Group #3

ABM 1103
David Berlo
–
™ David Kenneth Berlo
•  Born on 1929
•  Died 1996, St. Petersburg,
Florida
™ Theoretician
™ Founder of the Dept. of
Communication
•  Michigan State University
™ 1960 – The Process of
Communication
 SMCR
Model of Communication
 SMCR
Model of Communication
–
It focuses on encoding and decoding
which happens before the sender
sends the message and before the
receiver receives the message.
 Sender
–

Sender is the source of the message

or the person who originates the
message.
 Sender
–
™  Communication Skills
•  It includes the skills to speak, present, read, write,
listening and etc.
™  Attitude
•  It creates the effect of the message.
™  Knowledge
•  Familiarity with the subject of the message makes
the communicated message have its more effect.
 Sender
–
™  Social System
•  Values, beliefs, laws and etc. affects the sender’s way
of communicating. It creates difference in the
generation of message.
™  Culture
•  Culture differences make message different. A
person from one culture might find something
offensive which is very much accepted in other
culture.
 Message
–

Is the substance that is being sent by

the sender to the receiver.
 Message
–
™  Content
•  The thing that is in the message. The whole
message from beginning to end is the content.
™  Elements
•  The non-verbal things that tag along with the
content like gestures, signs, language, etc.
™  Treatment
•  The way in which the message is conveyed to the
receiver.
 Message
–
™  Structure
•  The structure of the message or the way it has been
structured or arranged, affects the feedback of the
receiver.
™  Code
•  The form in which the message is sent. It might be
in the form of language, text, video, etc.
 Channel
–

Channel is the medium used to send

the message.
 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.
 Channel
–
™  Smelling
•  We collect information from smelling.
™  Tasting
•  Taste also provides the information to be sent as a
message
 Receiver
–

Receiver is the person who get the

message sent in the process.
 Receiver
–
™  Communication Skills
•  It includes the skills to speak, present, read, write,
listening and etc.
™  Attitude
•  It creates the effect of the message.
™  Knowledge
•  Familiarity with the subject of the message makes
the communicated message have its more effect.
 Receiver
–
™  Social System
•  Values, beliefs, laws and etc. affects the sender’s way
of communicating. It creates difference in the
generation of message.
™  Culture
•  Culture differences make message different. A
person from one culture might find something
offensive which is very much accepted in other
culture.
Criticisms of Berlo’s
SMCR Model
 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 the communication process.
™ It is Linear Model of Communication, there is no
two way communication.
™ Both of the people must be similar according to all
the factors mentioned above.
Reference:

https://www.businesstopia.net/communication/
berlo-model-communication