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BERLOS MODEL OF
COMMUNICATION
The simplest and most influential
message-centered model of our time camefrom David Berlo. -Ehninger, Gronbeck
and Monroe
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DAVID K. BERLO
Communications theorist and consultant
In his book The Process ofCommunication, he
pointed out the importance of the psychologicalview in his communication model.
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DAVID K. BERLO
Contended that one could prepare a list of the
components of the communication process, but that
would not capture the essence of the process, itsdynamic nature.
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BERLOS MODEL (1970)
Also called S-M-C-R Model
Essentially an adaptation of the Shannon-Weaver
model Emphasized communication as a process
Elaborated on message and channel
Expanded the concept of fidelity
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BERLOS CONCEPT OF FIDELITY
The degree to which a communication is effective in
achieving the purpose of the sender
Fidelity can apply to the communication as a whole, or to
the components of it
Fidelity is a key concept for multimedia
Affected by communication skills, attitudes, knowledge
level and position with a socio-cultural system
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SOURCE
Might be one person, a group of people, or a company,
organization, or institution
Operates based on:
Communication skills (abilities to think, write, draw, speak)
Attitude (towards the audience, subject matter, or any factor
relevant to the situation)
Socio-cultural context in which the source lives (social background,
education, friends, salary, culture)
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MESSAGE
Has to do with the package to be sent by the source
The code or language chosen
Natural Languages (English, Filipino)
Others (music, art, gestures)
Selection of the content and organizing it into more
acceptable treatment for the given audience or specific
channel are necessary steps to successfully deliver the
message
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CHANNEL
The material actually carrying the message (computerwires, the air)
Form of energy carrying a message (electricity, sound, light)
Mechanism for encoding and decoding a message (fingerson keyboard, scanner, digital camera, microphone)
Kind and number of channels to use may depend onpurpose. Multiple channels enhance effectiveness.
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RECEIVER
The final link in the communication process
Person or persons who make up the audience
May have more or less knowledge than the source
The communication skills of the receiver are considered indetermining how the source will operate.
Socio-cultural context could be different from that of thesource, but it is still involved. Each will affect the receiversunderstanding of the message.
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Significant after the WWII because:
The idea of source was flexible enough to include oral,
written, electronic, or any other kind of symbolic
generator-of-messages.
Message was made the central element, stressing the
transmission of ideas.
Recognized that receivers are important to communication
for they are the targets
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Significant after the WWII because:
The notions of encoding and decoding
emphasized the problems in translating own
thoughts into words or other symbols and indeciphering the words or symbols of others into
terms that are understandable.
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Weaknesses
Tends to stress the manipulation of the message (the
encoding and decoding process)
Implies that human communication is like machine
communication
Seems to stress that most problems in human
communication can be solved by technical accuracy by
choosing the right symbols, preventing interference, and
sending efficient messages.
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Weaknesses
But even with the right symbols, people
misunderstand each other. Problems in meaning
and meaningfulness often arent a matter ofcomprehension, but of reaction, of agreement, of
shared concepts, beliefs, attitudes, values.
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COMPARE AND CONTRAST
A linear model
Encoding and decoding became actions for the
source and receiver Identified controlling factors for 4 different
elements of communication (indicating
communication skills)
Most of the time applied on multimedia theories
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Net Sources:
http://extension.missouri.edu/explore/comm/c
m0109.htm
http://www.shkaminski.com/Classes/Handouts/Communication%20Models.htm
www.uky.edu/~rst/mmbook/ch5.ppt
http://www.cultsock.ndirect.co.uk/MUH
ome/cshtml/introductory/smcr.html
