Framing youth issues for public support
Ann Lochner1, Susan Nall Bales
1Applied Research Collaborative on Youth Development, University of Minnesota Center for 4-H and Community Youth Development, USA.
New Directions for Youth Development
|March 17, 2007
Summary
This study highlights challenges in promoting out-of-school learning for youth. A communication strategy using brain architecture and community contribution concepts proved effective in building public support.
Area of Science:
- Youth Development
- Educational Psychology
- Public Opinion Research
Background:
- Public support for out-of-school learning opportunities for youth (ages 9-15) faces significant challenges.
- Effective communication strategies are needed to convey the value of these programs.
Purpose of the Study:
- To develop and test a communication strategy to increase public support for out-of-school learning opportunities.
- To identify key messaging elements that resonate with the public.
Main Methods:
- Utilized insights from local and national research and reframing concepts.
- Developed a communication strategy with the leadership of the Frameworks Institute.
- Focused on messages related to skill development and future leadership.
Main Results:
- Messages emphasizing the developmental need for skill practice, illustrated by brain architecture, were effective.
- Highlighting the role of community contribution in fostering future leadership also proved valuable.
- The strategy aimed to present the value of these opportunities in ways less likely to be dismissed.
Conclusions:
- Strategic communication, focusing on developmental needs and community impact, can shape public will towards supporting youth out-of-school learning.
- Framing messages around brain development and future leadership enhances public acceptance.
- Overcoming public dismissal requires carefully crafted, evidence-based communication.
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