Constancy - How does this new norm affect SBCC?
Summary:
Constancy refers to the new norm of media being a pervasive and unceasing part of our modern existence. On a continuum from background but always on-call to simultaneous use of multiple screens, medias presence pervades the lives of over 80% of humankind. Constancy now affects human development, social interactions, and health behaviors. Information is constantly and easily available. One is never beyond reach; communicating with loved ones, acquaintances, and even strangers is always an option. New and innovative technology can continuously monitor the health and well-being of individuals, communities, and populations. In the development of successful and effective social and behavior change communication, practitioners much rethink the creation and dissemination of messages. Researchers should modify protocols and measures to account for constancy. Through an accessible but scholarly way, this talk introduces the concept of constancy, comparing it to previous constructs employed in SBCC. It offers challenges and solutions to planning, designing, implementing, monitoring, and evaluating messages and campaigns in a world of constancy.
Background/Objectives:
Prior SBCC initiatives have focused on message delivery through clear and distinct communication pathways. Even when multiple approaches have been employed, practitioners would concentrate on specific platforms and the timing of sent and received messages. In the new norm of constancy, initiatives can reach individuals as often as necessary, with personalized messages, any time of day or night, in any location. Barriers no longer exist. As media is now ubiquitous and always available, interventions will impact at various levels in every conceivable environment. This talks objective is to encourage SBCC to incorporate the concept of constancy into future interventions.
Description of the Big Idea/Experience/Innovation and Its Importance to the SBCC Field:
Constancy is a new and different way to think about medias role in our lives. In the past, SBCC interventionists and researchers regarded consumption, content, and context in creating and examining media. No longer is it appropriate to consider these distinct constructs, rather we much acknowledge that media is always available. Media multitasking makes it practically impossible to quantify the exact amount of media people use. As message content and delivery are customizable, we cannot assume that everyone will receive identical content. Similarly, the ubiquity of smart technology makes it difficult to know where and when people are exposed to discrete communication messages, as people are usually barraged with multiple messages through various platforms. The field of SBCC must recognize that constancy will alter message reception and effects. That a screen is always within reach should alter how communication and campaign development occurs. Research protocols and measures must also change as we recognize the new norm of constancy.
Discussion/Implications for the Field:
In planning, designing, implementing, monitoring, and evaluating health communication interventions, practitioners must account for the new norm of constancy. As media is always available; it will be critical to understand if, when, and how messages are being communicated. Examining information flow and effects will require reassessment of exposure and impact, where the constructs of consumption, content, and context no longer are distinct. The new world of constancy will have significant implications for the SBCC field.
Abstract Submitted by:
Dina Borzekowski - University of Maryland