Marilyn Kraft, MBA, REHS Dave Dyjack, Dr.

PH, CIH CUPA 2012

The Program
Module #1 Framing Module # 2 Critical Thinking Lets begin by calibrating our brain

What Do You See?

Framing: What is it?

How does the public think about a particular issue?

which ultimately affects their choices Frames are organizing principles that are socially shared and persistent over time, that work symbolically Subtle selection of certain aspects of an issue in order to cue a specific response structure the social world Suggests potential solutions conveyed by images, stereotypes, messengers, and metaphors

Why It Matters
Perceptions shaped by core beliefs
New thinking challenges core beliefs

If challenged we revert to familiar Makes it hard for people to hear new messages We have to connect people to a different frame

Listen and process

Identity affirmation - - individuals affirmatively

process information consistent with their cultural values Pluralistic advocacy are more likely to accept information if conveyer portrays diverse values, on both sides of the debate Narrative framing resonates with narrative templates or schemes

How We Process Information

Mental shortcuts help us make sense Communication has cues about where to fit information into existing knowledge
Helps us connect to shortcuts or dominant frames

New information seen through dominant frames

Our understanding is frame-based
Not fact-based

Dominant Frame
Habits of thought Establish expectation Lay foundation for everything we hear Cultural lens

EH Framing: Short Video Frameworks

Thoughts on the Film Clip

What does this short film mean to you? As you think about your profession, can you identify

your frame(s)?
What are your customer and co-workers frame?

How might you change the way you interact?

2012 Newt Gingrich Florida Election Results

46% (Romney) to 32% (Gingrich)

Press: Romney demolishes Gingrich Romney: Im the best man to beat Obama Gingrich: Its now a two man race

Ron Paul: 1913 wasn't a very good year. 1913 gave us the income

tax, the 16th amendment and the IRS.

Occupy Wall Street: Management Frame

~400 cities in U.S. U.S. Megacity: Political Issue Mid Sized City: Public Health Issue Mid Sized City: Public Safety Issue Dave Dyjack: Refugee Model Issue

Framing a Riot
"[Rioters] are lawbreakers, destroyers of constitutional

rights and liberties and ultimately destroyers of a free America." -- Lyndon B. Johnson, American president, 1965
"A riot is at bottom the language of the unheard." --

Martin Luther King, Jr., American civil rights leader, 1967

Katrina: Government as Oppressor

Katrina showed what happens when state and local

officials become dependent on the federal government Katrina reveals the dangers of environmental organizations that sue to stop levee-raising projects in order save an obscure species. Katrina proves that we must expand our domestic oil and gas production by opening the Arctic National Wildlife Refuge and eliminating environmental protections.

Katrina: Govt as the Oppressor

Katrina showed the importance of individual responsibility. Those who

failed to take individual responsibility to get out suffered greatly or even died. Those who stayed behind to loot or act in otherwise unlawful ways revealed the underbelly of urban liberalism and government welfare.
Katrinas drain on the economy makes tax cuts all the more necessary

as a spur to economic growth.

Katrina sets our priorities straight: rebuilding homes and businesses

rather than spending on government entitlement programs like the Medicare drug benefit, Medicaid, the Centers for Disease Control, the Corporation for Public Broadcasting, global AIDS funding, and so on.

Summary
Whenever conservatives have their back to the wall,

they redouble their efforts and turn disaster -- literally and figuratively -- into ideological and political gain
Other current examples?

Alternate Response to Katrina

Bush lacked leadership. Bush was told in advance and didnt respond in time. Bush had sent the National Guard to Iraq when its ranks

were needed at home. Bush loaded the Federal Emergency Management Agency with incompetent political hacks like Michael Brown. Bush took money from levee reconstruction and used it for the war and to render tax cuts. Bush failed to preserve the wetlands that would have mitigated the storm surge, reversing Clinton policy. Bush has refused to address global warming, which contributes to the frequency and severity of hurricanes.

