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.
The model also focuses on encoding and decoding which happens before sender sends the
message and before receiver receives the message respectively.

Berlo’s Model has mainly, four components to describe the communication process. They
are sender, message, channel and receiver. Each of the component is affected by many factors.
Components of Berlo’s Model of Communication
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.
Berlo’s model follows the SMCR model. This model is not specific to any particular
communication.

Berlo’s model includes a number of factors under each of the elements:

Source: The source is situated where the message originates.

Communication skills – It is the skill of the individual to communicate. For example,
the ability to read, write, speak, listen etc.
Attitudes – This includes attitudes towards the audience, subject and towards oneself.
For example, for the student, the attitude is to learn more and for teachers, it is to help
teach.
Knowledge– Communicating also means that the person needs to be knowledgeable
about the subject or topic. For e.g. a teacher needs to know about the subject in detail
that he or she teaches so that they can communicate properly such that the students
understand here.
Note: It refers, not to the general knowledge, but to the knowledge of the subject that
the person is communicating and their familiarity with it.
Social system – The social system includes the various aspects of society like values,
beliefs, culture, religion and a general understanding of society. It is where the
communication takes place.
For example, classrooms differ from country to country just like people’s behaviours and
how they communicate, etc.

Note: We can communicate only to the extent that the social system allows. When we
communicate, we take the social system into account.
Culture: Culture of a particular society also comes under the social system.
According to this model, people can communicate only if the above requirements are
met in the proper or adequate proportion.

Encoder: The sender of the message, from where the message originates, is referred to
as the encoder. So the source encodes the message here.
Message
Content – The body of a message, from the beginning to the end, comprises its content.
For example, whatever the class teacher teaches in the class, from beginning to end, is
the content of the message.
Elements – It includes various things like language, gestures, body language, etc. They
constitute all the elements of a particular message. Any content is accompanied by some
elements.
Treatment – It refers to the packing of the message and the way in which the message
is conveyed or the way in which it is passed on or delivered.
Note: When there is too much treatment, communication will not go smoothly.
Structure– The structure of the message refers to how it is arranged; the way people
structure the message into various parts.
Note: Message is the same, but if the structure is not properly arranged then the
receiver will not understand the message.
Code– The code of the message refers to the means through which it is sent and in what
form. It could be, for example, language, body language, gestures, music, etc. Even
culture is a code. Through this, people give and receive messages and communication
takes place.
Note: Only when the code is clear, the message will be clear. The wrong usage may lead
to misinterpretation.
Channel– It refers to the five sense organs. The following are the five senses:
 Hearing
 Seeing
 Touching
 Smelling
 Tasting
Communication occurs through one or more of these channels.

Hearing: The use of ears to receive the message. For example, orally transmitted
messages, interpersonal communication etc.
Seeing: Visual channels, for example, Watching television so the message is conveyed
through the scene/film.
Touching: The sense of touch can be used as a channel to communicate. For example,
we touch, buy food, hugging our loved ones,etc.
Smelling: Smell also can be a channel to communicate. For example, perfumes, food,
fragrances etc. Charred smell communicates something is burning. People can deduct
which food is being cooked by its smell etc.
Tasting : The tongue is a muscular organ used in the act of eat and taste food. For
example, while a food is being shared, the communication can happen regarding its
taste.
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 : The person who receives the message and decodes it is referred to a decoder.
Receiver: The receiver needs to think all the contents and elements of the source, so as
to communicate/responds to sender effectively.;
Berlo’s model believes that for effective communication to take place, the source and the
receiver need to be on the same level. Only then communication will happen or take
place properly. Hence, the source and the receiver should be similar.

For example, if the communication skill of the source is good, then the receiver should
have equally good listening skills.

It cannot be said that the receiver does not receive the whole message because even
though he may receive it, but may not be able to interpret its meaning. For effective
communication, the source and the receiver need to be on the same level.

Note: Self-image differs from person to person. For communication, the person should
consider the receiver, speak accordingly and give them what they need.
Criticism of Berlo’s SMCR model of communication:
1. There is a lack of feedback. The effects are practically unknown.
2. It does not mention the barriers to communication.
3. There is no room for noise.
4. It is a rather complex model.
5. It is a linear model of communication.
6. It requires people to be on the same level for effective communication to happen.
However, that rarely happens in everyday life.
7. The main drawback of the model is that it omits the usage of sixth sense as a
channel of communication, which is an asset to human beings (thinking,
understanding, analyzing etc.)