Goals of the Presentation:
- Provide participants with a deeper understanding of the theory behind values based messaging.
- Work through the components of VBM
- Develop effective messages transferable across issue areas
- Create usable messages in a variety of mediums
This document discusses the concept of credit as a human right as proposed by Muhammad Yunus. It makes the following key points:
1) Yunus argues that access to credit should be considered a fundamental human right on the basis that credit is a powerful tool for reducing poverty and securing basic needs. However, empirical evidence shows that access to credit is not equally powerful or beneficial for all.
2) Designating credit as a legally binding human right risks overstating its importance relative to other anti-poverty interventions and could dilute attention to other strategies. It also raises questions about who would be responsible for ensuring this right.
3) Rather than credit specifically, a stronger case could be made for
This document summarizes Jeffrey Alan Johnson's presentation on distributive justice in information privacy. It discusses how most privacy theories view privacy as a way to distribute information, making privacy a question of distributive justice. However, it notes the limitations of only viewing privacy through a distributive lens, as it ignores structural power imbalances. The document advocates for a structural view of information justice that takes into account how information is used to oppress or silence certain groups.
This document discusses different philosophical concepts of justice, including:
- Utilitarianism, which holds that an action is just if it maximizes utility/happiness for the greatest number of people.
- Deontological ethics, championed by Kant, which holds that people have a duty to act based on universal moral principles of reason, not consequences.
- Libertarianism, which emphasizes individual liberty as the highest moral value and views forced redistribution as unjust.
- Liberalism, influenced by Rawls, which emphasizes equality and holds that inequalities are just only if they benefit the least well-off.
- Conservatism, which believes in natural law and tradition as
Bjmc i, dcm, unit-iv, role of media and mediaRai University
The document discusses the concept of media responsibility in a democratic society. It defines three types of responsibility - assigned, contracted, and self-imposed. Assigned responsibility refers to duties given by an authority like a government. Contracted responsibility develops from an implicit agreement between media and society that media will serve societal information needs in exchange for freedom. Self-imposed responsibility comes from journalists committing themselves to high standards. The document argues that media in a democracy have responsibilities to provide information to the public, respect privacy, and avoid harm, which are fulfilled through a combination of these three types of responsibility.
This document discusses power, resources, and strategies for creating social change in Malawi. It defines key terms like power, resources, access, and control. Power refers to the degree of control over material and immaterial resources. Resources include both tangible things like money and land, as well as intangible things like relationships and self-confidence. Access means the opportunity to use resources, while control means the ability to choose how resources are used. The document argues that change requires addressing both visible and hidden power, and building positive alternatives like power within, power to, and power with others. It presents the case study of HIV-positive women in Malawi who organized to change perceptions of themselves and demand better healthcare, as an example
This document describes the author's 92-year-old Mexican grandmother named Elsa. She has brown eyes, short curly hair, and is short and thin. She lives in Mexico City with four sons, two daughters, and the author's family. While she loves going to the park and reading the newspaper, she dislikes sleeping and feeling sad. The author expresses their love for their grandmother.
This document provides guidance for analyzing a music video using various media theories. It lists several influential media theorists such as Goodwin, Propp, Dyer, Todorov, Barthes, and Levi-Strauss and suggests using their theories to analyze the relationship between music and visuals, structure, narrative, codes, and conventions. Specifically, it recommends analyzing connotations, iconography, voyeurism, narrative structures, binary oppositions, the auteur, codes and conventions, and both micro and macro elements of the video.
The document provides examples of filling in dates, days of the week, months, and ordinal numbers. It also demonstrates the use of prepositions like "in", "on", and "at" followed by time expressions. The document includes practice questions asking the learner to write out ordinal numbers, choose the correct preposition, and answer questions related to dates.
This document discusses the concept of credit as a human right as proposed by Muhammad Yunus. It makes the following key points:
1) Yunus argues that access to credit should be considered a fundamental human right on the basis that credit is a powerful tool for reducing poverty and securing basic needs. However, empirical evidence shows that access to credit is not equally powerful or beneficial for all.
2) Designating credit as a legally binding human right risks overstating its importance relative to other anti-poverty interventions and could dilute attention to other strategies. It also raises questions about who would be responsible for ensuring this right.