Next time around. Government as Assister

The tragedy of Katrina and response was a matter

of values and principles: Empathy Responsibility Fairness

Illustration Derived from Framing Katrina by George Lakoff & John Halpin The American Prospect. 2005

Framing Strategy Includes

Connecting issue w/ valued frame

Thematic not episodic context

Simplifying model or metaphor Messengers Visuals Tone

20

 Level One Big ideas, like freedom, justice, community, success, responsibility Level Two Issue types, like the environment or child care Level Three Specific issues, like rainforests or earned income tax credits

21

Level One Examples

We want to live in a society that is

Authentic Caring Committed Community focused Competitive Connected to others

Increasing Knowledge Nurturing Positive in Outlook Responsible Safe/ Secure

22

Level Two
Level 2 frames can focus on issues like children,

elderly, education, friendship, or corporate America

Level 2 can also be a new or novel way of grouping issues together
Prisons and education Children and corporate America

Hazardous materials and social responsibility

23

Building a Framing Story

Connect your issue to a Level 1 value
Ask what kind of world people want to live in

Ask what would that world look like?

Level 2 connected to level 1 Many issues can fit into Level 2 for different purposes

Level 3 specifies how Level 2 is achieved

Tell a story linking levels 1 to 2 to 3

24

Linking Levels Together

Tobacco
Level 1 - We want to live in a truthful society Level 2 - Companies are honest about their products Level 3 Policies that require disclosure of product

contents

Hazardous Materials
Level 1 - We want to live in a society free from toxics Level 2 - Regulations can help reduce exposure Level 3 Successful program implementation in 2012

25

Gain versus Loss Framing

If certain of outcome
Gain framing is more effective

If uncertain of intervention outcome

Loss framing is more effective

Pointing out problems

Creates negative reaction

Cultural targeting
Enhances effectiveness with right frame Not more effective if combined with wrong frame

26

Hazardous Material Examples

Frame Outcome Types Example 1 Example 2 Gain Certain Law awaiting effective date. Advances in technology. E-reporting mandate New technology is available for leak detection Loss Uncertain Funding issues. Laws & Regs in fluctuation. E-reporting grant funding delay Rewrite of Title 23 UST regs due to new federal UST regs

________ ????
Language Specific 1

________________________
The outcome is fairly certain.

_______________________________
The outcome has a lot of uncertainty

Facilities will now be able to Update inventories online with fewer agency variations.

Agencies may not be able to Perform outreach, update systems, meet deadlines.

Specific 2
________ ????

Use component/procedure X as listed/referenced.

__________________________
What is the gain?

Have the authority to enforce X or to allow previously authorized Y.

_______________________________
What is the loss?
27

Metro Atlanta Chamber of Commerce

As empty nesters and singles out-pace the growth in households with kids, the region is seeing an increasing demand for walkable, low-maintenance communities, conveniently located to shops, jobs and recreation. Where, howand whetherwe will meet this demand are the key questions for the future

Framing
Denial, in which you can't believe that what you've done in the past doesn't work, even though you know better, and can only dimly see how you might do it differently. Wonder and Ah-Ha!, in which suddenly everything you see is Framing! Framing! Framing! Paralysis, in which you are afraid to frame because you know the bad frames are in you. Assimilation, in which you hunker down, read and think more, and try to learn how to get yourself unstuck. Awkwardness, in which your frame has the head of a cat and the tail of a dog, but you recognize it and keep trying. Integration, in which you successfully reframe a piece and it works, and you keep doing it, and it works better.

Conversion, in which you realize that you had better share your knowledge with your colleagues and coalitions or their frames will undermine yours.

Jeanne Ryder http://www.frameworksinstitute.org/sevenstages.html

Which do you find as more inspirational and would act on? What are you thinking?

Frames
Create Context Implications for critical thinking

Are everywhere
Lets take a break

Acknowledgements & Resources

Susan Kirby Dr.PH: susan@kirbyms.com Frameworks Institute, Washington, D.C.

www.frameworksinstitute.org
Nathaniel Kendall-Taylor, Director of Research,

Frameworks Institute

Marilyn Kraft, MBA, REHS Dave Dyjack, Dr.PH, CIH

Critical Thinking Defined

Careful application of reason in the determination of whether

a claim is true or a process that questions assumptions

combines research, knowledge of historical context, and balanced judgment

Type of critical analysis: disciplined intellectual criticism that

Critical thinking is the intellectually disciplined process of

actively and skillfully conceptualizing, applying, analyzing, synthesizing, and/or evaluating information gathered from, or generated by, observation, experience, reflection, reasoning, or communication, as a guide to belief and action

Where can you use it?

Determine what information is or is not pertinent Recognize logical flaws in arguments

Avoid over stated conclusions

Recognize that a problem may have no clear answer or

single solution

Can you find the flaw?

