This is the third in a series of blogs looking at why we need men to help us break down the structures and systems that perpetuate gender inequality. In the previous two blogs, we looked at what framing theory is and the role of men in the gender equality movement. In this blog, we will explore the role of framing and cognitive dissonance in reinforcing attitudes and behaviours related to gender equality.
Understanding Cognitive Dissonance
Cognitive dissonance, as explained by social scientist Leon Festinger, refers to the discomfort we experience when our beliefs, attitudes, knowledge, or behaviours are inconsistent. Festinger argues that we have a strong psychological need for cognitive consistency and that we tend to reduce this dissonance by rejecting conflicting ideas, justifying our beliefs or seeking support from like-minded individuals.
Studies have shown that cognitive dissonance plays a significant role in explaining why some individuals struggle to accept the existence of racism and sexism today.
For instance, white individuals may downplay or deny racial prejudice to reconcile past behaviour with current cultural values. Similarly, some individuals refuse to believe in the persistence of racism to maintain their perception of America as a non-racist nation.
Cognitive dissonance may contribute to the reluctance of individuals, including male leaders, to address sexism in the workplace. It can kick in when men in power feel threatened; if they have been told by previous gender equality conversations that they have done something wrong or feel that an initiative will remove or damage their position in society, their instinct may be to immediately write off any conversation related to gender equality. Therefore, overcoming cognitive dissonance becomes crucial in enabling men to accept the challenges faced by women.
Addressing Cognitive Dissonance and Reframing the Conversation
To challenge negative beliefs and stereotypes about women in the workplace, we must acknowledge the existing frames individuals hold and guide them on a cognitive journey to arrive at new conclusions. Simply presenting new information or telling someone they are wrong is not enough to change beliefs or behaviours. Open discussions and logical thinking, connecting different pieces of information, can help reduce cognitive dissonance and facilitate attitude change.
Taking the right steps
So, what can be done? Keeping in mind the reality of cognitive dissonance and lessons from framing theory, there are a few key steps we can take toward bridging the gap:
Addressing unhelpful language: To engage men effectively, the narrative around gender equality needs to be reframed, avoiding unhelpful stereotypes and negative frames.
It can be helpful to take a look at previous materials created to support the cause of gender equality and analyse the language used – does it contribute to the perception of ‘positive discrimination’ or that men might get a raw deal as a consequence?
Instead, the language should highlight the benefits for men, both professionally and personally, and emphasise that gender equality initiatives do not promote discrimination but rather create a more inclusive environment.
Creating a safe space: Men have frequently been removed from conversations about gender equality and women’s rights, told they have no right to a voice on these issues and have been demonised for asking questions or challenging the demands made of them.
Conversations should be framed in such a way to invite men in, and which avoid the polarising or isolating language that has kept men out of this movement for so long.
To appeal to the frames that many men in high-power positions hold, it can be helpful to have these conversations led by individuals and role models who they trust and deem credible and authoritative, be those peers, family members, community members, or even celebrities.
Giving female and male facilitators equal voice and participation can send a powerful message of inclusivity. Creating safe spaces for men to discuss their perceptions, fears, and concerns about gender equality is crucial for fostering understanding and promoting dialogue.
Enhancing understanding: We need to help men understand more clearly the difficulties female encounter because of gender bias. This could look like a conversation of how the patriarchy harms us all, men and women included.
We should work to reframe the narrative to explain what men also have to gain by dismantling the patriarchal structures that rule our society. By beginning the conversation from a positive frame, they might just be more inclined to listen to the rest of what we have to say.
Challenging the ‘us’ and ‘them’
Overcoming cognitive dissonance and engaging men in the journey towards gender equality requires thoughtful framing and strategic conversations. It is crucial that we reframe the narrative in a way that challenges the traditional categories of ‘us’ and ‘them’, which tends to trigger frames about gender equality initiatives associated with a loss of power, missing out on opportunities or exclusion.
By addressing cognitive dissonance, we can create an environment that encourages men to challenge their beliefs – only then can we hope to create a more equitable future as a group.
You can read the entire blueprint for more about how we can help men to become better allies here.
