Tag: Linear Communication Model

The Shannon and Weaver Model of Communication: Elements, Diagram, and Examples

This article provides a clear explanation of the Shannon and Weaver Model of Communication, one of the most renowned and widely cited theories in the field of communication. It outlines and explains the six key components of the model—including sender, encoder, channel, noise, decoder, and receiver. Additionally, it explains how the message is transmitted from the sender to the receiver through the six elements. To enhance understanding, this academic article also presents a practical real-life example of how we use this theory in our daily communication. The purpose of this guide is to provide students, researchers, and content producers with a clear, well-organized understanding of the model’s concept and use.

What is Shannon and Weaver’s Model of Communication?

Shannon and Weaver’s communication model is linear and was published in their 1949 book The Mathematical Theory of Communication.  American mathematician Claude Elwood Shannon and scientist Warren Weaver published this model in the University of Illinois Press in Urbana, IL. Now, it has become one of the best communication models in communication studies. Therefore, it is called Shannon and Weaver’s communication model.

Initially, Claude Elwood Shannon introduced this model in 1948 in the article ” The Mathematical Theory of Communication” in The Bell System Technical Journal (Shannon, 1948). 

Later, they proposed this mathematical model to describe the signal-transmitting system and enhance telephone communication by minimizing noise. It is now applied across every field of information and communication. However, the Shannon-Weaver model excluded feedback; hence, it is a linear communication model. Therefore, it was an incomplete model because it did not include Feedback.

In 1950, Norbert Wiener incorporated feedback into the model to counter criticism of the one-way communication approach. Shannon and Weaver’s communication model is called the “Mother of all Communication Models” for its extreme popularity. It is also called the mathematical theory of communication, Shannon theory, and information theory in the engineering disciplines.

Table: The History of the Shannon-Weaver Model

Category Details
Created By Claude Elwood Shannon and Warren Weaver
Established Year In 1949, Shannon first published the concept in 1948 as “A Mathematical Theory of Communication”.

In 1949, it became a collaborative model when Warren Weaver joined and expanded its application to human communication in a published book.
Elements Information Source, Transmitter, Channel, Receiver, Destination, and Noise Source.
Alternative Names Mathematical Theory of Communication, Information Theory, Shannon’s Theory
Award Mother of all Communication Models
Types Linear Communication Model

The Key Elements of the Shannon-Weaver Model

The Six Elements of Shannon and Weaver’s Model of Communication are:

  1. Information Source.
  2. Transmitter.
  3. Channel.
  4. Receiver.
  5. Destination.
  6. Noise Source.
Shannon and Weaver model of Communication explanation
Shannon and Weaver’s Model of Communication

Shannon-Weaver Model Elements Details at a Glance

Element Description Real-Life Example
1. Information Source (Sender) The individual or system that creates and sends the message to the destination. A person (e.g head of marketing) deciding to send an email, make a phone call, or type a message.
2. Transmitter (Encoder) The device or process that converts the message into signals or digital format suitable for transmission. A message-transmitting platform like Gmail or a social media site that transforms text or voice messages into digital data.
3. Channel The medium or pathway through which the encoded message travels from sender to receiver. The internet connection or social network that conveys the message.
4. Noise Source Any internal or external disturbance that disrupts or distorts the message during transmission. Poor internet connection, technical errors, or environmental or psychological conditions.
5. Receiver (Decoder) The system or device that receives and converts the transmitted signals back into an understandable form. A smartphone or social media site like WhatsApp that decodes incoming data into a thoughtful message
6. Destination The final intended recipient who receives and understands the original message. The sales team who listened to the head of marketing’s speech.
1. Information Source

An information source is the sender in the communication process who conveys the message to the receiver. It also indicates the person who generates the information and begins the communication process.

  • Example: Mr. Azlan, the head of marketing, delivers a motivational speech to the sales team via a Zoom meeting to boost monthly sales. In this context, Mr. Azlan is the source of information who initiates the conversation.
2. Transmitter (Encode)

The transmitter is the message converter that converts the message into a signal for transmission through the communication channel (Shannon & Weaver, 1949). It is also called the encoding process. The messages are spoken words, written messages, pictures, music, and nonverbal cues.

