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Berlo, at the
age of 29, received his doctorate
degree in the study of
communication from the University
of Illinois.
He functioned in the role of
educator, author, and communication
department chair at MSU for 14
years, from the department’s
inception in 1957 through 1971.
In 1960, David K. Berlo, wrote a
book entitled El Proceso de la
Comunicación or the process of
communication.
The Work focused on the purpose and objectives of
communication and addressed Berlo’s Model of
Communication which he developed from Claude
Shannon and Warron’s Weaver’s mathematical
Model.
In his book he stressed the importance of the
perception of the source in the “eye” of the receiver
and also the channel(s) by which the message is
delivered.
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”.
His model includes verbal and Non-verbal
communications. It also considers the emotional
aspects of the message.
BERLO’S SMCR MODEL OF
COMMUNICATION
While the Aristotle model of communication puts the speaker in
the central position and suggests that the speaker is the one who
drives the entire communication.