Triaging Troubles? Can Video Conferencing Rescue Residential Services in the Digital Age?

Modern campfire communication

The days of friendly face-to-face chats and physical drop-ins at your local information centre are dwindling as organisations continue switching to seemingly more efficient digital tools post-pandemic. 

The digital age has ushered in a wave of online media resources and services. However, we still need the personal touch and real-time ability to empathise with others while managing the rush for efficiency - particularly when dealing with complex areas where we must unravel people's multilayered issues. 

So, how do you rebuild the connection with local communities and keep audiences engaged and informed with less physical presence? Media theory argues that video conferencing is the closest replacement for face-to-face interactions. It allows organisations to replicate campfire (natural) multimodal (rich) communication and provide a friendlier and more empathetic (social) front door than call centre-inspired phone lines, text bots, forms, and email.

But when is video conferencing the right choice, and where can other communication media shine? This article explores three media communication theories to help you navigate the world of digital communication effectively and match the right tools to the job:

1. Media Richness Theory (MRT):

Multimodal

Media Richness Theory (MRT) is a framework used to describe a communication medium's ability to reproduce the information elements or modes sent over it. It was introduced by Richard L. Daft and Robert H. Lengel in 1986 to rank and evaluate the richness of various communication media, such as phone calls, video conferencing, and email. It predicts that competent management teams choose the best mode of communication by aligning the complexity of a message (or task) to the medium's richness. For example, a text message or email can work well when handling a bank balance request or scheduling a meeting next week. A phone call might be needed to inform people of any last-minute changes to the meeting. Yet, a video conference, which transmits gestures and body language alongside audio or allows screen sharing and text (multimodal), is best for delivering the meeting's content about an organisation's redundancy plans and the inevitable clarification questions! Horses for courses: different media is suited to different things.

Rich or lean

The original authors of Media Richness Theory (MRT) state that all communication media vary in their ability to help users communicate and change their understanding. MRT grades all communication media based on their ability to convey a complex message (See Figure 1). Media that overcomes different frames of reference and clarifies ambiguous issues is considered "rich." In contrast, communications media that require more time to convey understanding are deemed "lean".

In their 1988 article regarding media richness theory, Daft and Lengel state that media richness is a function of separate characteristics:

  • The ability to handle multiple information cues simultaneously

  • The ability to stimulate rapid feedback

  • The ability to establish a personal focus

  • The ability to utilise natural language

Refinement

MRT theorises that rich communication media are typically more effective for communicating equivocal issues: those open to interpretation.

Of course, MRT has evolved since the 1980s as different authors have tried to refine the model to explain the impact of new computer-mediated communication (CMC), such as the Internet and social media. Perhaps the best-known development is by Reichwald et al. (1998), who adapted the model to highlight how managers can match the message or task complexity to the medium's richness (see Figure 2)

For example, video conferencing is rich because it can incorporate visuals, sound, emotions, and two-way interaction. Its multimodal capabilities are closest to face-to-face. It is perfect for detailed explanations, triaging, drop-ins, clinics, live demonstrations (think "how-to" consultations), or conveying sensitive information where language barriers and nonverbal cues are crucial.

2. Media Naturalness Theory (MNT):

Darwinian adaptation

Media Naturness Theory (MNT) argues that our ancestors communicated primarily face-to-face around the campfire. Since then, evolutionary pressures have developed our brains for that form of communication, making us hard-wired for face-to-face interactions - preserving our "natural" instinct to use real-time communication to connect with others and exchange information. MNT makes a similar point to MRT: face-to-face discussions are our gold standard, but instead of identifying multimodal richness as the critical element, it suggests our brains are deep-wired to react to media that emulates our campfire heritage.

Suppression

MNT author Ned Kock points out that computer-mediated communication (CMC) is far too contemporary to have shaped human understanding and changed our basic instincts. Kock argues that using communication media that suppresses our face-to-face communication preferences poses mental obstacles, particularly in complex tasks that require more intense communication.

MNT presents five elements that characterise "naturalness":

  • A high degree of co-location, which allows individuals to see and hear each other

  • A high degree of synchronicity, which enables individuals to exchange communicative stimuli quickly

  • The ability to convey and observe facial expressions

  • The ability to convey and observe body language

  • The ability to convey and listen to speech

MNT's main prediction is that any communication medium suppressing "naturalness" will raise cognitive effort and communication ambiguity and reduce physiological engagement. For example, an email or form enables asynchronous communication out of hours. Yet, it leads to frustration from users who expect immediate feedback or need clarification on how to frame their problem.

