1. The language of barriers and drivers: problems and limitations Yolande Strengers WARNING: This presentation is deliberately provocative. Don’t take it personally!

2. RMIT University© June 2010 Centre for Design 2 What are drivers? Drivers take you somewhere Drivers make you do something Drivers may need to be changed to achieve a desired behaviour

3. RMIT University© June 2010 Centre for Design 3 What are barriers? Barriers stop you from going somewhere Barriers stop you from doing things Barriers are obstacles that may need to be removed to achieve a desired behaviour/ outcome

4. RMIT University© June 2010 Centre for Design 4 Step 1: Identify barriers UNDESIRED BEHAVIOUR DESIRED BEHAVIOUR BARRIERS/ OBSTACLES/ HURDLES/ OBTRUSIONS 20 minutes 4 minutes

5. RMIT University© June 2010 Centre for Design 5 Step 2: Remove barriers UNDESIRED BEHAVIOUR DESIRED BEHAVIOUR Linear process of change 20 minutes 4 minutes

6. RMIT University© June 2010 Centre for Design 6 More barriers! Assumption: Barriers exist in isolation from each other and in isolation from behaviour. Problem: No language/ theory of connectivity Potential outcome: new unexpected barriers appear (rebound effects) resulting in no desired change 20 minutes

7. RMIT University© June 2010 Centre for Design 7 New barriers! Assumption: Barriers are (at least temporarily) static Problem: No language of continual change Potential outcome: Practices/ behaviours change 20 minutes 2 x 15 minutes?

8. RMIT University© June 2010 Centre for Design 8 Step 1: Identify Drivers Air-conditioning

9. RMIT University© June 2010 Centre for Design 9 Step 2: Change the drivers Linear causal process of change

10. RMIT University© June 2010 Centre for Design 10 Traffic jam! Assumption: Drivers are independent and autonomous of each other Problem: No language/ theory of connectivity Potential outcome: Lots of individual drivers create a new social phenomenon with its own set of problems (i.e. traffic jam)

11. RMIT University© June 2010 Centre for Design 11 Drivers change Assumption: Drivers are (at least temporarily) static Problem: No language/ theory of change (apart from linear causality) Potential outcome: New drivers emerge, undesired change may occur

12. RMIT University© June 2010 Centre for Design 12 Missing questions and answers How do these connect? What is the relationship within and between barriers and drivers?

13. RMIT University© June 2010 Centre for Design 13 Missing questions and answers How are each of these phenomena changing? Changing drivers Changing barriers Changing people/ behaviours

14. RMIT University© June 2010 Centre for Design 14 Missing questions and answers How do drivers, barriers and behaviour change in relation to each other?

15. RMIT University© June 2010 Centre for Design 15 Missing questions and answers What does the combination of barriers, drivers & behaviour look like? How do we understand it collectively?

16. RMIT University© June 2010 Centre for Design 16 Example: Barriers and drivers of air-conditioning

17. RMIT University© June 2010 Centre for Design 17 Overlaying theories required Theories of behaviour change Theories of technology change Theories of system change Potential problem: People, technology and systems not necessarily considered holistically

18. RMIT University© June 2010 Centre for Design 18 Summary of assumptions embedded into the language of barriers and drivers Barriers and drivers exist independently of each other (but can still be grouped together) Barriers and drivers are not affected by each other Behaviour exists independently of and externally from barriers and drivers People are ‘confronted’ by barriers and their behaviour is ‘driven’ by externalities (individual agency unclear) If one driver or barrier changes, the others won’t Technologies, behaviour and systems are separated and segregated To change behaviour, we must remove barriers and change the drivers

19. RMIT University© June 2010 Centre for Design 19 An alternative: practice theory Key assumptions: –Practices are the central unit of analysis & change (rather than barriers, drivers or behaviours) –Practices composed of a number of elements/ components: meanings & images; things & stuff; systems & infrastructures; practical knowledge; rules & regulations. –Inter-relationships & connectivity between ‘elements’ or ‘components’ of a practice are prioritised –Agency is accounted for: people are ‘participants’ in or ‘carriers’ of practices –Change takes place through the continual reproduction/ enactment of practice –Technology, behaviour and systems are part of the practice (rather than external from it and separate from each other) –Practices are always changing (whether we want them to or not)

20. RMIT University© June 2010 Centre for Design 20 Why care? The language of ‘barriers’ and ‘drivers’ permeates policy, design, resource, environment and behaviour change sectors. Language is important: –It frames and defines problems & outcomes –It reflects and represents the way we view the world –It encourages particular assumptions –It hides and masks alternative realities –It prioritises (or reflects) particular theories

21. RMIT University© June 2010 Centre for Design 21 Thankyou!