  • Example: The head of marketing’s speech is delivered via Zoom. The software converts and transmits the message using a streamlined combination of VoIP (Voice over IP) technologies, audio compression, and a cloud routing system.
3. Channel

A channel is the medium that conveys the message from senders to receivers (Shannon & Weaver, 1949). Communicators use distinct channels, such as human senses, radio, television, newspapers, electronic tools, social media, and so on.

  • Example: Zoom meeting software is the channel through which the head of marketing transmits the message to the sales team.
4. Receiver (Decode)

Receivers are the individuals who convert the signal into a meaningful message. They are responsible for decoding the message. So, the receiver is the decoder of the communication process.

  • Example: The sales team members also use a computer or smartphone to manage Zoom meetings. In this context, their devices are the receivers of the message.  The receivers who receive the message and decode it into meaningful thoughts.
5. Destination

Destination refers to both the sender and the receiver in the communication process, who encode and decode the message.

Example: The head of marketing wanted to send all the messages to the targeted sales team members. In this context, the sales team members are both the recipients and the destination of the message.

According to Shannon and Weaver’s Model, “when I talk to you, my brain is the information source, yours the destination; my vocal system is the transmitter, and your ear and the associated eighth nerve is the receiver.”

6. Noise

Noise is the unwanted sound barrier of the communication process that disrupts effective communication (Shannon & Weaver, 1949). Communicators found noise in every communication process, including verbal, nonverbal, written, visual, face-to-face, mediated, and group communication. The most common types of noise in communication are physical, physiological, psychological, semantic, electrical, syntactic, cultural, and so on.

  • Example: The seven types of communication noises are Physical, Physiological, Psychological, Semantic, Cultural, Organizational, and Technical. Airplane sound is considered a physical noise in communication that distracts the students from hearing the speech. The technical noise comes from faulty equipment, such as a poor internet connection, a faulty microphone, or a web camera.
Feedback in the Shannon-Weaver Model (The 7th Element)

In 1950, Norbert Wiener added the “Feedback” to Shannon’s model. He presented the feedback system in the book (The Human Use of Human Beings), initially published in 1950. Norbert Wiener is also the founder of cybernetics, which explains feedback systems.

The Shannon and Weaver communication model includes six elements: Information Source, Transmitter, Channel, Receiver, Destination, and Noise Source. In 1949, Shannon and Weaver did not mention “Feedback”; hence, it is a linear communication model, like the models of Aristotle and Lasswell. Many researchers and practitioners criticize this model for not adding “Feedback.”

Therefore, Norbert Wiener later included “Feedback” to describe the transactional communication process. Many communication models have been postulated based on this model, for example, Eugene White’s model and Osgood-Schramm’s transactional model.

4 Real-Life Examples of the Shannon-Weaver Model

The four example situations of the Shannon-Weaver model provide an in-depth understanding of how this technical system applies to daily life:

  1. Ordering Food Through Food Panda
  2. Simple Job Application Email
  3. Listening to the News on the Radio
  4. Watching the United States Presidential Debates- 2024
Scenario 1: Ordering Food via an App (e.g., Foodpanda)
  • Information Source: In this scenario, the customer is the information sender who orders a meal through the Foodpanda Mobile App.
  • Transmitter (Encoder): The customer encodes messages and transmits them through a signal via a mobile application using TCP/IP sockets.
  • Channel: The mobile application is the channel through which messages are transmitted from senders to receivers.
  • Noise: A momentary drop in Wi-Fi or cellular signal slowing the transaction.
  • Receiver (Decoder): The restaurant’s tablet or kitchen display device decrypts the notification.
  • Destination: The restaurant chef and delivery driver who read and fulfill the order.
Scenario 2: Sending a Job Application Email
  • Sender or Source of Information: The applicants write a simple job application email with a CV attachment.
  • Transmitter: The Gmail email software converts ideas into text messages for transmission.
  • Channel: The internet-based email conveys the message to HR professionals
  • Noise: Like spam filters or internet issues, might interfere.
  • Receiver: The computer and email of the HR manager.
  • Destination: The manager who receives the email and takes further action sometimes forwards the email cover letter with the attached resume or forwards it to the concerned professional.
Real-Life Scenario 3: Listening to a Radio News Broadcast
  • Information Source: The news presenter broadcasts today’s weather forecast. In this context, the news presenter is the information source or sender of the message.
  • Transmitter (Encoder): The radio station equipment transforming voice patterns into electromagnetic waves.
  • Channel: Radio frequencies traveling through space.
  • Noise: Radio Frequency Interference (RFI) from localized electrical equipment causing static.
  • Receiver (Decoder): The physical radio device inside a listener’s home, decoding the wave back into sound.
  • Destination: The listener of the radio news; for example, Jon hears and interprets the weather alert.
Scenario 4: Watching a Televised Presidential Debate
  • Information Source: Political candidates participating in a live debate.
  • Transmitter (Encoder): CNN televised the first general election debate for the United States Presidential Debates 2024. Television studio cameras and sound boards translate the debate into high-definition digital broadcast streams.
  • Channel: Cable television networks or satellite feeds (such as CNN).
  • Noise: Buffering issues on a smart TV or localized power flickers. Receiver
  • Decoder: The television set in the viewer’s living room is decoding the feed.
  • Destination: Around 51.27 million people watched this presidential debate, and most think that Trump performed better than Joe Biden.