3) Rather than credit specifically, a stronger case could be made for
This document summarizes Jeffrey Alan Johnson's presentation on distributive justice in information privacy. It discusses how most privacy theories view privacy as a way to distribute information, making privacy a question of distributive justice. However, it notes the limitations of only viewing privacy through a distributive lens, as it ignores structural power imbalances. The document advocates for a structural view of information justice that takes into account how information is used to oppress or silence certain groups.
This document discusses different philosophical concepts of justice, including:
- Utilitarianism, which holds that an action is just if it maximizes utility/happiness for the greatest number of people.
- Deontological ethics, championed by Kant, which holds that people have a duty to act based on universal moral principles of reason, not consequences.
- Libertarianism, which emphasizes individual liberty as the highest moral value and views forced redistribution as unjust.
- Liberalism, influenced by Rawls, which emphasizes equality and holds that inequalities are just only if they benefit the least well-off.
- Conservatism, which believes in natural law and tradition as
Bjmc i, dcm, unit-iv, role of media and mediaRai University
The document discusses the concept of media responsibility in a democratic society. It defines three types of responsibility - assigned, contracted, and self-imposed. Assigned responsibility refers to duties given by an authority like a government. Contracted responsibility develops from an implicit agreement between media and society that media will serve societal information needs in exchange for freedom. Self-imposed responsibility comes from journalists committing themselves to high standards. The document argues that media in a democracy have responsibilities to provide information to the public, respect privacy, and avoid harm, which are fulfilled through a combination of these three types of responsibility.
This document discusses power, resources, and strategies for creating social change in Malawi. It defines key terms like power, resources, access, and control. Power refers to the degree of control over material and immaterial resources. Resources include both tangible things like money and land, as well as intangible things like relationships and self-confidence. Access means the opportunity to use resources, while control means the ability to choose how resources are used. The document argues that change requires addressing both visible and hidden power, and building positive alternatives like power within, power to, and power with others. It presents the case study of HIV-positive women in Malawi who organized to change perceptions of themselves and demand better healthcare, as an example
This document describes the author's 92-year-old Mexican grandmother named Elsa. She has brown eyes, short curly hair, and is short and thin. She lives in Mexico City with four sons, two daughters, and the author's family. While she loves going to the park and reading the newspaper, she dislikes sleeping and feeling sad. The author expresses their love for their grandmother.
This document provides guidance for analyzing a music video using various media theories. It lists several influential media theorists such as Goodwin, Propp, Dyer, Todorov, Barthes, and Levi-Strauss and suggests using their theories to analyze the relationship between music and visuals, structure, narrative, codes, and conventions. Specifically, it recommends analyzing connotations, iconography, voyeurism, narrative structures, binary oppositions, the auteur, codes and conventions, and both micro and macro elements of the video.
The document provides examples of filling in dates, days of the week, months, and ordinal numbers. It also demonstrates the use of prepositions like "in", "on", and "at" followed by time expressions. The document includes practice questions asking the learner to write out ordinal numbers, choose the correct preposition, and answer questions related to dates.
The core document discusses the core values of community action, including community engagement, solidarity, and citizenship. It identifies five key values: 1) human rights, which are inherent to all people, 2) social justice, which promotes fairness in society, 3) empowerment and advocacy, which gives people authority and promotes their participation, 4) participatory development, which involves community members in development, and 5) gender equality, which promotes equal treatment and opportunities for men and women.
The document discusses the core values of community action, including community engagement, solidarity, and citizenship. It identifies several key values: human rights, social justice, empowerment and advocacy, participatory development, and gender equality. Each value is then defined and described in more detail over the course of the document.
TeachersGuide_The Social Dimension_DesignforSutainabilityGaia Education
This is the Module 2 of the Social Dimension of The Teacher´s Guide-Design for Sustainability. This is a practical manual for sustainability teachers, ecovillage and community design educators and facilitators who are conducting courses on the broad sustainability agenda.
In this 333 page-manual you will find a comprehensive guide packed with innovative materials, methodological approaches and tools that have been developed and tested by sustainable communities and transition settings worldwide.
It covers all aspects of the transition of sustainable human settlements arranged into four distinct areas: the Social, Ecological, Worldview and Economic dimensions of sustainability. Some of the key topics covered in this guide include: creating community & embracing diversity, decisions that everyone can support, circular leadership from power over to power with, shifting the global economy, plugging the leaks of your local economy, local currencies, appropriate use of natural resources, urban agriculture and food resilience, transformation of consciousness.
