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7/30/2019 Framing your campaign: How to win hearts and minds
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Communicating Campaigns-
Frames and values
Brian Lamb
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THE SCIENCE BIT
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Thinking of
Frames
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Memory
Your brain automatically reaches for
information which is in itself framed for
you already
You have concepts of things that
represent not just facts but perceptions
and associations-hence you cannot stop
yourself thinking of the Elephant once it
is suggested to you
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TEST
A bat and ball cost 1.10 in total. The bat
costs 1.00 more than the ball. How
much does the ball cost?
It takes 5 machines 5 minutes to make 5
widgets, how long would it take 100
machines to make a hundred widgets?
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Emotion and thinking
Get in touch with your inner Lizard!
Automatic system- instinctive, quick, reflexive and
unconscious, linked strongly with emotions and values
Reflective system-Controlled, requires effort andawareness, deliberative follows rules
Automatic nervous system trumps Reflective system in
quick decision making, politics and where emotional
engagement is strong
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Reflective
System
Frames
Deep
Frames
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The social psychological evidence
suggests that some behaviours are not
mediated by either attitude or intentionat all. In fact the reverse correlation, in
which attitudes are inferred from
behaviours, is sometimes observed Itsuggests that behaviours can be
changed without necessarily changing
attitudes first.Professor Tim Jackson
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Emotion and Frames
Reflective system is controlled, slow and
engaged only with difficulty as we are mentally
lazy
Autonomous system linked to Emotions whichdrive human behaviour
Related to Values-the brain gravitates
towards solutions that match not only data butdesire Westen.
Frames embed values in the question how do
I understand the world?
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HOW DOES THIS IMPACT ONCAMPAIGNING?
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Campaigning
Paradigm Focus on developing evidence
Present evidence to decision makers
If necessary also convince the public to create
leverage for changing policy, practice, behaviour Rational decision makers are either convinced
or give in to pressure
Public decides on evidence and alters views,
commits to campaign, or change behaviour Only it does not work like that!
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Why we need a
different model Theories in American stem from both developments in
linguistics and psychology-how political language works andhow people respond
But also progressives trying to find answers to whysupposedly weaker candidates of the right were able to
continue to beat the democrats in Presidential and otherelectoral races
We have been slow to wake up to the implications of adebate that has been developing for at least the last 10years in the States
Interest from Environmental and Aid Lobby wheresuccessive and seemingly successful public campaigninghas not achieved the level of public support or individualbehaviour change anticipated
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Westen
In politics, as in everyday life, two sets of oftencompeting constraints shape our judgements:cognitive constraints, imposed by the informationwe have available, and emotional constraints,imposed by the feelings associated with oneconclusion or another.
when reason and emotion collide, emotioninvariably wins. Although the marketplace of ideasis a great place to shop for policies, themarketplace that matters mostis the marketplaceof emotions.
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Westen
Political Views are related to and constrained by our values and
feelings
We chose the arguments and positions that align with our
underling values and emotions not with the evidence
Language (frames) and activates those values Campaigns which ignore the emotional (value) laden context will
fail
Material interest does not align with voting and views held-values
and emotions trump them in most circumstances
Need to appeal to underlying emotions and values by reframing
the issue but he is more flexible on what values and frames work
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THE WAY IN WHICH THE WORLD ISIMAGINED DETERMINES AT ANY
PARTICULAR MOMENT WHAT
PEOPLE WILL DO.
Walter Lippmann, Public Opinion, 1921
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Frames
Frames are organizing principles that are
socially shared and persistent over time that
work symbolically to meaningfully structure
the world.
Every frame defines the issue, explains who is
responsible, and suggests potential solutions.
All of these are conveyed by images,
stereotypes, or anecdotes.
Framing Institute Report
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Frames
People use mental shortcuts to make sense of the world.
Incoming information provides cues about where to file it mentally.
Over time, we develop habits of thought and expectation and
configure incoming information to conform to the values and frames
we useThis triggers sets of emotions and values that conform with our
world view.
An explanation that reduces a complex problem to a simple,
concrete analogy or metaphor contributes to understanding by
helping people organize information into a clear picture in their
heads, including facts and ideas previously learned but not
organized in a coherent way,
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Lakoff
Political Debates are essentially contests over metaphors whichexpress or depend on underlying values and emotions. The politicalposition we believe in will correspond to an overriding metaphor thatexplains the world for us. We believe the facts that correspond to themetaphor as we do not have time or consonance to discuss and
delineate every fact. Even if we did we are not as rationale as we like tothink.