Shannon and Weaver Communication Model Advantages and Disadvantages

To assist with quick academic lookup and comparison, here is a breakdown of the model’s strengths and limitations.

Strengths of Shannon’s Model Limitations of Shannon’s Model
1. Explain IT-Based Communication: Firstly, Shannon and Weaver’s theory enhances telephone communication by representing six essential elements. It articulates the signal-transmitting system through the medium. The model provides a clear and straightforward framework for understanding the technology-based communication process. This simple model can be used in multiple contexts. 1. Linear and One-Way: Firstly, it is a linear communication model because it does not demonstrate feedback. The model describes that communication is a one-way process. However, most communication processes are two-way in a directional manner. Therefore, this model is inappropriate for analyzing transactional communication processes like face-to-face discussions.
2. Representing Key Components (Noise): For the first time, this theory explains the communication noises that hinder effective message transmission. Noise is a significant communication component. This model includes key components of the communication process, including noise. Many communication theories avoid noise as the unwanted key component in communication. Controversially, it is the first linear model that explains noise as a fundamental element.
2. No Feedback:

The Shannon-Weaver model does not include feedback in communication. Avoiding feedback is the major weakness of this model because every transactional communication holds feedback.
3. Diverse Applicability: Shannon and Weaver’s model can be used to explain diverse communication contexts, including interpersonal, social, mass, digital, and organizational communication. 3. Focus on Technological Context: Shannon and Weaver’s model highlights the technological communication context, overlooking social, psychological, and cultural contexts. Shannon Weaver’s model was designed to explain mediated communication.
4. Technological Relevance: This model was established in 1948; however, it is still relevant to analyze digital communication. Finally, Shannon-Weaver’s framework is the first communication model that explains the message-sending process through an instrument. It has contributed to the development of telecommunications systems, digital coding techniques, and data transmission technologies.

4. Ignores Psychological and Cultural Factors: This model does not consider how psychological factors like culture, beliefs, values, and attitudes affect the communication process.
Summary

In short, the Six Elements of the Shannon and Weaver Model are Information Source, Transmitter, Channel, Receiver, Destination, and Noise Source. Eventually, Norbert Wiener included the seventh element (Feedback) to make it a transactional communication model. Shannon and Weaver’s Model was introduced in 1949 and is undoubtedly a linear communication model, like Aristotle’s, Lasswell’s, and David Berlo’s SMCR Model.

FAQ (Frequently Asked Questions) Shannon’s Model

Is there any Feedback in the Shannon-Weaver Model?

In 1950, Norbert Wiener added the “Feedback” to Shannon’s model. He presented the feedback system in the book (The Human Use of Human Beings), initially published in 1950. Norbert Wiener is also the founder of cybernetics, which explains feedback systems. Shannon and Weaver have not published the modified model, including feedback. Hence, the original model of Shannon and Weaver is linear, as they did not mention feedback.

Is the Shannon and Weaver Model a Linear or Transactional Model of Communication?

Shannon and Weaver introduced the linear communication model with six elements: information source, transmitter, channel, receiver, destination, and noise source. The authors did not add feedback to this model in 1949; therefore, it is a linear communication model. However, later, the feedback was included by Norbert Wiener in 1950.

What is the Established Year of the Shannon-Weaver Model?

