1 Does Your Message Have the Same Old Frame? Message Framing and Health Disparities NPHIC Annual Conference September 2007 Susan D. Kirby, Dr.P.H. [email protected]Sponsored by the Southern Center for Communication, Health & Poverty A CDC-Designated Center for Excellence in Health Communication and Marketing www.southerncenter.uga.edu
Does Your Message Have the Same Old Frame? . Message Framing and Health Disparities NPHIC Annual Conference September 2007. Sponsored by the Southern Center for Communication, Health & Poverty - PowerPoint PPT Presentation
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Transcript
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Does Your Message Have the Same Old Frame? Message Framing and Health Disparities
• Thematic not episodic context• Simplifying model or metaphor• Social math• Messengers• Visuals• Tone
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Framing Levels• Level One
• Big ideas, like freedom, justice, community, success, responsibility
• Level Two• Issue types, like the environment or child care
• Level Three• Specific issues, like rainforests or earned
income tax credits
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Level One ExamplesWe want to live in a society that is …
• Authentic• Caring• Committed• Community focused• Competitive• Connected to others
• Increasing Knowledge
• Nurturing• Positive in Outlook• Responsible• Safe/ Secure
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Level Two
• Level 2 frames can focus on issues like children, elderly, education, friendship, or corporate America
• Level 2 can also be a new or novel way of grouping issues together
• Prisons and education• Children and corporate America
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Building a Framing Story
• Connect your issue to a Level 1 value• Ask what kind of world people want to live in
• Ask what would that world look like?• Level 2 connected to level 1
• Many issues can fit into Level 2 for different purposes
• Level 3 specifies how Level 2 is achieved
• Tell a story linking levels 1 to 2 to 3
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Linking Levels Together
Tobacco• Level 1 - We want to live in a truthful
society• Level 2 - Companies are honest about their
products• Level 3 – Policies that require disclosure of
product contents
Cancer• Level 1 - We want to live in a hopeful
society• Level 2 - Diseases like cancer can be cured• Level 3 – Program to identify cancer cures
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Context
Families should handle their own stuff, We should stay out of it. The family bubble.
Andy needed the support of others, and a solid town like Mayberry to avoid abusive situations as a single parent
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Numbers – Social Math
• GOOD - In the 60s, about 11 of 25 kids walked or biked to school. By 2001, only 4 of them were getting exercise that way.
• BETTER – Today lots of schools are ere farther away from their students. Now walking or biking to school is the equivalent of doing a 5K race or more - twice a day.
• Include ‘elderly as examples’ • Stay solutions focused
• Community needs to involved• Use close to home examples
• ‘Patchwork with gaps” metaphor• Does not trigger stereotypes
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• Focus messages on solutions not the problem - early in the message
• Avoid negative stereotypes
• Do not repeat the current ineffective frames
• Repetition, repetition, repetition
More Framing Advice
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Resources
• Getting the Biggest Bang for Your Health Education Buck: Message Framing and Reducing Health Disparities. Schneider American Behavioral Scientist. 2006; 49: 812-822
• FrameWorks Institute Report• http://www.frameworksinstitute.org/clients/commhealth_civicwell
being.pdf
• Berkley Media Studies Group• Kirby Marketing Solutions at www.kirbyms.com• Southern Center for Communication, Health &