Purchase the manual here: http://www.gaiaeducation.net/index.php/en/publications/teachers-and-youth-guide
This is a 20 minute presentation devised by myself and one other, which argues that can all Public Relations be seen as Propaganda as well as how can you tell if persuasion is ethical or not. We received 75% for this presentation
Opbygning Af Et Essay. Online assignment writing service.Natasha Hopper
1. The document argues that the Palestinian Authority (PLO) led by Mahmoud Abbas has legitimacy as the sovereign governing authority of Palestine based on Palestine's right to self-determination within its pre-1948 borders.
2. It states that Israel must pay reparations to the Palestinian state and people for crimes committed during its formation and over subsequent decades.
3. The document asserts that with the PLO's renunciation of violence, Palestinians can no longer be held responsible for terrorist groups, and an independent Palestinian state would join allies like Israel in the fight against terrorism.
This document discusses concepts of power, authority, and sovereignty. It defines power as the ability to make and carry out decisions through various means, while authority suggests legitimacy through consent. Different perspectives on the sources and forms of power and authority are presented, including Max Weber's three types of legitimate authority (charismatic, traditional, rational-legal) and Steven Lukes' three faces of power (decision-making, non-decision-making, shaping desires). Political viewpoints are located on a spectrum between radical and reactionary views regarding priorities of society versus individuals and the economy versus government.
This document discusses a workshop being held to help organizations better understand how to advance racial equity and address systemic racism. It acknowledges that the workshop is being held on indigenous lands. It commits to centering indigenous voices and supporting indigenous-led organizations. The goal is to help organizations develop an understanding of institutional racism and how to address issues of race, trauma, and oppression. The document outlines some of the training topics that will be covered, including implicit bias, adverse childhood experiences, microaggressions, cultural competency, and becoming trauma-informed. It emphasizes the importance of managing self-care when discussing difficult topics.
C7_D11 Community Participation and Empowerment_Rabindra Nath Sabatocasiconference
Community participation and empowerment involve three key concepts - participation, community, and empowerment.
[1] Participation refers to the level and phase of involvement of community members, from merely being informed to acting together in partnerships. It is important to identify who is involved from the community.
[2] A community is a group of interacting people living in a common location who have developed social bonds and a shared identity. Key factors that define a community include its history, social and economic characteristics, and culture.
[3] Empowerment is the process of enhancing people's freedom of choice and ability to influence decisions affecting their lives. It involves access to information, participation, accountability, and building local organizational
In this report we analyze the public discourse on poverty, inequality, charity, and aid to show how to get beyond the broken narratives that have hindered foundations and NGO's for the last three decades.
Recommendations are given for running campaigns based on our key findings...
The Vermont Declaration of Human Rights was created at the first People's Convention for Human Rights in Vermont in 2012. Over 400 individuals from 40 organizations gathered to discuss problems in healthcare, education, the environment, work, housing, social services, transportation, and food systems. They identified common root causes for these problems and created a shared vision for a just society that respects, protects, and fulfills human rights for all. The Declaration lays out principles for reshaping political and economic systems to prioritize human needs and rights through principles of universality, equity, participation, transparency and accountability. It calls for people to unite in one movement to achieve social justice through collective action and solidarity.
The document discusses pluralism and fundamentalism. It defines pluralism as a model of democracy that encourages diverse groups to present their ideas without one group dictating. Pluralism is based on dialogue and seeks understanding across differences. Fundamentalism is defined as a strict adherence to beliefs based on a literal interpretation of religious texts. It is characterized by dualistic thinking and a commitment to charismatic leadership. The challenges of managing diversity in pluralistic societies and the issues with fundamentalist interpretations of religion that undermine critical inquiry are examined.
The document outlines key concepts of media and information literacy (MIL). It discusses five main points: 1) All media messages are constructed, 2) Audiences negotiate meaning, 3) Media messages have commercial implications, 4) Media messages have social and political implications, and 5) Each medium has a unique aesthetic form. It encourages asking questions about the creators, purpose, meanings, influence, and techniques used for each medium. The document also outlines benefits of MIL, such as verifying information, thinking critically, and understanding media's role in culture.
