[Script Info]
Title: 
[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:06.90,0:00:09.43,Default,,0000,0000,0000,,I want to start with a warning today.
Dialogue: 0,0:00:10.62,0:00:15.30,Default,,0000,0000,0000,,I realize that beginning with a warning\Nmay not be the smartest thing to do,
Dialogue: 0,0:00:15.30,0:00:16.83,Default,,0000,0000,0000,,but I'm just going to go for it.
Dialogue: 0,0:00:16.83,0:00:21.40,Default,,0000,0000,0000,,My warning is that although I'm here\Nto talk to you about communications,
Dialogue: 0,0:00:21.40,0:00:24.72,Default,,0000,0000,0000,,I actually have zero training\Nin communications,
Dialogue: 0,0:00:25.28,0:00:27.10,Default,,0000,0000,0000,,and I've never worked in PR.
Dialogue: 0,0:00:27.10,0:00:28.21,Default,,0000,0000,0000,,What I am
Dialogue: 0,0:00:28.21,0:00:30.77,Default,,0000,0000,0000,,is a psychological anthropologist.
Dialogue: 0,0:00:31.49,0:00:35.44,Default,,0000,0000,0000,,And what I study is the way\Nthat culture influences how we think,
Dialogue: 0,0:00:36.40,0:00:39.74,Default,,0000,0000,0000,,how we process information,\Nhow we make meaning of messages,
Dialogue: 0,0:00:39.74,0:00:43.53,Default,,0000,0000,0000,,and how we formulate\Nand come to decisions.
Dialogue: 0,0:00:44.23,0:00:49.04,Default,,0000,0000,0000,,And so, as a psychological anthropologist,\None of my goals here today
Dialogue: 0,0:00:49.04,0:00:52.13,Default,,0000,0000,0000,,is to convince you,\Nis to show you, that this ...
Dialogue: 0,0:00:53.30,0:00:54.63,Default,,0000,0000,0000,,is not true.
Dialogue: 0,0:00:54.63,0:00:56.25,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:00:56.25,0:00:59.67,Default,,0000,0000,0000,,That we should not be actively\Ndissuading our friends and colleagues
Dialogue: 0,0:00:59.67,0:01:01.95,Default,,0000,0000,0000,,from going into anthropology,\N
Dialogue: 0,0:01:01.95,0:01:07.05,Default,,0000,0000,0000,,and that instead, studying culture\Nand how people use it to think
Dialogue: 0,0:01:07.05,0:01:09.98,Default,,0000,0000,0000,,is an incredibly valuable tool\Nin the real world,
Dialogue: 0,0:01:09.98,0:01:11.77,Default,,0000,0000,0000,,and for our purposes today,
Dialogue: 0,0:01:11.77,0:01:15.92,Default,,0000,0000,0000,,can be an incredibly important\Nand effective thing
Dialogue: 0,0:01:15.92,0:01:18.74,Default,,0000,0000,0000,,in being a better communicator.
Dialogue: 0,0:01:19.40,0:01:23.13,Default,,0000,0000,0000,,And so, as an anthropologist\Nworking in communications,
Dialogue: 0,0:01:23.74,0:01:25.92,Default,,0000,0000,0000,,I study two different things.
Dialogue: 0,0:01:25.92,0:01:28.51,Default,,0000,0000,0000,,First of all, I study public thinking,
Dialogue: 0,0:01:28.51,0:01:29.100,Default,,0000,0000,0000,,not public opinion,
Dialogue: 0,0:01:29.100,0:01:33.54,Default,,0000,0000,0000,,not the way that people answer a couple\Nof polling questions here or there,
Dialogue: 0,0:01:33.54,0:01:35.70,Default,,0000,0000,0000,,or conduct themselves\Nin a few focus groups
Dialogue: 0,0:01:35.70,0:01:38.15,Default,,0000,0000,0000,,in Cleveland or Kansas City -
Dialogue: 0,0:01:38.15,0:01:40.72,Default,,0000,0000,0000,,I'm from Cleveland,\NI can make that joke, that's okay -
Dialogue: 0,0:01:40.72,0:01:46.18,Default,,0000,0000,0000,,but rather how people use culture\Nin a deep and highly predictable way
Dialogue: 0,0:01:46.18,0:01:50.28,Default,,0000,0000,0000,,to think about complex social issues;\Nissues like education or mental health,
Dialogue: 0,0:01:50.28,0:01:55.57,Default,,0000,0000,0000,,immigration or aging,\Nclimate change or race inequity.
Dialogue: 0,0:01:56.11,0:01:59.52,Default,,0000,0000,0000,,So I am really excited\Nto talk to you about ...
Dialogue: 0,0:02:01.10,0:02:05.19,Default,,0000,0000,0000,,how culture helps us\Nbe more effective communicators.
