The science and art of framing issues
Using Psychology to Effect Social Change:
The science and art of framing issues
American Psychological Association #PILC15 November 16, 2015
The trouble with standard stories
Standard stories are those in which all that happens is the result of the characters' actions. This does not align
well with social life - where causal forces tend to be incremental, indirect, interactive, unintended, collective
and environmentally mediated!
Tilly, Charles (2002)."Stories, Identities and Political Change"
Case Study: Designated Driver Was it effective?
Research says:
$1.3 billion in donated media since 1983
100%
Recalled hearing/seeing a PSA
84%
80%
Stopped a friend from driving drunk
Stopped themselves from driving drunk
25%
0%
But...
What percent of all traffic 100%
fatalities 75%
are caused by alcohol-
impaired drivers?
50%
25%
31%
0% (2013)
Today? 1 alcoholimpaired fatality every 52
These drivers were 8x more likely to have a prior OUI
minutes
data from:
What reduces alcohol-impaired driving?
X DD Programs
Ignition interlocks Roadside sobriety checkpoints Enforcement of MLDA Enforcement of zero tolerance laws for
detectable BAC for drivers under 21
Ditter S, Elder RW, Shults RA, Sleet DA, Compton R, Nichols JL, Task Force on Community Preventive
Services. Effectiveness of designated driver programs for reducing alcohol?impaired driving: a systematic review. Am J Prev Med 2005;28(5S):280?7.
and now?
? These strategies often obscure the public and
structural dimensions of social problems, and so fail to:
? improve understanding of the causes,
consequences and solutions to social problems
? build support for public solutions
Why is that?
product marketing
specific
behavior change
And...the influence of social psychology research on persuasion
i.e., Fishbein & Ajzen
specific behavior change (e.g., health and nutrition)
Social change
National
} Regional State Solutions
Local Individual
So what did I learn? We need to reconsider traditional
communication approaches to social problems
Communicating for social change
Typical tools:
More effective tools:
compelling ideas
compelling design
principles of social
cognition
evidence base from science communication
research
well-framed, intentional communication
How does thinking work?
Our thinking is guided by cognitive frameworks called
sa.scshuemmpatio- npsre, cboenliceefsiv-etdhaidteas,
help us organize information.
The role of cultural cognition
We have "cultural schema" - culturally mediated patterns of reasoning - about poverty, welfare, gender, government, taxes, health, etc.
see D'Andrade, Roy G. (1989). Cultural Cognition. In M.I. Posner (ed.) Foundations of Cognitive Science, pp. 795-830. Cambridge, MA: MIT Press
The cultural narratives that tend to hijack frames about social problems
America is a land of opportunity, and individual responsibility is all that is
needed to succeed There are inequalities because of
choices, habits and lifestyles Government is the problem, not a
problem solver
And the news media reinforce certain narratives...at the expense of others
One more problem: Most people aren't thinking about social issues. They're thinking about...
But you're psychologists. You know it's even more complicated than that!
Reminder 1: We're "cognitive misers," and use schemas, heuristics, etc. as a RULE
"Cognitive Misers" coined by Fiske and Taylor (1984)
Reminder 2: We're motivated reasoners
"identity protective cognition"
What about Dual Processing Theory?
System 1 = "fast" unconscious, intuitive, associative System 2 - "slow" conscious, effortful, deliberative
Is science communication just about improving science comprehension?
Dan Kahan's work at:
"How much risk do you believe climate change poses to human
1.00
health, safety, or prosperity?"
0.75
Science Com1p.0re0hension Deficit Theory would predict?
Greater Ris1k.010.00
0.50
0.705.75
0.75
1.00
0.50
0.75
perceived risk (z-score)
0.25
0.500.50 0.205.25
0.50
0.25
0.25
0.00 -0.25
0.000.00 -0.2-05.25 -0.5-00.50
0.00 actual variance 0.00
-0.25
-0.25
-0.50
low vs. high sci low vs. high sci
-0.50
-0.7-05.75
Lesser Ri-s1k.0-10.00
-0.75
-0.50
-0.75
3lo0wb -0.75 point 1Sci-e1nc.e0l0iteracy
p3ohi0nigtth2
-1.00
30lobw
30hitgh
point 1
point 2
Numeracy
-1.00
point 1
U.S. general population survey, N = 1,500. Knowledge Networks, Feb. 2010. Scale 0 ("no risk at all") to 10
("extrempeoriisnk"t),1M = 5.7, SD = 3.4. CIs reflect 0.95 lepveol oinf cton2fidence.
point 2
low vs. high sci
low vs. high sci
................
................
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