Shalom Schwartz is the psychologist behind the values model that inspires Common Cause, a values-led approach to social change. This summer, I met him at his home in New York.
We talked about the connection between values and behaviour, some of the strangest applications of his theory and, of course, the values that matter to him most: read the interview in The Psychologist. Read more
Download our new toolkit for Framing Equality here!
Interested in attending or hosting a workshop in the UK in the new year? Get in touch!
We’re in Poland in the unpredictable summer of 2013. Progressive movements are collectively rolling their eyes at an attack on gender equality from the fringes of the religious right. It looks ridiculous: an attempt to discredit what they call ‘gender ideology’. The gender equality ‘agenda’ is denounced as a threat to social order; sexuality education, they say, is a tool used by paedophiles. Members of the progressive movement—including feminist and LGBTI groups and academics—are writing sneering responses in the media: teaching gender equality in schools is about improving the prospects of young girls; and no, masturbation lessons are not on the agenda. Read more
“It has been a bit of rollercoaster, albeit it one with no height restrictions and an office-based theme. During the process I have fluctuated between hopeful, frustrated, excited, bored, interested, determined, happy, grumpy, thankful and something that could only really be captured in a facial expression.”—Ralph
Two years ago, PIRC transitioned from a slightly dysfunctional, hierarchical organisation with a lone director to something more systematised, functional, and non-hierarchical. It’s been a proper rollercoaster. And it’s an ongoing process of experimenting and iterating.
Let me outline our experience of the twelve steps (sorry) to organisational structural change: Read more
This month, people marched across London in the culmination of Pride. But in the lead up to the festivities, the organisers faced some pretty fierce criticism for this year’s Love Happens Here campaign. The PR company behind the campaign apologised after receiving complaints about the centring of straight people’s voices, the use of homophobic slurs and stereotypes, and the exclusion of trans* stories.
Sounds kind of like the opposite of Pride, right?
There are some juicy lessons in this experience for a framing geek like me. And they chime pretty well with a lot of the lessons we’ve learnt over the past couple of years in our Framing Equality project (read more here). Read more
For anyone working towards a more equitable, democratic and sustainable society
It’s just seven days until the polling stations close.
Depending on your constitution (and/or the most recent poll you have seen), you might feel we are living in exciting (or terrifying) political times, or you might agree with Brenda in Bristol that there is just too much politics these days. Either way, it’s important not to lose sight of the long-term changes we are working towards. Knowing how to communicate effectively is a key part of creating this change.
At PIRC, we work with others to explore how to best frame the issues we care about (creating a nicer, more equal, happier, greener world). From the varied groups and issues we’ve worked on (including our current work on Framing the Economy), we’ve summarised five things anyone working for a more equitable, democratic and sustainable society should keep in mind when communicating with people in this week before the election (whether you’re out door-knocking, sending your final email campaigns or writing blogs). Read more
“If you think about it, the economy is rigged. The banking system is rigged. There’s a lot of things that are rigged in this world of ours… and we’re going to change it. You know, the system, folks, is rigged. It’s a rigged system.”
If we take the word ‘folks’ out, this quote from Donald Trump could just have plausibly been from the British Prime Minister Theresa May or leader of the opposition Jeremy Corbyn. In her speech to the Lord Mayor’s Banquet in November 2016, May said that “a minority of businesses and business figures appear to game the system and work to a different set of rules”, and in his address to the Fabian Society this January, Corbyn used the word rigged in relation to the economy or the system no less than ten times, concluding that he stood “for a complete break with this rigged system”.
‘The system is rigged’ is a frame that implies a minority of elite humans who have intervened to twist the economy to their own advantage, and it brings to mind the corruption of supposedly faraway governments, and the imagery of seedy casino interiors where money sloshes around and the house always wins.
This a) captures something true about our present economy and b) connects with public opinion in the UK and US. That means it’s effective, right? Not necessarily.
It’s a frame that resonates, but at the same time can stir anger and reinforce fatalism. Anger can impair thinking and narrow our ability to evaluate solutions, and, as communications expert Anat Shenker-Osorio puts it: “anger dismantles; it doesn’t create”. Fatalism is demotivating, and in this context reinforces the belief that it’s ‘just human nature’ for people with wealth and power to try and stay at the top; that there is nothing ordinary people can do to change things.
‘The system is rigged’ needs situating in a strong story of how the economy can be transformed for the better–a story that is very different for Trump, May and Corbyn. When Corbyn, like Trump, says ‘the system is broken, but if I’m in power I can fix it’, he might instead offer a more creative and hopeful solution that gives people efficacy (appealing to active citizenship, direct democracy and collective action). He might aim to clearly differentiate his explanation of how a system supposedly so rotten and entrenched can change so fast.
The job of ‘framing the economy’ is not about landing on one message that resonates and hammering that home. It’s about telling a compelling and coherent story about what the economy is, how it works and what needs to be done. This story needs to provide meaning for messages like ‘the system is rigged’ and be repeatedly told by people who, for whatever reason, bring credibility and charisma into the telling.
