the framing challenge

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