Category: messaging

Why social change needs to be a laughing matter

Reproduced from Wagingnonviolence.org

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Struggles against human rights abuses or militarism are rarely linked — in thought or discussion — to humor. As serious matters, they deserve serious, strategic thinking about how to dismantle the power structures that enable them. But what if humor itself is a powerful tool for doing so? In “Laughing on the Way to Social Change,” in the January 2017 issue of Peace & Change, Majken Jul Sørensen explores this possibility in the context of three recent examples of activism in Sweden and Belarus, asking how the use of humor affects the way nonviolent action operates — particularly its ability to disrupt dominant discourses and therefore challenge power.

In the first example, two Swedish activists flew an airplane through Belarusian airspace, dropping 879 parachuted teddy bears with signs reading, “We support the Belarusian struggle for free speech.” A response to an earlier action where Belarusian activists assembled stuffed animals in a central square — bearing signs like, “Where is freedom of the press?” — the parachuting bears ultimately resulted in two Belarusian officials being fired. The second and third involved a Swedish anti-militarist network called Ofog, or “mischief.” In response to NATO military exercises in Sweden, Ofog created a “company” whose purpose was to make these exercises more realistic by providing civilian casualties. Dressed as businesspeople, activists walked through the streets “recruiting” ordinary Swedes for “jobs” as killed, wounded or traumatized civilians. In response to a Swedish military recruitment campaign, Ofog added words to recruitment ads, changing their intended meaning. For instance, on one that said, “Your friend does not want any help during natural catastrophes. What do you think?” Ofog added, “By the military. Other help is welcome.” Using the ambiguity inherent in humor, these actions were able to catch their audiences off guard, spark discussion and bring attention to free speech or militarism in ways different from how logical argumentation could have.

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Sørensen examines all three actions from the vantage point of Stellan Vinthagen’s four dimensions of nonviolent action to see how humor might contribute to, or detract from, their operation. The first, dialogue facilitation, refers to nonviolent action’s ability to maintain an openness towards the adversary even in the midst of conflict. On the one hand, a humorous action like those above might inhibit dialogue if observers are “suspicious or annoyed” about the actors behind it or the lack of clarity around its meaning. On the other hand, especially compared to more aggressive forms of resistance, humorous action signals an inherent openness through its playful approach, providing an invitation to dialogue and also lots of “‘material’ for conversation.”

The second dimension, power breaking, is the one Sørensen sees as best served by humor. It is widely understood in theories of nonviolent action that those in power will not give up their power — or even engage in dialogue — unless pressured. Humor is well positioned to break through dominant discourses — themselves forms of power — by disrupting the language and symbols used by those in power to represent reality in a particular way and providing alternative interpretations of that reality. Doing so opens space to question what has been considered “normal” and “natural” — like the need for a military to keep one’s community safe.

The third dimension is utopian enactment: the ability of nonviolent activists to enact, at least momentarily, the new reality that they envision — as when black civil rights activists in the U.S. South engaged in normal, everyday activities like eating or swimming in “white only” spaces, enacting the integrated society they hoped to create. Utopian enactments show that other realities are possible and can create “hope [and] joy” in the midst of anger and despair. Humorous actions are well suited to such enactments, as they engage the imagination and are not bound by the usual constraints of “reality” — as seen in the international solidarity enacted by teddy bears.

Finally, the fourth dimension, normative regulation, re-establishes nonviolence as the norm and violence as an aberration — seen in the training for and maintenance of nonviolent discipline, even in the face of violence. Humor can play a role here in defusing potentially violent confrontations with police, as “a carnivalesque atmosphere” can make interactions “less hostile.” In cases where humorous actions can be interpreted as aggressive or involving ridicule, however, their productive role in utopian enactment and normative regulation may decrease.

While humor may contribute nonviolent action’s effectiveness in some of these dimensions, it may detract from it in others. While parachuting teddy bears through Belarusian airspace challenged the regime’s authority, it did not invite dialogue with the regime — only with the general public. Ofog’s actions disrupted dominant militaristic discourses and engaged the general public in dialogue, but they did not enact the new anti-militarist realities activists envisioned. Most importantly, though, humor — “by playfully twisting the language of power” — provides a tool for activists to engage in what Sørensen calls “discursive guerrilla warfare.”

