David K. Berlo

David K. Berlo was a communication theorist known for developing the SMCR model, which explains how messages are transmitted. His model highlights four key components: Source (the sender of the message), Message (the information being communicated), Channel (the medium through which the message travels), and Receiver (the person who receives and interprets the message). Berlo emphasized that effective communication depends on the skills, attitudes, knowledge, and social systems of both sender and receiver. His work helps us understand how messages are created, sent, and understood, forming a foundation for studies in communication, advertising, and media.