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The Framing ChallengeTrish Hennessy
Canadian Centre for Policy Alternatives
www.policyalternatives.ca
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Why can’t progressives connect?
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Neurological science findings
Reason vs. emotion – which one wins?
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Research on emotions
Thinking = processed feelings
Emotions affect decision-making
Important finding for framing
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How framing works
Every word and idea exists within a frame. Surface frames touch surface emotionsDeep frames tap into deeply-held values, principles, beliefs--morality.
-- George LakoffRockridge Institute
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It’s not about spin
Spin taps into surface framesNot enough to use better words
Need to re-hardwire how we think
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It’s not about ‘the’ issue
Federal poll post-sponsorship scandal
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It’s not about ‘the’ issue
Federal poll post-sponsorship scandal Stop laundry list approach
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It’s not about ‘the’ issue
Federal poll post-sponsorship scandal Stop laundry list approach People vote based on values,
connection, authenticity, trust, identity
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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
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It’s about values
…and Conservatives are better at messages that tap into their values
than progressives are.
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Conservative frame
Father knows best
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Conservative frame
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Progressive frame
Nurturant parent family
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The power of repetition
Repetition tricks the brain into believing myths and false statements are true-- Norbert SchwarzUniversity of Michigan
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Staying out of their frame
Negating the frame reinforces the frame-- George Lakoff Don’t think of an elephant
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Putting it to the test
Case study: Income inquality
RichPoor
Middle class
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The rich are like cartoon characters
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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
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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
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Othering
Middle class rationality helps them disengage
Talking about people they don’t know A spectator sport (explains online
newspaper comments)
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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
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Conservative frame dominates
Poor people need ‘tough love’
We need rich people to succeed
Reward the winners, punish the losers
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Growing gap reframe
The rich and the rest of us
The majority vs. the elite few
We put the promise of prosperity on trial
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Use of repetition
Our message box:
The rich are getting richer
The middle is being squeezed
The poor are getting left behind
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Use of emotion & fact
Focus group gut check:
What would it be like to live on $23,000 or less (poorest 20%)
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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
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Triggering moral outrage
Highlight contrast between rich/poor (CEO and the teller inspiration); show
absurdities
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Pride
Canadians don’t like that poverty exists in Canada and, within limits,
they support moves to reduce it
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Best defense a good offense
It’s time to move away from critique and move towards change that feels
do-able.
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Make the case for change
Hold lens on what and why before solutions
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Avoid impossibility theorems(or try to)
Solutions are brief, focused, pragmaticExample: complexity of poverty
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The quiet limits of facts
We use big numbers to shock but know numbers alone don’t move people
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A serious challenge
Trust issues with government
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Another serious challenge
People are disengaged, ill informed
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Second federal budget poll slide (60%)
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Second federal budget poll slide (60%)
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Second federal budget poll slide (60%)
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The apathy trap
Canadians think they want rational, reasoned political leadership but
respond emotionally
“Conservative fear frame” keeps getting tapped
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http://www.conferenceboard.ca/HCP/Details/society/voter-turnout.aspx
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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
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Show, don’t tell
Human stories that tap into emotions, values
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Emotions, message
The ball’s in your court