By Mary Jarvis
Simply stated, messaging is communication that describes how we talk about who we are and what is important to us. Value based messaging helps communicate significant key points about our organization and what it stands for.
Public conversations need to challenge and change public discussions, currently public debate is dominated by conservative dialog. A network of citizens need to speak out about values, their commitment to respect, fairness and community, why they are important and critical to American values, quality of life, and Democracy.
Human thought is physical, 97% unconscious and directly influences our behavior. Cognitive science has discovered that humans think and make irrational decisions based on emotion, experience, and the images created in the mind’s eye. We need to make our thinking and the thinking of others more conscious through effective communication.
Communications consultant, George Lakoff (Berkley), and protégé Scott Wittkopf (Wisconsin), are leading the way with this new research in the Cognitive Neural Sciences. This cognitive science of messaging helps us understand how vital “framing” and communicating values, visions and beliefs of people are to the political process. How we “frame” an issues is of vital importance of how it is interpreted.
We need to empower people who can effectively promote a vision for the future that supports our communities and the needs of the people. It’s the only way to counter the corporate, conservative self-interest frame of fear and divisiveness. Learning and implementing “framing” is like a cognitive vaccine against the conservative epidemic! It is essential in communicating effectively via the media as well as neighbor to neighbor.
Through an effective cognitive framing process, we can start connecting people and communities who will lead the necessary shift for positive change. It is vital that leaders and regular citizens learn how to make good use of framing and communicating. This is a long-term strategy, but it must start now.
For more information read, “Don’t Think of an Elephant” 2014 printing, by George Lakoff.