Example Of A Topic Outline For An Expository EssayVivian Lavender
The document outlines a 5-step process for requesting writing assistance from HelpWriting.net. It describes registering for an account, completing an order form to request a paper, reviewing bids from writers and choosing one based on qualifications, placing a deposit to start the assignment, reviewing and authorizing payment for the completed paper if satisfied, and having the option to request revisions. It emphasizes the site's commitment to original, high-quality content and offering refunds for plagiarized work.
This document provides an overview and springboard for equitable recovery and resilience efforts across American communities in response to the COVID-19 pandemic. It was created through contributions from over 100 voices across 61 organizations. The document outlines the case for equitable system change, identifies pivotal actions that could help communities recover, and highlights existing momentum from groups working on issues like mental health, food access, civic life and more. It aims to inform both governmental and non-governmental planning around long-term community recovery and resilience.
New Essays On Light In August Pdf. Online assignment writing service.Bridget Dodson
The document discusses the 2010 Old Spice commercial "The Man Your Man Could Smell Like" and how it portrays masculinity. It shows the Old Spice man as hyper-masculine, being able to accomplish anything and possessing wealth. While this portrayal of masculinity through wealth, physique, and abilities is common, it also reduces masculinity to just a set of extreme stereotypical characteristics. The commercial aims to sell Old Spice by associating it with this image of masculinity but only focuses on some narrow aspects of what it means to be a man.
This document provides an overview of Module 4 of the Migrant Community Mediation Course. The module aims to teach participants how to choose effective messages and communication methods as a migrant community mediator. It covers crafting messages, the importance of aligning messages with policies, and effective communication tools. Examples are provided to inspire participants on forming empowering messages and using tools like events to engage audiences. Public meetings and briefings are discussed as event options, outlining best practices for planning successful online and in-person engagement. The overall goal is to equip participants with the skills to become informed voices in their communities.
Breast Cancer Information Essay Free Essay Example. Skin cancer research paper conclusion / custom essay paper writing. Breast cancer college essays. Top Cancer Essay ~ Thatsnotus. How the American Cancer Society Might Provide Education and Support .... Essay on Cancer | Cancer Essay for Students and Children in English - A .... Environmental Factors that Could Cause Cancer Essay Example | Topics .... essay examples: Breast Cancer Essay. Cancer Writing Assignment | PDF | Cancer | Clinical Medicine.
Breast Cancer Information Essay Free Essay Example. Skin cancer research paper conclusion / custom essay paper writing. Breast cancer college essays. Top Cancer Essay ~ Thatsnotus. How the American Cancer Society Might Provide Education and Support .... Essay on Cancer | Cancer Essay for Students and Children in English - A .... Environmental Factors that Could Cause Cancer Essay Example | Topics .... essay examples: Breast Cancer Essay. Cancer Writing Assignment | PDF | Cancer | Clinical Medicine.
Youngest c m in India- Pema Khandu BiographyVoterMood
Pema Khandu, born on August 21, 1979, is an Indian politician and the Chief Minister of Arunachal Pradesh. He is the son of former Chief Minister of Arunachal Pradesh, Dorjee Khandu. Pema Khandu assumed office as the Chief Minister in July 2016, making him one of the youngest Chief Ministers in India at that time.
The core document discusses the core values of community action, including community engagement, solidarity, and citizenship. It identifies five key values: 1) human rights, which are inherent to all people, 2) social justice, which promotes fairness in society, 3) empowerment and advocacy, which gives people authority and promotes their participation, 4) participatory development, which involves community members in development, and 5) gender equality, which promotes equal treatment and opportunities for men and women.
The document discusses the core values of community action, including community engagement, solidarity, and citizenship. It identifies several key values: human rights, social justice, empowerment and advocacy, participatory development, and gender equality. Each value is then defined and described in more detail over the course of the document.
TeachersGuide_The Social Dimension_DesignforSutainabilityGaia Education
This is the Module 2 of the Social Dimension of The Teacher´s Guide-Design for Sustainability. This is a practical manual for sustainability teachers, ecovillage and community design educators and facilitators who are conducting courses on the broad sustainability agenda.
