reframing narratives of value in the new media landscape cara… · • measuring narrative...
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Reframing Narratives of Value in the New Media Landscape
The Future of Liberal Education in a Post-Truth EraAAC&U Forum for Presidents and Foundation Leaders
January 2019
Debra Humphreys, Vice President of Strategic Engagement
Kirk Carapezza, Education Reporter, WGBH
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What does “reframing public narratives”
require?
Understanding
existing narratives and
frames;
1
Understanding current
media landscape and
how narratives now
get formed and travel;
2
Understanding
cognitive science on
why people believe
what they believe and
how they “change
their minds.”
3
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The power of
confirmation
bias
We believe news/narratives
that confirm pre-existing
beliefs;
Simple exposure to contrary
facts or challenges to mistaken
notions can backfire and just
reinforce existing beliefs;
People don’t decide to believe
something because of
statistical validity
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What makes us more likely to believe
something?
The source (level of trust)
The harmony with other beliefs
The overlap with existing frames of reference
Need to deliver messages and narratives that
create a sense of cognitive ease and with
compelling human stories
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How framing works
The first thing
said about a topic
influences
perceptions,
judgments, and
emotional
responses
“Framing” a topic
effectively means
using words,
images and
symbols that
reflect values and
beliefs people
already hold, and
which encourage
them to support
your goal.
To maximize
support, speak to
values and beliefs
that are
meaningful to the
majority in
audience.
Otherwise, words
will fall flat— or
even activate
ideas that raise
opposition.
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Relevant
Frames
• American Dream
• Nature of Work and Economy
• “Merit” and Proper Role of
Government
• Fairness and Responsibility
• The roles, responsibilities, and
accountabilities of public
institutions
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Attitudes about Higher Education
from Polls
61% believe higher
education is going in
the wrong direction; of
those 84% cite high
tuition as main reason;
1
65% believe that
students are not getting
the skills they need to
succeed in the
workplace;
2
Less than half have
confidence in higher
education.
3
Sources: Pew Research Center and Gallup, 2018
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On the other hand…
• 76% of Americans say “public spending on higher education has been an excellent or good investment.”
• More than 70% say that higher education institutions contributed to graduates’ personal enrichment and growth; to national prosperity and development; to graduates’ wealth and success.
Teachers College, 2018
• Four in ten Americans agree that “for most high school students today, pursuing a college degree is not a worthwhile investment because it will lead to student debt with little chance of finding a good paying job.”
New America, 2017
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How to make sense of public opinion
data?
Need to understand
better “why” people
answer these
questions the way
they do;
What are the
underlying beliefs and
narratives driving their
answers?
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Measuring and moving narratives
Lumina is working with Protagonist, Inc, a “big-data” consultant, to gain insights into what people believe about postsecondary education and social mobility based on mainstream, online news, blogs, and social media interaction:
• Measuring narrative landscape — proportion of conversation by storyline, based on content volume and audience engagement
• Working to influence existing narratives and creating “white-space” narratives
• Measuring changes in the narrative landscape over time
12
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Postsecondary Education Narrative Landscape
8 Narratives Centered on Issues of Affordability, System Inequalities, & Perceived Value
16
Title Abridged Narrative Category
Protect Public EducationThe burden of paying for public education must shift from the
student back to the state.Affordability
Buyer BewareProspective students should weigh their options before they
invest the time and money needed for a degree.Expected Outcomes
Education for
Employment
All forms of higher education should strive to boost students’
ultimate employability.Expected Outcomes
Uneven Playing FieldAccess to higher education is riddled with invisible access gaps
for disadvantaged students.
Systemic Inequality
Sinking Without SupportUnderrepresented students lack the support and stability they
need to make it to graduation.
Systemic Inequality
American Dream Deferred
The high cost of a college degree today means that students who
decided to take the plunge now can’t afford to start the lives they
were promised.
Affordability
Prisoners as PupilsWe need to invest in prison education to reduce recidivism rates
and ease the burden on taxpayers.Systemic Inequality
Liberal Echo Chamber Colleges fail to educate when they refuse to uphold intellectual
diversity.Systemic Inequality
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The Postsecondary Narrative Landscape: CategoriesOnline postsecondary conversation
Dec 2015 – Nov 2016
Protect Public
Education
Education For
Employment
Buyer
Beware
Prisoners
as Pupils
Sinking
Without
Support
Uneven
Playing
Field
American
Dream
Deferred
❖ Sinking Without Support (13%)
❖ Uneven Playing Field (13%)
❖ Liberal Echo Chamber (n/a%)
❖ Prisoners as Pupils (11%)
Systemic Inequality
❖ Protect Public Education (20%)
❖ American Dream Deferred (11%)
Affordability
❖ Education for Employment (15%)
❖ Buyer Beware (17%)
Expected Outcomes
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The Postsecondary Narrative Landscape: CategoriesOnline postsecondary conversation
Oct 2018 – Dec 2018
❖ Sinking Without Support (24%)
❖ Uneven Playing Field (29%)
❖ Liberal Echo Chamber (3%)
❖ Prisoners as Pupils (1%)
Systemic Inequality
❖ Protect Public Education (19%)
❖ American Dream Deferred (6%)
Affordability
❖ Education for Employment (13%)
❖ Buyer Beware (5%)
Expected Outcomes
Protect Public
Education
Education
For
Employment
Prisoners
as Pupils
Sinking
Without
Support
Uneven Playing
Field
American
Dream
Deferred
Liberal
Echo
Chamber
Buyer
Beware
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Take-Aways from Baseline 2016 Analysis
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Narratives on Economic Opportunity and Social Mobility
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Final thoughts
Understand the landscape as it is – not as you wish it to be.Understand
Know your audiences, who they are, and what they want.Know
Meet people where they are –move them when possible.Meet
Redirect, reframe – don’t repeat the negative frame or deficit language.Redirect
If something’s missing, try to make it appear – find allies, work together.Create and
Collaborate
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ON CAMPUS RADIO
CLIPS
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http://www.wgbh.org/news/on-campus
WGBH’s higher education coverage online
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BROADCAST PARTNERS
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@OnCampusWGBH
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ON CAMPUS RADIO
ON DEMAND
On Campus Radio is now available on iTunes
or wherever you get your podcasts
Monthly hour-long programs that take the time
to capture distinct voices of students,
faculty, administrators and thought leaders
Weekly features and extended interviews