What are the 4 variables in Berlo's process of communication?

The four fundamental variables in Berlo's process of communication are Source, Message, Channel, and Receiver.

David Berlo's model, developed in 1960, expanded upon earlier communication frameworks, such as the Shannon and Weaver model, to offer a more comprehensive understanding of the communication process. This model, often referred to as the SMCR model, meticulously breaks down communication into these four core components, emphasizing the factors that influence effective information exchange.

The Four Variables in Berlo's SMCR Model

Berlo's model highlights how various elements related to each of these variables contribute to the effectiveness and interpretation of a message. Here is a detailed look at each component:

Source

The Source is the initiator of the communication process. This variable represents the person or entity who conceives and encodes the message before sending it. Berlo's model suggests that the effectiveness of the source is influenced by several factors:

• Communication Skills: The ability to encode the message clearly and effectively, such as speaking, writing, or drawing.
• Attitudes: The source's disposition towards the receiver, the subject matter, and themselves, which can shape the message's tone and content.
• Knowledge: The depth of the source's understanding of the subject, impacting the message's accuracy and richness.
• Social System: The cultural, social, and organizational context that influences the source's communication style and permissible content.
• Culture: Shared values, beliefs, and practices that affect how messages are created and perceived.

Message

The Message is the actual content that the source intends to convey to the receiver. This variable is not just the words spoken, but also includes non-verbal cues, symbols, and the overall structure of the information. Key elements defining the message include:

• Content: The substance, theme, or core information contained within the message.
• Elements: The specific codes or components used, such as language, gestures, or visual aids.
• Treatment: The way the message is handled, including stylistic choices, emphasis, and organization.
• Structure: The arrangement of the message, such as chronological order, logical progression, or narrative flow.
• Code: The set of symbols, rules, and conventions used to construct the message (e.g., a specific language, sign language, or a technical jargon).

Channel

The Channel refers to the medium through which the message travels from the source to the receiver. It is the sensory pathway that facilitates the transmission of the encoded message. Berlo identified five primary channels corresponding to our five senses:

• Seeing: Visual channels like written text, videos, images, or body language.
• Hearing: Auditory channels such as spoken words, music, or various sounds.
• Touching: Tactile channels like a handshake, a pat on the back, or reading Braille.
• Smelling: Olfactory channels, which can convey non-verbal information (e.g., the scent of perfume or food).
• Tasting: Gustatory channels, though less common in formal communication, can transmit certain messages (e.g., tasting a new recipe).

Choosing the appropriate channel is crucial for the message to be received and interpreted as intended.

Receiver

The Receiver is the individual or group who receives, decodes, and interprets the message sent by the source. Similar to the source, the receiver's characteristics significantly influence how the message is understood and responded to. These influencing factors mirror those of the source:

• Communication Skills: The ability to decode and interpret the message effectively, including listening, reading, and comprehension skills.
• Attitudes: The receiver's attitudes towards the source, the subject matter, and themselves, affecting their openness and willingness to accept the message.
• Knowledge: The receiver's prior knowledge and understanding of the subject matter, which influences their ability to grasp the message's nuances.
• Social System: The socio-cultural and organizational context that shapes the receiver's interpretation and reaction.
• Culture: Shared cultural norms and values that dictate how messages are perceived, interpreted, and responded to.

Berlo's model emphasizes that effective communication occurs when there is a shared understanding between the source and receiver, facilitated by a well-constructed message and an appropriate channel, all influenced by their respective skills, attitudes, knowledge, and socio-cultural contexts.