Another trap is the assumption that all you have to do is set the factsstraight and people will reason to the right conclusion. Wrong!
If the facts don't fit the frames, the frames stay and the facts areignored.
The facts unframed will not set you free. You cannot win just be statingthe true facts and showing that they contradict your opponent's claims.Frames trump facts.
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Implications
Campaigns which are trying to appeal to the public or
change behaviour have to be calibrated towards the
values of the public rather than simply presenting
arguments around interests or facts
This has lead to a great deal of interest in Marketing
based analysis-mapping the value sets of the public,
where they sit on the spectrum of views and how they
could be addressed by reframing issues to sync with
those views
Segmentation against values becomes the key to
successful campaigns aimed at public change
Framing of arguments-how you active those thoughts
and feelings you want and counter others frames
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BEHAVIOUR CHANGE
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Models of Values
and BehaviourInner-directed Pioneers
Dominant motivation - ExplorationOuter-di rected Prospectors
Dominant motivation - Status andesteem of others
Secu ri ty-driven Sett lers
Dominant motivation - Being safe andbelonging
(Based on model developed from Schwartz-see appendix.)
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Changing Behaviour through
Communications
Appeal to norms, making group
standards more apparent. People
decide by observing those around
them. Certain attitudes and
sympathies can remain dormant until
they are activated by an idea or
practice becoming more visible People learn through social interaction,
and some people are better teachers
and trendsetters than others.
Targeting these people will ensure that
messages transmitted effectively.
Make it easy for people to know whatto do-give people the tools to decide
for themselves and then have access
to the infrastructure in which to act,
and understand that their contribution
is important.
Link to positive aspirations. Traditional
marketing links products to the
aspirations of their target audience.
Create communities Methods of
building public trust... methods which
encourage people to form and
reformulate their opinions interactively,consensually and consciously.
Use bottom-up networking through
more local messaging systems that
people trust-influencing behaviour
through networks...
Raise the status of the behaviour sothat people will follow
Target specific groups
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HOW TO FRAME 1.
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Framing
State the Story
Explain the Problem
Describe how big the issues is Present a Solution
Keep it Simple
Appeal to Values
Establish Responsibility
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WRITE A STORY
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HOW TO FRAME 2.
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Public Campaigning
There is no such thing as a socia lproblem, un t i l enough people, w i th
enough power in the society, agree thatthere is. Social prob lems are pro du cedby publ ic op in ion, no t by part icu larsocial condi t ions , undesirable orotherwise.
Armand Mauss and Julie Wolfe, eds., This Land of Promises: The Rise and Fallof Social Problems.
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Effects of Framing
Crime: 58% do not believe that crime is falling, when the Crime Survey for England and
Wales shows that incidents of crime were 19% lower in 2012 than in 2006/07 and 53% lower
than in 1995. 51% think violent crime is rising, when it has fallen from almost 2.5 million
incidents in 2006/07 to under 2 million in 2012
Benefit fraud: people estimate that benefit money is claimed fraudulently 34 times more than
official estimates: the public think that 24 out of every 100 spent on benefits is claimed
fraudulently, compared with official estimates of 0.70 per 100. Foreign aid: 26% of people think foreign aid is one of the top 2-3 items that government
spends the most money on, when it actually made up 1.1% of expenditure (7.9bn) in the
2011/12 financial year.
Immigration and ethnicity: the public think that 31% of the population are immigrants, when
the official figure is 13%.
Benefit bill: people are most likely to think that capping benefits at 26,000 per household will
save the most money from a list provided (33% pick this option). This is twice the level ofpeople who selected raising the pension age to 66 for both men and women or stopping child
benefits when someone in the household earns 50k+. In fact, capping household benefits is
estimated to save 290m, compared with 5bn for raising the pension age and 1.7bn for
stopping child benefit for wealthier households.
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Frames
Do not use your opponents frame or repeat it
even to challenge it-you will only trigger the
associations you opponent wants triggered
Show respect for the other persons
Look for Wedge issues-means of finding
common ground on values that allows a bridge
to your frame of reference Think and talk at the level of values and use
these to frame your facts
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Framing with Facts
ENVIRONMENT WEAK EXAMPLE
At current consumption rates, we put back in the air each year about 100,000 years
of stored carbon. In the last 150 years we have put about 290 billion tonnes
(gigatonnes or Gt) into the air. Amidst the claimed uncertainties about the climate-change
phenomenon, there is no dispute that these emissions have caused significant increases
in atmospheric concentrations of CO2. Today's CO2 levels are about 370 parts per
million (ppm), about 30 per cent higher than the pre-industrial level of 280 ppm.
