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Winners and losers: communicating the potential impacts of policies

Author

Listed:
  • Cameron Brick

    (University of Cambridge)

  • Alexandra L. J. Freeman

    (University of Cambridge)

  • Steven Wooding

    (University of Cambridge)

  • William J. Skylark

    (University of Cambridge)

  • Theresa M. Marteau

    (University of Cambridge)

  • David J. Spiegelhalter

    (University of Cambridge)

Abstract

Individual decision-makers need communications that succinctly describe potential harms and benefits of different options, but policymakers or citizens evaluating a policy are rarely given a balanced and easily understood summary of the potential outcomes of their decision. We review current policy option communication across diverse domains such as taxes, health, climate change, and international trade, followed by reviews of guidance and evidence for communication effectiveness. Our conceptual synthesis identifies four characteristics of policy options that make their communication particularly difficult: heterogeneous impacts on different segments of the population, multiple outcomes, long timescales, and large uncertainties. For communicators that are trying to inform rather than persuade, these complexities reveal a core tension between issue coverage and comprehensibility. We find little empirical evidence for how to communicate policy options effectively. We identify promising current communications, analyze them based on the above synthesis, and suggest priorities for future research. Recognizing the particular challenges of balanced, effective policy option communications could lead to better guidelines and support for policy decision-making.

Suggested Citation

  • Cameron Brick & Alexandra L. J. Freeman & Steven Wooding & William J. Skylark & Theresa M. Marteau & David J. Spiegelhalter, 2018. "Winners and losers: communicating the potential impacts of policies," Palgrave Communications, Palgrave Macmillan, vol. 4(1), pages 1-13, December.
    • Handle: RePEc:pal:palcom:v:4:y:2018:i:1:d:10.1057_s41599-018-0121-9
    DOI: 10.1057/s41599-018-0121-9
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    References listed on IDEAS

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    Cited by:

    1. Reynolds, J.P. & Archer, S. & Pilling, M. & Kenny, M. & Hollands, G.J. & Marteau, T.M., 2019. "Public acceptability of nudging and taxing to reduce consumption of alcohol, tobacco, and food: A population-based survey experiment," Social Science & Medicine, Elsevier, vol. 236(C), pages 1-1.
    2. Heather Hodges & Colin Kuehl & Sarah E. Anderson & Phillip J. Ehret & Cameron Brick, 2020. "How Managers Can Reduce Household Water Use Through Communication: A Field Experiment," Journal of Policy Analysis and Management, John Wiley & Sons, Ltd., vol. 39(4), pages 1076-1099, September.
    3. Reynolds, J.P. & Pilling, M. & Marteau, T.M., 2018. "Communicating quantitative evidence of policy effectiveness and support for the policy: Three experimental studies," Social Science & Medicine, Elsevier, vol. 218(C), pages 1-12.
    4. Mantzari, Eleni & Reynolds, James P. & Jebb, Susan A. & Hollands, Gareth J. & Pilling, Mark A. & Marteau, Theresa M., 2022. "Public support for policies to improve population and planetary health: A population-based online experiment assessing impact of communicating evidence of multiple versus single benefits," Social Science & Medicine, Elsevier, vol. 296(C).
    5. Axford, Nick & Morpeth, Louise & Bjornstad, Gretchen & Hobbs, Tim & Berry, Vashti, 2022. "“What works” registries of interventions to improve child and youth psychosocial outcomes: A critical appraisal," Children and Youth Services Review, Elsevier, vol. 137(C).
    6. Bonomi Bezzo, Franco, 2021. "Universal Independence Income. A EUROMOD Utopian Simulation in the UK," EUROMOD Working Papers EM3/21, EUROMOD at the Institute for Social and Economic Research.

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