Berlo's Model

BERLOS SMCR MODEL OF COMMUNICATION
in COMM UNI CA T I ON MO DE LS , IN TE RPE RSON A L C OMMUN IC A TI ON
The berlos model follows the smcr model this model is not
specific to any particular communication.
Berlos model lives a number of factors under each of the
elements :
Source: The source is were the message originates.
Communication skills It is the individuals skill to
communicate (ability to read, write, speak, listen etc)
Attitudes The attitude towards the audience, subject
and towards one self for e.g. for the student the 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.
Note: It is not talking about the general knowledge it is all

about the knowledge of the subject, so it is the familiarity
of what you are communicating.
Social system The Social system includes the various
aspects in society like values, beliefs, culture, religion and
general understanding of society. It is were the
communication takes place.
For e.g. class room differs from country to country like
behaviors, how we communicate etc.
Note: We can communicate only to the extent that the
social system allows, when we communicate take social
system into account.
Culture: Culture of the particular society also comes
under social system.
All to this model, only if you have the above in the proper
or adequate proportion v can communicate.
Encoder: The sender of the message (message originates)
is referred as encoder, so the source is encoding the
message here.
Message
Content The beginning to the end of a message
comprises its content for e.g. From beginning to end
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 elements
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.
Note: When it is too much treatment also the
communication will not happen properly.
Structure The structure of the message how it is
arranged, the way you structure the message into various
parts.
Note: Message is the same but if the structure is not
properly arranged 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, body language,
gestures, music and even culture is a 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.
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
Whatever communication we do it is there either of these
channels.
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.
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 also can be a channel to communicate
for e.g. perfumes, food, charred smell communicates
something is burning, we can find out about which food is
being cooked etc.
Tasting : The tongue also can be used to decipher e.g.
Food can be tasted and communication can happen.
Note: Despite not mentioning a medium we need to
assume that as communication is taking place channels
can be any of the 5 senses or combination.
Decoder : Who receives the message and decodes it is
referred to as decoder.
Receiver: The receiver needs to have all the thinks like
the source.
This model believes that for an effective communication to
take place the source and the receiver needs to be in the
same level, only if the source and receiver are on the same
level communication will happen or take place properly.
So source and receiver should be similar
For e.g. Communication skills on source side is good then
the receiver should equally have good listening skills.
We cannot say the entire message passed doesnt reaches
the receiver has it is because the receiver may not good in
listening, so only for the effective communication the
source and the receiver to be in the same level.
Note: Self image differs from person to person, for

communicating the person should consider the receiver.
Keep the receiver in mind, speak accordingly and give
them what they need.
Criticism of berlos smcr model of
communication:
1. No feedback / dont know about the effect
2. Does not mention barriers to communication
3. No room for noise
4. Complex model
5. It is a linear model of communication
6. Needs people to be on same level for communication
to occur but not true in real life
7. Main drawback of the model is that the model omits
the usage of sixth sense as a channel which is actually a
gift to the human beings (thinking, understanding,
analyzing etc).
Berlo's SMCR Model of Communication

Home Communication Berlo's SMCR Model of Communication
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In 1960, David Berlo postulated Berlo's Sender-Message-Channel-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.
This model also focuses on encoding and decoding which happens before
sender sends the message and before receiver receives the message
respectively.
Components of Berlo's Model of

Communication
Berlo's Model has mainly, four components to describe the communication
process. They aresender, message, channel and receiver. Each of the
component is affected by many factors.
S -Sender
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.
M-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.
C-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.
R- 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.
Communication skills
Attitudes
Knowledge
Social Systems
Culture
Criticisms of Berlo's SMCR Model:
There is no concept of feedback, so the effect is not considered.
There is no concept of noise or any kind of barriers in communication

process.
It is a linear model of communication, there is no two way communication.
Both of the people must be similar according to all the factors mentioned
above.
Submitted by Sneha Mishra
Sources:
https://www.businesstopia.net/communication/berlo-model-communication
http://communicationtheory.org/berlos-smcr-model-of-communication/
http://www.slideshare.net/iansagabaen28/david-berlos-model-of-communication

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What are the elements of Berlo's SMCR model of communication?

What are the elements of Berlo's SMCR model of communication?

What factors affect the source in Berlo's model?

What factors affect the source in Berlo's model?

BERLOS SMCR MODEL OF COMMUNICATION

in COMM UNI CA T I ON MO DE LS , IN TE RPE RSON A L C OMMUN IC A TI ON

Note: It is not talking about the general knowledge it is all

Treatment It refers to the packing of the message. The

Seeing: Visual channels for e.g. TV can be seen and the

Note: Self image differs from person to person, for

Berlo's SMCR Model of Communication

In 1960, David Berlo postulated Berlo's Sender-Message-Channel-Receiver

Components of Berlo's Model of

Hearing- We receive the message through hearing.

Seeing- We perceive through seeing. We also get non-verbal messages by

Touching- Many of the non-verbal communication happens from touching

Smelling- We collect information from smelling.

Tasting- Taste also provides the information to be sent as a message.

Criticisms of Berlo's SMCR Model:

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

There is no concept of noise or any kind of barriers in communication

It is a linear model of communication, there is no two way communication.

Submitted by Sneha Mishra

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