Explanations explicitly demonstrate how a cause leads to its effect, and therefore impacts how we think about solutions. If we omit the cause of a social challenge, people will default to inaccurate cultural models, or cognitive shortcuts. For instance, if they think individuals are responsible for their problems, they see them as responsible for solving their own problems, versus understanding systemic causes and public policy solutions. In contrast, FrameWorks notes that “By specifying what leads to what, and to what end — the process that connects causes to outcomes — communicators help the public understand the root causes of problems, recognize broader impacts, and see why certain solutions lead to meaningful change.” To take advantage of the way the mind works, and engage people in thinking about explanations, communicators need to craft messages that inspire “thoughtful consideration,” instead of call to mind prevailing “ways of thinking,” through “superficial” explanations. By giving the public enough solid, thought-provoking information, the former strategy allows explanations the potential to fulfill their goal of getting people to think more constructively. They can do this by deepening productive thinking that is shallow, bringing to mind useful but untapped ways of thinking, and addressing cognitive holes.
FrameWorks provides the below three evidence-based tools for explanation that “hav[e] demonstrated the power to help people connect social problems to meaningful collective solutions.” The publication offers useful examples of each through the lens of affordable housing on pages 10-11.
