COMPONENTs OF BERLO'S MODEL OF COMMUNICATION

 COMPONENTs OF BERLO'S MODEL OF COMMUNICATION

A. S-Sender

The 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 factors related to the sender and also apply the receiver.

a. Communication Skills

Communication skill 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 cannot grasp the message, then the communication will not be effective. Communication skills include the skills to speak, present, read, write, listen, etc.

Scenario: A manager is giving a presentation to the team about a new project. The manager's strong communication skills, including clear speaking, engaging presentation style, and the ability to answer questions effectively, help convey the project's details and gnals clearly to the team.

b. 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 change the meaning and the effect of the message.

Scenario: A customer service representative with a positive and empathetic attitude handles a customer's complaint. The representative's attitude of understanding and willingness to assist creates a positive experience for the customer, even though the initial issue was a problem.

c. Knowledge

Familiarity with the subject of the message makes the communicated messages have their effect more. Knowledge of the subject matter makes the communicator sends the message effectively.

Scenario: A professor delivers a lecture on a complex scientific concept to a group of students. The professor's deep knowledge of the subject matter allows them to explain the concept thoroughly and answer students' questions, enhancing the students' understanding.

d. Social Systems

Values, beliefs, laws, rules, religion, and many other social factors affect the sender's way of communicating the message. It creates a difference in the generation of the message Place and situation also fall under social systems.

Scenario: In a business meeting, participants from different cultures interact to discuss a project. Cultural norms regarding communication styles, hierarchy, and decision-making impact the way the meeting progresses. Understanding and respecting these social systems contribute to effective communication.

e. Culture

Cultural differences make messages different. A person from one culture might find something offensive, which is very much accepted in another culture.

Scenario: An international team of colleagues collaborates on a project through video conferences and emails. A gesture that is considered polite in one culture might be interpreted as offensive in another. Cultural awareness and sensitivity are crucial to avoid misunderstandings. 

B. M- Message

A message is a substance that is transmitted 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:

a. Content

Content refers to the information conveyed within the message, encompassing it's entirely from beginning to end.

Scenario: An advertising campaign aims to promote a new environmentally-friendly product. The content of the message focuses on the product's sustainable features and its positive impact on the environment to appeal to environmentally-conscious consumers.

b. Elements

Elements are the non-verbal things that tag along with the content like gestures, signs, language, etc.

Scenario: During a negotiation, a business executive's facial expressions, body language, and tone of voice provide additional information beyond the words spoken. These non- verbal elements influence how the message is perceived by the other party.

c. Treatment

Treatment is the way in which the message is conveyed to the receiver. Treatment also affects the feedback of the receiver.

Scenario: A teacher provides feedback to a student on an assignment. The teacher's tone of voice and choice of words can either motivate the student to improve or discourage further effort.

d. Structure

The structure of the message or the way it has been structured or arranged, affects the effectiveness of the message.

Scenario: A news article covering a complex political issue is structured with a clear introduction, followed by well-organized paragraphs presenting various perspectives. The structured approach helps readers understand the issue's nuances.

e. Code

Code is the form in which the message is sent. It might be in the form of language, text, video, etc.

Scenario: A group of friends communicates using a mix of emojis, GIFs, and abbreviations in their text messages. The use of these codes reflects their shared understanding and adds a playful tone to their conversations.

C. C-Channel

Channel is the medium used to send the message. In mass communication and other forms of communication, technical devices such as telephones or internet may serve as the channel. However, in general, communication, the five senses of a human being are the channel for the communication flow, and it affects the effectiveness of the channel.

a. Hearing

Receives the message through auditory perception/hearing.

Scenario: During a business conference, Alex listens to a keynote speaker discussing market trends and strategies for success. Through his sense of hearing, Alex absorbs the speaker's insights, tone, and enthusiasm, gaining valuable information to apply in his company's future endeavors.

b. Seeing

Perceives the message through seeing. Also, get non-verbal messages. by seeing. Scenario: A visual artist conveys emotions and ideas through a series of paintings. The use of color, composition, and imagery in the artwork communicates a message that viewers interpret based on their personal experiences.

Scenario: A visual artist conveys emotions and ideas through a series of paintings. The use of color, composition, and imagery in the artwork communicates a message that viewers interpret based on their personal experiences.

c. Touching

Many of the non-verbal communication happens from touching like holding hands.

Scenario: A parent comforts a crying child by gently patting their back. The physical touch communicates reassurance and care without the need for words.

d. Smelling

Collects information from smelling.

Scenario: A bakery uses the aroma of freshly baked bread and pastries to attract customers passing by. The enticing smell serves as a non-verbal invitation to enter the bakery.

e. Tasting

Taste also provides the information to be sent as a message.

Scenario: A chef prepares a special tasting menu for a restaurant's anniversary celebration. The combination of flavors and textures in the dishes communicates the chef's culinary expertise and creativity to the diners.

D. 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 with 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 very good listening skills. Other factors that influence the receiver are similar to those of the sender.

a. Communication skills

b. Attitudes

c. Knowledge

d. Social Systems

e. 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 the communication process.

- It is a linear model of communication. There is no two-way communication.

- Both people must be similar according to all the factors mentioned above.