Contemporary relevance

With the election of Donald Trump to the U.S. presidency, U.S.-based nonviolent resistance has received a massive jolt of energy. Beginning with the Women’s March the day after the inauguration, the resistance has had a lot on its plate: the possibility of nuclear war with North Korea, escalation of war in the Middle East, and the undermining of international organizations and agreements, but also immigrant and refugee rights and protection, a racist law enforcement and criminal justice system, climate change and environmental deregulation, the normalization of sexual assault, an inflated military budget at the expense of crucial social programs, the gun lobby, health care, abortion rights, LGBTQ rights, anti-Muslim prejudice, workers’ rights and economic inequality, and even an emboldened white nationalism — to name a few. In this context, the more we can learn about effective activist techniques — including humor — the more successful we will be at pushing back against the racist, militarist, sexist, science-denying agenda before us.

Practical implications

How can these insights about the use of humor in nonviolent action be applied to current resistance to the Trump agenda, as well as to other nonviolent movements elsewhere in the world? First, it may be useful to conduct an analysis before undertaking an action (as part of a nonviolent campaign) to assess its likely effects on the operation of the four dimensions of nonviolent action, as outlined by Vinthagen: dialogue facilitation, power breaking, utopian enactment and normative regulation. Which of these will be strengthened and which will be weakened through the action — and are these trade-offs worthwhile and useful for the overall goal of the action? Second, similarly, activists should ask themselves: who is/are the intended audience(s) for the action, will different audiences be affected or respond differently, and are these responses useful for the overall goal of the action? Finally, on the basis of this analysis, how might the action be improved to more effectively challenge dominant discourses and spark discussion while minimizing the ways in which it could be read as aggressive or disingenuous?

This article was published in partnership with the Peace Science Digest. To subscribe or download the full issue, which includes additional resources for each article, visit their website.

Allow People to Change by Modeling Change Journeys

On June 26, 2017German Chancellor Merkel announced her change of heart of same-sex marriage. For details, see report from LA Times by clicking on the image below.

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Right, it’s clear that the real reason for this is that widespread pressure has made it politically impossible for her to resist any longer, especially as the opposition was going to use her stubborn resistance to an issue most Germans support as a major argument in the upcoming elections.

Still, this shows how important it is to create the story of a change journey, so that

a) it gives leaders a chance to move without loosing face

b) it allows conflicted people to model their own change. So people can say “I’m like Merkel, I changed my mind”. Once the head of government does it, it just becomes more acceptable for all.

Obama’s own change journey was a key milestone in the debate on same-sex unions in the US and clearly paved the way for the Supreme Court decision: https://www.theguardian.com/world/2012/may/09/barack-obama-supports-gay-…

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But it doesn’t always need to be that high level. Many clever campaigns have modeled such change journeys by people that the campaigns’ target group find easy to relate to. See for example this transcript from the US campaign on same-sex marriage:

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How to reclaim Family Values from haters: A great guide for activists!

In 2016–2017, ten movement leaders and experts from the LGBTI, women’s rights and progressive faith movements charted the use of family in recent years of progressive activism.

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They engaged with 200+ experts, movement leaders, activists, scholars and grant makers through a survey, a conference and consultations with key organisations.

 

[box] “To continue winning over hearts and minds, social justice activists must complement their traditional approach based on rights, laws and standards (“We have the right to marriage”, “We have the right to free movement”) with a values-based approach (“We love each other and want to commit to spending our lives together”, “We all belong to a family”). This requires a fundamental shift in the conception, organisation and running of social justice campaigns.”

This guide invites social justice activists  to consider placing family equality at the centre of our progressive strategies, discourse and actions.

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[box] “Campaigning publicly about family appeals to people – law-makers, the public, specific audiences and their fundamental sense of what a family truly is about: love, care, belonging, and deeply shared values. Appealing to these shared values is essential to effective social justice activism”

 [box] “Good strategic communication and messaging can only be grounded in good prior research into what messaging will best appeal to voters’ and politicians’ values”

Download the guide now 

Six behavioural psychology tips for effective campaigns

The following article by BOND’s ALICE DELEMARE, provides a good summary of essential strategic points and offers useful links to more detailed articles. A good article to keep close at hand.
From BOND

Changing people’s behaviour is difficult. If we want people to take sustained action in support of international development issues, we need to understand behavioural psychology and build this into our campaign design.

