Schramm’s model of communication is important for marketers because it emphasises two-way feedback, helping them understand audience reactions and tailor messages for more effective engagement.
Communication is not a simple one-way transmission of information, but a circular process in which messages move back and forth between people. Instead of seeing one person as the sender and another as the receiver, Schramm argued that both are constantly switching roles, responding to each other and shaping meaning together. This idea becomes very clear when we look at how the BBC communicates with its audience.
As a public broadcaster, the BBC regularly creates and shares information—news reports, documentaries, interviews, and breaking updates. When the BBC produces a news story, such as coverage of a general election, it gathers facts, shapes them into a clear message, and delivers that message through different channels like television, radio, its website, apps, and social media platforms. At that point, the BBC acts as the sender, encoding information and presenting it to the public. The audience then interprets this information based on their own knowledge, beliefs, political views, cultural background, and prior experience. This is called this the “field of experience,” meaning that no message is understood in isolation; it is filtered through what the receiver already knows and feels. Two people watching the same BBC report may walk away with different interpretations because their personal frames of reference are different.
Crucially, communication does not stop once the message is delivered. The public responds, creating feedback that travels back to the BBC. This feedback can come in many forms: comments on social media; emails and complaints; audience surveys; ratings; phone-ins on radio shows or even public debate. For example, if viewers feel a report is unclear or biased, they might discuss it online or raise concerns directly. The BBC monitors this reaction closely, and editors may decide to clarify the information in a follow-up segment, publish an explainer, change the tone of future coverage, or even adjust the format of a programme if engagement is low. At this point, the audience effectively becomes the sender, and the BBC becomes the receiver, listening and responding. This shows that communication is a continuous loop, not a one-directional broadcast.
Communication can be disrupted by “noise”—anything that interferes with understanding. For the BBC, noise might include technical issues like broadcast delays, misinformation spreading online, highly emotional reactions to sensitive topics, or assumptions about political bias. During fast-moving events such as election night, social media rumours and fragmented information can distort how audiences interpret BBC coverage. Even when the message is clear, outside factors can change how it is received. This shows that successful communication depends not only on what is said, but on the wider context in which it is heard.
During election night, the BBC broadcasts live results and analysis, sending information out to millions of viewers. As the night unfolds, audiences react in real time, commenting on social media, asking questions, expressing confusion, or challenging interpretations. The BBC keeps track of this reaction, and if it notices widespread uncertainty or concern, it may adjust its reporting, offering clearer graphics, inviting additional experts, or providing more explanation. The message evolves in response to feedback, and the communication loop continues.
The relationship between the BBC and its audience clearly demonstrates that communication is a shared, interactive process. The BBC does not simply speak to the public; it communicates with them. Meaning is shaped jointly through messages and responses, shaped by shared experiences and influenced by external noise. In a world where information moves quickly and audiences react instantly, this circular model is more relevant than ever. The BBC’s ongoing dialogue with its viewers shows that effective communication depends on listening as much as speaking, adapting messages over time, and recognising that understanding is created together, not delivered in a single direction.
We learn about Schramm’s model of communication as part of the Marketing Impact module for the CIM Certificate in Professional and Digital Marketing. It is explored in detail in the Planning Integrated Campaigns module starting in January 26. To find out more, join us for one of our virtual open evenings.
