Elena values framing

Values for Equality and Human Rights Elena Blackmore

Why values & frames?

1. Power: They matter in shaping public debate (we can’t live on facts alone).

2. Principles: Core principles on which to base communications.

3. Framework: Analysis for understanding communications (and broader) 4. Connection: Values connect issues.

Question What do you value?

Values: the basics 1. Values are motivations (not characteristics) 2. We all share values 3. Values aren’t always conscious…

4. … But they guide the way we think and act 5. Values transcend specific actions

Schwartz 1992+ A spiritual life, A varied life, A world of beauty, A world at peace, Accepting my portion in life, Ambition, An exciting life, Authority, Broadmindedness, Capable, Choosing own goals, Cleanliness, Creativity, Curiosity, Daring, Detachment, Devout, Enjoying life, Equality , Family security, Forgiving, Freedom, Health, Helpfulness, Honesty, Honouring of parents and elders, Humble, Independence, Influence, Inner harmony, Intelligence, Loyalty, Mature love, Meaning in life, Moderation, National security, Obedience, Pleasure, Politeness, Preserving my public image, Protecting the environment, Reciprocation of favours, Respect for tradition, Responsibility, Selfdiscipline, Self-indulgence, Self-respect, Sense of belonging, Social justice, Social order, Social power, Social recognition, Success, True friendship, Unity with nature, Wealth, Wisdom.

Values influence‌ 1. Our relationships with each other 2. Our relationships with the natural world 3. Our own wellbeing 4. The institutions & policies we create & support

Values and gender equality Attitudes to gender equality in the workplace 0.2

0.15

0.1

0.05

Men have no more right to jobs than women

0

-0.05

-0.1

-0.15

-0.2

Women should not be required to sacrifice job for family

Values and discrimination Likelihood of experiencing discrimination* 8 7 6 5 Religion 4

Ethnic origin Sexual orientation

3

Gender identity Gender

2

Disability

1 0

* If I live in a country that values x, how likely am I to experience discrimination?

Values and discrimination Likelihood of witnessing discrimination* 16 14 12 10 Religion 8

Ethnic origin Sexual orientation

6

Gender identity Gender

4

Disability

2 0

* If I live in a country that values x highly, how likely am I to witness

Values connect issues Common values underpin support and action for many social and environmental causes

Values can be engaged What we see, read or do can prompt us to temporarily value something more than usual

Values interact Engaging a value suppresses its opposites‌

Values interact II ‌ And spills over into its neighbours

Values connect issues Common values underpin support and action for many social and environmental causes

Scope / WWF study

“

Altruism, generosity, solidarity, and civic sprit are not like commodities that are depleted with use. They are more like muscles that develop and grow stronger with exercise… To renew our public life we need to exercise them more strenuously.”

Michael Sandel What Money Can’t Buy, 2012

Framing is about creating & shaping meaning .

Why act? Money vs. Nature Bolderdjik et. al. (2013); Evans et al (2012) People asked to check tyre pressure / join car share scheme.

Money framing: Resulted in no tyre pressure check Decreased likelihood of joining car share scheme Reduced recycling rates to below that of control group

Environment / community framing: Led to higher incidence of tyre pressure check Increased recycling rates & likelihood of joining car share scheme

Framing is‌ Personal: Architecture of meaning through which we understand and communicate the world (and our values): reinforced through repeated engagement

Framing .

Language choice Story Metaphor Situation & context

Framing matters .

1. Framing shapes meaning in the moment

Consumer vs. Citizen Bauer et. al. (2012) People framed as Consumers or Citizens/Individuals.

Consumer cues led to: Stronger association with power values Increased competitiveness and selfishness in water management scenario Lower levels of trust in other participants

Decreased pro-social behaviours Increased materialistic values and increased feelings of anxiety

Consumer vs. Citizen Incidence of terms in The Times, 1950-2006 4000

Consumer 3000

2000

1000

Citizen

0

1950

1960

1970

1980

1990

2000

Framing matters .

1. Framing shapes meaning in the moment 2. Framing creates ‘common sense’ in the longer-term 3. Framing shapes ‘cultural common sense’: it’s political

Framing is…

Personal: Architecture of meaning through which we understand and communicate the world (and our values): reinforced through repeated engagement Political: Cultural ‘common sense’ – hegemony

“

The master’s tools will never dismantle the master’s house. They may allow us temporarily to beat him at his own game, but they will never enable us to bring about genuine change.

Audre Lorde The Master's Tools Will Never Dismantle the Master's House, 1984