A recent CharityComms conference on developing behaviour change campaigns made me think about what lessons the development sector could learn from organisations like Sport England and the RNLI. These charities root their campaign strategies in an understanding of psychology in order to change the behaviour of their target audience.

1. Get to know your audience

In-depth audience knowledge is vital for a successful campaign. We talk about this a lot. But how well do we really know the audience we’re trying to reach? Where do they live? How old are they? How do they spend their free time? What are their main concerns? Where do they get their news? Who do they trust?

For example, Sport England spent time preparing the ground for their successful This Girl Can campaign by first listening to, then engaging in conversation with, women online.

One of the lessons of the EU referendum is that organisations need to be more in touch with their audiences. To be successful campaigners, we need to get out and about and talk to people we don’t usually come into contact with about their concerns. We need to step out of our comfort zone and try new ways of communicating and collecting information.

Sheffield-based social enterprise Aid Works is a good example of an organisation talking to a diverse range of people. They work all over Yorkshire, holding community meetings and going into schools.

2. Normalise the action

People are herd animals; we are strongly influenced by what those around us are doing. Given the option between two unfamiliar restaurants, one empty and one busy, most of us would choose the busy restaurant. We assume the food is better because everyone else is eating there.

If we want people to take action on international development issues, we need to show our audiences that the desired behaviour is “normal”.

We also need to be careful not to promote the opposite behaviour in our communications. For example, communicating that “134 patients failed to attend their appointments last month” in a doctor’s surgery, reinforces the idea that lots of people are missing appointments and won’t encourage the desired behaviour. The surgery would be better saying: “99% of patients kept to their appointments last month, make sure you do too.”

3. Choose the right messenger

We are also heavily influenced by the person communicating information to us. Social enterprise Behaviour Change explain that there are two important factors which determine the success of a messenger: whether or not they have experience of the issue and whether the audience trusts them. Insight from the Aid Attitude Tracker (AAT) backs this up. AAT research shows that the best messengers for development issues are ones whom the audience perceives to be both warm and competent.

Of course, to choose the right messenger you need to understand your target audience. In order to influence behaviour change in commercial fishermen, a closed network with a strong identity, the RNLI chose to work through partners like the Fishermen’s Mission and found individual fishermen that the community trusted to spread their message.

4. Appeal to the subconscious

Human behaviour is influenced by subconscious cues, as much as – if not more than – by our conscious thoughts.

This is why, for example, food retailers often pump out a signature scent. It serves as an aromatic marketing poster, triggering memories and desires, which encourage an emotional connection with the product.

Perhaps bringing a signature scent into international development campaigning is a little far-fetched, but exposure to certain words, colours and images can also have a subconscious effect on our behaviour.

Putting a mirror behind one tray of pastries at the CharityComms conference meant that fewer pastries were eaten from that tray, because people subconsciously self-evaluated before adding them to their plate. The colour blue is associated with trust and honesty and could be used to subconsciously impart such feelings to an audience when used in a presentation.

5. Strengthen intrinsic values

Psychologists have identified a number of consistently occurring human values: the things that people say they value in their lives. The prevalence of these values has been tested many times and found to be consistent across different countries and cultures. They can be grouped broadly into intrinsic and extrinsic values. The Common Cause Foundation explains more.

Extrinsic values are centred on external approval or rewards, for example: wealth, image, social status and authority. Intrinsic values relate to things we find inherently rewarding, for example, self-acceptance, connection to family and friends, connection with nature, and concern for others.

How can international development campaigners make sure we are designing campaigns that promote intrinsic values rather than extrinsic values?

Global Action Plan, a charity inspiring people to take practical environmental action, promote the values important for sustainable development through their work with school children. They found that pupils were more likely to adopt those values if they practised them through activities in the Water Explorer programme, instead of simply being told about them. We need to find ways to apply similar techniques to campaigns targeting adults.

6. Use a multi-dimensional approach

Behaviour change campaigns need to be multi-dimensional. And all the different elements need to work together. National, public-facing communications; face-to-face work with the target audience at a local level; and products which make it easy for people to change their behaviour all need to complement each other to have maximum impact.

For example, Parkinson’s UK combined national communications and work with in-house trainers in the retail and transport sectors, to promote understanding of Parkinson’s disease and other “hidden disabilities”. The Time to Change campaign addressed their audience of 25 to 44-year-olds across England through national, local and individual strategies to tackle mental health discrimination.

