Let's start this with the Irish referendum example
Mobilising Values For SOGI Campaigning
Campaigns for sexual and gender minorities normally focus on values that they find a “natural fit” for: modernity, acceptance, diversity, etc.
SOGI campaigns are more likely to target “pioneers”, with messages that will look like “Dare to be different – Don’t be homophobic”, as was developed in a Middle-Eastern context.
Conservative “settlers” are not normally targeted by campaigns for sexual and gender diversities, as they are seen as the natural adversary. Yet it can be argued that conservative constituencies can also be targeted with campaigns that will focus on security or conformity, something like “Marriage equality reinforces the institution of marriage by making it sacred to everyone”. In line with UK former Prime Minister David Cameron’s declaration “I don’t support marriage equality although I’m conservative, I support it because I’m conservative”.
A valid objection to trying to connect with people over their conservative values is that this strategy will at the end of the day only reinforce these values, which are at the very root of the problem.
“One major consideration is that a whole range of our activities are likely to have had important effects we may not previously have acknowledged. One approach that has recently gained ground, for instance, is to tailor communications to appeal to the dominant motivations of different groups of people. Volunteering, educational activities and charitable giving may be presented as opportunities for freebies or personal gain. Environmental behaviour change may be sold via ‘eco-chic’ for status-conscious people, or opportunities to save cash for the frugal. Similarly, human rights appeals may be ‘sold’ on the basis that human rights abuses make us (and people like us) less safe.
This approach has helped by highlighting the importance of understanding motivational differences between different groups—and can be successful in achieving some goals.
But it is also likely to have brought about significant ‘collateral damage.’ Because
values seem to become stronger with repeated ‘engagement,’ such appeals are
actually likely to reinforce precisely those values that impede lasting change. «This approach has helped by highlighting the importance of understanding motivational differences between different groups—and can be successful in achieving some goals. But it is also likely to have brought about significant ‘collateral damage.’ Because values seem to become stronger with repeated ‘engagement,’ such appeals are actually likely to reinforce precisely those values that impede lasting change.
Continuing to reinforce extrinsic values in people’s motivations is therefore likely to have unintended consequences.”[/ultimate_modal][dt-space height=”20″]
In the context of your country, what would be the values that you think could be counter-productive to work with, even if they could secure short term wins?
So now let’s look a bit more into what values can be leveraged for SOGI campaigning, and how campaigns around the world have done this.
Let’s go back to the values as Haidt has classified them.
Three of these foundations — care, fairness and liberty — are a natural fit for activists, and deserve attention to ensure they are used to maximum effect.
Three other foundations — loyalty, authority, and sanctity — are more likely to be obstacles when activists challenge repressive systems.
Let’s have a closer look at each of them.
Pack your bags, grab your passport, and come with us !