framing disparities: are you sending the right message… · 2017-02-09 · framing disparities are...
TRANSCRIPT
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Framing Disparities Are you sending the right message?
Three things! 1. Speak up 2. “Killer” facts 3. Frame your data
Glynis Shea, Communications Director Healthy Youth Development • Prevention Research Center Konopka Institute for Best Practices in Adolescent Health
Expanding Our Experience and Expertise: Implementing Effective Teenage Pregnancy Prevention Programs March 12-14, 2012 Baltimore, MD
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Disclaimer
Educational or instructional materials referenced during presentations at the Expanding our Experience and Expertise: Implementing Effective Teenage Pregnancy Prevention Programs are for informational purposes only. Presenters' references to these materials do not constitute endorsement by the Office of Adolescent Health or U.S. Department of Health and Human Services. Any statements expressed are those of the presenters and do not necessarily reflect the views of the Department.
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Pop Quiz!
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Konopka Institute for Best Practices in Adolescent Health
“I would like to leave as
a legacy people who can
work with young people
with strength, knowledge,
imagination and
deep caring.”
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shortcuts
Frames and Framing
your brain does it Frames, according to many psychologists,
linguists and cognitive scientists, are
mental structures that are used to
facilitate the thinking process.
We use frames to provide categories and
a structure to our thoughts.
Wikipedia, 2007
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Frames & Framing
Frame what is in your head that drives how you think and react
Framing Structuring what you say and how you say it to best work with what is already in someone’s head
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Framing the Issue
you are
always being framed
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Sound Bites
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News Story
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Advertising
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Policy
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Don’t think of an elephant!
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Facts are not enough
Demonstrating unequal outcomes is NOT a
compelling message for action
BMSG
You say: Group X suffers from higher rates of sickness that Group Y
They hear: Group X needs to change its habits and lifestyles.
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Facts are not enough
BMSG
Demonstrating unequal outcomes is NOT a
compelling message for action
You say: Group X’s problems are created by their circumstances
They hear: Group X are not (but should be) fully autonomous individuals capable of creating their own destinies
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Mental Shortcuts
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How?
Lead with a compelling shared belief, value or benefit,
NOT a data point
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Message Pyramid
Shared belief/value/benefit
Why should they care?
Category
What kind of issue are we talking about?
Community benefit
Environment
Specifics The name and function or focus of your
specific issue or program
Rain forests
ttyn
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Communications Research
Players
FrameWorks Institute Cultural Logic Public Knowledge Berkley Media Studies Group Real Reason Olson Zaitman/RWJ
Goals ID dominant frames;
Strategic Frame Analysis® ID Idealized Cognitive Models; Cognitive Strategic Initiative® Reversal Theory®
Cautionary Notes ••
Statistically significant? Who is “the public”?
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Take Some Notes!
Crisis! Frameworks
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Framing Priorities
ttyn
Solutions, what is working, ingenuity, can-do spirit
CulturalLogic/Frameworks
Teen pregnancy is an epidemic in Texas
vs
We know what works and our community has what it
takes to do it!
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Mental Shortcuts
Young People
All youth Frameworks
Teenager
At-risk youth Frameworks
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Mental Shortcuts
Individualism •••
Personal responsibility Right choices Bootstraps
CulturalLogic/RWJ/Frameworks
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Framing Priorities
Us-ness, benefits to all, interconnectedness, interdependence
CulturalLogic/Frameworks
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Framing Priorities
Eliminating health disparities is important, even to people who don’t experience them.
…
After all Current and future adolescent population stats -- voters, values, priorities, workforce, consumers… Costs (+/-)
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Framing Priorities
Prevention (+/-) Frameworks/Cultural Logic
Prevention (+/-) Frameworks/Cultural Logic
When a community invests in preventing health concern XYZ, it benefits from …
Cost of not investing, providing
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Framing Priorities
Overcoming Obstacles to Achieve
Thouy Kim was born in a Laotian refugee camp and arrived in the Twin Cities on her second birthday. She worked hard in school and received a McNair scholarship…
Don’t exceptionalize; link individual success to systems, resources, opportunities
CulturalLogic/Frameworks
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Mental Shortcuts
Environmental Blindness
CulturalLogic/RWJ/Frameworks
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Whose Fault Is It?
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Framing Priorities
Emphasize external factors: systems, structural components, environment*
CulturalLogic/Frameworks/RWJ
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Framing Priorities
Risk behaviors of young people
vs.
“hidden health factors” impact the “life odds” of young people
1 out of every 4 young girls has an STI
vs.
75% of schools don’t train young people how to keep themselves
safe from STIs and avoid unintended pregnancy
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Mental Shortcuts
•
•
•
•
•
Racism/White privilege
Historical experience
Health equity/equality /disparities
Unjust/injustice
Poverty/income level
CulturalLogic/RWJ/Frameworks
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Mental Shortcuts
•
“We need to illuminate racism in order to eliminate racism. By consciously addressing racial equity, we can stop unconsciously replicating racism” ~Applied Research Center
Us vs. Them Identity politics
CulturalLogic/RWJ/Frameworks
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A Different POV
Qualify “race/racism” ••
•
Racial profiling Environmental racism Racial redlining
ARC
http://dsl.richmond.edu/holc/pages/home
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Framing Priorities
Identify via geography or community CulturalLogic/RWJs
Latina, African American, Native American young people
vs. Young people in the XYZ neighborhood, zip code, congressional district
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Framing Priorities
Make it “place based” CulturalLogic/RWJs
“Your neighborhood or school shouldn’t
be hazardous to your health”
“Your zip code may be more important than your genetic code”
~RWJ
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…If you gotta
Make it biological ••
Stress from poverty “Exclusion anxiety”
CulturalLogic/
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… If you gotta
ttyn
Don’t trigger “redistribution” •
•
Raising the bar for all Setting a fair and adequate baseline
RWJ
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If you gotta…
•
•
ttyn Opportunity ••
Land of… Differences, structural
Frameworks
Our opportunities for better health begin where we live, learn, work and play
Fairness OK-Rural/community No go - race
Frameworks
Certain communities are struggling because they aren't given a fair chance to get in good shape
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RWJ
Framing Debate
All Americans should have the opportunity to make the choices that allow them to live a long, healthy life, regardless of their income, education or ethnic background.
Acknowledge importance of individual responsibility & right choices.
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Framing Challenge
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Mental Shortcuts
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Framing Priorities
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Thank You!
Communication needs?
Contact me! Glynis Shea University of Minnesota [email protected] 612-624-3772