As the president of Population Media Center, Bill Ryerson supports a number of initiatives that encourage responsible family planning to help stabilize human populations at levels that are congruent with natural resources. Bill Ryerson is also an expert on various fields related to global demography including migration (emigration and immigration) dynamics, fertility, contraception and age-structure. His organization has produced a number of dramatic radio and television series that promote healthy behavior through relatable characters. Population Media Center creates these characters and the programs in which they appear using the Sabido methodology.
The roots of the Sabido methodology originate from the 1949 Shannon and Weaver model, which traces the circular nature of the communication process. Sabido applies this model to the serial drama. In a commercial soap opera, for example, the traditional communicator is the manufacturer of a product that communicates a message of buy this product to the receiver/consumer. When the consumer purchases the touted product, the soap opera will continue to receive ad revenue. Therefore, the circuit is completed.
Sabido goes on to complicate this circular model by considering communication among audience members. This two-step flow theory of communication states that media messages will have significant impact upon a relatively small group of receivers, who will then communicate an embedded message to others. In this way, audience members will often enter into discussions on important social issues in a manner that is similar to those of the on-air characters that inspired them.