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Chandigarh University Uims Subject Name: Introduction To Mass Communication

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The document discusses David Berlo's SMCR model of communication. The SMCR model has four components - sender, message, channel, and receiver. It describes how each component is affected by various factors like communication skills, attitudes, knowledge, social systems, and culture. The model focuses on encoding and decoding by the sender and receiver. It is criticized for not including feedback, barriers to communication, or two-way communication between the sender and receiver.

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Chandigarh University Uims Subject Name: Introduction To Mass Communication

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Nishant
32 views13 pages
The document discusses David Berlo's SMCR model of communication. The SMCR model has four components - sender, message, channel, and receiver. It describes how each component is affected by various factors like communication skills, attitudes, knowledge, social systems, and culture. The model focuses on encoding and decoding by the sender and receiver. It is criticized for not including feedback, barriers to communication, or two-way communication between the sender and receiver.

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13 SMCR

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The document discusses David Berlo's SMCR model of communication. The SMCR model has four components - sender, message, channel, and receiver. It describes how each component is affected by various factors like communication skills, attitudes, knowledge, social systems, and culture. The model focuses on encoding and decoding by the sender and receiver. It is criticized for not including feedback, barriers to communication, or two-way communication between the sender and receiver.

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© All Rights Reserved
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32 views13 pages

Chandigarh University Uims Subject Name: Introduction To Mass Communication

Uploaded by

Nishant
The document discusses David Berlo's SMCR model of communication. The SMCR model has four components - sender, message, channel, and receiver. It describes how each component is affected by various factors like communication skills, attitudes, knowledge, social systems, and culture. The model focuses on encoding and decoding by the sender and receiver. It is criticized for not including feedback, barriers to communication, or two-way communication between the sender and receiver.

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You are on page 1/ 13

CHANDIGARH UNIVERSITY

UIMS
Bachelor of Journalism and Mass Communication
Subject Name: Introduction to Mass Communication
(20JMT-101)

Faculty Name: Mandeep Choursia (E 6331)


Video Lecture No. 13

SMCR MODEL DISCOVER . LEARN . EMPOWER


1
OBJECTIVES AND OUTCOMES
Lecture objectives
CO Title Level
Number
CO1 To develop understanding of the Understand
SMCR Model.
CO2 The focus will be on the concepts of Understand
SMCR Model.  

Course outcomes
CO Number Title Level
CO1 Students will be able to learn about Understand
Sender.
SMCR MODEL
CO2 Students will be able to understand Understand
Message.
CO3 Students will learn about the Channel. Remember
CO4 Students will gain knowledge about the Apply
Receiver.  
2
SMCR Model of Communication

 David Berlo introduced Sender-Message-Channel-Receiver


(SMCR) model of communication in 1960.
The model also focuses on encoding and decoding which
happens before sender sends the message and before receiver
receives the message respectively.
 Berlo’s Model has mainly, four components to describe the
communication process.
They are sender, message, channel and receiver. Each of the
component is affected by many factors.

3
4
Components of Berlo’s Model of
Communication

• S -Sender
Sender is the source of the message or the person who originates the
message. The person or source sends the message to the receiver. The
following are the factor related to sender and is also the same in the
case of receiver.

5
Factors
• Communication Skills
Communication skills of a person is a factor that affects the communication process. If the sender has
good communication skills, the message will be communicated better than if the sender’s communication
skills are not good. Similarly, if the receiver can not grasp the message, then the communication will not
be effective. Communication skills include the skills to speak, present, read, write, listening, etc.
• Attitude
The attitude of the sender and the receiver creates the effect of the message. The person’s attitude
towards self, the receiver and the environment changes the meaning and effect of the message.
• Knowledge
Familiarity with the subject of the message makes the communicated message have its effect more.
Knowledge on the subject matter makes the communicator send the message effectively.
• Social Systems
Values, beliefs, laws, rules, religion and many other social factors affect the sender’s way of
communicating the message. It creates difference in the generation of message. Place and situation also
fall under social systems.
• Culture
Cultural differences make messages different. A person from one culture might find something offensive
which is very much accepted in another culture. 6
M-Message

• A message is the substance that is being sent by the sender to the


receiver. It might be in the form of voice, audio, text, video or other
media. The key factors affecting the message are
• Content
Content is the thing that is in the message. The whole message from
beginning to end is the content.
• Elements
Elements are the non verbal things  that tag along with the content like
gestures, signs, language, etc.
• Treatment
Treatment is the way in which the message is conveyed to the receiver.
Treatment also effects the feedback of the receiver.
• Structure
The structure of the message or the way it has been structured or
arranged, affects the effectiveness of the message.
• Code
Code is the form in which the message is sent. It might be in the form of
language, text, video, etc.
C-Channel
• Channel is the medium used to send the message. In mass communication and
other forms of communication, technical machines might be used as a channel like
telephone, internet, etc. But in general communication, the five senses of a human
being is the channel for the communication flow and it affects the effectiveness of
the channel.
• Hearing – We receive the message through hearing.
• Seeing – We perceive through seeing. We also get non-verbal messages by seeing.
• Touching – Many of the non-verbal communication happens from touching like
holding hands.
• Smelling – We collect information from smelling.
• Tasting – Taste also provides the information to be sent as a message.
R- Receiver
• Receiver is the person who gets the message sent in the process. This
model believes that the thinking pattern and all other factors
mentioned above must be in sync to that of the sender for the
communication to be effective. The message might not have the same
effect as intended if the receiver and sender are not similar. The
receiver must also have a very good listening skill. Other factors are
similar to that of the sender.
• Communication Skills
• Attitudes
• Knowledge
• Social Systems
• Culture
Criticisms of Berlo’s SMCR Model

• There is no concept of feedback, so the effect is not considered.


• There is no concept of noise or any kind of barriers in communication
process .
• It is a linear model of communication, there is no two way
communication.
• Both of the people must be similar according to all the factors
mentioned above.
REFERENCES
Text Books:
• Theories and Models of Communication Paul Cobley and Peter J. Schulz

Other References:
https://www.toolshero.com/communication-skills/berlos-smcr-model-of-communication/
https://www.communicationtheory.org/berlos-smcr-model-of-communication/
https://www.businesstopia.net/communication/berlo-model-communication

12
SUMMARY
 David Berlo introduced
Sender-Message-Channel-
Receiver (SMCR) model of
communication in 1960.
The model also focuses on
encoding and decoding which
happens before sender sends the
message and before receiver
receives the message
respectively.
 Berlo’s Model has mainly, four
components to describe the
communication process. They
are sender, message, channel an
d receiver. Each of the
component is affected by many
13
factors.

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