Dialogue: 0,0:02:05.71,0:02:08.09,Default,,0000,0000,0000,,The other thing that I'm going\Nto talk to you about
Dialogue: 0,0:02:08.09,0:02:11.16,Default,,0000,0000,0000,,is how through the way\Nthat we present information
Dialogue: 0,0:02:11.16,0:02:16.12,Default,,0000,0000,0000,,we can get people to open up\Nan access dramatically different ways
Dialogue: 0,0:02:16.12,0:02:21.49,Default,,0000,0000,0000,,of thinking, of feeling, and of acting\Nabout those social issues,
Dialogue: 0,0:02:21.49,0:02:24.61,Default,,0000,0000,0000,,and in a nutshell,\Nthat is what framing is:
Dialogue: 0,0:02:24.61,0:02:27.79,Default,,0000,0000,0000,,how variations in the way\Nthat we present information
Dialogue: 0,0:02:27.79,0:02:33.51,Default,,0000,0000,0000,,can lead people to dramatically different\Nperceptual and behavioral outcomes.
Dialogue: 0,0:02:33.51,0:02:36.71,Default,,0000,0000,0000,,And so I'm really, really - why not? -
Dialogue: 0,0:02:36.71,0:02:42.19,Default,,0000,0000,0000,,really excited to get the chance\Nto geek out about framing today.
Dialogue: 0,0:02:42.19,0:02:44.26,Default,,0000,0000,0000,,And I'll tell you\Nright from the beginning
Dialogue: 0,0:02:44.26,0:02:47.50,Default,,0000,0000,0000,,that geeking out about framing\Nis pretty much my all-time,
Dialogue: 0,0:02:47.50,0:02:49.50,Default,,0000,0000,0000,,absolute favorite thing to do,
Dialogue: 0,0:02:50.17,0:02:54.48,Default,,0000,0000,0000,,which I realize is kind of pathetic,\Nand probably a little bit sad.
Dialogue: 0,0:02:54.48,0:02:57.57,Default,,0000,0000,0000,,But it does mean that at least\None person in this room
Dialogue: 0,0:02:58.24,0:03:00.19,Default,,0000,0000,0000,,is going to have fun during this talk.
Dialogue: 0,0:03:00.19,0:03:01.22,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:03:01.22,0:03:03.44,Default,,0000,0000,0000,,That will be me, I will have fun.
Dialogue: 0,0:03:04.04,0:03:07.37,Default,,0000,0000,0000,,And so, what I want to do today\Nis to convince you, is to argue
Dialogue: 0,0:03:07.37,0:03:09.75,Default,,0000,0000,0000,,that even though you do not\Nthink of yourselves
Dialogue: 0,0:03:09.75,0:03:11.51,Default,,0000,0000,0000,,all the time in this way
Dialogue: 0,0:03:11.51,0:03:15.82,Default,,0000,0000,0000,,and are not explicitly aware of it,\Nyou are all communicators.
Dialogue: 0,0:03:16.52,0:03:20.46,Default,,0000,0000,0000,,And as communicators,\Nframing matters a great deal to you.
Dialogue: 0,0:03:20.46,0:03:25.75,Default,,0000,0000,0000,,So what I want to do is give you\Ntwo reasons why framing matters to you.
Dialogue: 0,0:03:26.34,0:03:30.11,Default,,0000,0000,0000,,And the first reason is, \Nunfortunately, I'm in the position
Dialogue: 0,0:03:30.11,0:03:32.79,Default,,0000,0000,0000,,where I have to tell you\Nthat you all have a problem.
Dialogue: 0,0:03:32.79,0:03:35.53,Default,,0000,0000,0000,,And you should know there aren't\N11 more steps after this,
Dialogue: 0,0:03:35.53,0:03:39.04,Default,,0000,0000,0000,,it's not that kind of a meeting,\Nand it's not that kind of a problem.
Dialogue: 0,0:03:39.04,0:03:41.86,Default,,0000,0000,0000,,What I mean is that you have\Na communications problem.
Dialogue: 0,0:03:41.86,0:03:44.12,Default,,0000,0000,0000,,You have a problem of perception.
Dialogue: 0,0:03:44.48,0:03:47.20,Default,,0000,0000,0000,,And the problem looks something like this:
Dialogue: 0,0:03:47.20,0:03:50.01,Default,,0000,0000,0000,,That you all have been in positions,\Nat one time or another,
Dialogue: 0,0:03:50.01,0:03:53.66,Default,,0000,0000,0000,,where you think you have the most perfect,
Dialogue: 0,0:03:54.39,0:03:56.45,Default,,0000,0000,0000,,awesome, slam-dunk -
Dialogue: 0,0:03:56.45,0:03:58.48,Default,,0000,0000,0000,,whatever sports metaphor you want to use -
Dialogue: 0,0:03:58.48,0:04:01.34,Default,,0000,0000,0000,,way of talking about\Nwhat you do and why it matters.
Dialogue: 0,0:04:01.34,0:04:03.72,Default,,0000,0000,0000,,Heck, it works with two of your\Nclosest colleagues,
Dialogue: 0,0:04:03.72,0:04:06.99,Default,,0000,0000,0000,,what could go wrong\Nwhen it goes out to normal people,
Dialogue: 0,0:04:06.99,0:04:10.68,Default,,0000,0000,0000,,people who don't eat and breathe\Nand sleep your issues all the time?