In this 333 page-manual you will find a comprehensive guide packed with innovative materials, methodological approaches and tools that have been developed and tested by sustainable communities and transition settings worldwide.
It covers all aspects of the transition of sustainable human settlements arranged into four distinct areas: the Social, Ecological, Worldview and Economic dimensions of sustainability. Some of the key topics covered in this guide include: creating community & embracing diversity, decisions that everyone can support, circular leadership from power over to power with, shifting the global economy, plugging the leaks of your local economy, local currencies, appropriate use of natural resources, urban agriculture and food resilience, transformation of consciousness.
Purchase the manual here: http://www.gaiaeducation.net/index.php/en/publications/teachers-and-youth-guide
This is a 20 minute presentation devised by myself and one other, which argues that can all Public Relations be seen as Propaganda as well as how can you tell if persuasion is ethical or not. We received 75% for this presentation
Opbygning Af Et Essay. Online assignment writing service.Natasha Hopper
1. The document argues that the Palestinian Authority (PLO) led by Mahmoud Abbas has legitimacy as the sovereign governing authority of Palestine based on Palestine's right to self-determination within its pre-1948 borders.
2. It states that Israel must pay reparations to the Palestinian state and people for crimes committed during its formation and over subsequent decades.
3. The document asserts that with the PLO's renunciation of violence, Palestinians can no longer be held responsible for terrorist groups, and an independent Palestinian state would join allies like Israel in the fight against terrorism.
This document discusses concepts of power, authority, and sovereignty. It defines power as the ability to make and carry out decisions through various means, while authority suggests legitimacy through consent. Different perspectives on the sources and forms of power and authority are presented, including Max Weber's three types of legitimate authority (charismatic, traditional, rational-legal) and Steven Lukes' three faces of power (decision-making, non-decision-making, shaping desires). Political viewpoints are located on a spectrum between radical and reactionary views regarding priorities of society versus individuals and the economy versus government.
This document discusses a workshop being held to help organizations better understand how to advance racial equity and address systemic racism. It acknowledges that the workshop is being held on indigenous lands. It commits to centering indigenous voices and supporting indigenous-led organizations. The goal is to help organizations develop an understanding of institutional racism and how to address issues of race, trauma, and oppression. The document outlines some of the training topics that will be covered, including implicit bias, adverse childhood experiences, microaggressions, cultural competency, and becoming trauma-informed. It emphasizes the importance of managing self-care when discussing difficult topics.
C7_D11 Community Participation and Empowerment_Rabindra Nath Sabatocasiconference
Community participation and empowerment involve three key concepts - participation, community, and empowerment.
[1] Participation refers to the level and phase of involvement of community members, from merely being informed to acting together in partnerships. It is important to identify who is involved from the community.
[2] A community is a group of interacting people living in a common location who have developed social bonds and a shared identity. Key factors that define a community include its history, social and economic characteristics, and culture.
[3] Empowerment is the process of enhancing people's freedom of choice and ability to influence decisions affecting their lives. It involves access to information, participation, accountability, and building local organizational
In this report we analyze the public discourse on poverty, inequality, charity, and aid to show how to get beyond the broken narratives that have hindered foundations and NGO's for the last three decades.
Recommendations are given for running campaigns based on our key findings...
The Vermont Declaration of Human Rights was created at the first People's Convention for Human Rights in Vermont in 2012. Over 400 individuals from 40 organizations gathered to discuss problems in healthcare, education, the environment, work, housing, social services, transportation, and food systems. They identified common root causes for these problems and created a shared vision for a just society that respects, protects, and fulfills human rights for all. The Declaration lays out principles for reshaping political and economic systems to prioritize human needs and rights through principles of universality, equity, participation, transparency and accountability. It calls for people to unite in one movement to achieve social justice through collective action and solidarity.
The document discusses pluralism and fundamentalism. It defines pluralism as a model of democracy that encourages diverse groups to present their ideas without one group dictating. Pluralism is based on dialogue and seeks understanding across differences. Fundamentalism is defined as a strict adherence to beliefs based on a literal interpretation of religious texts. It is characterized by dualistic thinking and a commitment to charismatic leadership. The challenges of managing diversity in pluralistic societies and the issues with fundamentalist interpretations of religion that undermine critical inquiry are examined.
