Berlo, David

David Berlo was a communication theorist known for developing the SMCR model, which explains how messages are transmitted. The model breaks down communication into four parts: Source (sender), Message, Channel (medium), and Receiver. It emphasizes that effective communication depends on factors like a sender's skills and attitude, the clarity of the message, the method used to deliver it, and the receiver's interpretation. Berlo’s work highlights the importance of understanding both the technical process and personal elements in successful communication.