Moral reframing: A technique for effective and persuasive communication across political divides

Feinberg, Matthew; Willer, Robb

doi:10.1111/spc3.12501

Cited by 304Psychology of Moral and Emotional JudgmentSocial and Intergroup PsychologyElectoral Systems and Political Participation

Moral reframing: A technique for effective and persuasive communication across political divides

Feinberg, Matthew, Willer, Robb·2019·Social and Personality Psychology Compass

DOI 10.1111/spc3.12501

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Abstract

The political landscape in the US and many other countries is characterized by policy impasses and animosity between rival political groups. Research finds that these divisions are fueled in part by disparate moral concerns and convictions that undermine communication and understanding between liberals and conservatives. This “moral empathy gap” is particularly evident in the moral underpinnings of the political arguments members of each side employ when trying to persuade one another. Both liberals and conservatives typically craft arguments based on their own moral convictions rather than the convictions of the people they target for persuasion. As a result, these moral arguments tend to be unpersuasive, even offensive, to their recipients. The technique of moral reframing —whereby a position an individual would not normally support is framed in a way that is consistent with that individual's moral values—can be an effective means for political communication and persuasion. Over the last decade, studies of moral reframing have shown its effectiveness across a wide range of polarized topics, including views of economic inequality, environmental protection, same‐sex marriage, and major party candidates for the US presidency. In this article, we review the moral reframing literature, examining potential mediators and moderators of the effect, and discuss important questions that remain unanswered about this phenomenon.

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Several messaging approaches may be effective, including emphasizing the benefits to the recipient, focusing on protecting others, aligning with the recipient's moral values, appealing to social consensus or scientific norms, and/or highlighting social group approval.
“Several messaging approaches may be effective, including emphasizing the benefits to the recipient 146 , focusing on protecting others (for example, 'wash your hands to protect your parents and grandparents' 147 ), aligning with the recipient's moral values 148 , appealing to social consensus or scientific norms 149-151 and/or highlighting social group approval 152,153 .”
From Using social and behavioural science to support COVID-19 pandemic response (2020) · cites this paper as [148]
Moral reframing that engages a given audience's moral perspective is a well-documented effective strategy.
“This directly contradicts a well-documented effective strategy of moral reframing that engages a given audience's (rather than the speaker's) moral perspective (Feinberg & Willer, 2019).”
From How to study democratic backsliding (2024) · cites this paper as Feinberg & Willer, 2019
Framing environmental issues in terms of conservative values such as purity, sanctity, commerce or patriotism might lead conservatives to express more support for pro-environmental legislation.
“framing environmental issues in terms of conservative values such as purity, sanctity, commerce or patriotism might lead conservatives to express more support for pro-environmental legislation275–279.”
From Cognitive–motivational mechanisms of political polarization in social-communicative contexts (2022) · cites this paper as [275]

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Authors: Feinberg, M., & Willer, R.
Affiliations: University of Toronto (CA)
Stanford University (US)
Corresponding author: Feinberg, Matthew
ORCID: Feinberg, Matthew
Willer, Robb
Venue: Social and Personality Psychology Compass
Publisher: Wiley
Published: 2019-12
Volume: 13
Issue: 12
ISSN: 1751-9004 (ISSN-L)
DOI: 10.1111/spc3.12501
OpenAlex: W2996728347
Cited by: 302
References: 80
Citations by year: 2026: 47 · 2025: 65 · 2024: 51 · 2023: 64 · 2022: 43 · 2021: 21 · 2020: 11
FWCI: 10.90
Type: journal article
Language: en
Open access: closed
Licence: onlinelibrary.wiley.com/termsAndConditions#vor (vor, 8 d)
Locations: Social and Personality Psychology Compass (publishedVersion)
Topics: Life Sciences › Neuroscience › Cognitive Neuroscience › Psychology of Moral and Emotional Judgment
Social Sciences › Sociology and Political Science › Social and Intergroup Psychology
Social Sciences › Political Science and International Relations › Electoral Systems and Political Participation
Keywords: moral reframing, political polarization, persuasion, political communication, liberals and conservatives, moral argument, moral values, economic inequality, environmental protection, same-sex marriage, presidential candidates

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Moral reframing: A technique for effective and persuasive communication across political divides

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