Alexandra Chesterfield, behavioural scientist, Depolarization Project and Laura Osborne, associate, Depolarization Project and campaigns director, London First Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

1. Why it is so hard to
change minds…

5. Affective polarization will impact you,
even if you think it isn’t going to.
Especially if you think it isn’t going to.

6. Alex Chesterfield
Behavioural scientist
Worked for consultancies, not-for-profits
and regulators
Mum of two, married to Will
Lives in Guildford, England
Grew up going to local schools
Conservative, former politician

7. Laura Osborne
Comms expert
Lives in Kent, husband and two kids
Worked in commercial and government
organisations
Director at business lobby group
Board member
Started out in left-wing think tank, first person in
family to go to university

12. The Psychology
of Polarization

13. Affective
Polarization
Issue
Polarization
“Divisions formed
around one or more
policy positions or
issues”
“Divisions formed around our
social/group identity with
increasing distrust and dislike
of people from the opposing
side.”

14. Affective polarisation – a new phenomenon?
Democratic attitudes about
the Republican Party
Republican attitudes about
the Democratic Party
100%100%
68%
82%
Unfavorable
17%
43%
Unfavorable
57%
79%
Unfavorable
16%
38%
Unfavorable
2014199420141994
Source: 2014 Political Polarization in the American Public
Note: Republicans include Republican-leaning independents; Democrats include Democratic-leaning independents
PEW Research Center
Perception of Remainers
Closed-minded
Hypocritical
Selfish
Honest
Open-minded
Intelligent
Agreement
54321
Perception of Leavers
Closed-minded
Hypocritical
Selfish
Honest
Open-minded
Intelligent
Agreement
54321
Remainer ID Leaver ID

15. We like to put people into in and out groups
and that alters how we behave towards them

16. Do you think you would feel the same effects?
Bad news: there is some evidence that if you are more educated and liberal you
are particularly likely to be affected

17. Supporter
joins a
campaign
Get them to
take a
second
action
quickly
Ask them to
share on
social media
Get them to
sign up
others
Claim victory,
and that they
made the
difference
ONE OF
US

18. Why does this matter for communicators and
campaigners?
If you need to persuade people, affective polarization makes it harder to win

19. Credit: Adapted from Canvas (Center for Applied Nonviolent Action and Strategies)

20. Sorting
Decline of cross-
cutting identities
Media
Political campaigns
Increasing
homogeneity of
networks

21. Questions
and thoughts?

24. In summary:
• The world is polarizing. And it is getting worse
• Campaigning is (probably) contributing to the problem
• Need to question simple messages and narratives that create goodies and baddies
• This is hard, really really hard to solve
• So what can you do?

26. A basic experiment...
Outcomes for both groups
are measured
Population is divided into two
groups at random
Control
Intervention

28. Be open to changing your mind.
Your perceptions may be wrong.
Try and think of something substantive you’ve changed your mind on…
It can be a *great* way to start a conversation.

29. Alex Chesterfield
Alex@depolarizationproject.com
T: @alxchesterfield
Laura Osborne
Laura@depolarizationproject.com
T: @losborne14

30. 5 March 2020
Conference: Changing hearts and
minds: social science insights for
communicators

31. Visit the CharityComms website to view
slides from past events, see what events
we have coming up and to check out
what else we do:
www.charitycomms.org.uk