Dialogue: 0,0:04:10.68,0:04:13.74,Default,,0000,0000,0000,,And you find that when this idea \Nthat made so much sense to you
Dialogue: 0,0:04:13.74,0:04:16.79,Default,,0000,0000,0000,,goes outside of your immediate circle,\Nit does one of two things.
Dialogue: 0,0:04:16.79,0:04:19.20,Default,,0000,0000,0000,,First of all, it lacks resonance.
Dialogue: 0,0:04:19.20,0:04:22.97,Default,,0000,0000,0000,,It doesn't have grip,\Nit goes in one ear and out the other.
Dialogue: 0,0:04:22.97,0:04:26.45,Default,,0000,0000,0000,,Secondly, probably more unfortunately\Nbecause it happens more frequently,
Dialogue: 0,0:04:26.45,0:04:30.82,Default,,0000,0000,0000,,that thing which worked\Nand was so brilliant in your own head
Dialogue: 0,0:04:30.82,0:04:31.85,Default,,0000,0000,0000,,goes out,
Dialogue: 0,0:04:31.85,0:04:37.00,Default,,0000,0000,0000,,and it has the exact opposite effect\Non the people you're trying to persuade,
Dialogue: 0,0:04:37.00,0:04:39.33,Default,,0000,0000,0000,,on the people you're trying\Nto communicate with.
Dialogue: 0,0:04:39.33,0:04:44.27,Default,,0000,0000,0000,,And I'm not going to ask you to take\Nmy word for anything today, right?
Dialogue: 0,0:04:44.27,0:04:48.21,Default,,0000,0000,0000,,I'm going to show you evidence\Nfrom the research that I do with my team
Dialogue: 0,0:04:48.21,0:04:49.44,Default,,0000,0000,0000,,that shows this.
Dialogue: 0,0:04:49.44,0:04:52.00,Default,,0000,0000,0000,,And I have a lot of pieces of examples,
Dialogue: 0,0:04:52.00,0:04:55.86,Default,,0000,0000,0000,,evidence of this you-say-they-think,\Nthis lost-in-translation effect.
Dialogue: 0,0:04:55.86,0:04:59.29,Default,,0000,0000,0000,,I'm going to show you one today\Nthat comes from some work that we've done
Dialogue: 0,0:04:59.29,0:05:02.73,Default,,0000,0000,0000,,to translate the science\Nof early childhood development.
Dialogue: 0,0:05:03.20,0:05:07.97,Default,,0000,0000,0000,,People who are in this field,\Npeople who are developmental scientists,
Dialogue: 0,0:05:07.97,0:05:11.26,Default,,0000,0000,0000,,really want to talk\Nabout adversity and stress,
Dialogue: 0,0:05:11.26,0:05:14.36,Default,,0000,0000,0000,,and the effects that stress and adversity\Ncan have on young kids.
Dialogue: 0,0:05:14.36,0:05:16.19,Default,,0000,0000,0000,,And they say things like this:
Dialogue: 0,0:05:16.19,0:05:18.37,Default,,0000,0000,0000,,that persistent stress\Ncan derail development
Dialogue: 0,0:05:18.37,0:05:21.35,Default,,0000,0000,0000,,and have negative long-term effects\Non health and well-being.
Dialogue: 0,0:05:21.35,0:05:25.25,Default,,0000,0000,0000,,And if you're a developmental scientist,\Nyou replace negative with deleterious
Dialogue: 0,0:05:25.25,0:05:27.35,Default,,0000,0000,0000,,because that's the way you talk.
Dialogue: 0,0:05:27.35,0:05:29.37,Default,,0000,0000,0000,,And so for folks who are in this field,
Dialogue: 0,0:05:29.37,0:05:30.55,Default,,0000,0000,0000,,this is true.
Dialogue: 0,0:05:31.21,0:05:34.59,Default,,0000,0000,0000,,There is an incredibly\Ndeep body of science
Dialogue: 0,0:05:34.59,0:05:37.74,Default,,0000,0000,0000,,across a number of disciplines\Nwhich supports this point.
Dialogue: 0,0:05:38.33,0:05:41.62,Default,,0000,0000,0000,,Unfortunately,\Nwhen you take this idea out,
Dialogue: 0,0:05:41.62,0:05:44.00,Default,,0000,0000,0000,,to normal people,\Nto members of the general public,
Dialogue: 0,0:05:44.00,0:05:46.58,Default,,0000,0000,0000,,you get things\Nthat look and sound like this:
Dialogue: 0,0:05:46.98,0:05:49.54,Default,,0000,0000,0000,,(Video) Man:\NLife's hard. Supposed to be hard.
Dialogue: 0,0:05:49.54,0:05:53.42,Default,,0000,0000,0000,,What doesn't kill you makes \Nyou stronger, you know?
Dialogue: 0,0:05:53.42,0:05:55.52,Default,,0000,0000,0000,,All the bad cliches you can think of.