The document outlines key concepts of media and information literacy (MIL). It discusses five main points: 1) All media messages are constructed, 2) Audiences negotiate meaning, 3) Media messages have commercial implications, 4) Media messages have social and political implications, and 5) Each medium has a unique aesthetic form. It encourages asking questions about the creators, purpose, meanings, influence, and techniques used for each medium. The document also outlines benefits of MIL, such as verifying information, thinking critically, and understanding media's role in culture.
Example Of A Topic Outline For An Expository EssayVivian Lavender
The document outlines a 5-step process for requesting writing assistance from HelpWriting.net. It describes registering for an account, completing an order form to request a paper, reviewing bids from writers and choosing one based on qualifications, placing a deposit to start the assignment, reviewing and authorizing payment for the completed paper if satisfied, and having the option to request revisions. It emphasizes the site's commitment to original, high-quality content and offering refunds for plagiarized work.
This document provides an overview and springboard for equitable recovery and resilience efforts across American communities in response to the COVID-19 pandemic. It was created through contributions from over 100 voices across 61 organizations. The document outlines the case for equitable system change, identifies pivotal actions that could help communities recover, and highlights existing momentum from groups working on issues like mental health, food access, civic life and more. It aims to inform both governmental and non-governmental planning around long-term community recovery and resilience.
New Essays On Light In August Pdf. Online assignment writing service.Bridget Dodson
The document discusses the 2010 Old Spice commercial "The Man Your Man Could Smell Like" and how it portrays masculinity. It shows the Old Spice man as hyper-masculine, being able to accomplish anything and possessing wealth. While this portrayal of masculinity through wealth, physique, and abilities is common, it also reduces masculinity to just a set of extreme stereotypical characteristics. The commercial aims to sell Old Spice by associating it with this image of masculinity but only focuses on some narrow aspects of what it means to be a man.
This document provides an overview of Module 4 of the Migrant Community Mediation Course. The module aims to teach participants how to choose effective messages and communication methods as a migrant community mediator. It covers crafting messages, the importance of aligning messages with policies, and effective communication tools. Examples are provided to inspire participants on forming empowering messages and using tools like events to engage audiences. Public meetings and briefings are discussed as event options, outlining best practices for planning successful online and in-person engagement. The overall goal is to equip participants with the skills to become informed voices in their communities.
Breast Cancer Information Essay Free Essay Example. Skin cancer research paper conclusion / custom essay paper writing. Breast cancer college essays. Top Cancer Essay ~ Thatsnotus. How the American Cancer Society Might Provide Education and Support .... Essay on Cancer | Cancer Essay for Students and Children in English - A .... Environmental Factors that Could Cause Cancer Essay Example | Topics .... essay examples: Breast Cancer Essay. Cancer Writing Assignment | PDF | Cancer | Clinical Medicine.
Breast Cancer Information Essay Free Essay Example. Skin cancer research paper conclusion / custom essay paper writing. Breast cancer college essays. Top Cancer Essay ~ Thatsnotus. How the American Cancer Society Might Provide Education and Support .... Essay on Cancer | Cancer Essay for Students and Children in English - A .... Environmental Factors that Could Cause Cancer Essay Example | Topics .... essay examples: Breast Cancer Essay. Cancer Writing Assignment | PDF | Cancer | Clinical Medicine.
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Wisconsin Voices Summer Convening: Winning the Debate: Using Values Based Messaging to Rebuild & Rebrand the Progressive Movement
1. Summer Convening
July 18th, 2013
Winning the Debate:
Using Values Based Messaging to Rebuild &
Rebrand the Progressive Movement
Dustin Beilke, Values Based Messaging Specialist &
Jennifer Epps-Addison, J.D., Economic Justice Director
for Citizen Action of Wisconsin
2. Workshop Goals
● Provide participants with a deeper
understanding of the theory behind
values based messaging.
● Work through the components of
VBM
● Develop effective messages
transferable across issue areas
● Create usable messages in a variety
of mediums
4. VBM = A Right Wing
Tool?
The reality is that conservatives have been
more effective at utilizing values based
messaging to shape the issue climate over
the long-term.
6. Values Based Messaging =
Always on the Offensive:
If Progressives aren't driving the conversation,
we've already lost. If you are playing defense,
you're working from a deficit.
