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Communicating Assets - Neighborhood Partnerships' RE:Conference 2014 assets session
- 1. RE:Seed Communicating About Assets #ReConf2014 | NeighborhoodPartnerships.org
- 2. If you want to build a ship, don’t drum up people together to collect wood and don't assign them tasks and work, but rather teach them to long for the endless immensity of the sea. —Antoine de Saint‐Exupery
- 3. YOYO vs WITT
- 5. Oregon has a history of ingenuity, innovation, and independence. The beauty and resources of our state have inspired and nurtured us for generations. We have worked hard to come together, and to build communities and the public systems – roads, schools, cities, and towns – that sustain us. If we harness our spirit and our energy, and invest in people, we can create a better future for the next generation. We can ensure that every person, every family, and every community in Oregon can prosper.
- 7. Analysis of news reports suggest that when poverty is framed as a societal problem, society is deemed responsible. Alternatively, when news presentations illustrate poverty with a specific example of a poor person, responsibility is assigned to the individual. (Iyengar, 1990).
- 8. Different Stories > Different Solutions Portraits • Individuals • Events • Private • Better information • Fix the person Landscapes • Issues • Trends • Public • Better Policies • Fix the Condition - Based on work by Iyengar and Gilliam
- 9. Stories of place Focus on Solutions Big picture with faces
- 10. MEDIA CASE STUDY: Paid sick leave Public Health School Nurse Mom/Nonpr ofit Restaurant Owner Sick leave is good for the health of the community Sick leave allows kids to go home when they are sick – keeping everyone in school healthy Sick leave helps moms be healthy and take care of kids Sick leave keeps employees AND customers healthy which is good for business
- 11. LEG. CASE STUDY: Affordable homes for farmworkers Tenants Owners Farmers Migrant health care official Importance of stable, quality homes 100% graduation rates because of supports Affordable homes for workers are good for business Affordable homes are a key to family and community health
- 12. • The choice of messengers is as important as the message itself. • The message is reinforced or undermined by the choice of messenger. • Knowledge and trustworthiness, not likeability or familiarity. • Some messengers are not credible we assume they are biased toward a perspective. • Unlikely allies can prompt public reconsideration recommendation. • Some messengers convey specific frames. Teacher or case worker?
Hinweis der Redaktion
- What are the big values?
- I once heard an allegory about mealtime in heaven and hell. It turns out that in both places, meals are served at a huge round table with lots of delicious food in the center. The food is out of reach, but everyone’s got really long forks. In hell, everyone starves because, while people can reach the food with their forks, the forks are much longer than their arms, so nobody can turn a fork around and eat what’s on the end of it. In heaven, faced with the same problem, people eat well. How? By feeding each other. -- The interesting part – like many of this – isn’t thinking about when people we disagree with use YOYO thinking. It’s when we do it. Jared Bernstein - Self sufficiency…
- I once heard an allegory about mealtime in heaven and hell. It turns out that in both places, meals are served at a huge round table with lots of delicious food in the center. The food is out of reach, but everyone’s got really long forks. In hell, everyone starves because, while people can reach the food with their forks, the forks are much longer than their arms, so nobody can turn a fork around and eat what’s on the end of it. In heaven, faced with the same problem, people eat well. How? By feeding each other. -- The interesting part – like many of this – isn’t thinking about when people we disagree with use YOYO thinking. It’s when we do it. Jared Bernstein - Self sufficiency…
- Talk about this process
- Because we have this WYSIATI nature – we shouldconsider it for storytelling for change. Just based on the metaphor what do you think characteristics of portrait and landscape stories are? A simple way to distinguish news story frames is to think of the difference between a portrait and a landscape. In a news story framed as a portrait, audiences may learn a great deal about an individual or an event, heavy on the drama and emotion. But, it is hard to see what surrounds individuals or what brought them to that moment in time. A landscape story pulls back the lens to take a broader view. It may include people and events, but connects them to the larger social and economic forces. News stories framed as landscapes are more likely to evoke solutions that don’t focus exclusively on individuals, but also the policies and institutions that shape the circumstances around them. Going back to the benevolent community….are we trying to get people to focus on systemic change?
- HUMAN STORIES ARE SO POWERFUL THEY CAN BACKFIRE Human stories can naturally seem like the WHOLE story. It is so easy and natural to focus on a face, and on the drama of an individual life, that attention to this dimension of an issue can totally block out the broader, systemic factors – factors that we know are real, critical, and typically unknown to our audience. A face on the story can make it even harder to focus on these broader factors, resulting in no appreciation for why structural, policy interventions are needed. We have seen over and over in our research that participants tend to focus exclusively on individual stories once they hear them, and to forget or disregard the broader factors that a communication is trying to convey. Once people focus on the drama of the individual story, they can easily arrive at conclusions that are the opposite of what we’re trying to convey. When we tell a “Close Up” story, we invite audiences to focus on a very narrow picture of individual choices, abilities, good or bad luck, and so forth. That’s what individual stories are made of. The result can be condemnation of the very individuals we are trying to help. The mom who is struggling to provide for her family “shouldn’t have had so many kids,” “shouldn’t have moved to that neighborhood,” “should have gotten more schooling so she’d have more options” etc. Time and again we have seen research participants react in these ways to an individual who struck us as so obviously sympathetic. The “face on the story” is a double-edged sword. It gets attention and is memorable, but easily leads to the wrong takeaway
- How do we paint a landscape? Stories of Place We have found in many cases that it is helpful to talk about problems and solutions in terms of place. For instance, public investment in the arts makes sense because it creates more vibrant and prosperous neighborhoods – which is vivid and compelling, but without some of the pitfalls of a focus on individual plights. Solutions Stories Stories that focus on solutions – successful programs, effective interventions, etc. – can be very powerful because they convey optimism and belief in the power of collective action. They suggest to people that social problems are perhaps not so intractable after all. For instance, a story about successful dropout prevention efforts at a struggling high school, featuring a volunteer who explains why this solution matters, would be a compelling story likely to encourage others to support the program. Big Picture, with Faces Once the big picture points have been established, then it can be helpful to offer individual stories in order to flesh out the point. For example, in research we have done on low wage jobs, we have found that it is helpful to first convey a big-picture idea like “X industry has lobbied to keep wages down for decades” or “wages are so low that full time workers qualify for food stamps”, etc. Once the big picture is established, then individuals (more than one) can effectively support the idea with their own experiences – as long as their story stays on frame.
- Plus campaign and city
- Paid sick leave
- Messengers • The choice of messengers is as important as the message itself. • The message is reinforced or undermined by the choice of messenger. • Knowledge and trustworthiness, not likeability or familiarity. • Some messengers are not credible we assume they are biased toward a perspective. • Unlikely allies can prompt public reconsideration recommendation. • Some messengers convey specific frames. ‐ FrameWorks Institute