Why Communications MattersWhy Communications Matters

Dr. Franklin D. Gilliam, Jr.Dr. Franklin D. Gilliam, Jr.Dean and Professor of Public Policy and Dean and Professor of Public Policy and

Political SciencePolitical ScienceUCLA School of Public AffairsUCLA School of Public Affairs

Senior Fellow, FrameWorks InstituteSenior Fellow, FrameWorks Institute

What We Hope To Come Away What We Hope To Come Away WithWith

Better sense of what you are up against from a Better sense of what you are up against from a communications perspectivecommunications perspective

A set of strategic communications analytic tools A set of strategic communications analytic tools

A set of preliminary communications A set of preliminary communications recommendationsrecommendations

““The way in which the world is The way in which the world is imagined determines at any imagined determines at any particular moment what men particular moment what men

will do.will do.””

Walter Lippmann, Public Opinion, Walter Lippmann, Public Opinion, 19211921

But I Just Want to Provide But I Just Want to Provide ServicesServices

PrioritizationPrioritization of public and charitable of public and charitable dollars is affected by framing of issuesdollars is affected by framing of issuesRelevance Relevance of services and specific of services and specific

approaches affected by way problem has approaches affected by way problem has been defined by mediabeen defined by mediaAbility to Ability to preventprevent social problems will be social problems will be

affected by public discourseaffected by public discourse

But I Really Want to do Grassroots But I Really Want to do Grassroots Organizing, Create a Social MovementOrganizing, Create a Social Movement

MobilizingStructuresResources

FramingSocial

Construction ofMeaning

PoliticalOpportunities

Questions Advocates AskQuestions Advocates Ask

How do we get people to think about How do we get people to think about our our issues?issues?…in such a way that they want to solve …in such a way that they want to solve them through them through public policiespublic policies, not only , not only personal actions?personal actions?…in such a way that they want to solve …in such a way that they want to solve them through them through ourour policies?policies?

Questions We PursueQuestions We Pursue

How does the public think about an issue?How does the public think about an issue?Are there dominant frames that appear almost Are there dominant frames that appear almost automatic?automatic?How do these dominant frames affect policy How do these dominant frames affect policy choices?choices?How are these dominant frames reinforced?How are these dominant frames reinforced?How can the issue be reframed to invigorate less How can the issue be reframed to invigorate less accessible frames that evoke a different way of accessible frames that evoke a different way of thinking and alternative policy choices?thinking and alternative policy choices?

Our Approach:Our Approach:Strategic Frame AnalysisStrategic Frame Analysis

It examines the elements of the frame and how It examines the elements of the frame and how they contribute to public understanding of a they contribute to public understanding of a social issue.social issue.

It is analytic in that it deconstructs dominant It is analytic in that it deconstructs dominant frames currently operating in public discourse frames currently operating in public discourse and studies their impact on public opinion.and studies their impact on public opinion.

It is strategic in that it identifies and tests It is strategic in that it identifies and tests alternative frames that could better support alternative frames that could better support public policies, and enumerates their elements.public policies, and enumerates their elements.

What Is A Frame?What Is A Frame?

“The way a story is told “The way a story is told –– its selective its selective use of particular values, symbols, use of particular values, symbols, metaphors, and messengers metaphors, and messengers –– which, in which, in turn, triggers the shared and durable turn, triggers the shared and durable cultural models that people use to make cultural models that people use to make sense of their world.”sense of their world.”

FrameWorks InstituteFrameWorks Institute

Frames are…Frames are…

““Organizing principlesOrganizing principles that are socially that are socially sharedshared and and persistentpersistent over time, that work over time, that work symbolicallysymbolically to meaningfully to meaningfully structurestructure the the social world.”social world.”Reese, Gandy and Grant, Reese, Gandy and Grant, Framing Public LifeFraming Public Life. NJ: Lawrence Erlbaum, . NJ: Lawrence Erlbaum, 2001.2001.

See also:See also:Goffman, E. 1974. Goffman, E. 1974. Frame Analysis: An Essay on the Organization of Frame Analysis: An Essay on the Organization of

ExperienceExperience. Cambridge: Harvard University Press.. Cambridge: Harvard University Press.Tannen, D. (ed). 1993. Tannen, D. (ed). 1993. Framing in DiscourseFraming in Discourse. New York: Oxford University . New York: Oxford University

Press.Press.

