BERLO'S SENDER MESSAGE-CHANNEL - RECEIVER (SMCR) MODEL OF COMMUNICATION

 2. BERLO'S SENDER MESSAGE-CHANNEL - RECEIVER (SMCR) MODEL OF COMMUNICATION


The Sender-Message-Channel-Receiver (SMCR) model of communication, also known as Berlo's model, is considered the fundamental form of communication that individuals engage in today. It serves as an identification of the various components involved in communication as a whole, rather than a comprehensive "model,"


The SMCR model relies on four essential elements:

- Sender: The individual who initiates the message.

- Message: The content being communicated.

- Channel: The medium used for transmitting the message.

- Receiver: The intended recipient of the message.


This model was originally developed in 1960 by David Berlo, a theorist and the founder of the communications department at Michigan State University. It finds application in various forms of advertising, including television commercials, newspaper and magazine ads, and certain types of social media platforms.


Berlo's model can be summarized as follows: a sender delivers a message through a chosen platform to a recipient.


Two key actions are inherent in this model:

- Encoding occurs on the sender's end, involving how the message is transmitted.

- The receiver must decode the message through the specific channel utilized.


Notably, the SMCR model lacks a feedback loop, specifically the feedback from the recipient back to the sender.


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