Dialogue: 0,0:05:55.52,0:06:01.55,Default,,0000,0000,0000,,There's been people that have come\Nfrom absolutely nothing to make it,
Dialogue: 0,0:06:02.09,0:06:05.79,Default,,0000,0000,0000,,and in society's eyes gained success.
Dialogue: 0,0:06:05.79,0:06:08.92,Default,,0000,0000,0000,,Nat Kendall-Taylor:\NSo just to make it really crystal-clear,
Dialogue: 0,0:06:09.54,0:06:12.98,Default,,0000,0000,0000,,that which you just heard\Nwas not the intended effect
Dialogue: 0,0:06:12.98,0:06:16.04,Default,,0000,0000,0000,,when this expert opened\Nhis or her mouth to deliver this message.
Dialogue: 0,0:06:16.04,0:06:18.71,Default,,0000,0000,0000,,I'm not trying to say\Nthat our friend Nietzsche here
Dialogue: 0,0:06:18.71,0:06:21.58,Default,,0000,0000,0000,,with "what doesn't kill you \Nmakes you stronger" -
Dialogue: 0,0:06:21.58,0:06:23.86,Default,,0000,0000,0000,,smart audience, there you go -
Dialogue: 0,0:06:23.86,0:06:26.12,Default,,0000,0000,0000,,is wrong or stupid in any way.
Dialogue: 0,0:06:26.12,0:06:28.51,Default,,0000,0000,0000,,But there's clearly something\Nthat's going on here,
Dialogue: 0,0:06:28.51,0:06:29.86,Default,,0000,0000,0000,,there's clearly a difference\N
Dialogue: 0,0:06:29.86,0:06:32.50,Default,,0000,0000,0000,,between the intention\Nand the delivery of the message,
Dialogue: 0,0:06:32.50,0:06:35.42,Default,,0000,0000,0000,,and it's actual perception and effect.
Dialogue: 0,0:06:35.42,0:06:38.01,Default,,0000,0000,0000,,And you all should have a good idea\Nas to what that is,
Dialogue: 0,0:06:38.01,0:06:41.09,Default,,0000,0000,0000,,based on how I introduced myself\Nas an anthropologist.
Dialogue: 0,0:06:41.09,0:06:45.00,Default,,0000,0000,0000,,So the thing that stands between\Nthe you-say and the they-think here is ...
Dialogue: 0,0:06:45.74,0:06:46.95,Default,,0000,0000,0000,,culture.
Dialogue: 0,0:06:47.72,0:06:50.88,Default,,0000,0000,0000,,Not the external, Indiana Jones\Nartifact kind of culture,
Dialogue: 0,0:06:50.88,0:06:53.06,Default,,0000,0000,0000,,but rather culture in mind,
Dialogue: 0,0:06:53.06,0:06:56.24,Default,,0000,0000,0000,,culture as a set\Nof shared patterns of thinking,
Dialogue: 0,0:06:56.24,0:07:00.26,Default,,0000,0000,0000,,as a set of shared assumptions\Nand propositions that we have
Dialogue: 0,0:07:00.26,0:07:02.30,Default,,0000,0000,0000,,and carry around with us in our minds,
Dialogue: 0,0:07:02.30,0:07:05.85,Default,,0000,0000,0000,,and use every time\Nthat we are presented with information,
Dialogue: 0,0:07:05.85,0:07:08.39,Default,,0000,0000,0000,,every time that we engage with an issue.
Dialogue: 0,0:07:08.39,0:07:10.26,Default,,0000,0000,0000,,And so, what this does,
Dialogue: 0,0:07:10.26,0:07:15.24,Default,,0000,0000,0000,,this realization that culture\Nis always mediating our meaning
Dialogue: 0,0:07:15.24,0:07:18.79,Default,,0000,0000,0000,,and complicating our job\Nas communicators, is it gives us -
Dialogue: 0,0:07:18.79,0:07:21.81,Default,,0000,0000,0000,,so this is both, kind of\None of these paradoxical things
Dialogue: 0,0:07:21.81,0:07:26.12,Default,,0000,0000,0000,,that's both utterly common sense,\Nand completely game-changing -
Dialogue: 0,0:07:26.12,0:07:28.20,Default,,0000,0000,0000,,is that this gives us\Na really different way
Dialogue: 0,0:07:28.20,0:07:30.14,Default,,0000,0000,0000,,of looking at what has been
Dialogue: 0,0:07:30.14,0:07:33.65,Default,,0000,0000,0000,,the dominant way of thinking about\Npublic understanding and communication.
Dialogue: 0,0:07:33.65,0:07:36.27,Default,,0000,0000,0000,,So for a long time,\Nand still too this day,
Dialogue: 0,0:07:36.27,0:07:38.90,Default,,0000,0000,0000,,people have thought\Nof public understanding in this way:
Dialogue: 0,0:07:38.90,0:07:43.56,Default,,0000,0000,0000,,as an empty receptacle,\Nas a blank slate, as an empty fishbowl,
Dialogue: 0,0:07:43.56,0:07:48.12,Default,,0000,0000,0000,,and have thought that we as communicators\Ncan assume that we are our audiences,
Dialogue: 0,0:07:48.12,0:07:50.73,Default,,0000,0000,0000,,and take the things\Nthat make so much sense to us,
Dialogue: 0,0:07:50.73,0:07:53.16,Default,,0000,0000,0000,,and literally drop them\Ninto this unfettered space
Dialogue: 0,0:07:53.16,0:07:54.93,Default,,0000,0000,0000,,where they get to do their thing.