The Power of FramesThe Power of Frames

Tell us what this communications is ABOUT Tell us what this communications is ABOUT Signal what counts, what can be ignoredSignal what counts, what can be ignored“Fill in” or infer missing information“Fill in” or infer missing informationInfluence decision outcomesInfluence decision outcomesUtilize a variety of communications elements: Utilize a variety of communications elements: Context, Numbers, Messengers, Visuals, Context, Numbers, Messengers, Visuals, Metaphors, Simplifying Models, Tone, StoriesMetaphors, Simplifying Models, Tone, Stories

Reversing Framing EffectsReversing Framing Effects

WHAT IS REFRAMING?WHAT IS REFRAMING?“When a movement wishes to put forward a “When a movement wishes to put forward a

radically new set of ideas, it must engage in radically new set of ideas, it must engage in frame transformation: new values may have to frame transformation: new values may have to be planted and nurtured, old meanings or be planted and nurtured, old meanings or understandings jettisoned, and erroneous beliefs understandings jettisoned, and erroneous beliefs or ‘misframings’ reframed.”or ‘misframings’ reframed.”

Tarrow, Snow and BenfordTarrow, Snow and Benford

Framing and ReframingFraming and Reframing

When communications is inadequate, When communications is inadequate, people people default default to the “pictures in their to the “pictures in their heads” heads” When communications is effective, people When communications is effective, people can see an issue from a different can see an issue from a different perspectiveperspective

What Research fromWhat Research fromthe Social and Cognitive Sciencesthe Social and Cognitive Sciences

Suggests About How People Process Suggests About How People Process InformationInformation

People are not blank slatesPeople are not blank slatesPeople use mental shortcuts to make sense of the worldPeople use mental shortcuts to make sense of the worldIncoming information provides cues that connect to the Incoming information provides cues that connect to the existing pictures in our headsexisting pictures in our headsPeople get most information about public affairs from the People get most information about public affairs from the news media, which creates a framework of expectation, news media, which creates a framework of expectation, or dominant frameor dominant frameOver time, we develop habits of thought and expectation Over time, we develop habits of thought and expectation that configure incoming information to conform to this that configure incoming information to conform to this frameframe

Framing Lesson #1Framing Lesson #1

Communications is fast and frugal.Communications is fast and frugal.We use metaphors and other frame cues We use metaphors and other frame cues to help us organize incoming information.to help us organize incoming information.Frames “fill in” missing information.Frames “fill in” missing information.Frames have inferences beyond the Frames have inferences beyond the obvious.obvious.

What Research Suggests About What Research Suggests About How People Process How People Process

InformationInformationPeople are not blank slatesPeople are not blank slatesPeople use mental shortcuts to make sense of People use mental shortcuts to make sense of the worldthe worldIncoming information provides cues that connect Incoming information provides cues that connect to the existing pictures in our headsto the existing pictures in our headsPeople get most information about public affairs People get most information about public affairs from the news media, which creates a from the news media, which creates a framework of expectation, or dominant frameframework of expectation, or dominant frameOver time, we develop habits of thought and Over time, we develop habits of thought and expectation that configure incoming information expectation that configure incoming information to conform to this frameto conform to this frame

Framing Lesson #2Framing Lesson #2

We reason within the frame.We reason within the frame.We assign responsibility to actors within We assign responsibility to actors within the frame.the frame.We solve the problem with what we’ve We solve the problem with what we’ve got.got.

Framing Lesson #3Framing Lesson #3

Ideas and issues come in hierarchies.Ideas and issues come in hierarchies.

—— Level OneLevel One: Big ideas, like justice, prevention, : Big ideas, like justice, prevention, family, equality and opportunityfamily, equality and opportunity

—— Level TwoLevel Two: Issue: Issue--types, like womentypes, like women’’s rights, s rights, the environment, childrenthe environment, children’’s issues, works issues, work

—— Level ThreeLevel Three: Specific issues, like treatment of : Specific issues, like treatment of women by the Taliban, rainforests, daycare, women by the Taliban, rainforests, daycare, minimum wageminimum wage

Levels of ThinkingLevels of Thinking

These hierarchies track and direct our These hierarchies track and direct our thinking.thinking.HigherHigher--level frames act as primes for level frames act as primes for lowerlower--level frames.level frames.HigherHigher--level frames map their values and level frames map their values and reasoning onto the lowerreasoning onto the lower--level frames.level frames.

ProgressProgress

RaceRace

Affirmative Affirmative ActionAction

Affirmative Affirmative ActionAction

ClassClass

FairnessFairness11

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Framing Lesson #4Framing Lesson #4

Framing is storytelling. Framing is storytelling. There are many ways to tell a story.There are many ways to tell a story.

