Transcript Visual language and Framing

Visual Language and Framing
Chris Rose
[email protected]
www.campaignstrategy.org
Power of visuals
• After ‘being there’, the most powerful
communication
• Unconsciously processed, then: “I saw it - I
made up my own mind”
• Recall and use images more easily than words
or numbers – construct meaning
• Increasingly visual communications channels
PLEASE
KNOCK
Achievement – red = danger/dominance, avoid
Romance – red = available, attract
Visual language is independent of
words, not a visualisation of words
?
Be visual do things
create events
be proactive
We remember events
Not ‘the issues’...
Why were they fighting ?
REACH example
What’s it really about ?
The plan - events Recipe
Policy,
regulation
Expectations norms
events
Events Recipe
What WWF did (visual) events + story
Signs and evidences of the problem
- frame the problem and requirements
of the solution
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Communicable - as a story & visually
Communicable - as a story & visually
Succesful image generation > icon – campaign failed
Be visual do things
create events
be proactive
Be visual - and be real
Visual yes but a claim, a stunt and a
process not the problem.
An action - stops the problem (not
just a protest) - visual and real
Visual echo
ran
Too obvious and frame conflict ?
What if we don’t plan visual events
that are doing ?
We could just dress up reports with
‘PR’ launches
You know what message you are
sending - but what is received ?
Is this strangely familiar ?
What is understood
Framing- unconscious categories
“First we see –
then we
understand”
Walter Lippman
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a frame can pre-determine
what is good/bad
and more besides
how things
are decided
How it works
input
Does it fit the frame ?
NO
YES
Discard input, retain frame
interpret through frame
input
The Post Office
lacks money
It’s a public service
It’s a business
It needs more money
Let it fail
Frame logic A
Frame logic B
The Post Office
lacks money
apply frames
It’s a public service
It’s a business
It needs more money
Easy Media Dialectic
Easy Debate
Let it fail
War on Drugs
Expectation
mis-match
Reality
Elephant problem
‘framing’
see www.frameworksinstitute.org
“First we see, then we understand”
Objective = motivate them about
giraffes
- they don’t know much about giraffes
- they do know about elephants
Event > an opportunity ? It may seem relevant to
your issue but what frame is in operation ?
Automobile accident - transport policy ?
Common Fisheries Policy talks – marine
conservation ?
Markets crash – sustainable development ?
Katrina – climate change ? –was the hurricane a
good opportunity to talk about climate change?
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Icon
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Disaster - rescue frames (emergency)
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Explanations
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Financial system frame
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Not these system frames
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Not direction choices
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Climate Change
“It’s a question of
international cooperation”
Q: Who does such things ?
A:
values
“or my actions”
Conclusion (for 59%)
“not to do with me”
What is assumed
“words”
ideas
FACTS
Conscious reflection
decisions
What actually happens
values
Unconscious
reflexive thought
– ‘emotion’
“words
”
“words
”
“words
”
ideas
ideas
The Media
?
?
?
?
a
needs
experiences
framing
ideas
Conscious reflection
FACTS
FACTS
FACTS
decisions
story > narrative
Filters
(touch,
smell,
hear)
What actually happens
values
Unconscious
reflexive thought
– ‘emotion’
“words
”
“words
”
“words
”
ideas
ideas
The Media
?
?
?
?
a
needs
experiences
framing
ideas
Conscious reflection
FACTS
FACTS
FACTS
decisions
story > narrative
filters
behaviours
‘opinions’