The Framing Challenge

1. The Framing Challenge Trish Hennessy Canadian Centre for Policy Alternatives www.policyalternatives.ca

2. Why can’t progressives connect?

3. Neurological science findings Reason vs. emotion – which one wins?

17. Research on emotions Thinking = processed feelings Emotions affect decision-making Important finding for framing

18. How framing works Every word and idea exists within a frame. Surface frames touch surface emotions Deep frames tap into deeply-held values, principles, beliefs--morality. -- George Lakoff Rockridge Institute

19. It’s not about spin Spin taps into surface frames Not enough to use better words Need to re-hardwire how we think

20. It’s not about ‘the’ issue Federal poll post-sponsorship scandal

21. It’s not about ‘the’ issue Federal poll post-sponsorship scandal Stop laundry list approach

22. It’s not about ‘the’ issue Federal poll post-sponsorship scandal Stop laundry list approach People vote based on values, connection, authenticity, trust, identity

23. 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

24. It’s about values …and Conservatives are better at messages that tap into their values than progressives are.

25. Conservative frame Father knows best

26. Conservative frame

27. Progressive frame Nurturant parent family

28. The power of repetition Repetition tricks the brain into believing myths and false statements are true -- Norbert Schwarz University of Michigan

29. Staying out of their frame Negating the frame reinforces the frame -- George Lakoff Don’t think of an elephant

30. Putting it to the test Case study: Income inquality Rich Poor Middle class

31. The rich are like cartoon characters

42. 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

43. 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

44. Othering Middle class rationality helps them disengage Talking about people they don’t know A spectator sport (explains online newspaper comments)

45. 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

46. Conservative frame dominates Poor people need ‘tough love’ We need rich people to succeed Reward the winners, punish the losers

47. Growing gap reframe The rich and the rest of us The majority vs. the elite few We put the promise of prosperity on trial

49. Use of repetition Our message box: The rich are getting richer The middle is being squeezed The poor are getting left behind

50. Use of emotion & fact Focus group gut check: What would it be like to live on $23,000 or less (poorest 20%)