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Berlo's smcr model of communication

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Berlo's smcr model of communication

  1. 1.  In 1955, David K. Berlo, at the age of 29, received his doctorate degree in the study of communication from the University of Illinois.  He functioned in the role of educator, author, and communication department chair at MSU for 14 years, from the department’s inception in 1957 through 1971.  In 1960, David K. Berlo, wrote a book entitled El Proceso de la Comunicación or the process of communication.
  2. 2.  The Work focused on the purpose and objectives of communication and addressed Berlo’s Model of Communication which he developed from Claude Shannon and Warron’s Weaver’s mathematical Model.  In his book he stressed the importance of the perception of the source in the “eye” of the receiver and also the channel(s) by which the message is delivered.  In this book Berlo quoted Aristotle, saying that “the prime goal of communication was persuasion an attempt to sway other men to the speaker’s point of view”.  His model includes verbal and Non-verbal communications. It also considers the emotional aspects of the message.
  4. 4.  While the Aristotle model of communication puts the speaker in the central position and suggests that the speaker is the one who drives the entire communication.  David k. Berlo’s model of coomunication focus on four elements namely: the source, the message, the channel, and receiver.  Berlo’s model of communication takes into account the emotional aspect of the message. Berlo’s model of communication operates on the SMCR model.  This model is an example of linear model of communication.
  5. 5. S – Source The source (S) in other words also called the sender is the one from whom the thought originates. He is the one who transfers the information to the receiver after carefully putting his thoughts into words. Factor’s affecting the source:  Communication Skills An individual must possess excellent communication skills to make his communication effective and create an impact among the listeners. The speaker must know where to take pauses, where to repeat the sentences, how to speak a particular sentence, how to pronounce a word and so on. The speaker must not go on and on. He should also make a point to cross check with the recipients and listen to their queries as well. An individual must take care of his accent while communicating. A bad accent leads to a boring conversation.
  6. 6.  Attitude The speaker attitude towards the audience, subject and toward one-self . For e.g. for the student the attitude is to learn more and for teachers wants to help teach.  Knowledge The knowledge about the subject one is going to communicate for e.g. whatever the teacher communicates in the class about the subject so having knowledge in what you are communicating.  Social System The social system includes the various aspects in the society like values, beliefs, culture, religion and general understanding of the society for e.g. classroom differs from country to country like behaviors, how we communicate etc.  Culture The total way of life of a people.
  7. 7. M- Message The Message (M) is the idea, opinion, emotion or information conveyed by the speaker. Factor’s affecting the 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.
  8. 8.  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.
  9. 9. C- 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 Factor’s affecting the Channel:  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.
  10. 10.  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.g. Food can be tasted and communication can happen.
  11. 11. R- Receiver The Receiver (R) is the one who receives understands, analyze and interprets the message, Also known as the listener, audience or the decoder. According to the Berlo’s model of communication, communication will take place properly if the receiver is on the same level with the speaker. Hence the factors that influence the receiver and the source are the same. Factor’s affecting the Channel:  Communication Skills The receiver should possess good communication skills to be able to understand the message delivered by the source.  Attitudes The receiver should have the right attitude towards the source, the message and towards himself or herself to be able to grasp the message in positive way.
  12. 12.  Knowledge The receiver must know something about the subject.  Social System The receiver should be of the same social system as the speaker  Culture The receiver must have the same cultural background with the souce.
  13. 13.  It is a linear model of communication. So it does not give credits to the feedback.  Needs people to be on the same level for communication to occur but not true in real life.  It does not mention communication interference or “noise”.  It does not include the barriers of the Communication.
  14. 14.  http://www.managementstudyguide.com/berlo-model- of-communication.htm  http://www.communicationtheory.org/berlos-smcr- model-of-communication  http://www.binarywranglers.wikifoundry.com/page/ Berlo+Biography