BERLO MODEL-SMCR Model 1960

Berlo Model 1960

By David Berlo, also called SMCR model or Model of Ingredients.

It give controlling factors for 4 identified components of communication: Source

Message

Channel

Receiver

Controlling factors:

Source: Communication Skills

                        Attitudes

                        Knowledge

                        Social System

                        Culture.

Message: Elements(Gestures, signs, language)

                        Structure

                        Content

                        Treatment

                        Code

Channel:  Seeing

                        Hearing

                        Tasting

                        Smelling. Etc.

Receiver: Communication Skills

                        Attitudes

                        Knowledge

                        Social System

                        Culture.

This Model also focuses on Encoding and Decoding  which happens before sender sends the message and before receiver receives the message respectively.