Framing your campaign: How to win hearts and minds

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

http://www.campaigncentral.org.uk/opinion/don-t-let-devil-have-

best-tunes-how-campaigners-need-mind-their-language
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ttp://www.independent.co.uk/opinion/commentators/johann-hari/johann-hari-the-plan-to-save-ed-miliband-2258737.htmlhttp://www.independent.co.uk/opinion/commentators/johann-hari/johann-hari-the-plan-to-save-ed-miliband-2258737.htmlhttp://www.independent.co.uk/opinion/commentators/johann-hari/johann-hari-the-plan-to-save-ed-miliband-2258737.htmlhttp://www.independent.co.uk/opinion/commentators/johann-hari/johann-hari-the-plan-to-save-ed-miliband-2258737.htmlhttp://www.independent.co.uk/opinion/commentators/johann-hari/johann-hari-the-plan-to-save-ed-miliband-2258737.htmlhttp://www.independent.co.uk/opinion/commentators/johann-hari/johann-hari-the-plan-to-save-ed-miliband-2258737.htmlhttp://www.independent.co.uk/opinion/commentators/johann-hari/johann-hari-the-plan-to-save-ed-miliband-2258737.htmlhttp://www.independent.co.uk/opinion/commentators/johann-hari/johann-hari-the-plan-to-save-ed-miliband-2258737.htmlhttp://www.huffingtonpost.com/drew-westen/what-created-the-populist_b_699960.htmlhttp://www.huffingtonpost.com/drew-westen/what-created-the-populist_b_699960.htmlhttp://www.huffingtonpost.com/drew-westen/what-created-the-populist_b_699960.htmlhttp://www.huffingtonpost.com/drew-westen/what-created-the-populist_b_699960.htmlhttp://www.huffingtonpost.com/drew-westen/what-created-the-populist_b_699960.htmlhttp://www.huffingtonpost.com/drew-westen/what-created-the-populist_b_699960.htmlhttp://www.huffingtonpost.com/drew-westen/what-created-the-populist_b_699960.htmlhttp://www.huffingtonpost.com/drew-westen/what-created-the-populist_b_699960.htmlhttp://www.huffingtonpost.com/drew-westen/what-created-the-populist_b_699960.htmlhttp://www.campaignstrategy.org/articles/usingvaluemodes.pdfhttp://www.cognitivepolicyworks.com/http://valuesandframes.org/http://www.frameworksinstitute.org/


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Contact

Email: [email protected]

Call 020 7520 [email protected]

Chris Rose Adaptation
mailto:[email protected]:[email protected]


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Chris Rose Adaptation

of Schwartz


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One Model of Mapping Values-

Schwartz/Common Purpose

Documents

Framing your campaign: How to win hearts and minds