Lecture #8
THE SMCR MODEL
THE FOCUS
David K. Berlo’s Model of communication focuses on four elements, namely: source(S), the
Message (M), the channel(C) and the receiver (R). Under each of these different factors that
affect the communication process. This model is example of a linear model of communication.
THE SOURCE
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The source(S) is the origin of the message. Also called the speaker, sender, or the
encoder.
Factors Affecting the source
 Communication Skills: The ability of the speaker to communicate the message. It refers
to his/her ability in speaking, listening, reading, writing, debating, and answering
questions.
 Attitude: The speaker’s attitude towards the listeners, to the subject matter, and even to
himself or herself.
 Knowledge: How informed, familiar or educated is the speaker about the subject matter
he/she will tackle. The source must be an expert about his/ her subject.
 Social System: the social background. Refers to the system of values, beliefs, religion,
culture, and tradition of a certain society, affecting the common understanding of the
people.
 Culture: the total way of life of a people (in society).
THE MESSAGE
The message is the idea, opinion, emotion or information conveyed by the speaker.
Factors Affecting the Message
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Content: What is contained in the message.
Elements: the language, gestures, facial expressions, and postures used by the
speaker to express his/ her thoughts.
Treatment: how the message is being handled or treated by the speaker. The way the
message is delivered to the audience.
Structure: how the message is arrange. The source must arrange his / her message in
the most favorable manner possible to avoid distortion and miscommunication.
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Code: includes the language, body moments, gestures and expressions used by the
speaker. He/ she must be accurate in using these codes to avoid distortion and
misinterpretation of the message.
THE CHANNEL
The channel (C) is the medium through which the message is delivered from the
source to the receiver.
The five senses.
Factors affecting the Channel:
Hearing: the faculty of the ears. Used in hearing speeches and oral activities.
 Seeing: the faculty of the eyes. Used in watching visual presentations.
 Touching: the faculty of the skin or hands. Used to hold materials.
 Smelling: the faculty of the nose. Used to distinguish different types of odor.
 Tasting: the faculty of the tongue. Used to differentiate flavor.
THE RECEIVER
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The receiver (R) is the one who receives, understand, analyze and interprets the
message. Also known as the listener, audience, or the decoder.
According to the Berlo’s Model , 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.
FACTORS AFFECTING THE RECEIVER
Communication Skills: the receiver should possess good communication skills to
be able to understand the message delivered by the source.
Attitude: the receiver should have right attitude towards the source, the message,
and towards himself or herself to be able to grasp the message in a positive way.
Knowledge: the receiver must know something about the subject.
Social system: the receiver should be of same social system as the speaker.
Culture: the receiver must have the same cultural background with the source.
CRITICISM
 It is a linear model of communication; therefore, it does not give much credit
to feedback.
 It does not include the barriers of communication.
 It does not mention communication interference or “noise”.
 The claim that source and the receiver must be on the same level when it
comes to communication skills, attitudes, knowledge, social system, and
culture is quite impossible. No two individuals have the same level of
experience.