Dialogue: 0,0:07:54.93,0:07:57.81,Default,,0000,0000,0000,,And we know, based on\Nwhat I've just told you about culture,
Dialogue: 0,0:07:57.81,0:07:59.63,Default,,0000,0000,0000,,that this is neither correct,
Dialogue: 0,0:07:59.63,0:08:03.76,Default,,0000,0000,0000,,nor is it productive as a way\Nto think about communications.
Dialogue: 0,0:08:03.76,0:08:04.72,Default,,0000,0000,0000,,Instead,
Dialogue: 0,0:08:04.72,0:08:09.03,Default,,0000,0000,0000,,we have to understand that culture always\Ncomplicates our job as communicators,
Dialogue: 0,0:08:09.03,0:08:10.94,Default,,0000,0000,0000,,and if we can go a step further
Dialogue: 0,0:08:10.94,0:08:14.77,Default,,0000,0000,0000,,and understand how people use culture\Nto think about our issues,
Dialogue: 0,0:08:14.77,0:08:17.21,Default,,0000,0000,0000,,we can be dramatically more effective
Dialogue: 0,0:08:17.21,0:08:21.29,Default,,0000,0000,0000,,in our roles as messengers,\Nin our roles as communicators.
Dialogue: 0,0:08:21.84,0:08:26.93,Default,,0000,0000,0000,,And so, the second reason why framing\Nmatters to all of you in this room
Dialogue: 0,0:08:26.93,0:08:31.09,Default,,0000,0000,0000,,is because understanding \Nis frame dependent.
Dialogue: 0,0:08:31.57,0:08:35.32,Default,,0000,0000,0000,,Now, that's a mildly\Nacademicese way of saying
Dialogue: 0,0:08:35.32,0:08:38.80,Default,,0000,0000,0000,,that the choices that you make\Nas communicators matter.
Dialogue: 0,0:08:38.80,0:08:40.20,Default,,0000,0000,0000,,Sometimes the little things:
Dialogue: 0,0:08:40.20,0:08:42.69,Default,,0000,0000,0000,,the pronouns that you use,\Nthe verbs that you choose;
Dialogue: 0,0:08:42.69,0:08:44.35,Default,,0000,0000,0000,,sometimes the big things,
Dialogue: 0,0:08:44.35,0:08:47.54,Default,,0000,0000,0000,,the values that you use\Nto explain why your issue matters;
Dialogue: 0,0:08:47.54,0:08:48.94,Default,,0000,0000,0000,,those things matter.
Dialogue: 0,0:08:48.94,0:08:51.15,Default,,0000,0000,0000,,Those things have\Nfrequently dramatic impacts
Dialogue: 0,0:08:51.15,0:08:53.31,Default,,0000,0000,0000,,on what people are willing to do,
Dialogue: 0,0:08:53.31,0:08:56.33,Default,,0000,0000,0000,,and how people are willing to act\Nand engage on your issues.
Dialogue: 0,0:08:56.33,0:08:58.75,Default,,0000,0000,0000,,And again, I don't want you\Nto take my word for it.
Dialogue: 0,0:08:58.75,0:09:00.54,Default,,0000,0000,0000,,I'm going to give you a quick example\N
Dialogue: 0,0:09:00.54,0:09:03.03,Default,,0000,0000,0000,,that shows you that understanding\Nis frame dependent.
Dialogue: 0,0:09:03.03,0:09:06.06,Default,,0000,0000,0000,,And this example comes\Nnot from the United States,
Dialogue: 0,0:09:06.06,0:09:08.72,Default,,0000,0000,0000,,but from the Canadian province of Alberta.
Dialogue: 0,0:09:09.35,0:09:10.76,Default,,0000,0000,0000,,And a quick geography lesson,
Dialogue: 0,0:09:10.76,0:09:14.36,Default,,0000,0000,0000,,Alberta is one of the tall, skinny ones\Nin the middle of the country.
Dialogue: 0,0:09:14.36,0:09:17.69,Default,,0000,0000,0000,,Kind of all you need to know -\Nit's very cold - for this example.
Dialogue: 0,0:09:17.69,0:09:21.03,Default,,0000,0000,0000,,And so there's a group of experts \Nand advocates in Alberta
Dialogue: 0,0:09:21.03,0:09:24.85,Default,,0000,0000,0000,,who are working to change \Npolicy and practice around addiction.
Dialogue: 0,0:09:24.85,0:09:27.19,Default,,0000,0000,0000,,They're working to take\Nwhat we know from science,
Dialogue: 0,0:09:27.19,0:09:30.47,Default,,0000,0000,0000,,and use it to implement better policies\Nand practices around addiction
Dialogue: 0,0:09:30.47,0:09:31.53,Default,,0000,0000,0000,,in this province.
