Narrative and messaging considerations
PRO-DEMOCRACY NARRATIVE PILLARS
While pro-democracy advocates are welcome to use the message frame described in this guide and tested to be effective with broad constituencies verbatim, it is not the only way to articulate the Freedom Matters narrative. This message guide is intended to provide pro-democracy advocates with grounding in the research that informed the narrative and its message framework so that they can make their own decisions about how to articulate the narrative and adapt the messaging to best meet their specific needs and to resonate with their audiences and stakeholders.
In helping them to do so, Metropolitan Group has drawn on the research we conducted globally and in the United States to identify a set of pillars that are essential to effective pro-democracy narrative articulation and supporting messaging. We used these pillars in the development of the framework described in this guide, which was validated through quantitative and qualitative research to be effective in generating significant levels of agreement, perceived relevance, and likelihood to share across a broad spectrum of demographic audiences with different political worldviews.
We invite pro-democracy advocates to use these pillars in crafting their own messaging.
1. Center core pro-democracy values that resonate across a broad audience, especially freedom.
Effective democracy messaging begins with values that resonate across differences — especially freedom, which 90% of Americans surveyed identify as the most important value associated with democracy. Research shows that people connect most strongly to democracy when it is framed not as an abstract system, but as the protector of their basic freedoms and rights, and as the foundation for a fair society where everyone is treated equally under the law. By leading with shared values, communicators can broaden appeal and ground the conversation in what people already care about. The nine core values our research shows are most closely and authentically associated with democracy are: freedom, fairness, fearlessness/ strength, representation, responsibility, safety/security, honesty, prosperity, and family/belonging.
2. Define inclusive and participatory democracy beyond elections.
In the U.S. and the other 11 countries we studied, many people default to thinking about democracy only in terms of voting and elections, which can readily be manipulated by anti-democratic actors who say: “I was elected, so everything I do is democratic.” Our research found that “democracy appropriation” is the most frequent pro-authoritarian narrative. Effective pro-democracy messaging includes references to free and fair elections while also including other elements of a democracy. Our research shows that the five elements broadly seen as the most important across all major demographic groups and political perspectives include: free and fair elections; checks, balances, and limits on power; freedom of speech and assembly; a justice system that treats everyone fairly no matter who they are; and open and honest government that is held to account by the people. Democracy works best when people see it as an ongoing, participatory system where everyone belongs and has a role—not just something that happens on election day.
3. Amplify benefits that are best advanced in a democracy.
Research shows that the benefits people recognize and value most in a democracy are: a justice system they can trust; access to healthcare, education, and housing; control over their own lives; increased opportunities for themselves and their communities; and increasing trust in each other and our government. When people understand democracy as the system that delivers tangible benefits and helps solve real problems, they are more likely to value and support it.
4. Connect democracy to people’s everyday lives.
Too often, pro-democracy champions talk about the theory, principles, and institutions of democracy. Framing democracy in an academic way makes it harder for people to recognize the ways in which democracy touches their daily lives. Democracy should be made concrete and relatable by linking it to daily experiences — safe neighborhoods, fair workplaces, quality schools, and reliable services. Rather than staying at the level of institutions or ideology, effective messaging shows how democratic principles shape the conditions people live in and the opportunities available to their families and communities. See below for a list of some frequent phrases audiences can experience as too technical and alternatives to consider.
5. Remind people that democracy is a shared responsibility.
A core insight across the research is that democracy is not something we passively inherit — it is something we actively maintain together. Framing that positions strengthening democracy as up to elected leaders does not resonate as well as framing that makes it all of our responsibility. Messaging should emphasize that citizens, communities, and leaders all have a role in upholding democratic norms, participating in civic life, and holding institutions accountable. This sense of shared responsibility reinforces both agency and collective ownership.
