David Berlo's SMCR Model
of Communication
David Kenneth Berlo
Founder of the Department of Communication at Michigan State University.
-Born in 1929 in St. Petersburg, Florida
-A theoretician
-Devised a communication model SMCR
-Wrote the book A Philosophy of Education and The process of Communication
David Berlo’s SMCR Model of Communication represents the process of communication in its simplest form. The acronym SMCR stands for Sender, Message, Channel, and Receiver.
Sender
Sender
is an individual, group, or organization who initiates the communication. This source is initially responsible for the success of the message.
It is the skill of the individual to communicate.
Communication
Skills
This includes attitudes towards the audience, subject and towards oneself.
Attitudes
Knowledge
Communicating also means that the person needs to be knowledgeable about the subject or topic.
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.
Culture
Culture of a particular society also comes under the social system.
Message
Message
The message is the information that is sent from the source to the receiver. This procedure is called encoding. There are five factors that affect the message:
Content
the message from the beginning to the end. Content is the thing that is in the message.
Element
the non-verbal aspects (gestures/signs) that may influence the message.
Treatment
the way the message is sent. It is the way in which the message is conveyed to the receiver.
Structure
the way the message is structured. This is how the receiver will understand you if it is properly structured.
The form of how the message was conducted can be text, videos, verbally, non verbal and etc…
Codes
Channel
Channel
A communication channel is the medium, mean, manner or method through which a message is sent to its intended receiver.
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. People can deduct which food is being cooked by its smell etc.
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.
Tasting
Receiver
Receiver
The receiver is the person who receives the message and who understand or interprets the message of the sender. According to Berlo’s model an effective communication can be achieved if the sender and the receiver is in the same level.
It is the skill of the individual to communicate.
Communication
Skills
This includes attitudes towards the audience, subject and towards oneself.
Attitudes
Knowledge
Communicating also means that the person needs to be knowledgeable about the subject or topic.
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.
Culture
Culture of a particular society also comes under the social system.