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https://theconversation.com/messages-can-trigger-the-opposite-of-their-desired-effect-but-you-can-avoid-communication-that-backfires-230844>
"The best graduation speeches dispense wisdom you find yourself returning to
long after the graduation tassels are turned. Take the feel-good life advice in
Baz Luhrmann’s song to a class that graduated 25 years ago. Only on a recent
relisten did I realize it also captures one of the research-based strategies I
teach for avoiding communication that backfires.
The tip is hiding in plain sight in the song’s title, “Everybody’s Free (to
Wear Sunscreen).” Communication aimed at promoting a certain behavior can have
the opposite effect when the message is perceived as a threat to individual
autonomy.
Health campaigns frequently use strongly worded messages that end up
backfiring. For example, strongly worded messages promoting dental flossing
made people angry and more likely to resist flossing their teeth. Coercive
alcohol prevention messages, with language like “any reasonable person must
acknowledge these conclusions,” instead increased alcohol consumption. In
contrast, the wording of the title “Everybody’s Free (to Wear Sunscreen)” is
less likely to backfire by emphasizing liberty of choice.
Research reveals lots of reasons why well-meaning attempts to inform, persuade
or correct misinformation go awry. Despite the ubiquity of backfires, formal
instruction about why they happen and how to avoid them is rare. The omission
inspired my new book, “Beyond the Sage on the Stage: Communicating Science and
Contemporary Issues Effectively,” which translates scholarship from across
disciplines into practical strategies that anyone can use to improve
communication."
Cheers,
*** Xanni ***
--
mailto:xanni@xanadu.net Andrew Pam
http://xanadu.com.au/ Chief Scientist, Xanadu
https://glasswings.com.au/ Partner, Glass Wings
https://sericyb.com.au/ Manager, Serious Cybernetics