When designing and developing a behaviour change campaign, it is also important to bring in different opinions: expert and non-expert. Gathering a group of people with different expertise and different perspectives will help to create a campaign with a much broader appeal.

Have you seen any examples of campaigns that use behavioural psychology effectively? Have you tried any of these techniques in your own campaigns? Tweet us @bondngo with your ideas and suggestions.

Good Stock photo sites

Every campaign needs good visual. But where to find what you need in the maze of commercial offers ?

A consultation on the fantastic e-campaigner community ECF forum has identified the following sites:

UNSPLASH

PIXABAY

PEXELS

500PX

Deathoftestockphoto.com

Visualhunt.com

libreshot.com

realisticshots.com

commons.wikimedia.org/wiki/Main_Page

publicdomainarchive.com

 

www.dotspin.com/the-commons

www.gratisography.com

thestocks.im

medium.com/@dustin/stock-photos-that-dont-suck-62ae4bcbe01b

(list of sources)

www.snapwi.re

picjumbo.com

uperfamous.com

thepatternlibrary.com

getrefe.tumblr.com

littlevisuals.co

nos.twnsnd.co

freeimages.com

www.morguefile.com

www.tobyblume.wordpress.com 

 

 

The theory of basic values

We have seen in a previous post how social psychologist Jonathan Haidt attempts to classify values into 5 major categories: Care, Fairness, Liberty, Authority and Sanctity.

Shalom Schwartz from the University of Jerusalem has later on developed the theory of basic values, by which he identifies 10 clusters of values:

Self-Direction – Defining goal: independent thought and action–choosing, creating, exploring.

Stimulation – Defining goal: excitement, novelty, and challenge in life.

Hedonism – Defining goal: pleasure or sensuous gratification for oneself.

Achievement – Defining goal: personal success through demonstrating competence according to social standards.

Power – Defining goal: social status and prestige, control or dominance over people and resources.

Security – Defining goal: safety, harmony, and stability of society, of relationships, and of self.

Conformity – Defining goal: restraint of actions, inclinations, and impulses likely to upset or harm others and violate social expectations or norms.

Tradition – Defining goal: respect, commitment, and acceptance of the customs and ideas that one’s culture or religion provides.

Benevolence – Defining goal: preserving and enhancing the welfare of those with whom one is in frequent personal contact (the ‘in-group’).

Universalism – Defining goal: understanding, appreciation, tolerance, and protection for the welfare of all people and for nature.

These values can be mapped out according to how they relate to one another as neighbors or opposites:

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This framework has been extensively used in order to identify the frames by which a target group can effectively be reached by campaigns.

Two institutions have done extensive work on how this: The Public Interest Research Center (UK) and the Frameworks Institute (USA). Ttheir websites should be on whatever is the equivalent in any campaigner’s bookmarks of a  bedside table.

 

Show, don’t tell – Embody the message

“Actions speak louder than words” is a well-known saying. This counts for campaign tactics too.

When a campaign has analyzed and chosen its core action message (what is known by theorists as the “meta-verb”, such as “disrupt”, “resist”, “confront”, etc.), the best campaign tactic is to not only say it out loud, but find a protest action that actually EMBODIES this verb.

Die-ins are a good example of embodiment of resistance, but there are many more examples.

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Another good example is when protesters surrounded Walmart stores in toxic waste suites and cordoned them off, to represent big corporate stores as a  disease.

In a similar perspective, activists have chained themselves to prison gates to ask for an innocent’s liberation.

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When a giant fence was built in Quebec city to protect the negotiating conference of the Free Trade Area of the Americas, back in 2001, protesters underlined the situation by building a mock medieval siege in front of the fence.

More recently, WWF used Snapchat, an instant messaging service where messages are erased after a very short moment, to create a powerful campaign alerting on the fact that some animal species too are being erased rapidly.

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In all of these cases, the format of the protest action carries in itself the message of the campaign.

 

 

 

Tips for respectful persuasion

From Newtactics.org

How to be respectful AND persuasive

1. Tune in and connect. Use the weather, the environment, any element of communality to create the initial contact. Start with small talk or rituals. It helps create that tiny bond on which to tie your message.

