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The primary variables of communication are Source, Message, channel, Receiver and Effect. This model of communication was propounded by David Berlo. He states that the process of communication occurs in these variables as thus:-
SOURCE: It is the point where communication commences from, the germinating point of the communication.
MESSAGE: It is the content of the communication itself, the message being transferred or received.
CHANNEL: This is the media through which the message is communicated. Sometimes, it could be a person to person communication in which the channel can not be determined. Otherwise, it could be any channels such as phone, mails, messengers or any other device of communication.
RECEIVER: It is the person who receives the sent message, the destination of the message.
EFFECT: It is the changes brought about by the act of communication, to the sender as well as the receiver.
Berlo's model of communication is one of the most accepted one and is widely considered as realistic.
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