6. Acknowledge that democracy isn’t perfect and we can improve it together.
To be credible, pro-democracy messaging must recognize that the system is not perfect and has, at times, fallen short of its ideals, and has not always included or treated everyone fairly. Care must be taken not to dwell on the deficiencies of democracy or you risk reinforcing the sense of futility and loss of agency people already feel. Acknowledging the gaps between the ideal and the reality of democracy builds trust and opens the door to a forward-looking message. In our testing, explicit acknowledgement of democracy’s challenges (“Our country hasn’t fully lived up to the promise of freedom.”) paired with a statement of optimism that these challenges can be met, (“But a strong democracy isn’t afraid to admit that and do the hard work of being better tomorrow than it is today.”) inspired nearly two-thirds of survey respondents to want to work together to improve our democracy. This framing also connects with core principles of democracy — that it improves through participation, accountability, and collective effort.
Guidelines for Effective Communication
Decades of work in the development, dissemination, and evaluation of communication to create a more just, healthy, and sustainable world has led to the identification of six guidelines that make communication more effective. These guidelines are not unique or specific to pro-democracy communication; they can and should be considered “universally” applicable to all social purpose communication. When used in alignment with the narrative and messaging pillars described above, however, they can help create stronger pro-democracy communication that is:
VALUES-BASED: Center or highlight core values in all communications.
People make decisions about what to believe, and what (if anything) to do, based on the extent to which they connect what they’re hearing (including facts and data) with their deeply held values and perceptions about how the world works. So it’s important that communication be designed to evoke core values that are widely held and authentic in terms of their connection to priority values for governance (e.g., security and representation), the idea and practice of democracy (e.g., freedom and fairness/strength), and those that are important in people’s personal lives (e.g., family/belonging).
Tip: Recommended Pro-Democracy Values to evoke are: freedom, fairness, fearlessness/ strength, representation, responsibility, safety/security, honesty, prosperity, and family/belonging.
ASSET-FRAMED: Focus on opportunity and benefits (assets) instead of challenges and shortfalls (deficits)
Deficit framing for broad audiences can reinforce pro-authoritarian narratives about democracy not meeting people’s needs, and can be demoralizing. At the same time, acknowledging the challenges confronting democracies maintains credibility, demonstrates awareness of current realities, and offers solutions that are only possible in democracies. People want and need to understand what democracy means in the context of their lives. For most audiences, communication should focus on filling that gap while also drawing a contrast between democracy and authoritarianism.
Tip: Avoid using deficit-based language, like “Democracy is in decline.” Instead, lead with the strengths of democracies — for example, “The combination of freedom, fairness, and fearlessness is why democracies can best solve our shared challenges and build strong communities and a safer world.”
RELATIONAL, NOT TRANSACTIONAL: Use language that focuses on what matters to people.
Utilize language that is relational (focusing on what matters to people) and avoid language that is transactional (focusing on quantifiable or immediate-term comparisons). For example, the phrase “Democracy delivers” implies outcomes or impacts on people’s lives that might not have been fully manifested, inviting identification of all the ways in which democracies have not yet delivered for the people they serve. As a result, one of the most dominant and salient pro-authoritarian narratives is “Democracy doesn’t deliver.”
Tip: Talk about the ways in which democracies create opportunities to make a difference in people’s lives — for example, “When people are free to live and speak their minds without fear and are treated fairly, they can pursue an education, access health care, and provide for themselves and their families.”
ACCESSIBLE: Use everyday, easy-to-understand language.
Use everyday, easy-to-understand language with tangible references that connect the idea and practice of democracy with what matters to people, instead of relying on jargon or technical terminology that can easily be misunderstood and can be off-putting. Communication should describe what democracies look like in practice and how they help to manifest what people care about in order to bolster support for democracy.
Tip: When possible, avoid using words or expressions that might be unclear or confusing, like “transparent,” “accountability,” or “rule of law.” Instead, use words that are more clear, like “honest and open,” “answers to the people,” or “treats everyone fairly.” See the Accessible Language section below for more examples.
