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Berlo’s model of communication operates on the SMCR model. David Berlo’s S-M-C-R (Source-Message-Channel-Receiver) Model is the simplest and most popular message-centered model of communication. It is essentially an adaptation of the Shannon-Weaver model. A given source may have a high level of skill not shared by one receiver, but shared by another. We cannot predict the success of the source from her skill level alone. [pic] <> Culture of the particular society also comes under social system. Message Content – The beginning to the end of a message comprises its content for e. g.

From beginning to end whatever the class teacher speaks in the class is the content of the message. Elements – It includes various things like language, gestures, body language etc, so these are all the elements of the particular message. Content is accompanied by some elements. Treatment – It refers to the packing of the message. The way in which the message is conveyed or the way in which the message is passed on or deliver it. Note: When it is too much treatment also the communication will not happen properly. Structure- The structure of the message how it is arranged, the way you structure the message into various parts.

Note: Message is the same but if the structure is not properly arranged then the message will not get to the receiver. Code- The code of the message means how it is sent in what form it could be e. g. language, body language, gestures, music and even culture is a code. Through this you get/give the message or through which the communication takes place or being reached. Note:  Only when the code is proper, the message will be clear, improper use may lead to misinterpretation. Channel-   It is nothing but the five senses through this only we do. The following are the five  senses which we use ? Hearing ? Seeing Touching ? Smelling ? Tasting Whatever communication we do it is there either of these channels. Hearing: The use of ears to get the message for e. g. oral messages, interpersonal etc. Seeing: Visual channels for e. g. TV can be seen and the message is delivered. Touching: The sense of touch can be used as a channel to communicate for e. g. we touch and buy food, hugging etc. Smelling: Smell also can be a channel to communicate for e. g. perfumes, food, charred smell communicates something is burning, we can find out about which food is being cooked etc. Tasting : The tongue also can be used to decipher e. . Food can be tasted and communication can happen. 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 : Who receives the message and decodes it is referred to as decoder. Receiver: The receiver needs to have all the thinks like the source. This model believes that for an effective communication to take place the source and the receiver needs to be in the same level, only if the source and receiver are on the same level communication will happen or take place properly.

So source and receiver should be similar For e. g. Communication skills on source side is good then the receiver should equally have good listening skills. We cannot say the entire message passed doesn’t reaches the receiver has it is because the receiver may not good in listening, so only for the effective communication the source and the receiver to be in the same level. Note: Self image differs from person to person, for communicating the person should consider the receiver. Keep the receiver in mind, speak accordingly and give them what they need.

Criticism of berlo’s smcr model of communication: 1. No feedback / don’t know about the effect 2. Does not mention barriers to communication 3. No room for noise 4. Complex model 5. It is a linear model of communication 6. Needs people to be on same level for communication to occur but not true in real life 7. Main drawback of the model is that the model omits the usage of sixth sense as a channel which is actually a gift to the human beings (thinking, understanding, analyzing etc)



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