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Models of Communication | 105

similarity to the earlier Aristotelian model, including the traditional elements
of source, message, channel, and receiver. Berlo’s model attempts to explain
the various components in the communication process. For each of these,
basic components controlling factors were listed.
For each of these four components there are five elements that need to be
considered. The source and receiver are treated in essentially the same way.
To study either we need to consider their communication skills ( speaking
and writing for the source and listening and reading for the receiver); their
attitudes, their knowledge, the social system of which they are a part and
the culture in which they operate. The message consists of both elements
and structure, each of which may be broken down into content, treatment,
and code. For the channel Berlo lists the five senses emphasizing that the
messages may be sent and received by any and all of the senses.
Berlo, more than the others, emphasized the idea that communication was
a process, and the idea that ‘meanings are in people, not words. …’ His model
reinforced a shift away from views of communication that emphasized the
transmission of information to perspective that focused on the interpretation
of information. Berlo writes, ‘People can have similar meanings only to the

S M C R
Source Message Channel Receiver

Communication Skills Seeing Communication Skills

Element Structure

Altitude Hearing Altitude
Treatment
C
Knowledge o Touching Knowledge
n
t
e
n
t
Social System Smelling Social System

Culture Testing Culture

Figure 5.21
David Berlo’s Model (1960)
Source: The Process of Communication—An Introduction to Theory and
Practice, David Berlo, 1960.

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