CULTURALLY RELEVANT: Use a cultural context lens when applying narrative and messaging, and in crafting stories.
To be effective in reaching and engaging audiences, narrative and messaging must be tailored to specific communities or populations and grounded in cultural relevance, reflecting both the cultural heritage and the contemporary lived experience of your audiences. Messaging that fails to be grounded in cultural context or disregards current realities will raise concerns about credibility and is bound to be rejected.
Tip: Incorporate localized, culturally rooted metaphors and imagery to connect with audiences and establish relevance. Determining when to use or not use metaphors is also an important part of respecting cultural context. When communicating with culturally and linguistically diverse communities, some metaphors may not have relevance or could feel exclusionary.
ACTION-ORIENTED: In your call to action, provide the specific actions that you would like your audience to take.
Where possible, customize the call to action with your specific ask or opportunity. Without stating the actions you want people to take, your audience can be left feeling motivated, but unsure of what to do next.
Tip: Based on your organization’s or movement’s work, augment the call to action with specific opportunities ranging from signing up for more information, to participating in a town hall or public meeting, to sharing this information with family and friends, to supporting and advocating for specific policies or practices.
Accessible Language
Below are suggestions for language to replace frequently used phrases that are more technical. They are not hard rules, because there are audiences and use cases for which the specific language in the “instead of this” column may be the right framing. For example, when communicating with counterparts in partner governments or democracy professionals, more technical and precise language may be more appropriate. However, when communicating with broad audiences, using more relatable language can increase the relevance, understanding, and impact of your messaging.
| Instead of this … | Consider this … |
| “accountable government,” “accountable governance,” or “accountability” | “government that is responsive to the needs of the people” |
| “government that answers to the people” | |
| “advancing technology for democracy” | “using technology to bring us together and help make democracy work better for everyone” |
| “using technology to make democracy more accessible to us all” | |
| “bolstering democratic reformers” | “supporting people fighting for democracy” |
| “supporting people fighting for your rights” | |
| “co-equal branches of government” | “No one person, party, or part of government has too much power” |
| “separation of powers” | |
| “checks and balances” | |
| “Democracy delivers.” | “Democracies are better able to solve global challenges and improve people’s lives.” |
| “Democracies help build strong communities and a safer world.” | |
| “Democracy is in decline.” | “Democracies are rising to the moment, which is why authoritarians are on the attack.” |
| “Freedom and fearlessness are why democracies are stronger and better able to rise to the moment in finding innovative solutions to the challenges we face.” | |
| “Democracy is messy,” or “Democracy is a work in progress.” | “Democracies aren’t afraid to question themselves and welcome new ideas.” |
| “Democracies are committed to doing the work to improve themselves.” | |
| “due process” | “a justice system that plays by the rules for everyone” |
| “just and fair treatment for everyone regardless of their background” | |
| “fair treatment under the law”treated fairly no matter who you are” | |
| “a government that respects people’s rights” | |
| “economic inequity” | “gap between rich and poor” |
| “economic unfairness” | |
| “unequal access and opportunity” | |
| “equitable” or “equity” | “fair” |
| “for everyone” | |
| “treated fairly no matter who you are” | |
| “fighting corruption” | “fighting for (or creating) honest and open government” |
| “good governance” | “government that works for everyone” |
| “honest and responsive government” | |
| “historically marginalized” or “vulnerable populations” | “people (or communities) that are left out and left behind” |
| “participatory electoral systems” | “free and fair elections” |
| “honest elections” | |
| “elections where every vote counts” | |
| “participatory democracy” or “democracy giving voice to all” | “everyone matters” |
| “making sure everyone is heard” | |
| “every vote counts” | |
| “rule of law” | “everyone treated fairly” |
| “a justice system that treats everyone fairly, no matter who they are” | |
| “justice you can trust” | |
| “no one is above the law” | |
| “supporting free and independent media” | “supporting freedom of the press” |
| “transparent” or “transparency” | “honest and open” |
| “open to everyone” |