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Message Effects

What Does It Take to Bring About Change? (Part II)

Paolo Mefalopulos's picture

In the last posting I discussed two key elements making change difficult to achieve; namely people’s inherent resistance to change and the tendency to design and deliver messages appealing to the rational side of people. This last point is often a cause of limited success in promoting change because it neglects to consider that human behaviours are not always guided by rational considerations, at least in a strict scientific sense (see the still rather strong diffusion of smoking despite that its harm is almost universally acknowledged).Taking into account stakeholders’ perceptions, satisfaction, and cultural models can often be more effective than solutions-based innovations, especially if suggested by external agents of change.

Shock and Awe? The Effects of Negative Framing

Anne-Katrin Arnold's picture

Framing is about presenting an issue in a specific light and from a specific perspective. Framed messages are usually intended to make the audience focus on certain aspects of an issue but not on others. In terms of governance and accountability, framing is a useful technique to design communication in a way that mobilizes the public. For instance with regard to corruption: to mobilize public opinion on corruption one could focus on successes in fighting corruption, on negative effects of corruption, on corrupt individuals or individual champions against corruption etc. Negative framing, negative messaging in general, is a frequently used approach when trying to motivate people to become active. It's not clear, however, that it really works the way it's supposed to.