S-M-C-R Model of Communication by David Berlo

 

David Berlo’s SMCR Model

In 1960, David Berlo elaborated on the Shannon and Weaver Mathematical Model, and created another model which is called the SMCR model- ‘SENDER- MESSAGE- CHANNEL- RECEIVER MODEL’ and published it in a book titled El Proceso de la Comunicación (The Process of Communication). Berlo’s model depicted how there were several factors that influenced each element in the process of communication.

The source encodes the message through a channel which is decoded by the receiver. This is a linear model. The stress is placed on the message which is to be transmitted. David Berlo’s Model can ideally be used for Oral Communication.

 

Some important elements of this model were: 

He included the ‘Channel’ as his element as he foresaw the arrival of mass media as the circulation of the Newspaper had already begun. 

The Sender and the Receiver

An important factor of Berlo’s Model is that it shows there are external factors that influence the entire process. For instance the Sender sends the message, but can be influenced by the social system, communication skills, attitudes, etc.

The Receiver too receives his or her message based on the factors that influence the receiver. The factors that create an influence on the Sender while sending a message are also factors that influence a Receiver and the manner in which the receiver receives the message. Sender and receiver are surrounded by factors that influence them individually which the message is sent across. 

 

For instance, the source and the recipient communicate based on their communication skills, attitudes, knowledge, social system, culture- as the picture above shows. What do we understand by it?

Communication skills: 

If an individual has good communication skills, the communication surely is better as the receiver is able to grasp the message quickly.

Poor communication skills can hamper a healthy communication.

Communication skills include varied skills like fluent speaking, clear presentation, clear reading/ writing, careful listening, avoiding clutter, cutting the other person short, etc.

Attitude:

The sender’s attitude is of equal importance as is the recipient’s attitude in order to create the impact of the message.

A person’s attitude depends on his/ her understanding of self, the other, and the environment around. The attitude can create a whole lot of meaning and influence the effect of the message. A sender and a recipient’s attitude matters.

Knowledge:

Communication can be powerful, when the individual communicating has in-depth knowledge of the topic or the subject that one is talking about. This teamed with an open attitude also allows a give and take of knowledge, sharing of view- points and a better outcome of the communication.

Knowledge on the subject of conversation is important, all the more, since today’s technology does not permit to you go laxed. People verify and respond to ignorance.

Social Systems:

As human beings, we are born into a family that belongs to a particular social system. May be a particular family unit, community, schooling institute, organisation, industry, etc. The individual’s location, socioeconomic status, race, religion, societal function, are all influential factors.

Every individual communicates and every recipient receives and interprets the message according to these factors that are constantly within us and are an integral part of us.

Culture:

As human beings, we are born into a family that follows, certain traits that includes, their faith practices, their beliefs, their community or ethnic orientations, their values, the laws they abide with, the societal norms they follow, and many other social factors. Cultural nuances enhance any communication. What might be appealing and beautiful in one culture, maybe highly derogatory in another culture.

While communicating, it is advisable to understand the recipient of the message and the cultural background before the message is spoken. On the other hand, a recipient too must understand, the communicator’s cultural context before retaliating or reacting. 

 

The Message and the Channel

The same goes for the Message and the manner in which it is communicated. The content of the message and the way in which it is structured and delivered or transmitted matters. Here, Code is attributed to the form in which the Message may be communicated. Later researchers have attributed to Code as either textual, verbal or visual style of encoding one's message. 

Berlo has also shown the different ways in which communication can occur by showing different aspects of the ‘Channel.’ He uses the five senses of the Human being to explain the channel through which the message is given.

Problems with Berlo’s Model

•  It is a linear Model so, there is no concept of feedback. It shows just one-way of communication.
  
• There is no concept of Noise or Barriers in this model of communication
• Some scholars mention the lack of the concept of the sixth sense or feelings that can effect communication.
• It does not highlight the complexity of Communication; rather shows communication as an extremely simplified process.