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Berlo's Model of Communication

Berlo's model of communication outlines four main components of the communication process: the source/sender, the message, the channel, and the receiver. It describes how factors like communication skills, attitudes, knowledge, and social systems of both the sender and receiver can impact the communication. The model focuses on how messages are encoded by the sender and then decoded by the receiver. It has been criticized for being a linear model that does not incorporate feedback and for requiring similarity between the sender and receiver.

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87 views2 pages

Berlo's Model of Communication

Berlo's model of communication outlines four main components of the communication process: the source/sender, the message, the channel, and the receiver. It describes how factors like communication skills, attitudes, knowledge, and social systems of both the sender and receiver can impact the communication. The model focuses on how messages are encoded by the sender and then decoded by the receiver. It has been criticized for being a linear model that does not incorporate feedback and for requiring similarity between the sender and receiver.

Uploaded by

Ruffa Mae
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Berlo’s Model of Communication

 In 1960 David Berlo postulated Berlo’s Sender – Message – Channel – and Receiver (SMCR)
model of communication from Shannon Weaver’s model of communication (1949). He
described factors affecting the individual components in the communication, making the
communication more efficient.
 The model also focuses on encoding and decoding which happens before sender sends the
message and before receiver, receives the message.

Components of Berlo’s Model of Communication

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

 The Communications Skills of a person affects the communication process


 The Attitude of the sender and the receiver creates the effect of the message.
 Knowledge – Familiarity with the subject of the message makes the communicated
message have its effect more.
 Social System - values, belief, law, rules 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 system
2. Message
A message is the substance that is being send by the sender to the receiver. It might be
in the form of voice audio, text, video or the media.

 Content – Content is the thing that is in the message. The whole message from
the beginning to the end of the content.
 Elements – Elements are the nonverbal things that tag along with the content
like gestures, signs, facial expressions and etc.
 Treatment – Treatment is the way in which the message is conveyed to 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 if
language, text and video.
3. Channel

Channel is the medium used to send the message. In mass communication and other
forms of communication technical machines might be used as channel like telephone,
internet and 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 nonverbal messages through
seeing.
 Touching – Many of the nonverbal communication happen from touching like
holding hands.
 Smelling – We collect information from smelling
 Tasting - Taste also provides the information to be sent as a message.
4. Receiver

It is the person who gets the message sent in the process. This model believes that the
thinking pattern and all the 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.

Similar factor from the source


 Communication Skills
 Attitude
 Knowledge
 Social System
 Culture

Criticism of Berlo’s SMCR Model

 There is no concept of feedback, so the effect is not considered


 It is a linear model of communication.
 Both of the people must be similar according to all factors mentioned above.

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