Framing the Tiger

       

(Written from Delhi, India, November 21)

So our final hours together yesterday at the Kahna Circle (reported in earlier posts pertaining to the gathering of world experts on wild tiger matters) were spent in reviewing our re-framing of the wild tiger in a manner appropriate to the global effort this group plans to lead to ensure that there will be ten thousand wild tigers in ten years. 

Let's take a look at how the tiger has been "framed" in people's consciousness historically.  Prior to the 1950’s, the wild tiger was positioned as a dangerous man-eating animal, thus an ideal target for big game hunting.   Beginning in the 1960’s, however, the wild tiger was deemed itself in danger…of becoming extinct in a matter of decades if prevailing practices of hunting and other mistreatment of the species continued. 

The tiger was then successfully “re-framed” in the eyes of the world, from a dangerous man-eater to a creature worthy of man’s sympathy as an endangered species.  This re-framing was highly successful in reducing the tiger’s position as a big game target and drawing attention to the need to protect and conserve remaining wild tiger populations.  Over time, however, this “Save the Tiger” mentality has proven less and less effective.  It appears the “Save the Tiger” mentality has encouraged people, on the one hand, to assume that since the tiger still exists, it must not be so endangered after all (a kind of “you’re Crying wolf” scenario) and, on the other hand, to assume that if the wild tiger is truly endangered to the extent that many claim (the “doom and gloom” scenario), it is likely too late to do anything to stem the tide, so money and time spent on such an exercise are wasted.

The Kahna Circle participants re-framed the wild tiger yet again, this time in order to tap into deeply held values that can motivate behavior in a new innovative direction, resulting ultimately in the wild tiger’s ability not just to survive, but to thrive.  The group collectively agreed there are numerous practices already in place –some currently being pursued by organizations and/or individuals represented within the Kahna Circle experts—that, if broadened and appropriately financed and communicated, could increase the wild tiger population to the extent that the agreed-upon goal of “Ten in Ten,” i.e. ten thousand wild tigers in ten years, would be achieved.

We were helped in our efforts in Kahna by Bruce Budner, Executive President of the Rockridge Institute, a group of scholars and researchers committed to American progressive ideals.  Bruce and his team provide support to the progressive community, primarily to help articulate the American system of values.  The process of re-framing is set forth in George Lakoff's book Thinking Points: Comunicating our American Values and Vision, as well as Lakoff's earlier book Don't Think of an Elephant.  The connection between the Rockridge Institute's work and our efforts to increase the wild tiger population is the tactics used in re-framing public debate around issues of importance.  Our Kahna Circle group proved adept at grappling with the difficult work of identifying underlying values surrounding the importance of ensuring the continued existence of the wild tiger.  Now the challenge is to design and execute a world campaign using these re-framing tools.

I'm fascinated by the similarity between this group's efforts to tackle wild tiger issue and any business's effort to frame its products and services in order to appropriately connect to its marketplace.  The same challenges, and opportunities, are present. And both situations require keeping an open mind and a willingness to "get personal" in the necessary work to identify deeply held emotional connections we all have to products and people and experiences and yes, even tigers.