Sahiyo Communication Guide

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WHY COMMUNICATION MATTERS: UNDERSTANDING ‘FRAMES’ (Adapted from the Narrative Initiative Toward New Gravity) 4
Effective activism relies on telling the right story in the right way at the right time. What are ‘Frames’ and why do they matter? The world around us is a diverse, complex place. Our brains have to constantly process a flood of information that we receive through language, images and symbols. A lot of times, new information is different or in conflict with what is familiar to us. So how do human brains make sense of all this? How do we organize the world to make it easier for our brains to process? We do this through patterns. Subconsciously, our brains interpret the messages and information we constantly receive by organising it all into patterns and categories based on common themes or stereotypes. Cognitive scientists refer to these patterns as ‘Frames’ — mental structures that shape the way we see the world. We use framing to articulate our world views and beliefs, and inevitably, framing becomes closely associated with language. We use words in a language to define and communicate our ‘frames’ and beliefs, and over time, those words evoke certain unconscious, intuitive and emotional responses in us. Understanding framing and its link to language is important for us as activists if we wish to change other people’s frames or mindsets. 5
Page 1 and 2: COMMUNICATION GUIDE for activists w
Page 3: TABLE OF CONTENTS Why Communication
Page 7 and 8: META-NARRATIVES Many of the frames
Page 9 and 10: Social change is slow, hard work -
Page 11 and 12: Health Approach Often, as activists
Page 13 and 14: Experience and research demonstrate
Page 15 and 16: ‘Individual Responsibility’ App
Page 17 and 18: Reasonable Mode versus Rhetorical M
Page 19 and 20: - “This is freedom of religion.
Page 21 and 22: HOW TO HAVE EFFECTIVE CONVERSATIONS
Page 23 and 24: coupled with more tentative stateme
Page 25 and 26: 3) Embrace Grey Areas A person who
Page 27 and 28: KEY TO EFFECTIVE CONVERSATIONS ON K
Page 29 and 30: Four members of the Dawoodi Bohra s
Page 31 and 32: Part of the reason for this is that
Page 33 and 34: The main reason for this is as foll
Page 35 and 36: How could that be so? In her landma
Page 37 and 38: protection offered by circumcision
Page 39 and 40: Perhaps even more striking, the WHO
Page 41 and 42: Nevertheless, the search for “hea
Page 43 and 44: I would go one step further. All ch
Page 45 and 46: Gollaher, D. L. (1994). From ritual

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