The Shannon and Weaver model was introduced in 1949. However, there is controversy regarding the establishment year of the Shannon and Weaver model. Claude Shannon published the article(A Mathematical Theory of Communication) in the Bell System Technical Journal in 1948, known as the Shannon theory. Warren Weaver republished the previous article in 1949, adding more information and discussing the model’s implications for effective communication. They also renamed The Mathematical Theory of Communication while republishing it in a book. Therefore, it is known as the Shannon-Weaver model of communication.

Warren Weaver did not contribute to the article (A Mathematical Theory of Communication) published in 1948 by Claude Elwood Shannon. So, Weaver’s name cannot be included in the model published in 1948. He co-authored the same article in 1949 and, upon reprinting it in the book, renamed it “The Mathematical Theory of Communication“. The Mathematical Theory of Communication is called Claude Shannon and Warren Weaver’s model of communication. So, it is rational to say that the Shannon and Weaver model was introduced in 1949, not 1948.

Reference List (APA 7th Edition)

Shannon, C. E. (1948). A mathematical theory of communication. The Bell System Technical Journal, 27(3), 379–423. https://doi.org/10.1002/j.1538-7305.1948.tb01338.x

Shannon, C. E., & Weaver, W. (1949). The mathematical theory of communication. Urbana, IL: University of Illinois Press.

 

David Berlo’s SMCR Model of Communication Examples & Explanation

David Berlo’s SMCR Model of Communication Example Situation. Berlo’s Model of Communication Advantages and Disadvantages

David Berlo’s SMCR Model of Communication

The SMCR communication model refers to the Source-Message-Channel-Receiver communication model developed by David Berlo in 1960. In 1960, David Berlo designed the SMCR communication model with four elements: Sender, Message, Channel, and Receiver. SMCR refers to the Source, Message, Channel, and Receiver, which are essential elements of any communication process. Therefore, the SMCR communication model is known as Berlo’s Source-Message-Channel-Receiver model.

Berlo invented this model based on the Shannon-Weaver communication model (1949). He described some factors that make the communication process more effective. SMRC represents the Source, Message, Channel, and Receiver that are also part of the nine essential communication elements of the primary communication process.

There are three types of communication models: linear, interactive, and transactional. The SMCR communication model refers to a one-way communication system. So, the SMCR model is a linear model of communication where feedback is absent.

Berlo’s Model of Communication Published Year: 1960

Who Developed the SMCR Communication Model?

Answer: David Berlo

What Does SMCR Stand For?

SMCR stands for Sender, Message, Channel, and Receiver

Berlo’s Model of Communication Example

Listening to a lecture in a classroom is a real-life example of David Barlo’s SMCR communication model. Lecturer Delivering a Lesson Physically in a Classroom can be an example situation of Berlo’s model of communication. The four essential elements of Barlo’s model are the source, message, channel, and receiver. Firstly, the news lecturer is the source of knowledge who disseminates the information. The lessons are the message, and hearing and seeing are the channel. Finally, the students are receivers of messages who listen to the lecture. In this context, students can be a source of information when they provide feedback. David Berlo did not mention feedback in his model; therefore, it is designed to explain a one-way communication process.

Similarly, reading newspapers, books, and magazines is an example scenario of Barlo’s communication model. Print and broadcast journalism primarily relate to one-way communication.

However, digital journalism generates two-way communication, including social media-based citizen journalism and blogging. The active audience can comment on social media platforms such as Facebook, Instagram, and WhatsApp to express their opinions.

Berlo’s Model of Communication Diagram

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Figure 1: David Berlo’s SMCR Model of Communication

David Berlo’s Communication Model  Elements

The Four Key Elements of Berlo’s Model of Communication are:
  1. Source
  2. Message
  3. Channel
  4. Receiver

1. Source

The source means the message’s sender who initiates the communication process by sending information to the Receiver. David Berlo describes five factors related to the source: Communication Skills, Attitude, Knowledge, Social Systems, and Culture.

Communication skills

Communication skills refer to the ability to speak, read, write, and listen effectively. It also indicates the ability to use verbal and nonverbal communication cues during the interaction. Communication will be more effective if the senders and receivers have excellent communication skills. The most common nonverbal communication examples are eye contact, facial expression, body language, gestures, posture, and so on.  The source’s communication skills increase the effectiveness of the communication process.

Attitude

Attitude is the psychological factor of the sender and Receiver that affects the message’s meaning. It is also an established perception of a person, i.e., what they think or feel about something. Thus, the message’s meaning depends on the source’s attitude and the Receiver.

