Values for Equality and Human Rights

Elena Blackmore

Why values & frames?

1. Power: They matter in shaping public debate (we

can’t live on facts alone).

2. Principles: Core principles on which to base

communications.

3. Framework: Analysis for understanding

communications (and broader)

4. Connection: Values connect issues.

Question

What do you value?

Values: the basics 1. Values are motivations (not characteristics)

2. We all share values

3. Values aren’t always conscious…

4. … But they guide the way we think and act

5. Values transcend specific actions

Schwartz 1992+

A spiritual life, A varied life, A world of beauty, A world at peace,

Accepting my portion in life, Ambition, An exciting life, Authority,

Broadmindedness, Capable, Choosing own goals, Cleanliness,

Creativity, Curiosity, Daring, Detachment, Devout, Enjoying life,

Equality , Family security, Forgiving, Freedom, Health, Helpfulness,

Honesty, Honouring of parents and elders, Humble, Independence,

Influence, Inner harmony, Intelligence, Loyalty, Mature love, Meaning

in life, Moderation, National security, Obedience, Pleasure,

Politeness, Preserving my public image, Protecting the environment,

Reciprocation of favours, Respect for tradition, Responsibility, Self-

discipline, Self-indulgence, Self-respect, Sense of belonging, Social

justice, Social order, Social power, Social recognition, Success, True

friendship, Unity with nature, Wealth, Wisdom.

Values influence…

1. Our relationships with each other

2. Our relationships with the natural world

3. Our own wellbeing

4. The institutions & policies we create & support

Values and gender equality

-0.2

-0.15

-0.1

-0.05

0

0.05

0.1

0.15

0.2

Men have no moreright to jobs thanwomen

Women should not berequired to sacrifice jobfor family

Attitudes to gender equality in the workplace

Values and discrimination

0

1

2

3

4

5

6

7

8

Religion

Ethnic origin

Sexual orientation

Gender identity

Gender

Disability

Likelihood of experiencing discrimination*

* If I live in a country that values x, how likely am I to experience discrimination?

0

2

4

6

8

10

12

14

16

Religion

Ethnic origin

Sexual orientation

Gender identity

Gender

Disability

Values and discrimination

Likelihood of witnessing discrimination*

* If I live in a country that values x highly, how likely am I to witness

discrimination?

Values connect issues

Common values underpin support and action for many social and

environmental causes

Values can be engaged

What we see, read or do can prompt us to temporarily value

something more than usual

Values interact

Engaging a value suppresses its opposites…

Values interact II

… And spills over into its neighbours

Values connect issues

Common values underpin support and action for many social and

environmental causes

Scope / WWF study

Altruism, generosity, solidarity, and civic

sprit are not like commodities that are

depleted with use. They are more like

muscles that develop and grow stronger

with exercise… To renew our public life we

need to exercise them more strenuously.”

Michael Sandel

What Money Can’t Buy, 2012

“

Framing is about creating

& shaping meaning .

Why act? Money vs. Nature Bolderdjik et. al. (2013); Evans et al (2012)

People asked to check tyre pressure / join car share scheme. Money framing:

Resulted in no tyre pressure check

Decreased likelihood of joining car share scheme

Reduced recycling rates to below that of control group

Environment / community framing:

Led to higher incidence of tyre pressure check

Increased recycling rates & likelihood of joining car share

scheme

Framing is…

Personal: Architecture of meaning through which we

understand and communicate the world (and our values):

reinforced through repeated engagement

Framing .

Language choice

Story

Metaphor

Situation & context

Framing matters .

1. Framing shapes meaning in the moment

Consumer vs. Citizen Bauer et. al. (2012)

People framed as Consumers or Citizens/Individuals. Consumer cues led to:

Stronger association with power values

Increased competitiveness and selfishness in water

management scenario

Lower levels of trust in other participants

Decreased pro-social behaviours

Increased materialistic values and increased feelings of anxiety

Consumer vs. Citizen Incidence of terms in The Times, 1950-2006

0

1000

2000

3000

4000

1950 1960 1970 1980 1990 2000

Consumer

Citizen

Framing matters .

1. Framing shapes meaning in the moment

2. Framing creates ‘common sense’ in the longer-term

3. Framing shapes ‘cultural common sense’: it’s political

Framing is…

Personal: Architecture of meaning through which we

understand and communicate the world (and our values):

reinforced through repeated engagement

Political: Cultural ‘common sense’ – hegemony

The master’s tools will never dismantle the

master’s house. They may allow us

temporarily to beat him at his own game,

but they will never enable us to bring about

genuine change.

Audre Lorde

The Master's Tools Will Never Dismantle

the Master's House, 1984

“