“…we found that reframing pro-environmental rhetoric in terms of purity, a moral value resonating primarily among conservatives, largely eliminated the difference between liberals’ and conservatives’ environmental attitudes.”
Feinberg, M. and R. Willer, 2013. The moral roots of environmental attitudes. Psychol Sci. 2013 Jan 1;24(1):56-62.
You’ve figured out who makes the decision and who you need to reach to influence those decision makers.
The majority of Americans agree on many social and environmental issues. But we break out into different groups or “tribes” based on a variety of characteristics. There are verbal and non-verbal cues that make us align with certain people and ideologies.
Using the wrong words and imagery can be very divisive. But there are words and imagery that can bring us together around shared values. Social scientists call this “moral framing.” And they’ve found that certain types of messages can bridge the divide between different political ideologies.
One study tested 3 types of messages and images to see how people of different political ideologies respond to messages encouraging conservation.
Messages that were framed around harm and care resulted created a bigger divide in conservation intention between liberals and conservatives. Messages that encouraged conservation as a way to show your respect for country and protecting the purity of nature helped close the gap in conservation intentions (Wolsko et al).
You can gain supporters for your cause by choosing your words and images carefully. Picking words and images that appeal across ideology can unite people. Conversely, picking words and images that appeal to a single ideology can create greater division on your issue.
Similar research has been conducted on a variety of issues:
- Immigration
- Economy
- Education
- Social Programs
- Reproductive Rights
- Etc Etc Etc
As you start to craft your message, review the relevant social science research and polling data. This info will help you find the words and images that will unite people, regardless of their political ideology.
Need help finding the research and developing a message that will resonate across ideologies? Let’s talk!
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