Values for Equality and Human Rights Elena Blackmore
Why values & frames? 1. Power: They matter in shaping public debate (we can’t live on facts alone). 2. Principles: Core principles on which to base communications.
3. Framework: Analysis for understanding communications (and broader) 4. Connection: Values connect issues.
Question What do you value?
Values: the basics 1. Values are motivations (not characteristics) 2. We all share values 3. Values aren’t always conscious… 4. … But they guide the way we think and act 5. Values transcend specific actions
Schwartz 1992+ A spiritual life, A varied life, A world of beauty, A world at peace, Accepting my portion in life, Ambition, An exciting life, Authority, Broadmindedness, Capable, Choosing own goals, Cleanliness, Creativity, Curiosity, Daring, Detachment, Devout, Enjoying life, Equality , Family security, Forgiving, Freedom, Health, Helpfulness, Honesty, Honouring of parents and elders, Humble, Independence, Influence, Inner harmony, Intelligence, Loyalty, Mature love, Meaning in life, Moderation, National security, Obedience, Pleasure, Politeness, Preserving my public image, Protecting the environment, Reciprocation of favours, Respect for tradition, Responsibility, Selfdiscipline, Self-indulgence, Self-respect, Sense of belonging, Social justice, Social order, Social power, Social recognition, Success, True friendship, Unity with nature, Wealth, Wisdom.
Values influence‌ 1. Our relationships with each other 2. Our relationships with the natural world 3. Our own wellbeing 4. The institutions & policies we create & support
Values and gender equality Attitudes to gender equality in the workplace 0.2
0.15
0.1
0.05
Men have no more right to jobs than women
0
-0.05
-0.1
-0.15
-0.2
Women should not be required to sacrifice job for family
Values and discrimination Likelihood of experiencing discrimination* 8 7 6 5 Religion 4
Ethnic origin Sexual orientation
3
Gender identity Gender
2
Disability
1 0
* If I live in a country that values x, how likely am I to experience discrimination?
Values and discrimination Likelihood of witnessing discrimination* 16 14 12 10 Religion 8
Ethnic origin Sexual orientation
6
Gender identity Gender
4
Disability
2 0
* If I live in a country that values x highly, how likely am I to witness
Values connect issues Common values underpin support and action for many social and environmental causes
Values can be engaged What we see, read or do can prompt us to temporarily value something more than usual
Values interact Engaging a value suppresses its opposites‌
Values interact II ‌ And spills over into its neighbours
Values connect issues Common values underpin support and action for many social and environmental causes
Scope / WWF study
“
Altruism, generosity, solidarity, and civic sprit are not like commodities that are depleted with use. They are more like muscles that develop and grow stronger with exercise… To renew our public life we need to exercise them more strenuously.”
Michael Sandel What Money Can’t Buy, 2012
Framing is about creating & shaping meaning .
Why act? Money vs. Nature Bolderdjik et. al. (2013); Evans et al (2012) People asked to check tyre pressure / join car share scheme. Money framing: Resulted in no tyre pressure check Decreased likelihood of joining car share scheme Reduced recycling rates to below that of control group
Environment / community framing: Led to higher incidence of tyre pressure check Increased recycling rates & likelihood of joining car share scheme
Framing is‌ Personal: Architecture of meaning through which we understand and communicate the world (and our values): reinforced through repeated engagement
Framing .
Language choice Story Metaphor Situation & context
Framing matters .
1. Framing shapes meaning in the moment
Consumer vs. Citizen Bauer et. al. (2012) People framed as Consumers or Citizens/Individuals. Consumer cues led to: Stronger association with power values Increased competitiveness and selfishness in water management scenario Lower levels of trust in other participants
Decreased pro-social behaviours Increased materialistic values and increased feelings of anxiety
Consumer vs. Citizen Incidence of terms in The Times, 1950-2006 4000
Consumer 3000
2000
1000
Citizen
0
1950
1960
1970
1980
1990
2000
Framing matters .
1. Framing shapes meaning in the moment 2. Framing creates ‘common sense’ in the longer-term 3. Framing shapes ‘cultural common sense’: it’s political
Framing is… Personal: Architecture of meaning through which we understand and communicate the world (and our values): reinforced through repeated engagement Political: Cultural ‘common sense’ – hegemony
“
The master’s tools will never dismantle the master’s house. They may allow us temporarily to beat him at his own game, but they will never enable us to bring about genuine change.
Audre Lorde The Master's Tools Will Never Dismantle the Master's House, 1984