This is an interesting look at research that was done to craft persuasive advertisements (and responses to opposition adverts) for pro-marriage equality campaigns in the 2012 election — campaigns that won.
Two key findings are the most interesting:
• Commitment trumps rights, a point made in prior research by Freedom to Marry as well: “Leading with commitment will show the middle that gay people want to join the institution of marriage, not change it.”
Which is an intriguing observation. "Rights" (gay people deserve the same rights as straight people) is an argument to the head. Focusing on "commitment" (gay people have the same monogamous values as straight people and want the same opportunities to exercise them) is an argument to the heart. I think both arguments are essential, but facing opposition that's pulling just on the emotions, the latter one is essential.
• Kids move voters: “In our past qualitative research, we found that underlying these concerns about children are deeply emotional fears about loss of parental control. These fears were also evident in the poll data.” … The home is our turf; schools are their turf: “When compared directly to other possible responses to attacks around children, parents teaching core values ranks highest in persuasiveness.”
A lot of the research showed a key concern was (in essense) "godless liberal activists will force your kids to be indoctrinated into pro-homosexualist propaganda." The counter to which seems to be, "Kids learn values at home. The values you teach there will stick the longest and are the most important. Nobody's sending your kids off to pro-gay camp."
• Give people permission to change their minds about why gay couple[s] marry: “Using a messenger who could describe changing his own opinion on why gay couples want to marry modeled this positive evolution on the very issue that is most crucial to gaining support.”
On polarizing issues, it seems a key way to break the logjam is to make people realize that they can change their minds, by talking about people who have. As long as they're stuck on "Here I stand, I can do no other," not out of principle but out of fear, pride, or inertia, things cannot change.
Interesting stuff.
(h/t +Paula Jones)
Reshared post from +Stuart Gaffney
Important analysis of the messages that helped win marriage equality at the ballot box:
Embedded Link
How Marriage Equality Supporters Beat The “Princess” Ad
Marriage equality-related campaigns won in four states this month. The victories, in part, came after a year-long, behind-the-scenes national research effort.
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