LESSON 5
Framing with Values
Lesson objective
- You will get familiar with the notion of FRAMING - You will develop a more subtle understanding of the pros and cons of activating certain values - You will increase your proficiency in identifying campaign frames
Values = Impact
Campaigning is the art of changing people’s hearts and minds. But no one is a blank slate. We learnt in Lesson 2 that people’s attitudes are already shaped by beliefs, norms and values. Lesson 4 showed us that by appealing to people’s better values we can have a very strong impact on their attitudes.
In this lesson we will learn some techniques for effective framing using values.
ing what people think.
The rest of this course will focus on how these feelings can be influenced.