The cool thing about being famous is travelling. I have always wanted to travel across seas, like to

Canada and stuff.

Britney Spears

What do you make of these?

Lawn mowers create more air pollution than jet skis The Clinton Administration implemented the biggest

tax increase in history LIAs close fewer cases than LOPs. The ABC Company in San Bernardino has more violations than the ABC Company in San Diego. XYZ Company in San Francisco is more hazardous than Freds Company in Sacramento.

Concepts of Risk
Risk Analysis Matrix

Less Risky

More Risky

Probability of Event

Severity of Consequences

The Basics
1.

Claims - things we say or in express in writing to convey information, opinions or beliefs Issues are a question is the claim true or false?

2.

3.

Arguments is produced to support that a claim is true

conclusion is true and 2) is relevant to the conclusion considering the relevant facts or evidence

Premise 1) can offer support for the conclusion if the Conclusion - a decision made or an opinion formed after

Argument
An attempt to support or prove a claim or assertion by

providing reasons for accepting it

Two Kinds of Arguments

1.

Deductive - conclusion must be true provided that the premises are true Claim: Dave Dyjack is taller than Kristen Riegel

Premise: Dave Dyjack is taller than Marilyn Kraft. Premise Marilyn Kraft is taller than Kristen Riegel.

Conclusion: Dave Dyjack is taller than Kristen Riegel.

2.Inductive Argument
Inductive doesnt prove or demonstrate a conclusion, they

support it. The more support the premise of inductive argument provides for the conclusion, the stronger the argument is.
Makes arguments are stronger or weaker (in court: beyond

a reasonable doubt)
Caution: Research has demonstrated that people are

inclined to seek solutions to problems that are more consistent with known hypotheses -remember those Frames!

Inductive Reasoning Example

Premise: White swans are the only swans we see in Europe Premise: White swans are common in my community

Premise: My pillow is filled with swan down, which is white

Premise: I live in Europe Conclusion: All swans are white

Class Exercise
Choose an example of deductive reasoning used in

CUPA work. List the premises which lead to the conclusion.

List one example of inductive reasoning used in CUPA

work. List the premises which lead to the conclusion.

Explanation
A claim or set of claims intended to make a claim,

object, or event or state of affairs intelligible

Causal Explanations two (2) types

Type 1 Physical Explanation domain of the natural

sciences, includes: Atmospheric conditions Relative humidity Temperature LEL meter readings PH Geological conditions

Physical Explanation Cautions

Check Assumptions
What are you really measuring/observing? Did you measure only what you were looking for? What else

might be there? Are your conclusions consistent with what you were and were not measuring?

Why measure O2 before LEL? In what type of solutions will pH paper not register a result? What must pH paper have in order to measure acidity? What data is your conclusion based on? What is at risk?

Type 2: Behavioral Explanations

Tries to elucidate causes of behavior History Psychology Political science

Sociology

Technical vs. Adaptive* Challenges

Technical Challenges
At least one known solution exists Some expert, somewhere, even if it

Adaptive Challenges
Problem has never been defined

requires specialized resources or skill, knows exactly what to do Addressed in regulations, operating directives, guidance, training, procedures. UPA Examples: Install an underground storage tank system in accordance with all manufacturer, local, and State requirements Determine if a substance meets the regulatory definition of hazardous waste Correct local database support code tables to match the CERS2 data dictionary requirements

or the issue never resolved. The issue is new, never seen before. No one knows exactly what to do. Requires team effort. UPA Examples:

Compliance where owners is without

motivation or resources Computer or English language proficiency or access for regulatory compliance issues New UPA business processes resulting from mandated e-reporting

*Adaptive challenges is a concept of Ron Heifetz, Kennedy School of Government

Technical vs. Adaptive* Problems

Type Problem Definition Clear Solution & Implementatio n Clear Kind of Work Technical Systematic, Detailed Technical and Adaptive ? ? III Requires Learning ? ? Requires Learning Adaptive Multi-disciplinary Long & Team w/ Uncertain Leadership ? ? Assign? Time/Cost

Individuals, Contractor ? Qualified Team

E.g. II

Using Align with Wrong Field Standard Clear Requires Learning

Predictable by work volume ? Moderate

E.g.

E.g.

