.
• He was born in 1916 in Mysore and passed
away in 1999 in Bangalore.
•He was one of the best Indian sociologists.
•His studies are prominent in the area of
caste and its other classifications,
sanskritization and many other topics which
revolve around caste itself.

9. •He acquired his knowledge and doctorate in
sociology in the University of Bombay.
•In the late forties, Srinivas went to the
University of Oxford for his further studies.
•Most of the years Srinivas only
concentrated on studying caste and religion.
He covered all the dimensions of the caste
and religion prevailing in the society.
•He came up with the terms dominant
castes, westernization, secularization and
sanskritization.

10. •To make people understand the concept of society he
categorized these concepts into two
•(i) book view (ii) field view
•He also emphasized the importance to mathematical
and statistical studies.
• He stuck to the notion of local bounded sites which
were best seen his paper on the topic like dominant
caste and joint family conflicts which he himself
observed in rural south India..

11. •Some of his writings are listed below:1952, Religion
and Society among Coorgs of South India
•1955, India’s villages
•1962, Caste in Modern India and Other Essays
•1966, Social Change in Modern India
•1976, the Remembered Village
•1980 India: Social structure and much more. If we will
talk about the nature of Srinivas writing it is believed
to be interdisciplinary.

12. Terms :
•Social changes are occurring from the evolution of society
but when we talk about Indian society there are certain social
changes which have gained much popularity. Concepts like
Sanskritization, Westernization, and Secularization etc are an
example of social changes.
•Sanskritization is as the process in Hinduism in which the
low caste Hindu person or group tries to acquire values,
ideologies, and rituals of higher caste Hindu. Westernization
in India when the culture of West is gaining more importance
than the culture of India. Indian people borrowing the culture
of West is said to be the process of Westernization.

13. •Secularization in India is a process in which all the
religion existing in India will be treated as equal and
neutral. These are some of the social changes
which Srinivas emphasized on.
•View on Religion, caste and its impact: He
emphasized on many topics related to religion and
village. How religion plays an important role to
formulate Indian society. Religion, therefore, carries
caste system which again produces subdivision of
these

14. •Dominant caste: According to Srinivas
any caste that has three main powers of
numerical strength, political power, and
economic power is said to be a
dominant caste.