7. Conservatives try to reframe the debate around the
Affordable Care Act using Values Based Messaging after
the Supreme Court upheld Obamacare's constitutionality
9. If We Want To Start Winning
We Have To Reform The Progressive Message
1. Progressives wrongly assume most effective
persuasion limited to facts & arguments.
2. Argue each issue in a separate silos.
3. Our tactics are based on snapshots of public
opinion which do not provide a roadmap of
what opinion must be built to support a more
just society and a richer democracy
10. Reforming Progressive Message
Continued...
4. Persuading from values and beliefs is more much more
impactful in short & long term.
a. Speaker credibility is the most important element of
persuasion--value-based moral appeals increase credibility
b. Communicating through progressive values builds up
support across issues, and builds public opinion for long
term.
c. Values-based appeals harder to counter because
create their own moral context.
11. Key Takeaway Concepts
of Values Communication
1. Builds on existing cultural capital,
values built up over generations.
2. Values-based discourse is more effective
in short term because creates own
context, improves credibility, inoculates
against responses
3. Focus on values forces a consideration of what
progressives are trying to achieve in the long term. Can
be basis for long term strategy and opportunity for
greater ALIGNMENT.
12. Humanistic
Perspective
1. Over 2,000 years ago Aristotle, one of the leading rationalists in history,
argued that both ethos (character) and pathos (emotion) trump logos
(reason) in public persuasion.
2. Large body of academic symbolic theory holds that humans perceive reality
through narratives (stories large and small).
○ Better than arguments and facts for creating a context for shaping
view of reality.
○ Reach the preconscious brain and trigger powerful pre-existing
emotional associations.
○ Powerful way to make values claims, including villains, heroes, and
dramatic action with clear "morals of the story" with application for
interpreting the external world.
13. Strengths & Challenge
Values Discourse Strengths
1. Taps into existing historically constructed frameworks which are
culturally powerful and shared across society.
2. Creates potential to build up shared values which cross the divides and
sectors of the progressive community, creating the potential to align our
issue campaigns in a way that builds progressive opinion long term.
Values Challenge
If not combined with powerful moral emotions and compelling narratives,
can produce abstract and flat discourse
Solution: Blend values-based approach with deliberate efforts to trigger
powerful moral frameworks that already exist in the human brain.
14. Human Moral
Foundations
Jonathan Haidt
(1) Care/Harm
(2) Fairness/Cheating
(3) Loyalty/Betrayal
(4) Authority/Subversion
(5) Sanctity/Degradation
(6) Liberty/Oppression
http://www.moralfoundations.org/index.php?t=questionnaires
15. Best Human Moral Triggers
For Progressives (pre-rational)
Fairness/Cheating Foundation: Humans are
morally outraged when someone gets away
with something, when worthy are punished and
unworthy unfairly rewarded.
Liberty/Oppression Foundation: Humans
morally outraged at attacks on liberty. Must
trigger that emotion through concrete and
compelling language and stories.
Source: Jonathan Haidt, The Righteous Mind (2012)
16. Using Moral Triggers -
Example Tax Fairness
● The moral emotion of unfairness is the reaction we have
against people who take more than their fair share, we are
outraged if other people get much more than they deserve.
● Once a moral emotion is triggered, it primes people to
receive information that follows
● A long term strategy for building support for public
investments in opportunity is to repeatedly trigger the
emotion of unfairness of tax system
● Then, systematically use this moral reaction as a bridging
strategy to a broader concept of a fair economy and over
time remap the people's perceptions and beliefs
17. It's been done before. . . .
Huey Long barbecue speech (play first 40
seconds)
18. Emotional Sequence
Trigger emotion of fairness/cheating
Once triggered with narratives of unfairness
that creates an emotional response of moral
indignation bridge to values of
responsibility, which has policy implications
as emotional resolution based on
specific communication context, bridge to
values of freedom and opportunity to provide
further impetus to building support for
progressive economic vision.
19. Values That Win!
1. Freedom.
--Both positive and negative liberty
2. Responsibility.
--to each other and to common good
3. Cooperation.
--without cooperation, freedom leads to divided society
4. Opportunity.
--Both inequality/discrimination and positive sense
of conditions needed for true opportunity (economic,
environmental, health, education)
20. Core American Values
Freedom: All people should have the freedom
to lead fulfilling and stable lives, supported by
the basic foundations of economic security and
equal opportunity.
