Ideas, and how they are expressed, define efforts to move causes forward, create change, and build consensus of opinion. Effectively influencing public opinion is a key component of successful social movements. Tomorrow’s world is shaped by those who are most adept at impacting what people think and subsequently how they behave. But how do you influence people’s opinions, mindsets, and preconceived notions?
Social psychology is the science of why people make choices and provides insights into how messaging shapes people’s beliefs, attitudes, and behaviors. Understanding the science behind influence leads to more effective and lasting change. In this conversation, New Tactics In Human Rights explored the principles of persuasion politics, the development of messaging strategies, how mentality change occurs, and frames and values.
Successful Implementation in Practice
To create an impact, it is essential to know your audience and use the right words or phrases. Sometimes, the combined efforts of two different campaigns may not work effectively. Emile Short explains in the New Tactics feature, Powerful Persuasion, that communication strategy relies on understanding not only the message itself but also how it is communicated and, perhaps most importantly, who delivers it.
Polling data is often helpful for reaching broad audiences and can shape discussions. However, when engaging with individuals or small groups, it is important to identify what is most relevant to them and then connect that to the issue at hand. Persuasion is not only about speaking but also about listening and adapting responses accordingly. Audience sampling plays a critical role in ensuring the right messenger delivers the message effectively.
To guide this process, the Frameworks Institute proposes key questions for selecting messengers:
- Who is both knowledgeable and trustworthy on the issue?
- Who will the target audience perceive as honest?
- Who can meet these criteria while also generating media attention?
Finally, persuasion often requires engaging with those who hold opposing viewpoints. This dialogue helps build understanding and creates new opportunities for collaboration.
Understanding How Mentality Change Happens
Child marriages serve as a framework for exploring people’s motivations, which are influenced by their needs, fears, beliefs, and customs. Psychologist Jonathan Haidt theorized that people have two minds: one intuitive, which generates reflexes or “gut feelings,” and one rational, which produces reflections and thoughts. According to Haidt, six basic factors shape human judgments about good and bad: care, fairness, liberty, loyalty, authority, and sanctity.
The “care” strategy appeals to society’s sense of protection for those in need, while fairness focuses on moral responsibility toward specific groups. For example, shifts in public portrayal, such as the perception of Syrian refugees, show how society can move from seeing a group as deserving of protection to viewing them as threats. Liberty, which emphasizes resistance to oppression, often varies between societies and fluctuates over time. Loyalty, connected to care, strengthens movements through reciprocal relationships, and charismatic leadership plays a vital role in mobilization. Finally, authority and sanctity are closely tied to tradition and the creation of shared symbols that bind groups together.
Overcoming Biases in Public Opinion
Biases are significant barriers to changing public attitudes. For instance:
- Availability Bias: People value ideas they frequently hear.
- Status Quo Bias: They prefer to maintain existing beliefs and behaviors.
- Selection Bias: Individuals tend to ignore messages that contradict their existing beliefs.
- Contribution Bias: Many overestimate their own positive actions, which can limit their willingness to engage further.
Recognizing these biases is crucial when crafting strategies to influence opinions and behaviors. Moreover, campaigns often focus on societal issues that already receive significant attention, as these tend to serve as effective entry points for new initiatives.
Examples of Effective Tactics
Several innovative tactics illustrate successful persuasion strategies. For example:
- Voter ID requirement campaigns in Minnesota.
- Using humor and street art to hold politicians accountable (Using Humor).
- Marriage equality campaigns that emphasize shared values (Freedom to Marry).
- Advocacy campaigns that use relatable concerns, such as roadwork, to engage audiences.
By combining these tactics with thoughtful messaging and an understanding of audience psychology, social movements can better connect with their target audiences and inspire meaningful change.
Conclusion
Effectively influencing public opinion requires a deep understanding of social psychology, audience dynamics, and communication strategies. With the right messengers, carefully crafted messages, and an awareness of biases, campaigns can overcome challenges and create lasting impact. Explore more resources and insights through New Tactics In Human Rights to enhance your approaches to persuasion and social change.
Tactics shared:
- Voter ID requirement in Minnesota
- Book burning campaign
- Using public outrage as a tool of persuasion
- Using humor as a tool of persuasion
- Campaign on roadwork
- The LGBT Campaign, using common values of marriage to persuade conflicted voters.
- Campaign on the international arms trade and the effect of unrestricted arms sales on global human rights issues
- Using the point of view of the end user
- Two-track messaging
- Study done by Israeli researchers
Resources:
Resource toolkits
Blog post by Philippe Dumanel, From Motivation to Solution: A Strategy Tool
Videos of Harmful attitudes towards Africa
Theory developed by ShalomSchwartz