2. Pace the energy. It’s hard to say this without sounding esoteric, but there’s an energetic quality to the art of convincing. Adjust yourself to the other person. One trick is to subtly mimic their body position. It creates an unconscious feeling of association.

3. Take in the cues. If the person is smiling and leaning forward, he’s showing some interest and you are making progress. Likewise, if she is pulling back or looking away, slow down your spiel. Take the time to pull them back in. Check up on how you are doing. Sprinkle in some questions such as “Does that make sense to you?”, “Do you see this also?”.

4. Be transparent. Be yourself. You are not peddling junk or selling used cars. You can let the other person know how you feel, your doubts. Let your humanity show through. If you create the opening, you stand a better chance the other will lower their guards.

5. Listen carefully. Most people assume being persuasive is the capacity to hammer your points forcefully. On the contrary, being persuasive actually has a lot to do with shutting your mouth, at times. Hear what the other person is saying, verbally and nonverbally. Persuasion is an exchange.

6. Stay humble. You may be right about some things. You may be wrong about some other things. Recognize you don’t have all the answers. Practice humility. Be willing to learn from the interaction.

7. Go, then let go. Give it your best shot, but respect the fact that the other person may indeed have no time (or patience) for you right now. Persuasion is rarely achieved in a single encounter. Picture that person being more open later. Your interaction may have opened a window for the future. Let go and be at peace. You did your best.

Persuasion is not easy. Make sure to practice often. If the other person doesn’t come out with a flat, inflexible NO!, that means there’s still hope for progress. Someone could even put an an adamant NO and change their mind later. You never know. Anything that creates an opening is a small victory. Celebrate it!

Respectful persuasion is powerful. And so are you.

— Philippe Duhamel

What values are we talking about?

Psychologist Jonathan Haidt theorized that people have two minds: one intuitive (that generates reflexes, or “gut feelings”) and one rationale, that produces reflections, thoughts, etc.

In practice, people often make a decision about right and wrong based on their gut reactions, using the intuitive mind, and then use their rational mind to produce a rationalization for the decision.

But what determines a person’s gut response? Haidt says six “moral foundations” influence human judgments about right and wrong. He argues that each moral foundation has an evolutionary rationale, and he and his collaborators have carried out ingenious experiments to show the influence of each moral foundation in people today.

These are the six basic factors that shape human judgments about good and bad: care, fairness, liberty, loyalty, authority and sanctity.

Some reflections on the importance of each in terms campaigning for sexual and gender minorities:

Care

“In evolutionary terms, care for children was essential for the survival of human groups, and this care response has become generalized so that many people care about strangers and about nature…. Politicians, corporate executives, religious leaders, advertisers, and all sorts of lobbyists and campaigners seek to direct the care response to serve their priorities. Many political struggles thus involve continual attempts to trigger the care response for desired goals and to inhibit it for undesired ones.»

Indeed most strategies to marginalize sexual and gender minorities rely on proving that these groups don’t deserve care. This is done by:

  • identifying them as not being part of society (either because they are unwanted, or because they come from ‘outside’)
  • labeling them as dangerous

This strategy often goes with the promotion of “care” towards members of society which are seen as in need of protection. In this case mainly children, hence the often raised argument about “protecting children from propaganda/enrolment”.

Fairness

Cross-cultural research has shown that everywhere children develop very early a sense of fairness when they are treated worst than their peers. They somewhat later develop a consciousness of fairness even when they are treated better.

This value is obviously central when appealing to people to think or act differently.

Fairness has been a real major argument in the same-sex marriage campaigns, which have insisted a lot on the fact that it was “fair” and “just” to treat people equally.

The principle of fairness is important for campaign tactics, as it implies that the public needs to have a high moral assumption of the target group. To generate this assumption is difficult with highly stigmatized groups like LGBTI people

A lot of LGBTI campaigning aims at generating this sense of fairness by elaborating on the human rights abuses suffered by people, so creating a sense of unfairness. But the big question is whether it is possible for the sense of fairness to develop outside of the care value, i.e. if people only feel unfairness if the victim is someone in the “care” sphere. If so, it seems ineffective to portray LGBTI people as victims in order to generate care. It would seem that good strategies would generate a desire to care first.

This is all the more important as victimization strategies tend not to work well when it comes to changing moral perceptions.

Actually, some research has shown that in the US (and this might not hold true in other settings), that the more people perceive victims as innocent, the lesser they value them.

