1. Neural and Cognitive Power Why science – based messaging works

2. From cognitive science research

3. 1. Framing is thinking…literally All thought is physical Frames are neural circuits in our brains. To frame an issue is to evoke a frame…which activates the circuit for the frame. Occurs primarily in the unconscious. Based on core values, frames used define common sense.

4. 2. How we think matters… Unconscious thought accounts for 98% of brain activity. All policies are based on a moral system, which is mostly unconscious. ALL issues have a unified moral “framing.” Activation of one frame (conservative) inhibits activation of the opposing frame (progressive). Conservative dominance of framing has redefined common sense.

5. 3. Thought requires emotion Descartes was wrong – 1974, Antonio Damasi, “Descartes’ Error” We cannot reason directly about the world. Language is not neutral. Facts require context to be accepted. Context requires a frame. If facts don’t reflect the frame a person believes, they reject facts and keep the frame! More people vote on moral frames than issues.

6. 4. No such thing as a “moderate” Biconceptual – part progressive and part conservative. Addressing biconceptuals in progressive frames will activate the progressive frames in their brain. Every time people think, they frame (“Neural Binding”) We must consciously choose frames through effective language to effectively communicate.

7. 5. Polls are fatally flawed Polls show the statistical “middle” (regression to the mean) Based on sample demography (gender, income, race, ethnicity, etc.) – not moral frames Language is “common sense” = Conservative Based on false premise of rationality Result from this model will ALWAYS show standard distribution

8. Poll Standard Distribution

9. Adding in moral attitudes about progressive/conservative issues to the model shows…

10. How to be effective…? There is a difference between moral and partisan on issues Identify the moral frame Find where biconceptualism lies on issues Speak to biconceptuals in the progressive frame Same message in progressive frame works on every issue! Speaking to values avoids issue silos

11. From current public policy debate

12. Progressive Democracy: “Nurturant Parent” Empathy is the responsibility to care for oneself and others. Authority through ethic of excellence, living by what you say. Democracy is caring citizens acting responsibly for each other. People act through government to provide public resources to maximize freedom. Private life, enterprise not possible w/o The Public.

13. Conservative Democracy: “Strict Father” Authority figure defines right, wrong; rules through punishment. Self-discipline is required to make one moral. Responsibility for oneself alone first. Democracy provides maximum liberty to seek ones own self-interest, w/o responsibility for others.

14. 1. Fiscal Policy Scott Walker on taxes: https://www.youtube.com/watch?v=7aINAyDDdcI

15. Conservative Frame ▫Government is immoral – impedes the pursuit of self-interest. ▫Only private sector can create jobs, moral imperative. ▫Reliance on the Public = lack of self- discipline = immoral = deserve poverty ▫When sufficiently disciplined, will prosper

16. Progressive Frame ▫Private enterprise, prosperity not possible without the Public. ▫We are the Public. ▫As the Public, we care for each other through investment in each other. ▫Destruction of the Public = Destruction of community prosperity. ▫Conservative fiscal policy impedes freedoms for those who are not wealthy.

17. 2. Education Policy Robin Vos on private school subsidies: https://www.youtube.com/watch?v=qzzLPlBDnIs

18. Conservative Frame ▫Government (Public) impedes personal choice, is immoral ▫Parents’ (Father) choice is moral ▫Success in school = discipline = moral; failure = undisciplined = immoral ▫Direct Causation – failing school = bad teachers

19. Progressive Frame ▫Private enterprise, prosperity not possible without the Public. ▫As the Public, we care for each other through investment in each other (schools, students). ▫Quality Public Education necessary for freedom, democracy. ▫Systemic causation  Poverty, socio-economic factors cause schools to struggle (communities)  Subsidized private schools cause destruction of public schools.

20. 3. Voting Rights Sykes/Litjens panel discussion: https://www.youtube.com/watch?v=OECdNufRIOI

21. 4. Iron Mining - Environment Tom Tiffany on GTAC mine: http://video.foxbusiness.com/v/2203300141001/wisconsin-legislators-push-for-easier- iron-ore-mine-permits/#sp=show-clips

22. Scott@forwardinstitutewi.org © Forward Institute, Inc. 2014