Berlo’s S-M-C-R Model;

David K. Berlo, a communication theorist and consultant developed a

model name S-M-C-M-R model of communication in 1960 in his book
‘’the process of communication’’. Berlo pointed out the importance of
the psychological view in his communication model. The four part of
Berlo’s S-M-C-R model are S = source, M = message, C = channel, and R
= receiver. The model is as follows:

S (Source)=> M (Message)=> C (Channel)=> R (Receiver)

The elements of Berlo’s model are discussed below:

• ii. Attitudes toward audience, the subject matter etc.
• Knowledge of the subject, the audience and the situation.
• Social background, education friend, salary, culture etc.
Source: The first element of berlo’s communication model is the
source. All communication must come form some sources. The source
might be one person, a group of people of a company. Several things
determine how a source will operate in the communication process
such as:i. Communication skills like abilities to think, write, draw and
speak.
Message: Message is the information, view of thoughts to be sent by
the source. The source must choose the code or language for sending
the message.
Channel: The channel is the method such as telegraph, newspaper,
radio, letter; poster or other media through which the message will be
transmitted.
Receiver: Receiver is the final element in the communication process.
The receiver is the audience of the message.