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Does Your Message Have the Same Old Frame? 

Does Your Message Have the Same Old Frame? . Message Framing and Health Disparities NPHIC Annual Conference September 2007. Sponsored by the Southern Center for Communication, Health & Poverty

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Does Your Message Have the Same Old Frame? 

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  1. DoesYour Message Have the Same Old Frame?  Message Framing and Health Disparities NPHIC Annual Conference September 2007 Sponsored by the Southern Center for Communication, Health & Poverty A CDC-Designated Center for Excellence in Health Communication and Marketing www.southerncenter.uga.edu Susan D. Kirby, Dr.P.H. susan@kirbyms.com

  2. Message Framing • Gain vs. loss framing • Usually aimed at direct health behavior audience • Strategic frame analysis • Used for policy and societal mobilization audiences

  3. Gain versus Loss Framing • Gain = Lives saved • Loss = Lives lost • Gain promotes risk aversion • Prefer small certain gains to large possible gains • Best for prevention behaviors • Loss promotes risk seeking • Prefer possible large/small loss to any certain loss • Best for detection or screening behaviors

  4. Gain versus Loss Framing • If ‘certain’ of screening outcome • Gain framing is more effective • If ‘uncertain’ of screening outcome • Loss framing is more effective • Pointing out health disparities • Creates negative reaction • Cultural targeting • Enhances effectiveness with “right” frame • Not more effective if combined with ‘wrong’ frame • More disparity research needed

  5. CVD versus Diabetes35 Overweight AA Male ‘Uncertain’ DiabetesYou can prevent losing a leg, foot, or toe by getting tested and treated for diabetes today ‘Certain’ CVDYou can add years to your life if you get tested and treated for CVD today

  6. Strategic Frame Analysis

  7. How We Process Information • Mental shortcuts help us make sense • Communication has cues about where to fit information into existing knowledge • Helps us connect to shortcuts or “dominant frames” • New information seen through dominant frames • Our understanding is frame-based • Not fact-based

  8. Strategic Frame Research • Identifies deep values, beliefs, and assumptions • Studies their impact on policy preferences • Uncovers ways to change how issues are framed • Communication shift attitudes and behaviors

  9. Why It Matters … • Perceptions shaped by core beliefs • New thinking challenges core beliefs • If challenged we revert to familiar • Makes it hard for people to hear new messages • We have to connect people to a different frame

  10. By connecting an issue to an existing valued high-level frame, we can reframe how people think and feel about an issue.

  11. ‘Estate tax’ is one way to frame tax debate

  12. ‘Death tax’ reframed this tax debate

  13. Framing Strategy Includes • Connecting issue w/ valued frame • Thematic not episodic context • Simplifying model or metaphor • Social math • Messengers • Visuals • Tone

  14. Framing Levels Level One Big ideas, like freedom, justice, community, success, responsibility Level Two Issue types, like the environment or child care Level Three Specific issues, like rainforests or earned income tax credits

  15. Authentic Caring Committed Community focused Competitive Connected to others Increasing Knowledge Nurturing Positive in Outlook Responsible Safe/ Secure Level One ExamplesWe want to live in a society that is …

  16. Level Two • Level 2 frames can focus on issues like children, elderly, education, friendship, or corporate America • Level 2 can also be a new or novel way of grouping issues together • Prisons and education • Children and corporate America

  17. Building a Framing Story • Connect your issue to a Level 1 value • Ask what kind of world people want to live in • Ask what would that world look like? • Level 2 connected to level 1 • Many issues can fit into Level 2 for different purposes • Level 3 specifies how Level 2 is achieved • Tell a story linking levels 1 to 2 to 3

  18. Linking Levels Together Tobacco • Level 1 - We want to live in a truthful society • Level 2 - Companies are honest about their products • Level 3 – Policies that require disclosure of product contents Cancer • Level 1 -  We want to live in a hopeful society • Level 2 - Diseases like cancer can be cured • Level 3 – Program to identify cancer cures

  19. Andy needed the support of others, and a solid town like Mayberry to avoid abusive situations as a single parent Families should handle their own stuff, We should stay out of it. The family bubble. Context

  20. Numbers – Social Math • GOOD - In the 60s, about 11 of 25 kids walked or biked to school. By 2001, only 4 of them were getting exercise that way. • BETTER – Today lots of schools are ere farther away from their students. Now walking or biking to school is the equivalent of doing a 5K race or more - twice a day.

  21. MessengersHIV and Hispanic Communities

  22. VisualsWhat are youth doing today?

  23. Metaphor or ModelBrain Foundation = Architecture • Early experiences affect the architecture of the maturing brain. • The quality of that architecture establishes either a sturdy or a fragile foundation for all following development • Getting things right the first time is easier and less costly than trying to fix them later. =

  24. Disparity-related FramingThe Dominant Frames We Know • Individual responsibility • People are the ones who decide if they smoke! • In-Community responsibility • It’s that community’s fault! • Poverty isn’t the problem • Education is problem with poor health choices!

  25. Disparity Framing Research • Disparity focus increases stereotyping • Stimulates negative reactions in all parties • ‘Quality of Life’ resonates • ‘Community conditions’ also • Civic wellbeing resonates • Cost prevention resonates

  26. Disparity Framing Research • Physical and org structures are useful terms • Include ‘elderly as examples’ • Stay solutions focused • Community needs to involved • Use close to home examples • ‘Patchwork with gaps” metaphor • Does not trigger stereotypes

  27. More Framing Advice • Focus messages on solutions not the problem - early in the message • Avoid negative stereotypes • Do not repeat the current ineffective frames • Repetition, repetition, repetition

  28. Resources • Getting the Biggest Bang for Your Health Education Buck: Message Framing and Reducing Health Disparities. Schneider American Behavioral Scientist. 2006; 49: 812-822 • FrameWorks Institute Report • http://www.frameworksinstitute.org/clients/commhealth_civicwellbeing.pdf • Berkley Media Studies Group • Kirby Marketing Solutions at www.kirbyms.com • Southern Center for Communication, Health & Poverty at www.southerncenter.uga.edu

  29. Question and Answer Small Group Activity

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