What is Communication ?

Berlos model of communication (1960)

Source
Four factors

Comunication skills:

-Coding: speaking and writing
-Decoding: reading and listening
-Thinking
-Attitude
-Level of knowledge
-Socio - Cultural System
Message

- Code
- Content
- Treatment
Channel
Hearing , seeing ,
touching , smelling ,
tasting.
Receiver
Debilities of Berlo's model
-It tends to stress the manipulation of the message.

The model implies that human communication is
like machine communication.
But even with the right symbols, people misunderstand each other.

Problems in meaning and meaningfulness often aren't a matter
of comprehension, but of reaction, agreement, shared concepts,
beliefs, attitudes, values.
Benefits of Berlos model
The message is the main element.

It also allowed for encoding and decoding of messages.

This one is not designed to be academic or practical. It is
designed to be all-inclusive.
BERLOS CONCEPT OF FIDELITY
The degree to which a communication is effective in achieving
the purpose of the sender.

Fidelity can apply to the communication as a whole, or to the
components of it.

Fidelity is a key concept for multimedia.

Affected by communication skills, attitudes, knowledge level
and position with a socio-cultural system.