The source – message – channel – receiver model of communication was devised by (A) Shannon and Weaver (B) David Berlo (C) Wilbur Schramm (D) Westley and McLean Correct Ans: (B) Explanation: David Berlo devised the Source-Message-Channel-Receiver (SMCR) model of communication. This model, introduced in 1960, is widely recognized for simplifying and clarifying the process of communication. It emphasizes the interaction between the sender, the content, the medium, and the recipient. Firstly, Berlo outlined the source as the communicator or originator of the message. The effectiveness of the communication depends heavily on the source's knowledge, attitude, communication skills, and cultural background. For instance, a knowledgeable source is more likely to convey ideas effectively. Next, the message refers to the content or information the source wants to communicate. This includes the structure, code, and meaning of the message, which must be clear and relevant. Moreover, the message's quality determines how well it resonates with the receiver. Furthermore, the channel involves the medium used for transmitting the message, such as print, verbal, or electronic formats. Choosing the right channel ensures that the message reaches the audience effectively. Lastly, the receiver represents the individual or group who interprets the message. Their understanding is influenced by their communication skills, attitudes, knowledge, and sociocultural background. In conclusion, Berlo's SMCR model simplifies communication by focusing on these four essential components. Additionally, it highlights the need for alignment between the source and receiver for effective communication. This model remains a cornerstone in the study of communication, offering insights for crafting messages that truly connect with audiences.