Nick Cooney in his book “Changing hearts” reports on a simulated jury situation where the victim was a woman who had been raped and was said to be either a virgin, married or a divorcee, the victim was seen as more at fault if she was a virgin or a married woman (and therefore by the conventional standards of the time more innocent and pure) than if she was a divorcee (Jones and Aronson 1973)

When wondering why people denigrate victims more when the victim seems most deserving of sympathy, he points to what Melvin Lerner calls this the « just world hypothesis ». People, he argues, want to believe that they live in a world where individuals generally get what they deserve, people are reluctant to give up disbelief and are troubled by evidence that it isn’t true.

In the simulated rape trial, because the women who are virgins on married were perceived as more innocent, the idea that they could be raped was more of a threat to the « just world » belief than the idea that a divorcee could meet the same fate. Therefore, when the rape victim was a virgin on married woman, fault had to be found with her in order to keep the world seeming just.

So, interestingly, the fairness value is a double edged sword: it can trigger change when people perceive the sense of unfairness, but it can also lead to denigration of the victims when people react with a kind of “they probably brought it on them somehow” reaction. I tend to think that the difference between the two reactions is brought by the level of empathy towards the victim: if we can identify with the victim, we probably sense unfairness and want it corrected. If we don’t we probably reject the person even more.

Liberty

The value of liberty, and resistance to oppression, is a strong value and it has been a strong angle in campaigning for sexual and gender minorities. Indeed, many campaigns have used the “freedom to love” argument, and it can be argued that the whole concept of Pride marches mainly rests on the value of liberty.

The difficult thing with “liberty” is that it has a high degree of variance amongst societies and that it also fluctuates a lot within a given society. The more a society rests on economic and social cooperation, the more the value of liberty will be counter-balanced by the value of “loyalty “ (see below). Hence its variation in times of crisis, when obedience towards a leader will be placed more highly than liberty on the value scale.

So again, we have a double edged sword here: liberty carries a very strong emotional potential, but it can backfire badly if this liberty is sees as working against the common good, which is very easily achieved when the campaign focus is a group perceived as socially marginal (which our opponent will do everything they can to ensure)

So campaigning around liberty arguments should probably associate systematically the notion of “no-harm”.

Loyalty

This foundation stems from the need to form and maintain coalitions to compete with other groups for resources that can help assure continuation and success.  It drives group members to value loyalty, patriotism, sacrifice, and trustworthiness and to loathe those who betray the group. It leads people to be team players, and it is triggered by perceived threats or challenges to the group. Associated emotions are group pride (for country, sports team, ethnic group, or platoon, etc.) and hatred of traitors.

Loyalty is obviously connected to the value of care, in a reciprocal relationship: you are loyal (only) to the ones who care for you and you care (only) for the ones who are loyal to you.

But loyalty has this additional dimension of obedience and it is therefore a central value for all societal construction and it is centerpiece in many campaigns, from political elections to brand promotion. Essential to the notion of loyalty are therefore the existence of a community, and the existence of leaders.

“Loyalty” has understandably been used much more by the opponents of sexual and gender diversities in order to cement the social “in-group” but it has also been used creatively in LGBTI campaign, eg in the marriage referendum campaign in Ireland, where patriotism and loyalty to a certain image of Ireland has been hugely helpful in driving voting participation.

But the value of loyalty has a strong implication for LGBTI campaigners not so much in terms of messaging but in terms of mobilization tactic: many campaigns will feature participation to a campaign as an act of loyalty to the group.

The value of loyalty also has obvious implications in terms of leadership management and movement building and campaigns without a charismatic leadership (whether people or brands) will find it difficult to mobilize.

Authority

This foundation evolved from the need to maintain social order and create beneficial relationships through hierarchies. It drives people to be aware of and respect rank and status. This foundation is triggered by anything that is construed as an act of obedience, disobedience, respect, disrespect, submission or rebellion, with regard to authorities perceived to be legitimate. It is reflected in, for example, the elevated status given to acknowledged experts and professionals and in the deference shown to superiors. It is also triggered by acts that subvert traditions, institutions, or values that provide social stability.

The value of authority relates to obeying tradition and legitimate authority.

Again, a principle that will work much more often against sexual and gender diversities, especially when they are framed as a challenge to the authority of a system.

