Framing the Message: Why Didn’t We Vote?

The midterm elections continue to generate a heated discussion for many. After hearing that only 4.7 percent of African-Americans voted during this year’s midterm elections, I couldn’t help but wonder what went wrong, why were African-Americans not motivated to vote? Did they not realize that this election was just as important as the presidential election? Or did they simply not care?

Whatever their reason was for not going out and voting, it is inexcusable and disrespectful to their ancestors who fought so hard for the right to vote. Yet in 2010, not even half of the African-American population practiced their right to vote. If this doesn’t strike a nerve, then I don’t know what to tell you.

In addition to the low voting participation, I believe that many candidates who ran for various positions during this election did not know how to effectively reach their target audience. According to James Hoggan in "Do the Right Thing" “framing” is a vital concept to get people to think about an issue in your favor. Understanding how each particular group thinks and behaves will help you to communicate effectively.

What is framing?
In public relations framing is the ability to break down a message in an uncomplicated format so that people can understand your overall message.

Framing the message
When framing your message, keep in mind the following concepts:

1. Communicate effectively on complex issues
It’s not just what you say; it’s how you say it, who says it for you, and how easily your message aligns with your audience’s preconceived notions.

2. Keep in mind that he (or she) who frames first, wins
This is particularly critical when you’re caught in the spotlight, it doesn’t matter if you have the facts on your side when your detractors are framing the story and if people are looking through a lens provided by your critics. So don’t just react. Start now to define your company’s story. Then you’ll be ready to frame a response within that narrative should something go wrong.

3. No audience is a blank slate
The first step is research: Find out what your audience knows and how it feels about your issue. Then make your case and monitor the result. Good communication is a conversation, which always involves as much watching and listening as it does talking.

4. The effectiveness of “Myth-busting” is a myth
Myth-busting is popular but risky. Set out an incorrect information and then provide accurate information in contradiction. Use myth-busting carefully, if at all and try to keep myths out of the headlines. Your bold-face message should always be an accurate fact.

5. In all communications, accentuate the positive!
Research shows that people are inclined to read over the “negation tag” in a statement and fix on the active word. So remember to stick with affirmative phrasing.

6. For good or ill, repetition equals truth
Once repetition takes effect, listeners will conclude that information came from multiple and reputable sources. When communicating new information, Repeat, repeat, repeat. Don’t expect people to digest a correction right away. Your “new” may also require many repetitions.

7. Choosing the right messenger
When framing an issue, your messenger is sometimes more important that what is being said. Framing is all about context.

8. Reframing: Use “big idea” to change minds
You must reframe an issue at its highest level, to change public opinion. Most public discussion occurs on three levels: big ideas, categories and specific issues.

Politicians and democratic party must keep in mind that their message must work at every level. I believe that are many reason why African-Americans didn't vote and there are several people who contributed to reason. In future elections there should be more emphasis on why "everyone" should vote and why is it important to vote. I hope that those who read this blog can take something from it and share it with a friend.

Source: "Do the Right Thing" James Hoggan