David Kenneth Berlo

For allegiance, wanting to say that it will get what he wants. A coder of high allegiance is what express perfectly what the source wants to say. A decoder of high allegiance is what it translates the message for the receiver with total exactness. When analyzing communication, interests to determine us what it increases or it reduces the allegiance of the process. What the paragraph above wants to explain that, the allegiance nothing more is of what the clear, objective communication, where does not possess interferences thus making with that the receiver does not have problem to understand it. As elements of the communication they have the source, the sender, the receiver, the message and the noise where we will go to know and to know as each one of them functions to follow: Source: According to Gustavo Matos

The source, in the communication process, means ‘ ‘ spring of the message and indicating of the cycle of the communication. System (person, machine, organization, institution) of where comes the message, in the process comunicacional’ ‘. Only complementing in accordance with David Kenneth Berlo (1991, p.50) a source of communication after determining the way why it desires to influence the receiver, codifies the destined message to produce the reply desired. It has at least four species of factors, inside of the source, that can to increase the allegiance. They are (: ) its communicative abilities, b) its attitudes, c) its level of knowledge and d) its position inside of the partner-cultural system. Sender: In accordance with Gustavo Matos (2009, P. 5) the sender, in the communication process, is ‘ ‘ one of the protagonists of the act of the communication, that one that, in data moment, emits a message for a receiver or destinatrio’ ‘. Still on sender Juan E. Diaz Bordenave (1995, p.20) ‘ ‘ the emitting wait that the receiver selects its message understands, it, the acceptance and, finally, aplique’ ‘.



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