Task: Positive Value Map
A resource from the ICPA #KommMit Toolbox - 2024
a. Review the profile and reflect on who the people are and how they stand on the issue of migration & Muslims.
See segmentation profiles for all segments in Germany from the RESET Project.
b. Seeing themselves as good people, what values do you think they protect or defend in the debate? Bold or underline them in the list of values (below and in the next slide) and add more if something is missing.
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Acceptance | Benevolence | Cooperation | Diversity | Fairness | Generosity |
Accountability | Charity | Contribution | Empathy | Faith | Flexibility |
Achievement | Community | Credibility | Enthusiasm | Family | Happiness |
Autonomy | Commitment | Dedication | Ethics | Flexibility | Honesty |
Being the Best | Compassion | Dependability | Excellence | Freedom | Humility |
Inclusiveness | Kindness | Optimism | Stability | Responsibility | Thankfulness |
Independence | Knowledge | Open- Mindedness | Peace | Self-Control | Traditionalism |
Individuality | Leadership | Security | Power | Simplicity | Trustworthiness |
Intelligence | Love | Service | Reliability | Stability | Wealth |
Justice | Loyalty | Spirituality | Resilience | Success | Well-Being
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c. After you have marked your list of values, group them together and choose a title for each group. You can use the following table.
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d. From the groups above, mark the values:
· that you would be happy to build a message on; and
· the ones that would be suitable for your target opening/debate/event.
This should be overlapping value space on which you can build positive messages.