COMMUNICATION AND ADOPTION 3(3+0)

Lesson 11 : Process of Communication

SMCR Model of Berlo

Berlo’s model is simple and versatile and depicts four key components- source, message, channel, and receiver. An important concept of feed back has been included in the model that links receiver with source. Source is the transmitter of message. Message is the content- what’s-it-about. Channel is the carrier of message. Receiver is the consumer of message. Feedback is the linkage between receiver and source. The source has communication skill, attitudes, knowledge and exists in social- cultural context. The message has content and code that are treated at various levels according to the elements and ultimately structured for transmission to audience through some channel. Like the source, the receiver also has communication skill, attitude, knowledge social and cultural context. In the model the message of the source to the receiver that elicits some behaviour is termed as feed back that helps to modify successive messages.