David Berlo's communication model

David Berlo's SMCR Model

One of the most widely used communication model is SMCR model developed by Berlo. Although it is simple and versatile yet it presumes enormous background of behavioural science. This model illustrates the four basic concepts 
(a) Source
(a) Messages
(c) Channels
(d) Receivers.
All these concepts are interrelated and shouldn't be misunderstood. The elements are discussed below:


Source
Sender is the source of the message or the person who originates the message. The person or source sends the message to the receiver. The following are the factor related to sender and is also the same in the case of receiver.

• Communication Skills

Communication skills of a person is a factor that affects the communication process. If the sender has good communication skills, the message will be communicated better than if the sender’s communication skills are not good. Similarly, if the receiver can not grasp the message, then the communication will not be effective. Communication skills include the skills to speak, present, read, write, listening, etc.

• Attitude

The attitude of the sender and the receiver creates the effect of the message. The person’s attitude towards self, the receiver and the environment changes the meaning and effect of the message.

• Knowledge

Familiarity with the subject of the message makes the communicated message have its effect more. Knowledge on the subject matter makes the communicator send the message effectively.

• Social Systems

Values, beliefs, laws, rules, religion and many other social factors affect the sender’s way of communicating the message. It creates difference in the generation of message. Place and situation also fall under social systems.

• Culture

Cultural differences make messages different. A person from one culture might find something offensive which is very much accepted in another culture.

Message


A message is the substance that is being sent by the sender to the receiver. It might be in the form of voice, audio, text, video or other media. The key factors affecting the message are

• Content

Content is the thing that is in the message. The whole message from beginning to end is the content.

• Elements

Elements are the non verbal things that tag along with the content like gestures, signs, language, etc.

• Treatment

Treatment is the way in which the message is conveyed to the receiver. Treatment also effects the feedback of the receiver.

• Structure

The structure of the message or the way it has been structured or arranged, affects the effectiveness of the message.

• Code

Code is the form in which the message is sent. It might be in the form of language, text, video, etc.Channel

Channel is the medium used to send the message. In mass communication and other forms of communication, technical machines might be used as a channel like telephone, internet, etc. But in general communication, the five senses of a human being is the channel for the communication flow and it affects the effectiveness of the channel.:

• Hearing – We receive the message through hearing.
• Seeing – We perceive through seeing. We also get non-verbal messages by seeing.
• Touching – Many of the non-verbal communication happens from touching like holding hands.
• Smelling – We collect information from smelling.
• Tasting – Taste also provides the information to be sent as a message.

Receiver

Receiver is the person who gets the message sent in the process. This model believes that the thinking pattern and all other factors mentioned above must be in sync to that of the sender for the communication to be effective. The message might not have the same effect as intended if the receiver and sender are not similar. The receiver must also have a very good listening skill. Other factors are similar to that of the sender.