Question

According to Berlo (1960), which of the following is the sole purpose of communication?

• A. To influence people
• B. To entertain people
• C. To inform people
• D. To integrate people

Hint:

Remember David Berlo's perspective: communication is an intentional process. We do not communicate passively; we communicate to influence others with intent.

Answer 1

The Correct Option is A

Step 1: Understanding the Concept:
David Berlo's book "The Process of Communication" (1960) explores the psychological and behavioral foundations of human communication, focusing on the purpose behind message exchange.

Step 3: Detailed Explanation:
In his analysis, Berlo argues that all communication has a goal or purpose.
He states: "Our basic purpose in communication is to become an affecting agent, to affect others, our physical environment, and ourselves, to become a determining agent, to have a vote in how things are. In short, we communicate to influence - to affect with intent."
According to Berlo, even when we believe we are simply informing or entertaining someone, our underlying purpose is to influence their cognitive state, attitudes, or behaviors.
Information and entertainment are the means through which we achieve this influence.
Therefore, Berlo identifies "to influence people" as the sole purpose of communication.

Step 4: Final Answer:
According to Berlo, the sole purpose of communication is to influence people, which corresponds to option (A).