Dialogue: 0,0:09:31.53,0:09:34.49,Default,,0000,0000,0000,,And they've been having\Na great deal of difficulty doing this.
Dialogue: 0,0:09:34.82,0:09:36.96,Default,,0000,0000,0000,,A lot of their problem comes from the fact\N
Dialogue: 0,0:09:36.96,0:09:39.77,Default,,0000,0000,0000,,that there is zero support\Nto do anything different
Dialogue: 0,0:09:39.77,0:09:41.90,Default,,0000,0000,0000,,when it comes to addiction\Nin this province.
Dialogue: 0,0:09:41.90,0:09:44.86,Default,,0000,0000,0000,,And so, they came to us,\Nand they asked us to conduct some work
Dialogue: 0,0:09:44.86,0:09:48.17,Default,,0000,0000,0000,,to figure out how to engage\Nmembers of the public more productively,
Dialogue: 0,0:09:48.17,0:09:49.49,Default,,0000,0000,0000,,to move understanding,
Dialogue: 0,0:09:49.49,0:09:53.45,Default,,0000,0000,0000,,and specifically, to increase support\Nfor a set of evidence-based policies.
Dialogue: 0,0:09:53.45,0:09:56.20,Default,,0000,0000,0000,,And so, as good framing geeks and dweebs,
Dialogue: 0,0:09:56.20,0:09:58.31,Default,,0000,0000,0000,,we do what good framing geeks\Nand dweebs do,
Dialogue: 0,0:09:58.31,0:09:59.74,Default,,0000,0000,0000,,we ran an experiment.
Dialogue: 0,0:10:00.24,0:10:05.02,Default,,0000,0000,0000,,And in this experiment\Nwe tested three different values messages.
Dialogue: 0,0:10:05.02,0:10:08.95,Default,,0000,0000,0000,,You see, the values messages\Nalong the horizontal axis of this graph
Dialogue: 0,0:10:08.95,0:10:10.14,Default,,0000,0000,0000,,right now.
Dialogue: 0,0:10:10.14,0:10:12.41,Default,,0000,0000,0000,,So some people -\Nthis is a large experiment,
Dialogue: 0,0:10:12.41,0:10:16.29,Default,,0000,0000,0000,,6,000 people, which believe it or not\Nis not the entire population of Alberta,
Dialogue: 0,0:10:17.00,0:10:20.13,Default,,0000,0000,0000,,it's a representative sample,\Nnot an exhaustive sample.
Dialogue: 0,0:10:20.13,0:10:24.76,Default,,0000,0000,0000,,Each of these 6,000 people is randomly\Nassigned to one of these messages.
Dialogue: 0,0:10:24.76,0:10:27.29,Default,,0000,0000,0000,,So if some folks got the value \Nof interdependence,
Dialogue: 0,0:10:27.29,0:10:28.89,Default,,0000,0000,0000,,which, in this case, is the sense
Dialogue: 0,0:10:28.89,0:10:32.36,Default,,0000,0000,0000,,that we need to do a better job\Nof dealing with addiction in this province
Dialogue: 0,0:10:32.36,0:10:33.75,Default,,0000,0000,0000,,because we're all connected:
Dialogue: 0,0:10:33.75,0:10:36.45,Default,,0000,0000,0000,,what influences one of us\Ninfluences all of us.
Dialogue: 0,0:10:36.45,0:10:38.82,Default,,0000,0000,0000,,Other folks got this value of ingenuity,
Dialogue: 0,0:10:38.82,0:10:42.92,Default,,0000,0000,0000,,which is an innovation value, that we are\Na province of problem-solvers -
Dialogue: 0,0:10:42.92,0:10:45.22,Default,,0000,0000,0000,,you kind of swing your arm\Nwhen you do this one -
Dialogue: 0,0:10:45.22,0:10:48.19,Default,,0000,0000,0000,,there's never been a problem\Nthat we haven't been able to solve
Dialogue: 0,0:10:48.19,0:10:49.76,Default,,0000,0000,0000,,with some good old Albertan grit
Dialogue: 0,0:10:49.76,0:10:52.18,Default,,0000,0000,0000,,and roll-up-your-sleeves\Nproblem-solvingness -
Dialogue: 0,0:10:52.18,0:10:55.56,Default,,0000,0000,0000,,that was my Albertan accent,\Nif you caught that, very important.
Dialogue: 0,0:10:55.56,0:10:58.92,Default,,0000,0000,0000,,And other folks, last but not least,\Ngot this value of empathy,
Dialogue: 0,0:10:58.92,0:11:01.25,Default,,0000,0000,0000,,which is the sense that we need\Nto do a better job
Dialogue: 0,0:11:01.26,0:11:03.26,Default,,0000,0000,0000,,of dealing with addiction in this province
Dialogue: 0,0:11:03.26,0:11:05.80,Default,,0000,0000,0000,,because people who deal with\Naddiction are people too.
