Berlo Model of Communication

Berlo Model of Communication

1. Berlo’s S-M-C-R Model of Communication

2. PROPONENT 1

3. Project analysis slide 2 David Kenneth Berlo 1 2 3 4 5 6 David Kenneth Berlo (1929-1996) was an American communications theorist. He taught at the Michigan State University and later served as president of Illinois State University He was raised in St. Louis Missouri, and studied psychology at the University Of Illinois at Urbana Campaign Berlo remained at UIUC to pursue his doctorate in communication under Wilbur Schramm . Berlo was the founding chairman of the faculty of Communication at Michigan State University, serving from 1958 to 1971 He assumed the presidency at Illinois State University in 1971, only to resign in 1973 after his use of university funds came into questions. Berlo moved to St. Petersburg, Florida, where he died at the age of 66 on February 23, 1996

4. MODEL 2

5. The B erlo’s Model 5 Berlo’s Model has mainly, four components to describe the communication process. They are  sender, message, channel and receiver. Each of the component is affected by many factors.

6. S- S ender Sender is the source of the message or the person who originates the message. The person or source sends the message to the receiver.

7. A message is the substance that is being sent by the sender to the receiver. It might be in the form of voice, audio, text, video or other media. M-Message

8. Channel is the medium used to send the message. In  mass communication and other forms of communication, technical machines might be used as a channel like telephone, internet, etc. But in general communication, the five senses of a human being is the channel for the communication flow and it affects the effectiveness of the channel. C-Channel

9. Receiver is the person who gets the message sent in the process. This model believes that the thinking pattern and all other factors mentioned above must be in sync to that of the sender for the communication to be effective. The message might not have the same effect as intended if the receiver and sender are not similar. The receiver must also have a very good listening skill. R-Receiver

10. Communication Skills Attitude Knowledge Social Systems Content Elements Treatment Structure Code Hearing Seeing  Touching Smelling Tasting Communication Skills Attitude Knowledge Social Systems Culture Components SENDER MESSAGE CHANNEL RECEIVER

11. BENEFITS 3

12. Benefits - It is clear that the message and the medium are aligned with the recipient.

13. CRITICISM 4

14. No feedback / don’t know about the effect 14 Does not mention barriers to communication No room for noise Complex model It is a linear model of communication Criticisms of Berlo’s SMCR Model of Communication 1 2 3 4 5 Reference : The basics you can find anywhere 5 Steps To Successful Storytelling Published on April 5, 2014 Featured in: Marketing & Advertising

15. Needs people to be on the same level for communication to occur but not true in real life 15 Main drawback of the model is that the model omits the usage of sixth sense a channel which is actually a gift to the human beings (thinking, understanding, analyzing etc ). 6 7 Reference : The basics you can find anywhere 5 Steps To Successful Storytelling Published on April 5, 2014 Featured in: Marketing & Advertising Criticisms of Berlo’s SMCR Model of Communication

16. CONNECTION TO MIL 5

17. Proximity 17 Language 1 2 Reference : The basics you can find anywhere 5 Steps To Successful Storytelling Published on April 5, 2014 Featured in: Marketing & Advertising Connection of the Model to MIL

18. BERLO’S SMCR MODEL OF COMMUNICATION End of Presentation

19. Credits sender by Gregor Cresnar from the Noun Project five senses by Basti Steinhauer from the Noun Project Mail by Verry from the Noun Project person by Guilherme Furtado from the Noun Project https://www.businesstopia.net/communication/berlo-model-communication