Morality Framing and Effective Political Communication MATTHE W

Morality, Framing, and Effective Political Communication MATTHE W FEINBERG UNIVERSITY OF TORONTO, ROTMAN SCHOOL OF MANAGEMENT

No Refugees! Refugees Welcome! Pro-Choice! Pro-Life! Bomb Syria! War is Wrong!

Why does political communication go so wrong?

Three things to know about morality 1. ) Political attitudes are usually grounded in moral values

Three things to know about morality 1. ) Political attitudes are usually grounded in moral values But… not everyone has the same moral values

Five Moral Foundations

Five Moral Foundations Harm/Care

Five Moral Foundations Harm/Care Fairness/Reciprocity

Five Moral Foundations Harm/Care Fairness/Reciprocity Ingroup/Loyalty

Five Moral Foundations Harm/Care Fairness/Reciprocity Ingroup/Loyalty Authority/Respect

Five Moral Foundations Harm/Care Fairness/Reciprocity Ingroup/Loyalty Authority/Respect Purity/Sanctity

Five Moral Foundations Harm/Care Fairness/Reciprocity Ingroup/Loyalty Authority/Respect Purity/Sanctity Liberals Conservatives

Three things to know about morality

Three things to know about morality 2. ) Morality is sacred, and not to be compromised

Three things to know about morality 2. ) Morality is sacred, and not to be compromised How much would I have to pay you to kick this puppy?

Three things to know about morality 2. ) Morality is sacred, and not to be compromised How much would I have to pay you to kick this puppy? Asking people to compromise their morality offends them

Three things to know about morality

Three things to know about morality 3. ) Morality blinds And causes moral empathy gaps

Moral Empathy Gap

Moral Empathy Gap Your morality is THE morality. ◦ Feels intuitively correct ◦ Just like 2+2 = 4

Moral Empathy Gap Your morality is THE morality. ◦ Feels intuitively correct ◦ Just like 2+2 = 4 ◦ Experienced as universal ◦ “It’s so obvious, everyone must feel this way”

Moral Empathy Gap Your morality is THE morality. ◦ Feels intuitively correct ◦ Just like 2+2 = 4 ◦ Experienced as universal ◦ “It’s so obvious, everyone must feel this way” Result: ◦ We fail to recognize, acknowledge, or understand any morality other than our own.

Moral Empathy Gap Liberal Conservative

As a result, we don’t make effective political arguments, and instead often offend those we’re trying to persuade.

Liberal Arguments for Same-Sex Marriage “Write a persuasive argument to convince conservative Americans who oppose same-sex marriage of why they should be in favor of samesex marriage. ”

Liberal Arguments for Same-Sex Marriage “Write a persuasive argument to convince conservative Americans who oppose same-sex marriage of why they should be in favor of samesex marriage. ” “Why would we punish these people for being born a certain way? They deserve equal rights. ”

Liberal Arguments for Same-Sex Marriage “Write a persuasive argument to convince conservative Americans who oppose same-sex marriage of why they should be in favor of samesex marriage. ” “Jesus don't give a crap whether two dudes or two chicks get married. ”

The Political Arguments We Make… • Appeal to our own moral concerns, not the moral concerns of those we are trying to win over.

The Political Arguments We Make… • Appeal to our own moral concerns, not the moral concerns of those we are trying to win over. • Often suggest the other side should compromise their values.

The Political Arguments We Make… • Appeal to our own moral concerns, not the moral concerns of those we are trying to win over. • Often suggest the other side should compromise their values. • Are not persuasive.

Is there a better way?

Moral Reframing Make political arguments that appeal to the morals of the target.

Persuading Conservatives’ Same-sex Marriage Attitudes Typical arguments in favor: Fairness/Reciprocity

Persuading Conservatives’ Same-sex Marriage Attitudes Typical arguments in favor: Fairness/Reciprocity “the law requires that all citizens be treated equally and have the same opportunity to pursue happiness” “legalizing same-sex marriage is the only fair course of action in a country founded on the principle of equality”

Persuading Conservatives’ Same-sex Marriage Attitudes Reframed arguments in favor: Ingroup/Loyalty

Persuading Conservatives’ Same-sex Marriage Attitudes “same-sex couples are proud and patriotic Americans” “like other proud Americans, gay couples peacefully build lives together, buy homes, and contribute to the American economy and society” Reframed arguments in favor: Ingroup/Loyalty

Results Same-Sex Marriage Support 5. 0 4. 5 Conservatives 4. 0 Liberals 3. 5 3. 0 Fairness Ingroup

Persuading Liberals’ Military Spending Attitudes

Persuading Liberals’ Military Spending Attitudes Typical arguments in favor: & Authority/Respect Ingroup/Loyalty

Persuading Liberals’ Military Spending Attitudes Typical arguments in favor: “the military unifies us both at home and abroad” & “the military makes us the greatest superpower the world has ever seen” Authority/Respect Ingroup/Loyalty

Persuading Liberals’ Military Spending Attitudes Reframed arguments in favor: Fairness/Reciprocity

Persuading Liberals’ Military Spending Attitudes “through the military, the disadvantaged and poor can achieve equal standing” “being in the military means having a reliable salary and a future apart from the challenges of poverty and inequality” Reframed arguments in favor: Fairness/Reciprocity

Results Military Spending Support 3. 5 3. 0 2. 5 Conservatives Liberals 2. 0 1. 5 1. 0 Ingroup/ Authority Fairness

Moral Reframing Works

Moral Reframing Works

Moral Reframing Works

Moral Reframing Works

RECAP Three things to know about morality: 1. ) Political attitudes are usually grounded in moral values, but liberals and conservatives have different morals 2. ) Morality is sacred, and not to be compromised 3. ) Morality blinds, and causes moral empathy gaps

RECAP As a result: We typically appeal to our own notions of morality when making political arguments. Our arguments often imply the other side should compromise its values, which is offensive. We are rarely persuasive.

RECAP But… Reframing our arguments to appeal to the target’s moral values is a much more effective strategy.

Thank you