Prediction

In another point of difference, MNT places the face-to-face medium at the centre of a one-dimensional scale of naturalness, where deviations to the left or right are associated with decreases in naturalness (see Figure 3). MNT recognises digital media as less "natural" than face-to-face media and predicts they require more significant cognitive effort that can lead to information overload. 

Nevertheless, the theory helps management teams understand which computer-mediated communication (CMC) tools best suit our deeply ingrained human communication needs. For example, imagine a complex regulatory or legal question—a video call allows for back-and-forth clarification and fosters trust, mimicking the ease of an in-person conversation.

3. Social Presence Theory (SPT):

Social presence theory (SPT) explores how the "sense of being with another" or "social presence" is influenced by computer-mediated communication (CMC). The theory states that CMC has a lower social presence than face-to-face communication but that different computer-based communications affect the sense of being with another.

This theory focuses on feeling connected to the person you're communicating with. It classifies different communication media on a one-dimensional continuum of social presence (Figure 4), where face-to-face communication has the most social presence and written, text-based communication the least. The degree of social presence is measured by our ability to project physical and emotional presence in an interaction and experience it from others.

The key for management teams is to use communication tools and design user experiences with the appropriate social presence required for the level of interpersonal involvement needed for an effective engagement. For example, video conferencing scores highly in SPT because it replicates face-to-face interactions, fostering a sense of trust and rapport, which is vital for strangers to cooperate, such as those initial triaging discussions on information and advice lines.

Conclusion

We all understand that computer-mediated communication or digital tools typically improve the accessibility of residential services for many—but not all—audiences, cater to diverse communication styles, and overcome geographical barriers. They might not be quite as good as face-to-face services. Still, some digital tools get close, and others are helpful when matched with the scenario they're trying to support. 

So, according to these three media theories, when can video conferencing emulate the gold standard of face-to-face communication?

  • Where a multimodal requirement benefits the outcome: MRT says to match media richness (or leanness) to the complexity of the task or interaction. Video conferencing brings the benefits of face-to-face communication if a task benefits from using several modes of communication: audio, video, text, screen sharing, etc.

  • When tackling complex information or tasks, videoconferencing is perfect for explaining legal or regulatory rights, demonstrating financial tools in real time, or providing detailed step-by-step support.

  • When an interaction benefits from linking to our deep-rooted need for naturalness where, individuals can see and hear each other, exchange communicative stimuli quickly, convey and observe facial expressions and observe body language.

  • When a sense of social presence benefits the outcome: Building social presence, trust and engagement:  Addressing sensitive topics, providing emotional support, or offering personalised advice benefit significantly from the human connection video conferencing offers.

Applications

  • Triaging: Triaging complex issues, especially with those for whom English is a second language, is ideal for video conferencing as it allows for visual cues and real-time clarification.

  • Appointments:  Videoconferencing can be easily accessed anytime and anywhere and can be a more convenient medium than a physical face-to-face meeting

  • Interactive learning or support: Video conferencing engages audiences, especially with features like screen sharing, live Q&A sessions, or interactive whiteboards. Video Conferencing services may be an opportunity to create online drop-in clinics or self-help communities and train the trainer.

Of course, video conferencing is only the answer to some things!

Other digital channels are more efficient for simple updates, news announcements, or downloadable resources.

Face-to-face, in-person communication is typically the most influential media channel. Still, the digital age has introduced us to alternatives. By understanding these three media theories, you can leverage the power of video conferencing to transform your information and advice services in the digital age. Don't just replace the physical drop-in with a text-based form or email – embrace video conferencing's unique ability to replicate the human connection and deliver information clearly, engagingly, and with impact.

 

Find out more

This note suggests how Media Theory can help organisations step back from ‘channel vision’ and consider the problem they’re trying to solve and how the characteristics of media—richness, naturalness, and social presence–help build better solutions. For example, how information and advice teams can reimagine their online support for residential or community services by offering video drop-ins to improve the appointment and triaging processes in high-demand areas.

To learn more about any aspect of the above, please contact Mark Terry on 0203 697 0266 or by email

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