What makes a story resonate? How do we communicate the value of participatory arts in ways that build public understanding and policy support? These were some of the key questions explored in the latest ArtWorks Alliance podcast, featuring a conversation between Rob Watson and Kate Stanley of FrameWorks UK.
Kate, Director of FrameWorks UK, introduced the organisation’s work in evidence-based communication strategies. Unlike traditional approaches that rely on intuition, FrameWorks UK applies rigorous research to understand how people think about social issues and how different narratives can shape attitudes, policies, and action. The conversation delved into why framing matters, particularly for participatory and community arts.
The Power of Framing: Moving Beyond Intuition
One of the central insights Kate shared was the importance of treating communication as a science rather than a gut-driven exercise. Using examples from previous research, she illustrated how changing the way we discuss issues can shift public perceptions. For instance, FrameWorks UK’s work on childhood obesity revealed that the phrase itself triggered blame-focused narratives about poor parenting. However, reframing the discussion around children’s health and food helped to centre the conversation on systemic solutions rather than individual responsibility.
For participatory arts practitioners and advocates, this insight is particularly relevant. Too often, the arts are framed in economic terms, with policymakers and funders asking about financial returns rather than social and cultural impact. Kate emphasised the need to lead with values—whether it’s about the importance of human potential, community well-being, or creativity as a public good—before getting into specifics about individual projects or funding.
A New Approach to Arts Advocacy
Rob and Kate explored how these framing strategies could be applied to participatory arts. Too often, community arts are positioned as a secondary or ‘nice-to-have’ aspect of cultural policy, rather than being recognised as essential to social cohesion, public health, and democratic engagement. If we want to shift this perception, we need to rethink how we communicate about the role of the arts in everyday life.
Kate highlighted how narratives that focus solely on individual creativity or personal well-being can sometimes backfire, making participatory arts seem like a luxury rather than a necessity. Instead, framing participatory arts as a collective and structural necessity—one that benefits public life in the same way as education or healthcare—can help strengthen the case for long-term support and investment.
Building Consistent and Unified Messaging
Another key takeaway from the conversation was the importance of consistency in messaging. Too often, the participatory arts sector is fragmented, with organisations using different languages to make similar arguments. Kate advised that a stronger and more unified approach—one that consistently reinforces the same values—would help amplify the impact of advocacy efforts.
Rob noted that one of the challenges participatory arts faces is that it doesn’t fit neatly into existing policy frameworks. Unlike the creative industries, which are well-defined in economic terms, community-led and participatory arts operate in a more decentralised and diverse way. The challenge, then, is to frame this diversity as a strength rather than a weakness, reinforcing its role in fostering social connection, civic engagement, and collective creativity.
What’s Next?
The conversation between Rob and Kate highlighted the urgent need for a reframed approach to advocacy in participatory arts. By shifting the narrative, focusing on values, and maintaining consistency in messaging, we can build stronger public and policy support for p...