BERLO’S SMCR

MODEL OF
COMMUNICATION
 Who is Berlo?
• 1929-1996
• American communication
theorist
• 11th president of Illinois State
University

David Kenneth
Source: https://library.illinoisstate.edu/ Berlo
 History of the Berlo’s SMCR Model of
Communication
-In 1960, David Berlo postulated Berlo's Sender-Message-Channel-Receiver (SMCR)
model of communication from Shannon Weaver's Model of Communication. (1949)
-And later on, he expanded on this linear communication model and created the SMCR
Model of Communication.
-He also described factors affecting the individual components in the communication
making the communication more efficient.
-Today, the sender-receiver framework is often used in communication sciences.
 BERLO’S SMCR MODEL OF
COMMUNICATION

source: https://newsmoor.com/wp-content/uploads/2021/02/Berlo-SMCR-model-of-communication-scaled.jpg
 COMPONENTS OF BERLO’S
SMCR MODEL OF
COMMUNICATION
Sender Message Channel Receiver
Factors that affect the The message is influenced Humans have the following Factors that affect the
source: by: senses: source:
• Communication skills • Content • Hearing • Communication skills
• Attitude • Elements • Seeing • Attitude
• Knowledge • Treatment • Touching • Knowledge
• Social systems • Structure • Smelling • Social systems
• Culture • Code • Tasting • Culture

Source: https://www.toolshero.com/
 ADVANTAGES AND DISADVANTAGE
OF BERLO’S SMCR MODEL OF
COMMUNICATION.
a). No feedback / don’t know about
Unlike other models, SMCR model the effect
elaborates the sub sects of major b.) Does not mention barriers to
components indicating the influence of communication
c.) No room for noise
external factors like culture, language, d. Complex model
text and social system and sensory e.) It is a linear model of
organs on communication process. communication
f.) Needs people to be on same level
for communication to occur but not
true in real life
g.) 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.).
source: https://lms.su.edu.pk/lesson
THANK YOU!
GROUP MEMBERS;
Menchie Lachica, Bsed Fil-1
Aida Mohamad, Bsed Fil-1
Fatna Matanog, Bsed Fil-1
Mingca Rakimah, Bsed Fil-1
Fiea Ann Mamaril, Bsed Soc-1