What are the things used in communication related to Berlo's model?

Answer 1

I assume you are asking about David Berlo. First some context: When radio came along in the early 1920s, almost nobody in the academic world studied it, since it was thought to be just a fad. But as radio grew more popular, scholars gradually became interested in how Mass Communication occurs; by the late 1940s, this led to a number of theories that tried to explain the various types of oral communication-- including that which occurs between two people (perhaps on the telephone, or perhaps in person), or that which occurs through an electronic medium like radio or TV.

In 1960, David Berlo took the dominant theory, created in 1949 by Claude Shannon and Warren Weaver, and expanded upon it, since he believed it was too simplistic. Shannon & Weaver's model said communication was linear: there was a Sender (S), a receiver (R) and a channel, a means of transmitting the message (C). The channel did not refer to a TV channel-- it meant a method or means of sending the message-- like by talking on the telephone, or sending a letter, or using a radio/TV broadcast. But Berlo said communication could not be reduced to just S-R-C. One needed to consider the emotions and attitudes of the people involved in sending and receiving the message, as well as considering the content of the message-- for example, some messages were nuanced or complex and thus more difficult for the receiver to understand. Berlo said there were four steps to communication, which he abbreviated as S (Source), the person who sends the message, factoring in that person's communication skills, attitudes, knowledge of the subject, etc; M (Message), which is encoded and sent through C (a channel, a means or method used to send the message); that leads to R (Receiver), the person who receives and decodes the message. I enclose a link that thoroughly explains Berlo's theory of SMCR.