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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 campaignstrategy.org 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 campaignstrategy.org 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? campaignstrategy.org Icon campaignstrategy.org Disaster - rescue frames (emergency) campaignstrategy.org Explanations campaignstrategy.org Financial system frame campaignstrategy.org Not these system frames campaignstrategy.org Not direction choices campaignstrategy.org 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’