Some things worthy of explanation

Why was Governor Gray Davis recalled? Why has the Yucca Mountain nuclear waste site not

been commissioned? Why did the ethylene oxide release and explosion at Sterigenics facility in Ontario, California occur? (http://www.csb.gov/newsroom/detail.aspx?nid=152 ) Why are specific inspectors reluctant to pursue formal enforcement action against specific recalcitrant violators? Why did or will specific violators not do very basic specific documented actions to return to compliance?

Argument
When we give a reason for doing something , we are

presenting an argument for it Example: Formal enforcement action against WM Company is appropriate because

there is a pattern of recalcitrance evidence here The company has been given due process notice and

opportunity to comply and has failed to return to compliance. Evidence here The company handles a regulated substance anhydrous ammonia, which on 1/1/11 was released but not reported by the facility. Combined with multiple business plan and CalARP violations, this situation has a high potential for harm to the public , their employees, and response personnel.

Explaining
When we cite an individuals reason for doing something,

we are explaining why he or she did it Example: Inspector Jones filed a formal enforcement action against WM Company because:
the company had not returned to compliance after the other

informal processes failed. His performance goals include inspecting all handlers in his district every 3 years , with 70% return to compliance, and an expectation to file 3 formal enforcement actions his most recalcitrant violators this year. Inspector Jones wants to promote to a lead position.

Explanations
Are relative a good explanation for you is not

necessarily good for everyone else Example: a puddle under the toilet might be explained by a leaking wax seal If you own the house, you might want to know why If you are renting the house, simply call the landlord
Explanatory Adequacy is relative to ones needs Cannot be ambiguous, vague, incompatible with

established fact

Can we think of examples where an explanation is needed in Hazardous Materials Management?

How does CERS work? Audience: Small business: You need to have an email address, access to a computer, and a paper version of your forms so you can Multijurisdictional business: Talk to CalEPA setting up organizations and electronic data transfer. Emergency Responders: Either youll like the online interface or well have to figure out how to get you what you want but it wont be paper anymore What are my options for managing used oil? Simple: Consolidated manifesting or HW hauler Odd: Remote Consolidation, Limited self transportation, etc. Example of principle is that inspectors typically dont bring up all the convoluted legal options that are more likely to lead someone to non-compliance unless the situation might fit.

Explanation Adequacy
Depends on level of granularity needed by customer Testability is the water under the toilet cold? Be consistent Not be in conflict with fact or theory

Not be circular
Avoid unnecessary assumptions or unnecessary

complexities

Forming Hypotheses
AKA Inference to the best explanation Method of difference what is different about today (or the

situation under consideration) from other days? is associated with another condition (example)

Method of Agreement (co-variates) issue under consideration Be careful, association and causation are different things Post hoc fallacy (i.e., one thing caused another because it

happened before the outcome under question)

Confounders
Connection between A and B is coincidental A and B result from a 3rd thing

B caused A rather than other way around

Proof by disproof
Dont fall into this trap Appeal to Anecdote ( I took a zinc tablet and didnt

catch a cold. Hence, zinc prevents colds)

Confusing Explanations with Excuses. Dont allow your

frame to overwhelm you into sympathy

Writing Argumentative Essays

A statement of the issue A statement of ones position on that issue Arguments that support ones positions Rebuttals of arguments that support contrary positions

Rebuttals
Confine your statements to your opponents views Do not call opposing arguments absurd (remember

framing) Where an element of an opposing view is good, call it out Concentrate on the most important considerations Present your strongest arguments first

Things to avoid in the written word

Clichs Generalizations Exaggeration Passive writing style

Lack of specificity
Verb noun disagreement Parenthetical remarks

How to Improve?
Conducted review of training records onsite. Poor housekeeping.

No labels on drums.
Inadequate funding and staff.

Source Credibility
Education Relevant Experience Relevant Accomplishments Reputation

Objectivity/Lack of Bias/Lack of or Transparent Vested

Financial Interest Evidence Specific to this Site

Experience & Site-Specific Evidence

Common Sense & the Obvious Dont ignore it Dont stop at it Dont underestimate the ability of intelligent & educated people to: Ignore it Stop at it Ask questions until you are satisfied.

Euphemism vs Dysphemism
Positive expression for Opposite of euphemism

something that is usually negative

Pre-owned cars Used car Terrorist

Freedom fighter

What Do You See?

Conclusions
Framing

Critical Thinking

Acknowledgements
Critical Thinking 9th Edition. Brooke Noel Moore

and Richard Parker. McGraw Hill Publishers, 2009.

California-Nevada Training Center