The SMCR model describes the process of communication between people. This communication model is also called Berlo's SMRC model. The communications expert David Kenneth Berlo first described the four components of the model in 1960. In doing so, he expanded on the older communications model developed by Shannon and Weaver in 1948.
Both models provide a linear representation of the communication process in which sender, message, medium and receiver play a role.
SMCR is an acronym that stands for Sender, Message, Channel and Receiver. Or in Dutch: sender, message, channel and recipient. The four components in the model are influenced by different factors. Each of these factors determines the extent to which the communication process is successful.
Sender
The sender initiates the communication process. Five factors play a role in this:
- Communication skills, both verbal and non-verbal skills
So not only the ability to speak and listen, but also facial expression, body language and intonation influence the effectiveness of communication.
- Attitude
The sender's attitude towards the subject and the receiver influences the meaning, and therefore the effect, of the message sent.
- Knowledge
To what extent is the sender familiar with the subject about which the message is being sent?
- Social systems
By this Berlo refers to the values, norms, laws, rules or beliefs that influence the way in which the sender communicates.
- Culture
The extent to which the cultural background of sender and receiver differs influences the way in which the other person interprets a message.
Message
The message, in the form of text, voice, audio or video, is the information that the sender sends to the receiver. Berlo distinguishes five factors that influence the message in the SMCR communication model:
- Content: the information the message contains.
- Elements: all (non)verbal aspects that accompany the message, such as gestures and body language.
- Therapy: the way the message is delivered, the packaging of the message.
- Structure: the way the message is structured or laid out.
- Code: This factor refers to the form in which the message is sent.
Channel
The channel refers to the communication medium used. In mass communication, newspaper, magazine, radio, television and internet are possible media.
The receiver's sensory system plays an essential role in communication between two people. So the five senses of sight, hearing, smell, taste and touch can be used as a channel.
Receiver
The receiver is the one who interprets the sender's message and then responds to it. This process is called decoding.
The same five factors play a role in the decoding by the receiver as by the sender. The factors on the receiver's side must match those of the sender in order to successfully interpret the message.
Berlo's SMCR communication model assumes that the thinking pattern of the receiver must be in accordance with that of the sender in order to achieve effective communication.
If not, there may be noise or distortion of the message during the encoding and decoding process.
What do you use the SMCR model for?
Berlo's SMCR model was developed with marketing in mind. The SMCR communication model is linear: it focuses on convincing the recipient and describes the elements that play a role in this.
The SMCR communication model is also useful within a professional setting. Because within an organization there is a greater chance of miscommunication than when you are with like-minded people, such as family and friends.
A communication model such as the SMCR model offers you clearly described tools for effective communication. Even if communication within an organization needs adjustment or improvement, the SMCR model can help to identify areas for improvement.
The model can therefore be used to structure linear communication in a simplified manner in a complex environment. This is also a shortcoming of the SMCR model.
Communication is rarely linear and one-sided, but rather circular and two-sided. The receiver is not a passive pawn in communication, but also takes on the role of transmitter. So during communication a constant process of encoding, decoding and re-encoding and decoding is going on.
A second shortcoming of the model is that it is based on the assumption that sender and receiver are well matched in terms of communication skills, attitude, knowledge, social systems and culture. But this is not always the case, causing the message to appear distorted or incomplete.
Examples of applications of the SMCR model
A good example of the application of the SMCR communication model is a situation where a representative of a company wants to sell a product. The salesperson makes optimal use of communication skills, both verbally and with body language and intonation.
The attitude of the seller in relation to the message is promotional and encouraging. Naturally, the seller has a lot of knowledge of the properties of the product. And to convey the message effectively, the seller takes into account the social systems and culture within which the communication takes place.
It message or message from the seller contains a clear one call to action. After all, the goal is for the recipient to purchase the product. The communication channel is carefully chosen to optimally reach the target group.
This could be an old-fashioned PowerPoint presentation in a live setting, but it could also be a vlog on a social medium (channel). To influence all the recipient's senses, the recipient is invited to view, feel, smell and test the product themselves.
As we indicated above, this communication model assumes one-way communication between sender and receiver. It ignores the role of the receiver in the communication process.
Yet it is the receiver who determines how effective the communication is during the decoding of the message. There is no room for feedback in Berlo's model. Therefore, it is of limited value for strategic communication.
Because for strategic communication it is always valuable to have the sender and receiver switch places. This way, the receiver can repeat the message in the opposite direction and thus confirm understanding.
Also see:
- Lasswell's communication model
- Ruler communications intersection
- Marketing model AIDA
- Model of Knoster
- ZBMO model
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