Social Distance Theory

Social Distance Theory explains the way people react and interact with each other when sharing Space at any level - close Intimate Space, Personal Space, Social Space or Public Space. This theory explains why Space Media is effective.

Space Media communicates within the areas of Social and Personal Space. Any situation that occurs at this range must be confronted and dealt with - it cannot be side-stepped. Events within Social and Personal Space directly confront the thought process of the audience.

When Personal Space is intruded upon it affects the way people behave - they feel uncomfortable or anxious. These feelings are alleviated if there is a common focal point such as a band at a rock concert, a team at a sporting event, or a Space Media advertisement in a lift.

Social Distance Theory and SPACE

The effectiveness of communication with SPACE Media
Space communicates within Social and Personal Space zones. As such, the audience must process the communication and make a decision about it.

For example, why is it considered inappropriate to advertise alcohol within the car parking environment, but not on billboards or other out of home media that also target an audience in direct association with a motor vehicle?

Social Distance Theory explains this clearly. Billboard communication, for example, occurs within Public Space, whereas Space car park communication occurs within Social/Personal Space. It is within Social/Personal Space that a decision on the appropriateness of alcohol advertising has to be made.

SPACE Advertising creates comfort from discomfort
Space Advertising provides a point of focus and shared experience that removes the feelings of awkwardness and discomfort that can occur when strangers occupy one another's Personal Space. Effectively, it is the advertiser's image and message that will achieve elevations in both comfort and mood.

So why should you consider Social Distance Theory when planning your advertising campaigns?

Advertising can create a positive behavioural shift among audience members by providing the ever necessary focal point.

In many environments (for example, in enclosed areas such as elevators) advertising is a welcome distraction from an otherwise awkward situation. It gives audience members something to give their attention to, often for extended periods of time.

The result? Increased brand awareness and internalisation of the advertising message. The audience will view the advertising in a positive way, which will be reflected in positive attitude shifts toward the brand and advertiser.

The advertiser benefits from not only clear, uncluttered communication of features and benefits, but the sharing of common, positive feelings.