Human rights fatigue

But it may be that more "education" does not so much "inform" as simply "reinforce" initial impressions. More information simply reinforces existing views because we read selectively: we know our position and look for information to reinforce it and not to challenge it.

Even if people were to develop doubts about their views, it may not be in their own best personal interests to voice them; they continue to maintain their original views so as to be acceptable to their social group (or to maintain their ratings if they are in the media). There will be no dramatic conversions.

In other words, it may be that the traditional language we use in the human rights context no longer works.

New ideas for communications

First, there is the lesson from the longest running radio series in world history: BBC's The Archers. During World War II the UK became self-sufficient in food and the post-war government decided that UK farmers should maintain that progress. It was necessary to educate them on the emerging ideas in agriculture. A formal radio programme (TV was not then in general use) would not be effective: few farmers would bother to tune in. The Archers, as a daily episode, provided a daily drama interspersed with conversations about agriculture. (The government is no longer influencing programme content). Could we get some attention to human rights in Australian light entertainment?

Second, Malcolm Gladwell, in The Tipping Point, examined how ideas can be spread, and provided the illustration of Georgia Sadler. Sadler (now a professor at the University of California San Diego) was a nurse employed to educate women on health issues. Over two decades ago she realized that the women who came to her seminars were already aware of the issues. The challenge was to connect with the women who did not or could not attend.

Sadler realized that women have a more intimate relationship with their hairdresser than with most other people. She decided to educate the hairdressers to educate their clients. She worked with trainers on how the hairdresser could educate their clients in a compelling manner.

To conclude, I suggest that we find new and perhaps unconventional ways to communicate human rights in this new era.