2. David k. berlo
In 1995, David K. Berlo, at the age of
29, receive his doctorate degree in the
study of communication from the
University of Illinois.
He functioned in the role of educator,
author, and communication department
chair at MSU for 14 years, from the
deparment’s inception in 1957 through
1971.
In 1960, David K. Berlo, wrote a book
entitled El Presso Dela Comunicación or
the process of communication.
3. The Work focused on the purpose and objectives of
communication and addressed Berlo’s Model of
Communication which he developed from Claude
Shannon and Warron’s Weaver’s mathematical Model.
In his book he stressed the importance of the
perception of the source in the “eye” of the receiver
and also the channels(s) by which the message is
delivered
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”
His model includes verbal and Non-verbal
communication. It also considers the emotional aspects
of the message.
4. BERLO’S SMCR MODEL OF
COMMUNICATION
BERLO’S SMCR MODEL OF COMMUNICATION
Encodes Decodes
5. While the Aristotle model of communication puts the speaker in
the central position and suggests that the speaker is the one who
drives the entire communication.
David K. Berlo’s model of communication focus on four
elements namely: the source, the message, the channel, and
receiver.
Berlo’s model of communication takes into account the
emotional aspect of the message. Berlo’s model of
communication operates on the SMCR model.
This model is an example of linear model of communication.
7. S – Source
The source (S) in other words also called the sender is the one
from whom the thought originates. He is the one who transfer the
information to the receiver after carefully putting his thoughts into
words.
Factor’s affecting the source:
Communication Skills
An individual must possess excellent communication skills to
make his communication effective and create an impact among the
listener. The speaker must know where to take pauses, where to repeat
the sentences, how to speak a particular sentence, how to pronounced
a word and so on. The speaker must not go on and on. He should also
make a point to cross check with the recipients and listen to their
queries as well. An individual must take care of his accent while
communicating. A bad accent leads to a boring conversation.
8. Attitude
The speaker attitude towards the audience, subject and toward one –
self. For e.g for the student attitude is to learn more and for teachers wants
to help teach.
Knowledge
The knowledge about the subject one is going to communicate for
e.g whatever the teacher communicates in the class about the subject so
having knowledge in what you are communicating.
Social System
The social system includes the various aspects in the society like
values, beliefs, culture, religion and general understanding of the society
for e.g classroom differs from country to country like behaviors, how we
communicate etc.
Culture
The total way of life of a people.
9. M- Message
The message (M) is the idea, opinion, emotion or information conveyed
by the speaker.
Factor’s affecting the Message:
Content
The beginning to the end of a message comprises its content for e.g. Form
beginning to whatever the class teacher speaks in the class is the content of the
message.
Elements
It includes various things like language, gestures, body language etc, so
these are all the elments of the particular message. Content is accompanied by
some elements.
Treatment
It refers to the packing of the message. The way in which the message is
conveyed or the way in which the message is passed on or deliver it.
10. Stucture
The structure of the message how it is arrange, the way you
structure the message into various parts.
Note: Message is the same but if the structure is not properly
arrange then the message will not get to the receiver.
Code
The code of the message means how it is sent in what form it
could be e.g. Language, gestures, music and even culture is
code. Through this you get/give the message or through which
the communication takes place or being reached.
Note: Only when the code is proper, the message will be
clear, improper use may lead to misinterpretation
11. C – Channel
It is nothing but the five senses through this only we do. The following
are the five senses which we use.
Hearing
Seeing
Touching
Smelling
Tasting
Factor’s affecting the Channel:
Hearing
The use of ears to get the message for e.g. Oral messages,
interpersonal etc.
Seeing
Visual channels for e.g. TV can be seen and the message is
delivered.
12. Touching
The sense of touch can be used as a channel to
communicate for e.g, we touch and buy food, hugging etc…
Smelling
Smell can be also a channel to communicate for e.g,
perfumes, food chared smell communicates somethings is
burning, we can find out about which food is being cooked
etc.
Tasting
The tounge also can be used decipher e.g. Food can be
tasted and communication can happen.
13. R – Receiver
The Receiver (R) is the one who receives understands, analyze
and interprets the message, also known as the listener, audience or the
decoder.
According to the Berlo’s model of communication, communication
will take place properly of the receiver is on the same level with the
speaker. Hence the factors that influence the receiver and the source are
the same.
Factor’s affecting the Channel:
Communication Skills
The receiver should possess good communication skills to
be able to understand the message delivered by the source.
Attitude
The receiver should have the right attitude towards the
source, the message and towards himself or herself to be to gasp
the message in positive way.
14. 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.
15. It is a linear model of communication. So it does not give credits to the feedback.
Need people to be on the same level for communication to occur but not true in real life.
It does not mention communication interferences or “noise”.
It does not include the barriers of the Communication.