I would argue that the major driver of the opposition to same-sex marriage, at least in France where I have witnessed it most closely, was that it undermined the authority of the majority group.

This is in my view what drove the strategy of the opponents to same-sex marriage who constructed a big part of their campaign message about the fact that there was a risk to the authority of the majority social model.

But the entry point for LGBTI campaigners could be to reclaim the notion of respect, very closely related to the notion of authority, for example by

This notion of respect can be used to reposition the notion of authority and its repository, i.e. to “divert” the authority of the people to somewhere else, beyond their control. This has be widely used by placing the authority within the medical profession (eg by flagging high the 1990 WHO decision to take homosexuality out of the list of mental disorders).

This shifting of the authority can also be used for religious targets, as the notion of authority of the individual is highly controlled, as all authority derives from a higher order. These approaches are very well illustrated (involuntarily?) with Pope Francis’ now famous “who am I to judge?”

The notion of authority is also very important in contexts where legal or judicial changes were secured in socially hostile settings, and where social transformation campaigns could base part of their messaging on the authority of the State, the Congress or the courts.

Sanctity

This moral value is the lesser known

Haidt postulates that cultures invest certain objects and ideas with irrational and extreme values.  Some objects and ideas are regarded as sacred while others are intuitively repulsed as disgusting and abhorrent. According to Haidt, the evolutionary origin of the Sanctity/Degradation foundation was the need for an instinctive mechanism that would lead early humans away from parasites and pathogens — in other words, away from rotting food, human waste, decaying corpses, etc.

Haidt argues that religion and the concomitant creation of sacred symbols served to bind individuals into large cooperative societies. The notion of sanctity is therefore closely linked to authority (it takes a source of authority to define what is sacred) and to loyalty (obedience to the sacred is the expression of the loyalty towards the group)

Sanctity is important for LGBTI campaigners, as it lies at the heart of the stigma that has been built against us. A lot of our opponents’ strategy is to generate and maintain a feeling of dislike or disgust. So we are constantly confronting the notion of sanctity.

I would argue here that our best chance here is not to fight the value of sanctity but to influence what it contains until we are included in what the society considers “sacred” (e.g. inherently good)

There are two important lessons from Jonathan Haidt’s research on intuitive moral psychology. The first is that most people are primarily driven by automatic reactions, what Haidt calls the elephant; these reactions are then justified by the rational mind, the rider that usually goes along with the elephant’s preferences. The implication is that activists need to recognize intuitive responses and build campaigns taking them into account.

When planning actions and campaigns, it is worth paying attention to the six moral foundations — care, fairness, liberty, loyalty, authority and sanctity — that are the criteria people use to make judgments about right and wrong. However, the application of these foundations is constantly being shaped by “moral entrepreneurs,” including governments, advertisers, media and religious leaders, who seek to mobilize human feelings for their own advantage.

Three of these foundations — care, fairness and liberty — are a natural fit for nonviolent activists, and deserve attention to ensure they are used to maximum effect. Three other foundations — loyalty, authority, and sanctity — are more likely to be obstacles when activists challenge repressive systems. The challenge is to know how to counter the manipulation of these responses to serve oppression and whether it is worth developing alternatives.

Some core notions of persuasion science

With references from Nick Cooney’s essential book “Change of Heart”

1       Putting in context

A core concept of behavioural psychology is that we don’t know what we want until we see it in context. Everything, including our judgements on how much something is worth, is relative and can be shaped by perceptual contrast. This principle is almost universally used in commercial promotions, as prices are set between one lower and one upper reference to guide consumers choices. You can do this in various ways. For example:

  • Highlighting the ‘dispersal’ of the norm within the reference group (e.g. ‘most Wolof men are against wife beating under any circumstances)
  • Highlighting the direction of change within the reference group (e.g. ‘more and more Pashtun men are challenging violence against women – are you?’)

2       Anchoring

Anchoring works in similar ways. Anchoring is the principle by which we set a reference to guide people’s choices : for example in an experimental option testing, people who were asked to write high digits on their bidding cards ended up bidding three times more than participants who were asked to write low digits on their auction cards. what this principle means is that we can influence peoples’ behaviours by providing a reference for their action, a kind of pre-paved way or blueprint.