Dialogue: 0,0:11:05.80,0:11:09.08,Default,,0000,0000,0000,,They could be our mother, brother,\Nfather, sister, neighbor, whomever,
Dialogue: 0,0:11:09.08,0:11:12.06,Default,,0000,0000,0000,,and as individuals, we need to show\Nthese folks compassion.
Dialogue: 0,0:11:12.06,0:11:14.76,Default,,0000,0000,0000,,So what you're going to see\Non this next click
Dialogue: 0,0:11:14.76,0:11:18.83,Default,,0000,0000,0000,,is what I think are three beautiful,\Nblue bars appearing on this screen,
Dialogue: 0,0:11:18.83,0:11:21.15,Default,,0000,0000,0000,,and what those blue bars\Nare going to show you
Dialogue: 0,0:11:21.15,0:11:24.85,Default,,0000,0000,0000,,is the extent, the degree\Nto which hearing these different values
Dialogue: 0,0:11:24.85,0:11:28.41,Default,,0000,0000,0000,,changes people's support\Nfor these evidence-based policies.
Dialogue: 0,0:11:28.41,0:11:30.43,Default,,0000,0000,0000,,So can anyone do a good drumroll?
Dialogue: 0,0:11:30.43,0:11:33.02,Default,,0000,0000,0000,,Please, play along, thank you.
Dialogue: 0,0:11:33.02,0:11:34.80,Default,,0000,0000,0000,,(Drumroll)
Dialogue: 0,0:11:34.80,0:11:38.59,Default,,0000,0000,0000,,So you should see three blue bars\Nand notice two things.
Dialogue: 0,0:11:38.59,0:11:41.79,Default,,0000,0000,0000,,So first of all, two of these values,\Ninterdependence and ingenuity,
Dialogue: 0,0:11:41.79,0:11:44.73,Default,,0000,0000,0000,,make people, to a statistically\Nsignificant degree,
Dialogue: 0,0:11:44.73,0:11:47.87,Default,,0000,0000,0000,,more supportive of these\Nevidence-based policies.
Dialogue: 0,0:11:47.87,0:11:50.83,Default,,0000,0000,0000,,That is good news\Nwhen we run these experiments,
Dialogue: 0,0:11:50.83,0:11:52.48,Default,,0000,0000,0000,,and when we get results like that,
Dialogue: 0,0:11:52.48,0:11:54.49,Default,,0000,0000,0000,,we stand up, we do\Na little framing dance -
Dialogue: 0,0:11:54.49,0:11:56.40,Default,,0000,0000,0000,,I won't do it right now, don't worry -
Dialogue: 0,0:11:56.40,0:11:59.74,Default,,0000,0000,0000,,we sit back down and we look\Ntowards the right-hand side of the screen.
Dialogue: 0,0:11:59.74,0:12:01.16,Default,,0000,0000,0000,,The value of empathy
Dialogue: 0,0:12:01.16,0:12:04.20,Default,,0000,0000,0000,,is actually depressing\Npeople's support for these policies.
Dialogue: 0,0:12:05.22,0:12:08.21,Default,,0000,0000,0000,,Now, the kicker is\Nthat in a subsequent piece of analysis,
Dialogue: 0,0:12:08.21,0:12:11.88,Default,,0000,0000,0000,,where we looked at all of the fields\Nexternal-facing materials,
Dialogue: 0,0:12:11.88,0:12:16.68,Default,,0000,0000,0000,,guess which value we found\Nto be in place over 90% of the time?
Dialogue: 0,0:12:17.53,0:12:18.38,Default,,0000,0000,0000,,Empathy.
Dialogue: 0,0:12:18.38,0:12:20.26,Default,,0000,0000,0000,,Thank you. Not a rhetorical question.
Dialogue: 0,0:12:20.26,0:12:24.02,Default,,0000,0000,0000,,And so, what this field has been doing\Nfor a very long time is endorsing a value
Dialogue: 0,0:12:24.02,0:12:26.26,Default,,0000,0000,0000,,which actually drives support down\N
Dialogue: 0,0:12:26.26,0:12:28.46,Default,,0000,0000,0000,,for the very policies\Nthat they are advocating.
Dialogue: 0,0:12:28.46,0:12:30.60,Default,,0000,0000,0000,,So this example does two things:
Dialogue: 0,0:12:30.60,0:12:34.43,Default,,0000,0000,0000,,it clearly shows you that understanding\Nis frame-dependent and frames matter.
Dialogue: 0,0:12:34.43,0:12:38.14,Default,,0000,0000,0000,,It also shows you that these questions,\Nyou know, which values to use,
Dialogue: 0,0:12:38.14,0:12:40.22,Default,,0000,0000,0000,,how to communicate,\Nare empirical questions.
Dialogue: 0,0:12:40.22,0:12:44.14,Default,,0000,0000,0000,,We don't have to guess or use our guts,\Nwe can use social science.
Dialogue: 0,0:12:44.76,0:12:46.27,Default,,0000,0000,0000,,I think it's pretty cool
Dialogue: 0,0:12:46.27,0:12:49.92,Default,,0000,0000,0000,,that frames are able to move people's\Nunderstanding and their policy support,
Dialogue: 0,0:12:49.92,0:12:53.56,Default,,0000,0000,0000,,but what about more intrinsic,\Nsubconscious thinking?