Horatio AlgerHoratio AlgerThe Little Engine that CouldThe Little Engine that Could

The way the story is told The way the story is told –– its choice of a its choice of a narrative and framing narrative and framing –– determine how we determine how we understand the problem and solution.understand the problem and solution.

Communications Is StorytellingCommunications Is Storytelling““Finding some familiar element causes us to Finding some familiar element causes us to

activate the story that is labeled by that activate the story that is labeled by that familiar element, and we understand the familiar element, and we understand the new story as if it were an exemplar of that new story as if it were an exemplar of that old element.”old element.”

“Understanding means finding a story you “Understanding means finding a story you already know and saying, ‘Oh yeah, that already know and saying, ‘Oh yeah, that one.’”one.’”

“Once we have found (the) story, we stop “Once we have found (the) story, we stop processing.”processing.”

Schank, R.C. 1990. Schank, R.C. 1990. Tell Me A Story: A New Look At Real Tell Me A Story: A New Look At Real And Artificial MemoryAnd Artificial Memory. New York: Scribners.. New York: Scribners.

Golden Rule/Golden Rule/SympathySympathy

PovertyPoverty

Wages, Wages, benefits, etc.benefits, etc.

Good jobs, Good jobs, society, etc.society, etc.

EconomyEconomy

ResponsibleResponsiblePlanningPlanning11

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““Falling Into the GapFalling Into the Gap””by Bob Herbert, NYT, January 27, 2003by Bob Herbert, NYT, January 27, 2003

Over the past few days I met with several people who Over the past few days I met with several people who are working full time and still have trouble feeding are working full time and still have trouble feeding themselves and their families. Celestine themselves and their families. Celestine HardieHardie is a 49is a 49--yearyear--old certified nurse's aide who makes $8.50 an hour old certified nurse's aide who makes $8.50 an hour working the overnight shift at a nursing home. She then working the overnight shift at a nursing home. She then works three hours each morning (at $6.50 an hour) works three hours each morning (at $6.50 an hour) delivering sandwiches for a Subway franchise. She just delivering sandwiches for a Subway franchise. She just barely makes it. She keeps her budget from caving in barely makes it. She keeps her budget from caving in each month by eating at the nursing home and at each month by eating at the nursing home and at Subway. Ms. Subway. Ms. HardieHardie said that if she were to receive a said that if she were to receive a windfall of some sort, she'd celebrate by treating her windfall of some sort, she'd celebrate by treating her children and grandchildren to a dinner at Red Lobster.children and grandchildren to a dinner at Red Lobster.

At Costco, "Good Jobs and Good Wages“ CEO James At Costco, "Good Jobs and Good Wages“ CEO James SinegalSinegal disputes disputes WalWal--Mart's lowMart's low--pay model and says in the long run, "it doesn't pay the pay model and says in the long run, "it doesn't pay the right dividends" right dividends"

Q: But increasingly, that's what's happening. Retail workers Q: But increasingly, that's what's happening. Retail workers are unable to afford the stuff in their own stores.are unable to afford the stuff in their own stores.A:A: Absolutely. And that concerns me. One of the strengths of our Absolutely. And that concerns me. One of the strengths of our nation has always been a strong middle class who could afford thnation has always been a strong middle class who could afford their eir own homes and send their children to school. own homes and send their children to school.

Q: And if we have less of that?Q: And if we have less of that?A:A: You wind up with a greater and greater shift of wealth into theYou wind up with a greater and greater shift of wealth into thehands of the few. And you also destroy the initiative of the worhands of the few. And you also destroy the initiative of the working king people. Especially if they don't feel they have a fighting chancpeople. Especially if they don't feel they have a fighting chance to be a e to be a part of the American Dream. part of the American Dream.

Then you don't have a very motivated working class. And then it Then you don't have a very motivated working class. And then it starts starts to affect the dynamics of the economy. If workers are disenchantto affect the dynamics of the economy. If workers are disenchanted ed and disenfranchised, obviously productivity losses will go alongand disenfranchised, obviously productivity losses will go along with with that eventually. (May 31, 2004)that eventually. (May 31, 2004)

Framing Lesson #5Framing Lesson #5

Order matters. Once a Order matters. Once a frame is established, it will frame is established, it will dominate the conversation dominate the conversation and crowd out subsequent and crowd out subsequent frames. You shouldn’t frames. You shouldn’t repeat a bad frame or wait repeat a bad frame or wait to kill it off. Don’t lodge to kill it off. Don’t lodge your reframe in the last your reframe in the last paragraph.paragraph.