3       Priming

While anchoring deals with dollar amounts, the phenomenon of priming puts the same principle to work in a broader context. Priming involves giving cues meant to influence peoples perceptions and behaviours. Priming can be done with words, images, and questions, amongst other things. In a study, Asian-American women were divided into two groups. One group was asked race related questions, while the other was asked gender related questions. Both groups then took a maths test. Those who had been asked the race related questions did better on the test, living living out the stereotype that Asians are good at maths, than those asked gender related questions who lived out the stereotype that women are not good at maths. Researchers were able to influence participants’ performance just by asking questions that primed them in a certain way.

4       The foot in the door technique

works by altering self-perception. As was mentioned with the cognitive dissonance, people often look at their own behaviour to decide what their beliefs are. In getting someone to agree to your small initial requests, you’ve helped shape their self perception to include the belief that “I am the sort of person who         “. They are then much more likely to comply with other request. Asking a person to wear a small pin about breast cancer awareness does little on and off itself, but the person who agreed to wear it is now more likely to believe “I am the sort of person who cares about breast cancer” That belief makes it easier for breast cancer groups to later sollicit that person to volunteer time or donate money to combat breast cancer.

The foot in the door effect is hotly debated in the world of advocacy. With some activist arguing that encouraging small changes is bad because it makes the public complacent and dissuades them from more meaningful changes. Others argue that not only do small changes produce immediate good, but they make it more likely that people are willing to engage in larger changes. So, which side is correct? First the foot in the door only works if the second request is actually been made. We shouldn’t assume that people then go to take further steps on their own.

Second, there is a threshold over which this effect doesn’t work anymore.

5       Conformity effect

In an experiment researchers changed the environment-focused towel reuse signs in a hotel room to a message that simply noted that the majority of guests reuse towels. After switching from an environmental message to social norm message, the reuse increased by 26%. When the sign noted that most guests of that particular room reuse towels, reuse increased by 33%

The conformity effect also means we should be careful when exposing negative behavior, as this may lead to reinforce its perceived acceptability.

6       Reciprocity effect

A study examined what happened when a hotel posted signs in each room saying donations had been made to an environmental group on behalf of its guests to thank them for reusing towels. The signs asked to reciprocate by reusing towels and the hotel succeeded in increasing re-use by 45%. When instead the signs offered to donate to an environmental group if guests reuse their towels, it didn’t bring any increase in reuse. By donating first, the hotel invoked the rule of reciprocity.

We will be more influential if we let people know we like them, so they will reciprocate by liking us. We can also make them aware that we changed our minds on sthg, so they will reciprocate by changing theirs.

7       Door in the face

The door into face method means we start by making a very big request that is likely to be turned down. We then follow up asking for something similar but much smaller. Because the person feels bad for rejecting our initial request (slamming the door in our face), and because we where willing to reduce our request, the person feels compelled to reciprocateby agreeing to our second request . Door in the face also works because of framing :compared to a very large request, a subsequent small one sound more agreeable.

For the door in the face request to work, the two requests have to be made by the same entity

8       The law of association

By pairing ourselves with pleasurable stimuli we can become more persuasive.

This is known as the good mood effect or the law of association. Peoples enjoyment of something else gets paired with us and our message, and they come to associate us with a positive feeling. This law obviously also works in reverse.

9       Don’t deny it.

When trying to correct a misunderstanding that the public holds on an issue, it is a bad idea to deny something.. Denials and clarifications that are meant to clear up rumours can actually bolster them because they require repeating the false information. This makes the false information more accessible in people’s minds, and as we discussed earlier, the more accessible a thought is, the more likely people are to believe it to be true. Instead of denying a false statement, we should simply assert the truth.

SOGI focus; How can we share problematic statistics without producing more problematic behaviors, or reproducing problematic norms? Describing a favorable direction in which a norm is moving is another option: students are starting to drink fewer drinks per week

10    Come without warning

Telling people in advance how you want them to change is unstrategic: no one likes to know they are being changed. So communications that clearly state what change you seek are probably going to raise defensiveness.

11    Argue against yourself

This provides credibility to your process and allow to voice opponents reluctance, so this is part of the journey modelling. Provide concessions (eg war in Afghanistan has brought some good effects, but….)

12    Create Minority message

presenting a minority message can get people to re-examine their beliefs without needing to adopt the one you are promoting. One of the reasons some people will make this alternate change is the desire to do something easier than what is being promoted. adopting a similar but distinct change is also easier because people have not raised their defences on those other issues