The framing effect is the concept that our choices are influenced by the way they are framed. It occurs when people react differently to something based on whether it was presented in a positive or negative way. In other words, the framing effect states that our decisions are influenced by how information is presented to us rather than what is being said to us.
Here's a simple example: Say you're at the grocery store and you see two different meat packages - one says "80% lean" and the other says "20% fat". If you're like most people, you'll think 80% lean sounds better than 20% fat - so you'll buy the 80% lean package. In reality - they are the same - one just sounds better due to the faming effect.
So, here's the question for mission-driven leaders and organizations to answer: how can we frame communications so that they drive social change.
The first thing we do is recognize that understanding is frame dependent.
The way we frame issues – the values, examples, and tone – we use in our communications determines how people think about them. That means if we appeal to certain values – for example, cultural beliefs or ideals – we’ll encourage people to think about social problems differently and in more productive ways. Messaging that explains how problems and solutions work will bolster support for your cause.
Realize that you are not your audience – yet facts do matter.
While we as social impact professionals know our data and we have evidence to support our intervention(s), the public really does not respond to scientific, fact-based arguments. Facts alone don’t help the public understand the issue or drive them to action. Instead, we must pair facts with stories that answer the question: “why should this matter to me”? Facts matter if they are framed well. When they are framed around tested values or are followed by solutions, they can have a powerful effect on public thinking.
Know that correcting misunderstandings does not change thinking.
Say what? Yes – believe it or not – communications that discredit myths don’t actually correct misperceptions. Instead, they have a paradoxical effect of reinforcing people’s existing beliefs. So, what does work, you ask? Communicating why social issues matter, how they work, and what needs to be done to address them – that’s what works.
Recognize that crisis messaging leads to crisis fatigue.
Sadly, society has become numb to crisis and our focusing on the severity of problems makes people see issues as less important or believe that change is impossible. So instead of using crisis language like “hunger crisis”, create messages with a solutions-oriented framework to better engage the public in social change.
As you can see, framing is a powerful tool in shaping how an audience interprets a message. That means, the right framing can push an audience to look beyond their own biases and move to support your cause. Here are a few framing techniques that can be used to effectively promote social change:
Value framing: Link your message to the values, beliefs, and/or identities of your audience. This makes the message more relevant and appealing to them.
Gain-loss framing: Present your message as a gain or a loss – depending on which you believe will motivate them.
Episodic-thematic framing: Use stories or common trends to make your message resonate with your audience.
Visual framing: Leverage images, videos, colors, symbols, or graphs in your messaging.
If you want to go a step further to build support for systems-level solutions, effective framing in your communications is a great strategy. Here are a few ways you can use the framing effect to promote collective change:
Widen the lens to encourage collective responsibility – instead of focusing on an individual’s or group’s challenge, focus on the systemic factors that contribute to that situation. By widening the lens of a story, you help audiences think about structural causes of and collective solutions to a problem.
Appeal to shared values – to build collective change, it’s important not to activate dominant thought patterns/beliefs about social issues, but instead appeal to shared values. Shared values are the beliefs and principles that people hold in common. A few examples include things like improving the conditions in which we all live, ensuring a quality education for all, justice, freedom, respect, inclusion, and so on. Compelling values that foster systemic change include:
Interdependence – the belief that people’s fates are shared, and a community is stronger when everyone works together.
Human potential – when everyone has the support they need, they can reach their greatest potential and positively contribute to society.
Geographical fairness – everyone, regardless of where they live, has equitable access to opportunities. The potential for success is not determined by a person’s zip code.
Build understanding with explanation – you can build understanding among audiences by sharing stories that explain how a societal problem came to be, in the past, right now, and what it’ll likely look like in the future. Explaining is a great way to be inclusive; to bring people into the discussion/thought process about how to solve problems.
Put data in context – we mentioned this already – but it’s so important, it bears repeating. Data is critical to social impact work – but without context or the right framing – audiences can misunderstand, misinterpret, or ignore the message you want the data to convey. Remember to frame your data with a message that helps the audience understand why they should care.
When you realize that your messaging plays a critical role in your ability to make positive, collective social change, Hera Associates is here to help you maximize the framing effect for social impact. Our subject-matter experts are just a click or call away!
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