ElephantsElephantsYou Say:You Say: “While some may be tempted to blame “While some may be tempted to blame the victim of domestic violence, in fact many of the victim of domestic violence, in fact many of the victimized are injured through no fault of the victimized are injured through no fault of their own.”their own.”They Hear:They Hear: Oh yeah, The battered spouse…I Oh yeah, The battered spouse…I know who they are… people who made bad know who they are… people who made bad choices…some may be victims, but most choices…some may be victims, but most aren’t…they’re the same people that don’t leave aren’t…they’re the same people that don’t leave when they have the chance when they have the chance

Framing Lesson #6Framing Lesson #6

In order to take responsibility you have to In order to take responsibility you have to be able to picture yourself as an actor in a be able to picture yourself as an actor in a system/scenario.system/scenario.

Why doesn’t the Public take Why doesn’t the Public take responsibility for social responsibility for social

problems?problems?

People are selfish, smallPeople are selfish, small--minded, minded, uncaring.uncaring.A cognitive rather than a moral failure A cognitive rather than a moral failure ––they don’t they don’t understandunderstand what their what their responsibility could be.responsibility could be.

A Cognitive MismatchA Cognitive Mismatch

???

What is a Simplifying Model?

A simple concrete analogy that conveys the essence of an expert understanding…

Engaging the Responsible Engaging the Responsible Mind: Simplifying ModelsMind: Simplifying Models

Ozone Depletion as a Ozone Depletion as a “Hole in the Roof”“Hole in the Roof”

Framing Lesson #7Framing Lesson #7

Uninterpreted numbers are not frames. Uninterpreted numbers are not frames. Most people can’t interpret size or Most people can’t interpret size or meaning. Use fewer numbers and meaning. Use fewer numbers and incorporate social math to embed frames incorporate social math to embed frames in numbers.in numbers.

Using NumbersUsing Numbers

Bad ExampleBad Example“In the past two decades, “In the past two decades, energyenergy--efficiency efficiency standards kept 53 million standards kept 53 million tons of heattons of heat--trapping trapping gases out of the air each gases out of the air each year.”year.”

Good ExampleGood ExampleUsing technology that Using technology that exists today, we could exists today, we could increase the average mpg increase the average mpg of today’s auto fleet to 40 of today’s auto fleet to 40 mpg mpg –– the equivalent of the equivalent of taking 44 million cars off taking 44 million cars off the roadthe road

Therefore…Therefore…

Persuasive communications cannot depend on Persuasive communications cannot depend on simply putting information in front of peoplesimply putting information in front of peopleIt must change the lens through which they see It must change the lens through which they see the informationthe informationAwareness is not the (only) goal; if the frames Awareness is not the (only) goal; if the frames don’t work, your issue will fall off the public don’t work, your issue will fall off the public agenda anywayagenda anyway

Building Effective FramesBuilding Effective Frames

What Makes Up a FrameWhat Makes Up a FrameValuesValuesMetaphors and ModelsMetaphors and ModelsNumbers/Social MathNumbers/Social MathMessengersMessengersVisualsVisualsToneToneContextContext

What Frames DoWhat Frames DoTell us what this Tell us what this communications is communications is ABOUT ABOUT Signal what counts, what Signal what counts, what can be ignoredcan be ignored“Fill in” or infer missing “Fill in” or infer missing informationinformationInfluence decision Influence decision outcomesoutcomes

The Communications ChallengeThe Communications Challenge

Understand people’s existing frames of Understand people’s existing frames of reference or dominant framesreference or dominant framesAnticipate the way communications will Anticipate the way communications will interact with default framesinteract with default framesIdentify alternative frames that may be Identify alternative frames that may be weaker but have more promise for promoting weaker but have more promise for promoting your policy outcomesyour policy outcomesSpecify frame elements Specify frame elements –– messengers, messengers, metaphors, models metaphors, models –– that support and that support and invigorate the new framesinvigorate the new frames

Why Does Communications Why Does Communications Matter?Matter?

It shapes the culture It shapes the culture It directs the thoughts and actions of It directs the thoughts and actions of policymakers and influentialspolicymakers and influentialsIt determines (or at least influences) the public It determines (or at least influences) the public agendaagendaIt defines issues as public or privateIt defines issues as public or privateIt primes people for action or disperses It primes people for action or disperses accountabilityaccountabilityIt propels social movementsIt propels social movements

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