Language as leverage
"To build a more sustainable, equitable and democratic world, we need an empowered, connected and durable movement of citizens. We cannot build this kind of movement through appeals to people's fear, greed or ego."
Source: Public Interest Research Centre, "The Common Cause Handbook"
What if the language we chose could change the story people tell themselves about the right way to act?
It can. And it does. Every minute of every day.
The problem is, the language we are bombarded predminantly reinforces the message that we must act in a self-interested way to protect our safety our wealth and our worth.
Below the surface of the actions and behaviours we take are mindsets, structures and norms that shape the way we see and act in the world. Values lie at the base of these. When presented with a choice or a call to action, people act according to their values - they will do something if the action brings them into alignment with (or preserves) the values that matter to them most. Although values are deeply personal, they are also strengthened by messaging that is received as well as by observation of the actions that the people around us take (social proofs).
Research published by the Public Interest Research Centre finds that individuals are motivated, above all else, intrinsically. This means they are interested in the values of novelty and mastery, or stimulation and self-direction and self-transcendence, defined by benevolence and universalism (1). This stands in contrast to fear, freed and ego which are extrinsically motivated. Yet, due to the importance we place on social norms and social proof we act in accordance with norms - or perceived norms.
In a world dominated by sensational headlines, violent media and scarcity-driven marketing, we normalise responses based on self-preservation and power.
Language has the power to catalyse change in two ways.
First, by appealing to intrinsic values, you strengthen individuals' inclination to take action in the common interest. (Leverage: positive feedback loops)
Second, you can change the paradigm through which we consider an issue or behaviour. (Leverage: the paradigm out of which the system arise)
For more on leverage points, see: Leverage Points: Places to Intervene in a System - The Donella Meadows Project
Research by Common Cause has explored the values that resonate with people on different topics. By swapping an extrinsic appeal for the right intrinsic message, we can shift the frame through which we see an issue and in doing so change our inclination to respond a certain way.
An example of this is messaging for safer speeds in Victoria. The topic itself has long been framed as one of 'speed reductions'. Common Cause's research found that individuals were more inclined to agree that speed reductions were desirable when the story was about safety for everyone than about minimising crashes or driver error.
Safer Speeds Communication Toolkit
I've just finished creating a messaging guide that takes cues from Common Cause's frameworks and guidance on values. You can create impactful calls to action by adopting the simple framework:
Vision: a positive outcome aligned to a value that resonates with your audience
Barrier: A mutable obstacle to achieving the vision
Action: A solution your audience can take to achieve the vision.
This small shift is a great way we can all contribute to collective efforts to further social and environmental goals.