PROJECT COMMUNICATION AND STAKEHOLDER ANALYSIS

Journal Name: Review about communication theories and

communication models (David Berlo Model of Communication,
 INTRODUCTION
Communication can broadly be defined as exchange of ideas, messages and information between
two or more persons, through a medium, in a manner that the sender and the receiver understand
the message, I.E., develop common understanding of the message. Communication is a process
of transferring a particular information or message from an information source to a desired,
definite or a particular destination. This process also involves feedback from the receiver. In this
lesson, we shall discuss about different aspects of communication. The models of
communication are regarded as important concepts that help in understanding the processes of
communication. Like the nature and concept of communication, the models of communication
are also regarded as crucial. There has been extensive research conducted on the models of
communication. But there is no single theory or model, which has found general acceptance. The
models of communication have the main objective of generating information among the
individuals in terms of important concepts of communication. When understanding the models of
communication, it is vital to understand what model means. A model is referred to the graphic
representation, which is designed to provide explanation in terms of the ways of the working of
the variable. It is a plan, pattern, representation or description that is designed to depict the
structure as well as functioning of the objects, systems and concepts. A model of communication
provides a convenient way of generating information in terms of graphical checklist of various
elements.

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1. Models of Communication
1.1 Berol’s Model of Communication Example
Watching television news is a real-life example of David Barolo’s SMCR model of
communication. It is also known as Berol’s model of communication example situation. The four
essential elements of Barolo’s model are the source, message, channel, and Receiver. Firstly, the
news presenter is the source of the news that disseminates the information. The news is the
message, and television is the channel. Finally, the audiences are the receivers of the message
who watch the television. In this context, the audience cannot provide feedback. It is also a one-
way communication process where the feedback is not presented. Similarly, reading newspapers
is another example of Barolo’s model of communication.
Bruce H. Wesley’s and M.S. MacLean’s Model (1957)

The model that is designed by Bruce H. Wesley and M.S. MacLean is an extension of the
Newcomb’s model. It has been specifically adapted for mass media. It is based on the
assumption that the messages in mass communication, pass through different points, which are
known as gatekeepers, before they reach the audience. In other words, there is a mediator, who
renders a significant contribution in facilitating communication between the senders and the
receivers. The gatekeeper concept is essentially referred to as a concept, which is mostly used in
mass media and is associated with the news on frequent basis. This model focuses upon the
aspect that the role of gatekeepers is regarded as crucial in facilitating the communication
processes. The primary job duties of the gatekeepers are, they are required to make decisions in
terms of what messages are to be transmitted and how the content has to get modified (Unit 2
Models of Communication, n.d.).

Source of information, sender, gatekeeper, audience and feedback are regarded as

important features of this model. The limitation of this model is, it applies only to mass media
and does not take into account the relationships between mass media and other systems, through
which the individuals need to get engaged in communication with each other on a continuous
basis. These include family, work, friendships, educational institutions, organizations, religious
places, public places and all the other formal and informal networks, through which terms and
relationships are established among individuals. Normally, communication processes are
facilitated among the individuals through various forms with their family, educational

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institutions, organizations, communities and public places. They do not depend upon the media
to such an extent as implied by this model. Therefore, it can be stated, this is one of the major
limitations, which need to be alleviated in order to make the model successful (Unit 2 Models of
Communication, n.d.).

FRANK DANCE’S MODEL OF COMMMUNICATION

Frank Dance proposed a model inspired by a helix in 1967, known as Helical Model of
Communication. A helix is a three dimensional spring like curve in the shape of a cylinder or a
cone .Helix is compared with evolution of communication of a human since birth to existence or
existing moment. Helical model gives geometrical testimony of communication. The model is
linear as well as circular combined and disagrees the concept of linearity and circularity
individually. Helical model of communication introduces the concept of time where
continuousness of the communication process and relational interactions are very important.
Communication is taken as a dynamic process in helical model of communication and it
progresses with age as our experience and vocabulary increases. At first, helical spring is small
at the bottom and grows bigger as the communication progresses. The same effect can be seen
with communication of humans, where you know nothing about a person at first and the
knowledge grows steadily as you know the person better. It considers all the activities of the
person, from the past and present.

Devito’s interactive model

According to DeVito (2003) and Wood (2009 and 2011) interpersonal communication is sending
a message from someone and received by others effectively and direct feedback. This type of
communication is considered the most effective in an effort to shape a person's attitude, opinion
or behavior because of its dialogical nature. This dialogical behavior is showed through oral
communication in conversations that display a direct reverse flow. Thus, the speaker knows the
response of the listener at that moment, and the speaker knows for sure whether the message sent
is accepted or rejected, positively or negatively. Those involved in these interpersonal
communications doubly function, each becoming a speaker and listener in turn. In the process of
communication, dialogue seems to be an attempt of the perpetrator of communication for mutual
understanding, empathy, mutual respect, honesty and trust. The process of interpersonal

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communication is a psychological process which in turn forms a social process. Interpersonal
communication here has uniqueness because it always starts from the process of relationship that
is psychological and psychological process always leads influence. DeVito (2003); Wood (2009
and 2011); argued that essentially interpersonal communication is communication between a
communicator with a communicant. This type of communication is considered most effective for
changing human attitudes, views, or behavior due to its dialogical process. The dialogical nature
is addressed through oral communication in a conversation that displays a direct reverse. So
communicators know the communicant's response at that moment, the communicator knows for
sure whether the message sent is accepted or rejected, have a positive or negative impact. If not
accepted, communication will give the widest opportunity to the communicant to ask.
Conclusions
David Berol’s SMCR Model of Communication is the linear model of communication; therefore,
the feedback is not present in the model. It is one of the significant communication models that
describe the communication process through multiple elements, including Sender, Message,
Channel, and Receiver. The model also focuses on encoding and decoding which happens before
sender sends the message and before receiver receives the message respectively. The model that
is designed by Bruce H. Wesley and M.S. MacLean is an extension of the Newcomb’s model. It
has been specifically adapted for mass media. It is based on the assumption that the messages in
mass communication, pass through different points, which are known as gatekeepers, before they
reach the audience. Helical model of communication introduces the concept of time where
continuousness of the communication process and relational interactions are very important.
Communication is taken as a dynamic process in helical model of communication and it
progresses with age as our experience and vocabulary increases. According to DeVito (2003) and
Wood (2009 and 2011) interpersonal communication is sending a message from someone and
received by others effectively and direct feedback. This type of communication is considered the
most effective in an effort to shape a person's attitude, opinion or behavior because of its
dialogical nature.

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Reference
Cite this article as: businesstopia, "Berol’s SMCR Model of Communication," in Businesstopia,
January 6, 2018, https://www.businesstopia.net/communication/berlo-model-communication

Syofia Ulfah (2018) Soft Skill of Language Teachers in the Classroom: Analysis of DeVito
Humanistic Interpersonal Communication Model