Visual Language and Framing Chris Rose

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Presentation transcript:

Visual Language and Framing Chris Rose

Power of visuals After ‘being there’, the most powerful communication Unconsciously processed, then: “I saw it - I made up my own mind” Recall and use images more easily than words or numbers – construct meaning Increasingly visual communications channels

PLEASE KNOCK Achievement – red = danger/dominance, avoidRomance – red = available, attract

Visual language is independent of words, not a visualisation of words

?

Be visual - do things create events be proactive

We remember events

Not ‘the issues’... Why were they fighting ?

REACH example

What’s it really about ?

The plan - events Recipe events Expectations - norms Policy, regulation

Events Recipe

What WWF did (visual) events + story

Signs and evidences of the problem - frame the problem and requirements of the solution campaignstrategy.org

Communicable - as a story & visually

Succesful image generation > icon – campaign failed

Be visual - do things create events be proactive

Be visual - and be real

Visual yes but a claim, a stunt and a process not the problem.

An action - stops the problem (not just a protest) - visual and real

Visual echo

ran

Too obvious and frame conflict ?

What if we don’t plan visual events that are doing ?

We could just dress up reports with ‘PR’ launches

You know what message you are sending - but what is received ?

Is this strangely familiar ?

Framing- unconscious categories campaignstrategy.org “First we see – then we understand” Walter Lippman What is understood

a frame can pre-determine what is good/bad how things are decided roles relationships context relevant reasons and more besides

How it works input YES Does it fit the frame ? NO interpret through frame Discard input, retain frame

The Post Office lacks money It’s a businessIt’s a public service It needs more moneyLet it fail Frame logic AFrame logic B input

The Post Office lacks money It’s a businessIt’s a public service It needs more moneyLet it fail Easy Media Dialectic Easy Debate apply frames

ExpectationReality War on Drugs mis-match

Elephant problem ‘framing’ see “First we see, then we understand”

Objective = motivate them about giraffes - they don’t know much about giraffes - they do know about elephants

Event > an opportunity ? It may seem relevant to your issue but what frame is in operation ? Automobile accident - transport policy ? Common Fisheries Policy talks – marine conservation ? Markets crash – sustainable development ? Katrina – climate change ? –was the hurricane a good opportunity to talk about climate change?

campaignstrategy.org

Icon campaignstrategy.org

Disaster - rescue frames (emergency) campaignstrategy.org

Explanations campaignstrategy.org

Financial system frame campaignstrategy.org

Not these system frames campaignstrategy.org

Not direction choices campaignstrategy.org

Climate Change

“It’s a question of international cooperation” Q: Who does such things ? A: Conclusion (for 59%) “not to do with me” values “or my actions”

“words” ideas FACTS decisions Conscious reflection What is assumed

“words ” ideas FACTS decisions Conscious reflection story > narrative The Media “words ” ideas FACTS “words ” ideas FACTS Unconscious reflexive thought – ‘emotion’ experiences needsvalues ???? framing Filters (touch, smell, hear)  What actually happens

“words ” ideas FACTS decisions Conscious reflection story > narrative The Media “words ” ideas FACTS “words ” ideas FACTS experiences needsvalues ???? framing filters  behaviours ‘opinions’ What actually happens Unconscious reflexive thought – ‘emotion’