The problem is that progressive spokespeople are too often failing to build a coherent story of the economy into their communications. How can we change this?
The first thing to do is to step back and ask what is ‘progressive’ supposed to mean? This is a good question. Actually, it’s the starting point for the project I’m about to outline. Let me explain.
Call out for literature!
PIRC, New Economics Foundation, NEON and the Frameworks Institute are starting an 18 month project on Framing the Economy, helping social movements tell a better, more compelling story about what our economy is for, how it’s broken, and how we can fix it. It’s an ambitious project and we want to kick off with a review of what research is out there already so that we don’t reinvent the wheel.
Can you help?
The big question we’re asking is: How does the British public think about the economy? And, to break that down ever so slightly: what do people think, and why? We’re trying to understand how people interpret new information on the economy, through the filter of existing knowledge, beliefs, values and emotions.
If you have access to any reports or research findings on this (rather broad) topic, we’re casting the net wide, so please help us by filling out this quick and easy form!
These are some of the specific areas we’re interested in:
Please send us what you can. We’re focusing on the British public in particular, but do send us sources from other cultures if you know of something excellent that we should be aware of.
The form, again: https://publicinterest.org.uk/framing-economy-literature/
And if you want to chat about this project,
Where does poverty come from?
Whatever your answer, it’ll shape what you think we should do about it. If you think it’s natural, for example, then perhaps all we can do about it is alleviate suffering rather than get rid of it. Perhaps we shouldn’t do anything about it at all.
Your answer will subsequently have an impact on how effective you are at addressing poverty. Will you introduce incentive schemes because you believe poor people are just not trying hard enough; or higher taxes for the rich because you believe historically there has been an unfair allocation of resources? Do you reduce or increase social benefits, like unemployment or child benefits?
In other words, the way we ‘frame’ poverty has a direct link with our political response.
It’s worrying, then, that an upcoming report from /The Rules suggests that the understanding of poverty that underpins the Sustainable Development Goals (SDGs) is faulty. Worrying because the SDGs, which replace the Millenium Development Goals, represent the political response of the entire international community to global poverty. Read more
The binary rhetoric that currently surrounds the welfare state reflects a deep moral narrative with a crippling social impact. ‘Strivers’ and ‘skivers’ are two sides of the same coin. That coin is shame.
One side represents the deserving, and the other side the undeserving. Rachel Reeves, the UK Shadow Work & Pensions Secretary, recently said that: “We [the Labour Party] are not the party of people on benefits.” She faced some criticism for these words, but these are messages we hear daily, from government and opposition alike.
We’re here for hard-working families. We’re here for the taxpayer.
In this narrative, employment equals worth, while unemployment casts you into the world of the untouchables.
Economic policies are created around this notion of worth. Unemployment must be a choice—you’re shirking—so let’s coax you out of it. You don’t need benefits in your first week of unemployment since you should be looking for work. We’ll put sanctions on you if you’re unemployed for too long.
Shame on you for being unemployed. Read more
This summer, we’re offering three days of practical and inspiring participatory learning in the beautiful mid-Wales hills. Together, we’ll be using the Common Cause approach to explore the psychology of values and develop tools for applying it to our work. Read more
Last week, the Joseph Rowntree Foundation released a report that calls for more kindness in communities, and outlines some ways that helpfulness and support can be encouraged.
It shows that kindness takes different forms, not all of them equal in their impact, and it looks at a real British community (Hebden Bridge) to make recommendations that can be applied elsewhere.
The report reveals a perverse truth: most people think that giving help is good, but that receiving or soliciting help is bad.
Vulnerability (exposing a need for help) is seen as the counterweight to dignity (maintaining self-reliance and independence). If we want an antidote to lonely, alienated Britain, it is this psychology we ultimately have to challenge.
When talking about kindness, its seems that people tend towards four different orientations.
Here we explore what they might mean in terms of values: Read more
The Values Deck Kickstarter is nearly over: have you pledged support to reserve yours yet?
We wanted to give you a little insight into the creative process by showing you some of the early drafts of the cards. Find below some of the early efforts that didn’t quite make the cut…
Values: 58 Ideas We Live By is a beautiful deck of cards for exploring who we are, designed by Genis Carreras in collaboration with PIRC.
“Love. Creativity. Enjoyment. Curiosity. Friendship. Purpose. Psychological research shows that we are all driven by the same things – but differ in how we prioritise them. Fifty-eight values guide our lives, shaping who we are, what we do, and ultimately the kind of society we live in.”
Whether you’re just mildly interested in values or a fully fledged Common Cause geek looking for workshop material, this little deck deserves a place in your life…
What do you value in life?
If you ask anybody this question, there’s surprising similarity in what people say. You can generally put people’s values into four broad groups:
We all hold all of these values, but to different degrees. These four groups work in opposition to each other as in the diagram below. Care/empathy values are opposite power/competition, and change/autonomy values oppose stability/security values. This means we’re unlikely to value one set highly if we value the other set highly. (Read more about how this works here!)
A great infographic from 10:10 and the Four Winds Coop – it cites our Offshore Valuation report a few times.
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