"True individual freedom cannot exist without
economic security and independence. People
who are hungry and out of a job are the stuff of
which dictatorships are made." --Franklin
Delano Roosevelt
21. Freedom to Achieve the American Dream
Workers go on strike for fair pay and the right to
form a union @10:07
22. Core American Values
Responsibility:
Requires we each do our fair share. That means we have
the responsibility to improve our lives through hard work,
education, and by acting with honesty and integrity. It also
means that those of us who have prospered have a
responsibility to the community at large to help expand
opportunity for others.
"We need a spirit of community, a sense that we are all in
this together. If we have no sense of community, the
American dream will wither." - President Clinton
23.
24. Core American Values
Cooperation: Without cooperation, freedom
leads to divided society that can't function and
can't govern.
"The reluctance of so many Republican governors
to cooperate with ObamaCare has led to the
creation of a system that looks more like the
House bill. The federal government will run the
exchanges in 25 states and will have primary
responsibility, in partnership with states, in seven
more."
--Richard Kirsch
26. Opportunity
Opportunity: Embraces the diversity of American society by
ensuring all people--not just the rich and powerful--have the
opportunity to turn their talents and ambitions into a meaningful
life. Everyone who is willing and able to work should be able to
find a job that provides fair wages, benefits, and working
conditions.
We know that America thrives when every person can find
independence and pride in their work, when the wages of honest
labor will liberate families from the brink of hardship. We are true to
our creed when a little girl born into the bleakest poverty knows that
she has the same chance to succeed as anybody else because she is an
American, she is free, and she is equal not just in the eyes of God but
also in our own. — President Barack Obama
27.
28. Values Message Format
1. Lead and end with core American/Progressive
Values
2. Trigger human moral responses and identify a villain
3. Articulate core progressive beliefs about an issue
and reinforce them over and over to shape public
opinion
4. Use narrative and stories to convey values and
beliefs
5. Use clear "separating issues" that communicate who
you are (and who progressives are) and define
conservatives as not sharing American values.
29. The Affordable Care Act
Making healthcare more secure and
returning control to consumers
1
30. Before the
Affordable Care Act
It was legal for health
insurance Companies to
DENY COVERAGE
to kids with cancer and other
pre-existing conditions.
We must never go back!
31. Denied
Pre-existing
condition
We must move forward!
Starting in 2014
It will be illegal for health insurance
Companies to
DENY COVERAGE or
CHARGE HIGHER RATES
to all people with pre-existing conditions
32. Freedom: Every American should have the freedom to
control their own medical decisions without interference from
insurance companies.
Access to Health Care is an
American Value
33. Access to Health Care is an
American Value
Opportunity:
●Americans who lack access to
stable and affordable health coverage do
not have a fair shot at the American
dream. They face a constant threat of
having their lives and careers devastated
by health disasters that also become
financial disasters.
● Every American should have the
opportunity to change jobs or start a small
business without losing health coverage.
34. Use narrative and stories to convey
values and beliefs:
"I'm a personal care worker; I work at a group home
and make $9 an hour taking care of people's health.
Even though I work to keep other people healthy, I do
not have affordable health care myself. I have not
been able to qualify for BadgerCare, in fact I'm just
over number 141,000 on the waiting list. I'm a father
of three, I want to give my children their chance at the
American dream but without health insurance, we're
looking at an uncertain future." Terry - Milwaukee
35. Access to Health Care is an
American Value
Responsibility:
●Everyone should take responsibility for getting health care coverage
for themselves and their families so long as it is made affordable and
accessible.
●The insurance industry should be able to make reasonable profit but in
return should be held accountable by not profiting from abusive
practices and discrimination.
36. Use clear "separating issues" that communicate who
you are (and who progressives are) and define
conservatives as not sharing American values:
Starting in 2014 we will live in an America where
everyone has the freedom to control their own
healthcare decisions no matter what.
Conservatives want to take us back to the days
when getting sick meant destitution for a family. If
you believe in an America where every citizen can
get affordable coverage no matter where they
choose to work or what gender they are, than join
the movement to protect and expand the
Affordable Care Act.
37. And that is Values Based Messaging
in a Nutshell!
Now that folks are experts, let's
actually practice what we've learned!