Why “social distancing” is a confusing phrase
taking a look at communication during times of crisis
When I first heard the phrase “social distancing” in the context of the current COVID-19 viral pandemic it wasn’t immediately clear to me what it meant. After having it explained by a news anchor, I thought the term wasn’t clear in what it was trying to express. I associated the phrase with being socially distant, or an antidepressant drug commercial, and emo music. While I realize everyone has their own interpretations and schemas, I don’t think I am alone in these associations. When communicating an idea to evoke a behavior, a clear easy to understand concept is key.
A look to the past
During WWII, “The U.S. military establishment commissioned numerous artists in cooperation with the Office of War Information (OWI) Bureau of Graphics to create and distribute propaganda posters” — Time. A favorite of mine in the series is Loose Lips Sink Ships. The widely distributed version in bars and taverns was altered slightly, printed and distribute by House of Seagram. Seagram added the word “might” in to the mix.
*Note the tiny white print at the bottom of the image below.
“This Poster is Published by the House of Seagram as part of its contribution to the National Victory Effort”
“In an America where we’d grown up in a land of free speech and friendliness — how-dee-do and what’s new? — we had to be cautioned not to in any way pass along information — part of our otherwise casual conversation about a neighbor’s son or the guy who’d delivered our groceries — that might reveal troop movements.” — Saturday Evening Post
Webster defines “social distancing” as:
: the practice of maintaining a greater than usual physical distance from other people or of avoiding direct contact with people or objects in public places during the outbreak of a contagious disease in order to minimize exposure and reduce the transmission of infection San Francisco issued recommendations for social distancing on Friday, advising residents to stay home as much as possible and avoid congregating in large groups. — Taryn Luna and Melody Gutierrez
The key phrase/take away in the definition for me is “physical distance”. Paired in context with direct contact the idea of the behavior is direct and clear.
So why not be clear and direct and use the phrase physical distancing to communicate the act of citizens keeping physically apart form one another? The phrase may not address all the complexities of social interactions but it gets to the concept right away.
While we want to promote the act physical distancing we live in a time where there are numerous ways to connect and be social. I myself have talk to, communicated, and reconnected with friends and loved ones more now than I have in years.
