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THE STRATEGY: In the US, how can liberals/Democrats do a better job of getting their ideas across and accepted by mainstream America?
WHAT WORKS: For Conservatives in the US, their messaging system (words that activate frames of conceptualized ideas) has existed and has been extended and strengthened over many years. Democrats have a few of these elements, but they are relatively ineffective, since they tend to view messaging as short-term and issue-based, rather than long-term and morally based. Democrats tend not to understand how framing works, and often confuse framing (which is deep, long-term, systematic, morality-based, and conceptual) with messaging (which is shallow, short-term, ad hoc, policy-based, and linguistic). This situation puts Democrats at a messaging disadvantage relative to conservatives, which leads to conservative victories. Hence the regular need for disaster messaging.
IMPORTANT POINTS: (1) Framing is the most commonplace thing we do with thought and language. Frames are the cognitive structures we think with. They are physical, embodied in neural circuitry. Frames come in systems. Their circuitry is strengthened and often made permanent through use: the more the circuits are used, the stronger they get. Effective frames are not isolated. They build on, and extend, other frames already established. All words are defined in terms of conceptual frames. When the words are heard, the frames are strengthened — not just the immediate frames, but the whole system. Fit matters. The brain is a “best-fit” system. The better a new frame “fits” existing frames, the more effective it will be; that is, the more people will think, and make decisions, using that frame. Define the frame and you’ll win the argument. (2) Framing is the establishment of permanent (or long-term) high-level frames and systems of frames with the brains of voters. Framing can be done by long-term careful political messaging, or through education (say, by controlling school textbooks). (3) A major goal of political framing is to get your version of contested concepts accepted by the voters. Messaging can then use these concepts and their language freely and effectively. (4) Messages use words. The words activate frames. In political messages, you have a double intention: to get voters to think using your frames and to keep voters from thinking using the other side’s frames, which contradict yours. Your message will be more effective if it fits existing high-level frames in the brains of voters, and less effective it contradicts such high-level frames. (5) For Conservatives in the US, their messaging system has existed and has been extended and strengthened over many years. Democrats have a few of these elements, but they are relatively ineffective, since they tend to view messaging as short-term and issue-based, rather than long-term and morally based. Democrats tend not to understand how framing works, and often confuse framing (which is deep, long-term, systematic, morality-based, and conceptual) with messaging (which is shallow, short-term, ad hoc, policy-based, and linguistic). This situation puts Democrats at a messaging disadvantage relative to conservatives, which leads to conservative victories. Hence the regular need for disaster messaging. (6) Recommendation for Democrats: Don’t move to the right (in order to win votes/support). Start thinking longer term. Build as much of a communications system as possible. Design long-term framing for your own high level, moral system and basic policy domains. Fit your immediate messaging needs to the long-term frames. Carry on both kinds of messaging in parallel. (7) How do conservative Republicans have a large effect on policy even when they are largely out of office? Their communication system is never out of office. That allows a conservative minority to stonewall and resist and gain popular approval for it. Their communication system intimidates Democrats into disaster messaging and policy shifts to the right. The Republicans don’t have to move the country in a conservative direction by holding office. Their communications system can get the Democrats to move the country to the right by forcing disaster messaging upon them. (8) The only way progressives can avoid the disaster of disaster messaging is by regularly saying what they believe, in an effective messaging system — out loud, over and over, with the idea of changing how the public thinks and talks over the long haul. To work long-term, progressive messaging must be sincere and direct, must reflect progressive moral values, and must be repeated. Progressive framing is about saying what you believe, telling the truth, and activating the progressive worldview already present in the minds of those who are partly conservative and partly progressive. (9) Of course, the best messaging requires an excellent communications system, or it won’t be heard. Progressives have the money to build such a system. The question is whether they understand the desperate need for such a system, and whether they have the will to build it. |
