Who encodes the message in Berlo's communication model?

In Berlo's communication model, the source is responsible for encoding the message. This means that the individual or organization that originates the message is tasked with transforming their ideas and information into a communicable form that can be understood by the receiver. The process of encoding involves selecting the appropriate words, symbols, and non-verbal cues to effectively convey the intended message.

The importance of the source in this context lies in its ability to ensure that the message is clear and relevant for the audience it is targeting. An effective source considers factors such as the audience's background, knowledge, and interests while encoding the message to enhance comprehension and engagement.

In contrast, the other components—such as the message itself, the channel through which it travels, and the receiver who interprets it—play different roles in the communication process. The message is what is being communicated; the channel is the medium used to transmit the message, such as spoken words, written text, or digital platforms; and the receiver is the individual or group who decodes and understands the message. Therefore, it is the source that plays the crucial role of encoding the content at the beginning of the communication process.