Reading:
Social Impact Framing
Social impact framing is a communication approach employed by companies to influence public perception and enhance their corporate image. This technique involves carefully managing the public perception of their activities by emphasizing their positive social contributions while reducing potential criticisms. Companies use language, visuals, and storytelling to position themselves as champions of social causes and align their brand with values that resonate with consumers. By employing social impact framing, businesses seek to build trust, enhance brand loyalty, and attract consumers that care deeply about social issues.
Listening:
Question:
Using the examples from the lecture, explain the concept of social impact framing. (30 seconds to prepare, 60 seconds to speak)
Sample Answer:
Social impact framing is when companies emphasize their positive social contributions in order to attract customers and enhance their sales. The professor gives a couple of examples of this. First, he mentions how a fashion company with a new line of clothes might choose to emphasize their environmentally friendly practices. They could do this by having advertisements that emphasize how they use recycled materials in the manufacturing process, they might put slogans about recycling in the ads. And they could even include images of their recycling facilities. Secondly, he mentions how a tech company with a new cell phone app to teach kids to read might emphasize how the app can really help low-income families. For instance, they could have videos of kids holding up their report cards while smiling and being proud of themselves after they’ve used the app to improve their reading ability. This can improve the company’s image and its sales.