David Berlo introduced the SMCR model of communication in 1960. Berlo’s communication is linear, although it touches on human communication. Berlo’s theory focuses on the components needed in each of the four element of communication (SMCR). Berlo was the first communication scholar who treated the five senses as channel of communication .
Berlo Theory of Human Communication
Berlo introduces 4 levels of communication in his theory: Source, Message, Channel & Receiver.
SOURCE (SUMBER)
Source is anyone, or any object (machine) which sends a message (verbal or nonverbal) to another person or to another object. Sumber merangkumi sesiapa sahaja, atau objek (mesin) yang menghantar mesej (secara lisan atau bukan lisan) kepada orang lain atau kepada objek lain.
The source of the message should have:
- Communication Skills (kebolehan berkomunikasi)
- Attitudes (pandangan ke atas mesej yang ingin disampaikan)
- Knowledge (tahap pengetahuan mengenai mesej yang ingin disampaikan)
- Socio-cultural system (sistem sosio budaya)
MESSAGE (MESEJ)
According to Berlo, message is comprised of:
- Code (kode)
- Content (Kandungan)
CODE – “a set of symbols used to translate a message from one form to another”
Devito, J.A. (2005) Messages: Building Interpersonal Communication Skills (278)
CHANNEL
Channel of Communication is comprised of: –
- Hearing (pendengaran)
- Smelling (Hidu) -Tasting (merasa)
- Touching (sentuhan)
- Seeing (penglihatan) Additional channel of communication (not discussed by Berlo):
- Air waves (vibration of sound)
- Copper wires
RECEIVER
Receiver of the message should have:
- Communication Skills (kebolehan berkomunikasi)
- Attitudes (pandangan ke atas mesej yang ingin disampaikan)
- Knowledge (tahap pengetahuan mengenai mesej yang ingin disampaikan)
- Socio-cultural system (sistem sosio-budaya)