The topic of immigration is often used to divide us, setting up an “us versus them” frame, and tapping into fears around safety and stability. The path forward with this audience requires messaging that taps into their values without judging or fact-battling the legitimacy of their fears.
Research
- With our partners at GQR, we studied how white women are being targeted with disinformation and found that “the border crisis” was one of the most common narratives they were seeing, with 90% of those surveyed finding that narrative either very or somewhat believable.
- We then conducted an audience understanding survey to gain an understanding of what was factoring into opinions about immigration and the values at play, asking our audience if they agree or disagree with the statement “Immigration is changing culture in the US for the worse.”
- Those who agree with that statement feel frustrated, whereas those who disagree express feelings of hope. Across both groups, distinctions between legal and illegal immigration are common.
- Many voters in our audience value fairness, obeying laws, and safety. Purityis also a key value, particularly among women who strongly agree with the statement.
“There is a place for immigration in America for sure, we are all immigrants. But we have to limit immigration and we cannot allow or tolerate the illegal immigration that has become the norm here.”
Moderate, Republican white woman
Messaging Insights
Tips to consider when messaging to this audience:
- The topic of immigration is often accompanied by feelings related to racial resentment and social significance
. Identify and recognize voters’ fears and anxieties while also appealing to their desire to be “good and right.”
- Expand your audience’s in-group to include immigrants. For those high in in-group care, talk about how those closest to them can and will thrive in a country with immigration policies that support progress.
- Avoid judgment or fact battling about the legitimacy of their fears. Instead, counter the grievance-based narratives by connecting with them on their values, particularly hard work, purity, fairness, patriotism, and compassion
.