Message deals with the package of information or the content to be transferred by the source. Infact message is the physical product from the source that supply information, create feelings and impressions and change attitudes of the receivers. Message as per Berlo's S-M -C- R model has various components - content, code, treatment, elements and structure. Content is 'what's-it-about' in the message selected by the source to be passed on to the audience (receiver), that should be neither too much nor too little that may reduce communication effectiveness. Therefore, the message should be of just right quantity for the target audience. Content appears in some code - English or Hindi, pictures or words.
The source selects content and code and weaves them into his/her treatment that becomes the style of presentation of message. Treatment can be analyzed at various levels where elements can be isolated. These elements are organized into structures which in turn become elements at the next highest level of analysis. For example, written English code has letters for elements, these letters combine into words and thereafter, the words are structured into sentences. Consequently, each person packages information differently and thereby, the effectiveness of communication varies from person to person.
Last modified: Thursday, 19 January 2012, 10:58 AM
