Which model of communication is also known as SMCR sender message channel receiver?

The Source-Message-Channel-Receiver model is a linear transmission model of communication. It is also referred to as SMCR model, Sender-Message-Channel-Receiver model, and Berlo's model. It was first published by David Berlo in his 1960 book The Process of Communication. It contains a detailed discussion of the four main components of communication (source, message, channel, and receiver) in the form of an analysis of the different features of each component and how these features affect the efficiency of communication. Berlo understands communication in a wide sense that includes verbal and non-verbal communication. Source and receiver are usually distinct individuals but can also be groups and, in some cases, the same entity acts both as source and receiver. Berlo sees all these forms of communication as attempts by the source to influence the behavior of the receiver. The source tries to achieve this by formulating a communicative intention and encoding it in the form of a message. The message is sent to the receiver using a channel and has to be decoded so they can understand it and react to it. The efficiency or fidelity of communication is defined by the degree to which the reaction of the receiver matches the purpose motivating the source.

In regard to source and receiver, Berlo discusses four features that determine the success of communication: communication skills, attitudes, knowledge, and social-cultural system. They correspond mainly to how good the communicators are at encoding and decoding messages, to whether they like or dislike the topic and each other, to their pre-existing understanding of the topic, and to their social and cultural background. For the message, the three main factors are code, content, and treatment, each of which can be analyzed in terms of its elements and its structure. A code is a sign system like a language. Its elements, like its vocabulary, can be combined into a structure by following syntactic rules. The content is the information expressed in the message and the treatment refers to the source's choices on the level of code and content when formulating the message. The choice of code and content significantly impacts the efficiency of communication. The remaining main component is the channel. It is the medium and process of how the message is transmitted. Berlo discusses it primarily in terms of the five senses used to decode messages: seeing, hearing, touching, smelling, and tasting. Depending on the message, some channels are more useful than others and it is often advantageous to use several channels simultaneously.

The SMCR model has been applied to various fields, such as mass communication, communication at the workplace, and psychology. It also influenced many subsequent communication theorists. It has been criticized for oversimplifying communication. For example, as a linear transmission model, it does not include the discussion of feedback loops found in many later models. Another common objection is that the SMCR model fails to take noise and other barriers to communication seriously and simply assumes that communication attempts are successful.