Overcoming the Local Pothole Effect: How to Engage the Publics

by guest blogger, Maryna Taran

Photo source: grewlike

The more time I spend reading and writing about the field of international development and communication within that sphere, the more I understand that development, human rights and environmentalism are not the best dinner conversation topics. Even people who seem altruistic and empathetic get disengaged and quite frankly bored when they hear another horror story from a developing country.

During a recent presentation in my Health Communication class at American University in Washington, D.C., Ceci Connolly, a renowned journalist with a strong background in public health, summed-up my thoughts by saying something along the lines of: people are not likely to go home and talk about a crisis in Libya at dinner with their family, but highly likely to go home and talk about the health care reform, because it has a direct impact on them or because they may have had a neighbor who experienced first-hand some type of hospital malpractice. So, when it comes to communicating about global issues and/or advocating for causes that seem distant from people’s lives, it is difficult to establish a level of interest that will drive the public toward further actions or an attitude change.

A cute cat

Pictures of fly-ridden children or polar bears on melting icebergs typically don't entice people to protest in front of the White House, or "like" something on Facebook. So, why is it that local and personally-relevant issues are far more engaging (besides the obvious)?  Well, just like the Cute Cat Theory, which has people simply “stumbling upon” Internet advocacy issues while searching for pictures of cute cats and pornography, the Pothole Theory explains how people in general feel about international development issues.

The pothole theory boils down to one statement from Hersman – people care about themselves, their families, friends and people who are like them, so they want to engage in advocacy that relates to a “nasty pothole on [their] street that [they’ve] been scraping the undercarriage of [their] car against for a year.” 

Thus, to make disengaged advocacy “stick,” communication experts need to prime it in such a way that the information already has a “reference point” in the public’s mind. The information should already be readily accessible and somewhat relevant.

So, what does this mean? It means we should be using familiar imagery to frame the debate, as was done by Times magazine using a famous American historic photograph as a symbol for a fight against global warming. And there are ways similar to how large news channels make international news appealing – by making horrific personal stories seem to be happening to people just like their public, i.e. giving the character in the story a family, and an educational/employment background. The internet has many examples of websites that provide a collage of videos documenting people’s personal stories in advocating for specific causes, like ViewChange.org.

In the realm of online advocacy, individuals can also be engaged with a cause by having people use applications they know and love in a manner that exposes them to events that are in Steven Berlin Johnson’s words “just five blocks from your street [and which usually would be] the least interesting thing you could possibly imagine.”

Want to see the Pothole Effect in Action? Check out a viral video by the Enough Project that references to a familiar “I’m a Mac/ I’m a PC” concept in their message against the use of Congo’s natural resources in the production of electronics. Another example is a Filipino-produced Facebook game app, Alter Space, which focuses on reducing carbon emissions by setting game-play examples.

What's yours?

Need more information on the Pothole Effect? Check out a blog post Erik Hersman, one of Ushahidi's technological founders, where he further explains the theory and its differences by various experts, like Steven Berlin Johnson (co-founder of Outside.In, and his “Pothole Paradox”), John Mackie (his version of the Pothole Theory is called “self-referential altruism”), and even Adam Smith (Theory of Moral Sentiments).  

The Crazy Ones Lead the Way

by Karrin

I came across this YouTube video, posted by cherumaz and originally from Apple, and it got me to thinking about what it means to be different. We like to believe we are a curious species ready to learn and explore new territory.  The truth is, it’s not popular to question the current ways in which we live.  New ideas are not always welcome.  Those who go into unfamiliar territory are not always joined by others.  The unknown is dark and different; there is no way of knowing what will be there.  

If the few “crazy ones” go out on a limb, and either fall off or get some fruit, many others learn what’s possible.  Our human potential depends on those who are willing, to ask different questions, and go where the masses refuse to.  It is lonely to be one of the few, but the payoff in being “ahead of the times” is worth any feelings of isolation. To be ahead of the times is to be misunderstood by the many.  The many discharge emotions while the few make plans and execute them. 

The more people complain about new ideas the more it helps new ideas to spread.  In exploring new ways of doing things, experimentation is necessary.  The bold ones in this life are willing to experiment, mess up, and start over. They are willing to be laughed at and called Crazy for legitimate reasons.  The Crazy Ones teach the most.  They are the ones people are curious about, even if people don’t fully understand what they are up to. There isn’t much that can be said to the Crazy Ones that can stop them from pursuing what they know to be true.  Pay attention to the Crazy Ones; give it time, they may not be as crazy as you think they are.

New Generation New Relationships

Traditional relationships are not the norm anymore. Children today come from all types of homes with all kinds of people. It is not typical for a child to be surrounded by blood relatives and much more normal for children today to be cared for by a variety of rotating people. Parents, siblings, childcare providers, friends and relatives are not as well defined or consistent as they used to be. Kids today come from a variety of ever changing backgrounds. It’s a fascinating world out there.

Oprah Winfrey is a prime example of someone who defines relationships according to her own heart. She is not married yet in a long term relationship. Her friend and partner Stedman Graham is rarely spoken about or seen in public. Oprah offers no explanation and gives no apology for her lack of tradition in declining to be married. She does not hesitate to pronounce her love for Stedman. Stedman is a gracious man, recently demonstrated by his heartfelt tribute to Oprah in her grand finale show. His book You Can Make It Happen clearly identifies him as the man that sparks the magic. He is the underground hidden master while Oprah is a type of Diva or Goddess to many. Her ability to define her own relationship to her audience, the many issues in the world today, and the special people in her life has enabled her to find herself. People can relate to her and feel empowered in her presence.

Even traditional fundamentalists do not complain about Oprah’s personal relationship being out of wedlock. People respect Stedman. Stedman was ahead of his time writing and teaching powerful concepts that have clearly influenced Oprah’s core values. “Your spiritual well –being begins with you but it does not end there. It runs much deeper into the realm of how you relate to others; respond to others, and what you bring into the lives of others. It is a connection between your public persona and your innermost thoughts on what matters most in your life.”

Relationships are changing and have changed. The traditional model is one option but not the most popular. People have varied lifestyles, hobbies, opinions, knowledge and reasons for living. When it comes to relationships, we are all in new territory. Communication is more important than ever. The more we embrace people the more variety of relationships we will be exposed to. Exposure to others lives is the beginning of understanding the people and culture we live in and ultimately ourselves.

There are all kinds of people experiencing all kinds of extraordinary things in both traditional and non traditional ways. The important things in life, things like love and respect, are not limited to cultural beliefs. The new generation is open to a greater diversity of lifestyles and relationships. There is no turning back now. Learning to love people as they are sparks creativity in the heart of the individual which makes for a really cool culture.