David Berlo's Model of Communication

·     BACKGROUND

In 1960, David K. Berlo, wrote a book entitled El Proceso de la Comunicación or The Process of Communication. This work focused on the purpose and objectives of communication and addressed Berlo's model of communication which he developed from Claude Shannon and Warren Weaver's Mathematical Model. 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” (Berlo, David K., 1960, p. 8). His model includes verbal and non-verbal communications. It also considers the emotional aspect of the message.

The S-M-C-R Model of Communication

The S-M-C-R Model of Communication

The FOCUS

•  David K. Berlo's Model of Communication focuses on four elements, namely: the Source (S), the Message (M), the Channel (C), and the Receiver (R). Under each of these are different factors that affect the communication process. This model is an example of a linear model of communication.

The S-M-C-R Model of Communication

The SOURCE:

·        The Source (S) is the origin of the message. Also called the speaker, sender, or the encoder.

·        Factors affecting the Source:

·        Communication Skills – the ability of the speaker to communicate the message. It refers to his or her ability in speaking, listening, reading, writing, debating, and asking/answering questions.

·        Attitudes – the speaker's attitude towards the listeners, to the subject matter, and even to himself or herself.

·         Knowledge – how familiar, informed or educated is the speaker about the subject matter he or she will tackle. The source must be an expert about his or her subject.

·        Factors affecting the Message:

·        Code – includes the language, body movements, gestures, and expressions used by the speaker. He or she must be accurate in using these codes to avoid distortion and misinterpretation of the message.

·        The MESSAGE:

·        The Message (M) is the idea, opinion, emotion, or information conveyed by the speaker.

·         Factors affecting the Message:

·        Content – what is contained in the message.

·        Elements – the language, gestures, facial expressions, and postures used by the speaker to express his or her thoughts.

·        Treatment – how the message is being handled or treated by the speaker. The way the message is delivered to the audience.

·        Structure – how the message is arranged. The source must arrange his or her message in the most favorable manner possible to avoid distortion and miscommunication.

·        Factors affecting the Message:

·         Code – includes the language, body movements, gestures, and expressions used by the speaker. He or she must be accurate in using these codes to avoid distortion and misinterpretation of the message.

The CHANNEL:

·         The Channel (C) is the medium through which the message is delivered from the source to the receiver. The five senses.

·        Factors affecting the Channel:

·        Hearing – the faculty of the ears. Used in hearing speeches and oral activities.

·        Seeing – the faculty of the eyes. Used in watching visual presentations.

·        Touching – the faculty of the skin or hands. Used to hold materials.

·        Factors affecting the Channel:

·         Smelling – the faculty of the nose. Used to distinguish different types of odor.

·        Tasting – the faculty of the tongue. Used to differentiate flavor.

The RECEIVER

·        The Receiver (R) is the one who receives, understands, analyzes, and interprets the message. Also known as the listener, audience, or the decoder.

·        According to Berlo's model, communication will take place properly if the receiver is on the same level with the speaker. Hence, the factors that influence the receiver and the source are the same.

·        Factors affecting the Receiver:

·        Communication Skills – the receiver should possess good communication skills to be able to understand the message delivered by the source.

·         Factors affecting the Receiver:

·        Attitudes – the receiver should have the right attitude towards the source, the message, and towards himself or herself to be able to grasp the message in a positive way.

·        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.

The DISADVANTAGES

·        It is a linear model of communication; therefore, it does not give much credit to feedback.

·         It does not include the barriers of communication.

·         It does not mention communication interference or “noise.”

·         The claim that the source and the receiver must be on the same level when it comes to communication skills, attitudes, knowledge, social system, and culture is quite impossible. No two individuals have the same level of experience.

REFERENCES

·         Albaugh, N., Henderson, K., Miosky, K., & Papini, A. (n.d.). Explanation of SMCR Model. Retrieved June 23, 2013, from http://www.uri.edu/personal/carson/hendersonk/explanation.html

·         Berlo's Model of Communication. (n.d.). Retrieved June 23, 2013, from http://www.managementstudyguide.com/berlo-model-of-communication.htm

·         Berlo’s SMCR Model of Communication. (2010). Retrieved June 20, 2013, from http://communicationtheory.org/berlos-smcr-model-of-communication/