Yesterday, I attended a session of the World Bank Institute’s Flagship Course on Health, attended by health specialists from various countries. An expert panel shared experiences of using communication and persuasion toward bringing about pro health outcomes. Several success stories were shared on applying behavior change communication in areas such as hygiene and sanitation, nutrition and education, and immunization in Africa and Asia. Complementary to this focus on individual and social change was a presentation by Patricia Sosa, Esq. on experiences of the Campaign for Tobacco-Free Kids. The organization advocates for policy change in various countries and the core of their strategy is changing the rules of the game to reduce tobacco use.
The ultimate goal for working on the demand side from a political communication perspective is the mobilization of the public. We want to drive citizens who lack information and efficacy to being an active public, participating as relevant actors in the public sphere and in thereby in political decision making processes. Here at CommGAP, we base our approach on a range of literature from the study of public opinion and social movements and came up with what we call the "Stairway to Mobilization." In the coming days and weeks we will try to illustrate this concept with practical examples and case studies, but for now lets discuss the theoretical background.
"For I know that, despite the huge constitutional difference between a hereditary monarchy and an elected government, in reality the gulf is not so wide. They are complementary institutions, each with its own role to play. And each, in its different way, exists only with the support and consent of the people. That consent, or the lack of it, is expressed for you, Prime Minister, through the ballot box. It is a tough, even brutal, system, but at least the message is a clear one for all to read. For us, a Royal Family, however, the message is often harder to read, obscured as it can be by deference, rhetoric or the conflicting currents of public opinion. But read it we must."
HM the Queen, Golden Wedding. In The Best After-Dinner Stories, Tim Heald. The Folio Society, 2003.
In today’s fast-paced digital environment, new forms of literacy are quickly emerging. It is not only a challenge to keep up with new tools and skills needed to stay informed and engaged in the world around us, but also to find the time and resources. While media literacy is not a new issue, it has quickly become an eminent one due to the fast speed and wide spread of information via new media technologies. As a matter of urgency, the European Commission has issued a new recommendation, pushing its member countries to make media education available to all citizens and include it as mandatory in the school curricula, as well as adopt media literacy as a key pre-requisite for active citizenship. While internet penetration is high in Europe, there is an evident skill gap between citizens of different age-groups and socio-economic backgrounds in using the internet and new technologies. The European Commission believes that this skill gap and media illiteracy can lead to missed opportunities and social exclusion, and therefore, it’s important to instill media literacy skills in all sections of society. One could possibly also argue that citizens would also be excluded from realizing their political rights. The Commission further suggests that media literacy would be “a stimulus and a pre-condition for pluralism and independence in the media”, leading to multiple perspectives and diverse opinions that will enrich public discussions and specifically, lead to “a positive impact on the values of diversity, tolerance, transparency, equity and dialogue.”
As readers of this blog will have realized, we have been watching with keen interest the effort to reform the health care system in the United States in order to pull out generalizable lessons for reform efforts elsewhere. As you must also know, over the month of August that reform effort ran into some turbulence, with lively town-hall meetings, and the rise of a blocking coalition. The outcome remains in the balance as I write.
Now, other students of the process have offered one explanation of the current challenges faced by this particular reform effort. They say that much of the effort concentrated for a long time on the Inside Game, that is getting the United States Congress to act, and keeping the discussion within authoritative state institutions. According to these observers, reformers ignored the Outside Game...building a reform coalition within the broader society, and shaping public opinion. That supposedly gave opponents of reform the chance to build what they hope will be a blocking coalition, frame the reform effort negatively and so on. These observers believe that the Outside Game is now on, but some damage was done.
"A group ‘makes up its mind’ in very much the same manner that the individual makes up his. […] not only one mind but all minds are searched for pertinent material, which is poured into the general stream of thought for each to use as he can. In this manner the minds in a communicating group become a single organic whole. Their unity is not one of identity, but of life and action, a crystallization of diverse but related ideas."
"Public opinion contains all kinds of falsity and truth, but it takes a great man to find the truth in it. The great man of the age is the one who can put into words the will of his age, tell his age what its will is, and accomplish it. What he does is the heart and the essence of his age, he actualizes his age. The man who lacks sense enough to despise public opinion expressed in gossip will never do anything great."
The New York Times recently published an article about the experience of Indonesia’s anti-corruption commission, whose existence is being threatened precisely because it is so very good at doing its job of fighting corruption. Sound like a conundrum? Hardly.
"Public opinion represents a consensus, which emerges over time, from all the expressed views that cluster around an issue in debate, and that this consensus exercises power."
-- Cutlip, S M, Center, A H and Broom, G M (1994) Effective Public Relations, Prentice-Hall International Inc, 7th edn.
Many of us become more convinced in our views on any given topic by bouncing them off of our sounding boards, whose worldview often mirrors our own. Feeling validated through these interactions, we march on with our perspectives unaltered. Troublingly, if we allow ourselves to interact only with our like-minded peers, these interactions can and do lead to viewpoints that are fixed, sometimes to the dismissal of all other alternative perspectives. This is the topic of Cass Sunstein’s article, “To Become An Extremist, Hang Around With People You Agree With.”