Knowledge

Knowledge indicates the level of actual information, familiarity, and experience on the discussion topic. The discussion topic is the message of the communication process. Therefore, the communicator feels comfortable discussing whether the topic is familiar to them. However, knowledge does not imply the educational qualifications or degrees of the sender or receiver.

For example, a football player will be more interested in talking about football than cricket. On the other hand, a cricket player will surely feel comfortable discussing a cricket game. Here, knowledge indicates familiarity with the subject of the discussion topic or message.

Social Systems

Social systems include values, beliefs, behaviors, rules and regulations, locations, and religions. These factors influence the method of the communication process as well as the message’s meaning.

For example, the speaker delivers an anti-American message in the American parliamentary election campaign. Indeed, the audience will not receive and listen to his message attentively. It is an example of a location factor that is also part of the social system.

Culture

Culture refers to the social background of the Sender and Receiver. The meaning of the same message might be identical when people from different cultures interpret it. It is a significant factor in nonverbal communication cues.

For example, exchanging “Salam” greetings with people is widespread in the Muslim community. Salam conveys a greeting message in the Muslim community; however, handshaking is another activity that also conveys the same meaning. On the other hand, handshaking is a standard greeting among people in Western culture.

2. Message

The message is the primary substance conveyed by the source or sender of the communication to the Receiver. David Berlo proposed another five factors related to the message: Content, Elements, Treatment, Structure, and Code.

Content

Content refers to the entire body of the message from beginning to end. It is essential information for the discussion. Content is the whole script of the conversation.

For example, the lecturer is teaching students about noise in communication. So, the full speech about communication noise is the message’s content.

Elements

Elements refer to nonverbal communication cues such as facial expression, eye contact, gesture, posture, and body movement. It makes the conversation more effective and productive. So, communication might get boring without elements.

For example, the lecturer raises five fingers when mentioning the five basic noises in the communication process.

Treatment

Treatment refers to how the message is conveyed to the audience. The communication method affects the communication system. It represents the message packaging. Examples of therapy in communication are delivering messages formally and casually.

For example, teachers speak formally when delivering classroom speeches. However, the lecturer talks very casually when meeting students outside of class.

Structure

The structure of the message describes how the information is arranged. The effectiveness of the message depends on the message structure.

For example, the lecturer talks about the definition, types, and examples of communication noise. The students clearly perceive the message because of its good organization.

Code

Code in the message refers to the form of the message transmitted from sender to receiver. Examples of code include text, audio, video, visual, and more.

For example, the teacher is speaking in front of the students; hence, the message’s code is audio.

3. Channel

A channel is the medium that carries the message from the sender to the Receiver. There are many communication channels, such as radio, newspapers, TV, phone calls, and social media. Berlo highlighted the five senses as the communication channel: hearing, seeing, touching, smelling, and tasting. These five channels are crucial to the human communication process.

For example, a face-to-face class is more effective than an online class. The students can see the lecturer physically and hear the lecture. Nowadays, many institutes conduct virtual classes through premium platforms. The channels denote the physical and virtual means of conveying messages.

David Berlo mentions only five human senses as communication channels: hearing, seeing, touching, smelling, and tasting.

Human senses as the channel of communication

Hearing

People receive messages through listening. It is the most effective channel in the communication process. For example, students hear lectures in the classroom.

Seeing

People accept messages through seeing. It is one of the crucial channels in nonverbal communication. People take less than 1 second to judge others based on appearance. The audiences form a conception of the speaker based on body movement, facial expression, eye contact, and gesture. A proverb says that people can lie, but eyes never lie. It means people believe what they see more than what they hear.

For example, a lecturer asks students about their final exam. The student replied that the exam was excellent; however, they looked very worried during the interaction with the lecturer. So, the lecturer does not believe the statement due to seeing the anxious face. Watching television is another example of seeing channels in communication.

Touching

Touch is an effective nonverbal communication channel that conveys messages through physical contact. It is also known as Haptics in Nonverbal Communication. The most common examples of touching channels in communication are holding hands, hugging, tickling, and kissing. These touching styles represent different messages.

Smelling

Smelling is another channel of the intrapersonal communication process.  Intrapersonal communication is communicating with yourself. It is also known as olfactory nonverbal communication. People judge others based on the Fragrance they have used. A pleasant smell creates a positive impression of the person. Perspiration odors create a negative perception of the person. A pleasing fragrance represents a good personality.