Dialogue: 0,0:12:53.92,0:12:55.70,Default,,0000,0000,0000,,What about implicit bias?
Dialogue: 0,0:12:55.70,0:12:59.92,Default,,0000,0000,0000,,Can frames make people \Nless subconsciously biased
Dialogue: 0,0:12:59.92,0:13:01.92,Default,,0000,0000,0000,,against particular groups of people?
Dialogue: 0,0:13:01.92,0:13:06.34,Default,,0000,0000,0000,,So we set out to answer this question\Nthrough a project on re-framing aging
Dialogue: 0,0:13:06.34,0:13:08.84,Default,,0000,0000,0000,,in which we were\Nspecifically interested in:
Dialogue: 0,0:13:08.84,0:13:13.86,Default,,0000,0000,0000,,can frames make people less\Nimplicitly biased against older adults?
Dialogue: 0,0:13:13.86,0:13:15.26,Default,,0000,0000,0000,,And we found two things.
Dialogue: 0,0:13:15.26,0:13:19.73,Default,,0000,0000,0000,,First of all, Americans do not\Nlike older people.
Dialogue: 0,0:13:20.94,0:13:23.52,Default,,0000,0000,0000,,Older Americans don't like older people.
Dialogue: 0,0:13:23.52,0:13:24.80,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:13:24.80,0:13:26.44,Default,,0000,0000,0000,,High degree of implicit bias,
Dialogue: 0,0:13:26.44,0:13:28.01,Default,,0000,0000,0000,,and it's a level of implicit bias
Dialogue: 0,0:13:28.01,0:13:30.18,Default,,0000,0000,0000,,that parallels other biases\Nthat people study,
Dialogue: 0,0:13:30.18,0:13:34.90,Default,,0000,0000,0000,,whether that's gender,\Nreligion, sexuality, race;
Dialogue: 0,0:13:34.90,0:13:37.63,Default,,0000,0000,0000,,this is not cool news, not a good finding.
Dialogue: 0,0:13:37.63,0:13:40.07,Default,,0000,0000,0000,,But it does get cool\Nwhen you look at what happens
Dialogue: 0,0:13:40.07,0:13:42.06,Default,,0000,0000,0000,,when we gave people a message
Dialogue: 0,0:13:42.06,0:13:45.88,Default,,0000,0000,0000,,that compared ageing to a process\Nof building and gaining momentum.
Dialogue: 0,0:13:45.88,0:13:47.42,Default,,0000,0000,0000,,And when we did this,
Dialogue: 0,0:13:47.42,0:13:52.48,Default,,0000,0000,0000,,we found that we could actually reduce\Npeople's implicit bias by almost a third.
Dialogue: 0,0:13:52.48,0:13:53.69,Default,,0000,0000,0000,,Through a frame,\N
Dialogue: 0,0:13:53.69,0:13:58.47,Default,,0000,0000,0000,,we could make people less ageist\Nat an implicit level.
Dialogue: 0,0:13:58.47,0:14:01.37,Default,,0000,0000,0000,,And you can tell\Nthat I think this is pretty cool,
Dialogue: 0,0:14:01.37,0:14:04.07,Default,,0000,0000,0000,,and it's definitely evidence \Nthat frames matter,
Dialogue: 0,0:14:04.07,0:14:07.52,Default,,0000,0000,0000,,and it's definitely evidence\Nthat understanding is frame dependent.
Dialogue: 0,0:14:07.52,0:14:12.73,Default,,0000,0000,0000,,So I want to leave you with a quote,\None of my new favorite quotes.
Dialogue: 0,0:14:12.73,0:14:15.67,Default,,0000,0000,0000,,This is from Austrian\Nphilosopher Ivan Illich,
Dialogue: 0,0:14:15.67,0:14:18.33,Default,,0000,0000,0000,,and Illich says that neither\Nrevolution nor reformation
Dialogue: 0,0:14:18.33,0:14:22.38,Default,,0000,0000,0000,,can ultimately change a society,\Nrather you must tell a more powerful tale,
Dialogue: 0,0:14:22.38,0:14:24.95,Default,,0000,0000,0000,,one so persuasive\Nthat it sweeps away the old myths
Dialogue: 0,0:14:24.95,0:14:27.95,Default,,0000,0000,0000,,and becomes the preferred story.
Dialogue: 0,0:14:27.95,0:14:33.10,Default,,0000,0000,0000,,So if we're going to drive social change,\Nwe need to develop, we need to test,
Dialogue: 0,0:14:33.10,0:14:36.73,Default,,0000,0000,0000,,and we need to commit to\Ntelling new stories.
Dialogue: 0,0:14:37.21,0:14:41.99,Default,,0000,0000,0000,,And with that, I will thank you very much,\Nand encourage you all to frame on.
Dialogue: 0,0:14:41.99,0:14:45.04,Default,,0000,0000,0000,,(Applause)