ENVIRONMENT BETTER EXAMPLE
Humankind is altering the atmosphere at a rapid pace. Since industrialization
began just 150 years ago, concentrations of carbon dioxide in the atmosphere
have increased by almost one-third. This is happening because burning fossil fuels
releases carbon into the atmosphere, carbon that it took the Earth millions of years
to bury away. Each year we are using 100,000 years worth of stored carbon. Even
once we shift away from fossil fuels, it will take centuries for Earth to store the
carbon away again.
Framing Institute
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Often Binary
Oppositions
Inheritance Tax
Energy
Security Strivers
Rights
Death Tax
Drilling for Oil
Scroungers
Responsibilities
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SPARE ROOM SUBSIDY?
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OR BEDROOM TAX?
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Tobacco
Campaigners had more success when they started to
frame tobacco as a defective product rather than a
pleasurable but dangerous individual pleasure.
As a dangerous product in peoples eyes it became
much easier to put the responsibility back onto the
manufacturers and then place peoples dependency on
the product as the result of addiction not personal vice.
This led to campaigners finding it much easier to fix
the targets of the campaign as being the
manufacturer, tax and sales policy.
This was because of the simple device shifting the
way (frame) in which people thought about the
product.
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OTHER EXAMPLES?-DISCUSSION
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Summary
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Communications
What are we asking people to do, think, or feel as a result of this
communication?
How do we know this message will yield this result?
Does our message strategy take into consideration the dominant frames
on this issue?
Crafting a message is often the first task groups tackle in creating a
campaign, when it should be the logical end-product of strategy
development.
Does our message strategy reflect what we know about public opinion in
general and the particular opinions of our target audience?
Have we adequately translated the message from the language andcomplexity of expert understanding to the language and values of our
target audience?
Who Is Communicating? (Messenger)
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Reflections
One key conclusion-its easier to sell positive visions that align
with values than negative ones-but need to be careful not to over
claim
Clear communality with some elements of Nudge approach but
more transparent More focus on narrative and story telling, less on facts and figures
Look for wedge issues to link to your issues and values
But can you really expect to change fundamental underlying
values and affiliations if they are as deep rooted as the theories
suggest? If so suggests much more cross working to promote values that
sustain the kind of concerns and values you are trying to promote
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Sources
Bales, S.N. (2005) Framing Public Issues, Frameworks Institute, Washington
Crompton, T. Common Cause, (2010) The Case for Working with our Cultural Values,
WWF
Darnton, A. with Kirk, M. Finding Frames: New ways to engage the UK public in
global poverty Bond 2011
Jackson, Prof. T. (August 2004). Motivating Sustainable Consumption, a review ofevidence on consumer behaviour and behavioural change. Guildford: University of
Surrey.
Lakoff, G. (1995) Metaphor, Morality, and Politics, or, Why Conservatives Have Left
Liberals In the Dust
Lakoff, G (2004) Dont Think of an Elephant! Know your Values and Frame the
DebateLakoff, G. (2009) The Political Mind: A Cognitive Scientist s Guide to your Brain and
its Politics
Lamb, B. (2010) The Good Guide to Campaigning and Influencing.
Westen, D. (2007) The Political Brain, The role of Emotion in Deciding the Fate of the
Nation
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Websites
http://www.frameworksinstitute.org/
http://valuesandframes.org/
http://www.cognitivepolicyworks.com/
http://www.campaignstrategy.org/articles/usingvaluemodes.pdf
Recent Articles
http://www.huffingtonpost.com/drew-westen/what-created-the-
populist_b_699960.html
http://www.independent.co.uk/opinion/commentators/johann-
hari/johann-hari-the-plan-to-save-ed-miliband-2258737.html
http://www.campaigncentral.org.uk/opinion/dfgdfgdfgdf
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Contact
Email: [email protected]
Call 020 7520 [email protected]
Chris Rose Adaptation
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Chris Rose Adaptation
of Schwartz
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One Model of Mapping Values-
Schwartz/Common Purpose