For example, people smell flowers and other fragrances to determine whether a flavor is good or bad.

Tasting

Tasting refers to nonverbal communication through the act of tasting something. For example, people test food to identify its deliciousness.

4. Receiver

Finally, R-Receiver is the person who receives the message or information in the communication process. David Berlo adds the same factors from the sources to the Receiver: Communication skills, Attitudes, Knowledge, Social Systems, and Culture. Communication gets more effective when senders and receivers have similar skills, attitudes, and knowledge. Communication among people from the same culture and social system reduces communication noise during the interaction.

Berlo’s Model of Communication: Example Situation

A Marketing Officer Selling a New Television
1. Source (S)

In this scenario, the marketing manager is the source of information who initiates the communication.

  • Communication Skills: The marketing manager should be a verbal and non-verbal communicator to convey the message effectively.
  • Attitude: The marketing manager should maintain a positive attitude and provide details about the new television.
  • Knowledge: The sales manager should study the new product and the customer’s demographic and psychographic background.
  • Social System: The manager works within the organizational structure and culture.
  • Culture: The manager’s approach and style may be influenced by the organization’s culture and the audience’s background.
2. Message (M)

The promotional information about the new television is the message.

  • Content: information about the new television, including components, features, pricing, and launch date.
  • Elements: Verbal and non-verbal communication cues, including artifacts, presentation slides, statistical report charts, and television images.
  • Treatment: The way of conveying information, including a formal presentation with a Q&A session.
  • Structure: The whole session includes an executive summary, product features, market analysis, and conclusion.
  • Code: The marketing manager uses language in promotional presentations, including technical terms, and possibly visual and audio elements.
3. Channel (C)

In this scenario, hearing and seeing are the channels through which a message is transmitted.

  • Hearing: The customers and sales team listen to the manager’s speech about the new television.
  • Seeing: Customers see visual aids and observe nonverbal cues.
  • Touching: Some audiences touch the new television to know more about it.
  • Smelling and Tasting: It does not apply to this product. However, it might be applicable for food items.
4. Receiver (R)

In this scenario, the clients are receivers of the information.

  • Communication Skills: The customers and sales team must have strong listening skills and minimal product knowledge.
  • Attitude: It indicates the customer’s willingness to buy the new products. It might be positive or negative towards the new television. It is also relevant to psychological noise in communication.
  • Knowledge: Similar to the marketing manager, the customers and sales team should have knowledge and positive attitudes toward the new television.
  • Social System: The marketing session is designed and operated in accordance with the company’s hierarchical structure and social norms.
  • Culture: The customer’s cultural background and corporate culture may influence their perception of the message.

Berlo’s Model of Communication Advantages and Disadvantages

Advantages of Berlo’s SMCR Communication Model

Berlo’s communication model explains the communication system with four primary and 15 sub-components. It presents a comprehensive diagram of the communication process. The SMCR model describes the communication process elaborately.

The source (sender) and receiver contain similar components. This model articulates that the sender and receiver convey and receive messages simultaneously. It indicates interactive communication even though it is a linear communication model.

It focuses on human communication, emphasizing the skills, attitudes, knowledge, and social systems of both the sender and receiver.

Disadvantages of Berlo’s SMCR Communication Model

The criticisms of David Berlo’s SMCR Model are that it is a linear model, provides a complex explanation, and lacks noise.

Linear Model

David Berlo’s SMCR Model of Communication is the linear communication model; therefore, feedback is absent. Hence, the SMCR model can’t explain transactional communication processes, such as speaking over a smartphone.

Complex Model

Additionally, it illustrates a complex communication model that is difficult to understand. This model troubles students in their understanding of the process.

Noise

Moreover, Berlo’s SMCR communication model avoids noise, a significant source of communication error. It excludes another communication element- context. It is impossible to describe the communication process without noise and context.

Conclusion

SMCR is one of the significant linear communication models that describes the communication process through four elements: the Sender, the Message, the Channel, and the Receiver. Although this model mentions various components, it is a one-way directed model. Berlo’s SMCR model is known as the one-step communication model; whereas, the two-step flow of communication is the interactive model. In sum, the SMCR model is also a linear model of communication, as it excludes feedback.