the framing challenge
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The Framing Challenge. Trish Hennessy Canadian Centre for Policy Alternatives www.policyalternatives.ca. Why can’t progressives connect?. Neurological science findings. Reason vs. emotion – which one wins?. Research on emotions. Thinking = processed feelings - PowerPoint PPT PresentationTRANSCRIPT
The Framing ChallengeTrish Hennessy
Canadian Centre for Policy Alternatives
www.policyalternatives.ca
Why can’t progressives connect?
Neurological science findings
Reason vs. emotion – which one wins?
Research on emotionsThinking = processed feelings
Emotions affect decision-making
Important finding for framing
How framing worksEvery word and idea exists within a
frame. Surface frames touch surface emotionsDeep frames tap into deeply-held values, principles, beliefs--morality.
-- George LakoffRockridge Institute
It’s not about spinSpin taps into surface frames
Not enough to use better wordsNeed to re-hardwire how we think
It’s not about ‘the’ issue
Federal poll post-sponsorship scandal
It’s not about ‘the’ issue
Federal poll post-sponsorship scandal Stop laundry list approach
It’s not about ‘the’ issue
Federal poll post-sponsorship scandal Stop laundry list approach People vote based on values,
connection, authenticity, trust, identity
It’s not about ‘the’ issue
Federal poll post-sponsorship scandal Stop laundry list approach People vote based on values,
connection, authenticity, trust, identity
They rarely vote for a single issue
It’s about values…and Conservatives are better at messages that tap into their values
than progressives are.
Conservative frame
Father knows best
Conservative frame
Progressive frame
Nurturant parent family
The power of repetitionRepetition tricks the brain into
believing myths and false statements are true-- Norbert SchwarzUniversity of Michigan
Staying out of their frame
Negating the frame reinforces the frame-- George Lakoff Don’t think of an elephant
Putting it to the test
Case study: Income inquality
RichPoor
Middle class
The rich are like cartoon characters
What Canadians think
Canada is a middle class nation Middle class is as much a state of mind
as it is an income category Middle class is the holy grail Aspirational notion
Summary of focus groups
Sketchy, stereotypical view of rich/poor
Gaze is on the middle class Middle class proxy for the good life Sense of middle class struggle, worry No anger toward rich Some anger toward poor
Othering Middle class rationality helps them
disengage Talking about people they don’t know A spectator sport (explains online
newspaper comments)
Empathy blocks/myths Family influence (children learn to be poor) Vicious cycle (poverty a way of life, a choice) Bad decisions, (too many kids, big TVs) Lack of work ethic, education Stubborn myth: Some people choose to be
poor & won’t be helped Can never eliminate poverty
Conservative frame dominates
Poor people need ‘tough love’
We need rich people to succeed
Reward the winners, punish the losers
Growing gap reframeThe rich and the rest of us
The majority vs. the elite few
We put the promise of prosperity on trial
Use of repetitionOur message box:
The rich are getting richer
The middle is being squeezed
The poor are getting left behind
Use of emotion & factFocus group gut check:
What would it be like to live on $23,000 or less (poorest 20%)
Holding the lens on worry
Struggle helps middle disconnect with poverty
Affirming the struggle, and showing commonalities, helps tap social responsibility
Solution: We’re in it together
Triggering moral outrage
Highlight contrast between rich/poor (CEO and the teller inspiration); show
absurdities
Pride
Canadians don’t like that poverty exists in Canada and, within limits,
they support moves to reduce it
Best defense a good offense
It’s time to move away from critique and move towards change that feels
do-able.
Make the case for change
Hold lens on what and why before solutions
Avoid impossibility theorems(or try to)
Solutions are brief, focused, pragmaticExample: complexity of poverty
The quiet limits of facts
We use big numbers to shock but know numbers alone don’t move people
A serious challenge
Trust issues with government
Another serious challenge
People are disengaged, ill informed
Second federal budget poll slide (60%)
Second federal budget poll slide (60%)
Second federal budget poll slide (60%)
The apathy trapCanadians think they want rational,
reasoned political leadership but respond emotionally
“Conservative fear frame” keeps getting tapped
http://www.conferenceboard.ca/HCP/Details/society/voter-turnout.aspx
Get excited about your democracy
“I Am Canadian” ad writer: 30% of the people are with you 30% are against you 20% are in the middle – the deciders
Show, don’t tell
Human stories that tap into emotions, values
Emotions, message
The ball’s in your court