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COMMUNICATING IN AN ERA OF SELF-VALIDATING FACTS
Margot Bloomstein
@mbloomstein
#DCC17
Design & Content Conference, July 18, 2017
Is the media our magic mirror?
©Cayuga Productions and CBS
Is this an accurate reflection?
Internal truths trump external data.
©Cayuga Productions and CBS
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If this is the post-fact era,
when was the fact era?
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(cc) Holiday Extras / Flickr
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Facts—or feelings?
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Safe,
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Safe, smart
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Safe, smart, informed
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Safe, smart, informed, secure
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Safe, smart, informed, secure, trusting…
Rudy Giuliani, August 15, 2016, Youngstown Ohio Trump Foreign Policy Speech
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Rudy Giuliani, August 15, 2016, Youngstown Ohio Trump Foreign Policy Speech
Inaccurate, but not inconsistent.
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So what happens if you’re
not constrained by facts?
©Scott Olson Getty Images; from Fox Business with Neil Cavuto interview
©Scott Olson Getty Images; from Fox Business with Neil Cavuto interview
©Scott Olson Getty Images; from Fox Business with Neil Cavuto interview
©Scott Olson Getty Images
©Scott Olson Getty Images; excerpt from August 15, 2016 foreign policy speech
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©Scott Olson Getty Images; I’m paraphrasing, but c’mon.
All these things are true
even if they didn’t happen.
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©Justin Lane European Pressphoto Agency; excerpted from https://nytimes.com/2017/01/30/technology/donald-trump-social-networks-protests.html
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Do lies matter? Or do we twist reality to
convene with our version of the truth?
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Consistency is an internal metric.
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Does this information align
with my viewpoint?
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Do I feel good about
this brand?
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Does this brand make me
feel good about myself?
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History isn’t memory,
accuracy isn’t consistency
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History isn’t memory,
accuracy isn’t consistency,
and inconsistency didn’t cause
Trump to lose MORE.
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©Chip Somodevilla—Getty Images; Fox News Sunday
©Politico
We see what we want to see
©Cayuga Productions and CBS
Trust emerges not from honesty, but
from consistency—with how we believe
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Validation Deliberation
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Courage in our convictions
Empirical proof
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“Feels right” is accurate >
©Cayuga Productions and CBS
Does our inner confirmation bias trump
outward faith in the old arbiters of truth?
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Insert gut check cycle image Can we blame the Right Wing Media?
©Fox News
Insert gut check cycle image Coached skepticism? False equivalency?
©Fox News
Insert gut check cycle image
©CBS
Insert gut check cycle image
©National Enquirer
Insert gut check cycle image
©Mary Ann Chastain, Associated Press
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Media may not hold people accountable,
but they can hold us accountable to our
own beliefs, values, and identities.
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©Jana Birchum for The Austin Chronicle; from March 12, 2017 panel Good Night and Good Luck: Media in Election Years at SXSW
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How can you shift beliefs
when feelings trump facts?
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How we form our beliefs matters more
than what we believe
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How we form our beliefs matters more
than what we believe
Cultural predisposition
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How we form our beliefs matters more
than what we believe
Cultural predisposition confirmation bias
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Not “constrained” by facts…
Prefer feelings to fact…
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LIONIZE THE TRUTH
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Earn attention through novelty
Trojan horse on feels-right opposition
Fit new ideas to old values for relevance
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Invest in original content
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Pair with analysis of outside research
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Host opposing viewpoints
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Host opposing viewpoints
©Comedy Central
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ADD OUTSIDE YOUR BUBBLE
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COOK’S ILLUSTRATED EXAMPLE
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Example on value of insurance
comparison tools re: 20.1MM/26.7 UK
households
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CASE IN POINT OF COMPARISON =
TRUST: GOOGLE
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© Yunghi Kim, Contact Press
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Invite insight, don’t just present logic
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Join discussions, don’t just dole out facts
Blog excerpt ©Design Mom/Gabrielle Blair
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Give the opposition a seat at the table to
create new perspectives that appeal
not to what we know but what we value.
© YouTube
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Give the opposition a seat at the table to
create new perspectives that appeal
not to our minds but to our hearts.
© YouTube
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All these things are true
even if they didn’t happen.
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Margot Bloomstein
@mbloomstein
http://amzn.to/CSatWork
http://cards.appropriateinc.com
THANK YOU