Berlo’s SMCR Communication Model

I. Definition and Features

The SMCR Communication Model stands for Source, Message, Channel, and
Receiver. It’s a linear model of communication that depicts the process of
communication from the sender (source) to the receiver through a specific message
over a chosen channel.

Source - the sender or originator of the message. It can be an individual, group, or

organization initiating the communication process.
Factors that affect the Source:
•Communication Skills
•Attitudes
•Knowledge
•Social System
•Culture

Message - the information or content being communicated from the source to the
receiver. It can be verbal, non-verbal, written, or visual.
Factors that affect the Message:
•Content
•Element
•Treatment
•Structure
•Code

Channel - the medium or method through which the message is transmitted from the
source to the receiver. This can include face-to-face communication, and electronic
communication.
Factors that affect the Channel:
•Hearing
•Seeing
•Touching
•Smelling
•Tasting

Receiver - the recipient or audience of the message. It is the individual, group, or

organization for whom the message is intended.
Factors that affect the Receiver:
•Communication Skills
•Attitudes
•Knowledge
•Social System
•Culture

Linear Model of Communication - depicts the communication as a one-way

process, where the message flows in a straight line from the source to the receiver.
II. Formulator

David K. Berlo, a communication theorist, formulated the SMCR model.

III. Origin and Story

The SMCR model was first introduced in 1960. Its origin is linked to the
publication of David Berlo's book, "El Proceso de la Comunicacion" or "The Process
of Communication" in English. The SMCR model wasn't entirely a stand-alone
invention. It was built upon the foundation laid by the Shannon-Weaver model
published in 1948. Berlo's model is a linear transmission model of communication; it
depicts communication as a one-way, sequential process in which information flows
in a straight line from a sender to a receiver.

IV. Purpose

Berlo created the SMCR Communication model with the goals of:
1. Understanding the core elements of communication. Berlo aimed to break
down the communication process into its fundamental building blocks. This provided
a simplified framework to grasp the essence of how information is transmitted.
2. Addressing the limitations of existing models. Some models placed
emphasis solely on the sender or message, and so, Berlo's SMCR model
acknowledged the significance of all participants (source, message, channel, receiver)
and the various factors influencing their roles; and
3. Identifying factors affecting communication. Berlo brought attention to how
each element possesses unique characteristics that can influence the transmission and
interpretation of the message by highlighting the source, message, channel, and
receiver.
4. Enhancing message construction. The model emphasizes the importance of
crafting clear and well-structured messages. This encourages communicators to
consider the receiver's perspective and create a message accordingly to ensure better
understanding.

V. Problems to Solve
 Berlo aimed to explain how communication occurs by breaking it down into
its fundamental components. For example , in the business setting, understanding the
SMCR model can help in crafting effective marketing messages that resonate with
target audiences.

VI. Objections

Some critics argue that the model has the following disadvantages:
1. Communication
2. Lack of Feedback
3. Oversimplification
4. Linear Nature
5. Lack of Cultural and Contextual Factors
6. No Consideration of Noise
7. Passive Receiver Role
8. Traditional

VII. Application in Accounting

Understanding the SMCR model can help accountants and accounting students
with the following:
1. Financial Reporting: The SMCR model guides the preparation of financial
reports, encouraging a focus on clarity, transparency, and relevance to the users of the
financial statements, such as investors, regulators, and internal stakeholders.
2. Investor Relations: In communicating with investors, accounting professionals
can apply the model to ensure that financial messages are presented in a manner that
aligns with investors' informational needs and expectations, strengthening
relationships and trust.
3. Effective Dissemination: Accounting professionals can emphasize the importance
of selecting the most appropriate and effective communication channels to ensure that
financial information reaches its intended recipients in a timely and efficient manner;
and
4. Audience-Centric Communication: Recognizing the role of the receiver
encourages accounting professionals to adopt an audience-centric approach to
financial communication, prioritizing the needs, characteristics, and knowledge levels
of the recipients.

VIII. Relevance in Daily Life

Learning the SMCR model can help with the following:

1. Clarity in Conversation. When engaging in conversations with friends,
family, or colleagues, being mindful of the SMCR model can help ensure clarity in
communication.
2. Active Listening. In personal relationships, being a receiver involves active
listening.
3. Non-verbal Communication. The SMCR model also encompasses non-
verbal communication cues, which play a significant role in personal interactions; and
4. Choosing the Right Channel. Another aspect of the model's relevance is
choosing the right communication channel.
Prepared and Presented by:

Maricar Javier
John Mark Labayog
Trisha Mae Lagmay
Zandara Laureta
Kristoffer Legaspi

Questions:
1. Statement 1: Berlo's SMCR model is a two-way communication.
Statement 2: David L. Berlo was the formulator of SMCR model.
a. Only statement 1 is true.
b. Only statement 2 is true.
c. Both statements are true.
d. Both statements are false.

2. The following are the objections in Berlo's SMCR model, except: __________
a. No concept of feedback
b. No concept of barriers
c. Linearity
d. Clarity and Simplicity

3. SMCR stands for Sender, Message, Channel, and Receiver.

a. True
b. False

4. The following are the advantages of the SMCR model, except: _________
a. Clarity and Simplicity
b. Both the sender and the receiver must be similar
c. Applicability to different context
d. Effective communication planning

5. The SMCR model originated in David Berlo's book titled:

a. The Structure and Function of Communication in Society
b. The Process of Communication
c. The Process and Effects of Communication
d. The Mathematical Theory of Communication

6. Berlo's SMCR model, what does the "S" stand for?

a. Sender
b. Source
c. Signal
d. Speaker

7. Which of the following is NOT a factor influencing the "Message" in the SMCR
model?
a. Content of the message
b. Clarity of the language used
c. Cultural background of the sender
d. The chosen communication channel

8. The book of Berlo, in which the SMCR model was introduced, was published in
what year?
a. 1860
b. 1848
c. 1960
d. 1948

9. The model suggests that the more similar the communication skills of sender and
receiver, the better the communication.
a. True
b. False

10. The SMCR model is only applicable to face-to-face communication.

a. True
b. False