The power of framing statistics to change their impact

πŸ’Ž The power of framing (crime) statistics to change their impact

A classic example of how alternative framing can change the emotional impact of a number is an advertisement that appeared on the London Underground in 2011, proclaiming that ‘99% of young Londoners do not commit serious youth violence’. These ads were presumably intended to reassure passengers about their city, but we could reverse its emotional impact with two simple changes. First, the statement means that 1% of Londoners do commit serious violence. Second, since the population of London is around 9 million, there are around 1 million people aged between 15 and 25, and if we consider these as ‘young’, this means there are 1% of 1 million or a total of 10,000 seriously violent young people in the city. This does not sound at all reassuring. Note the two tricks used to manipulate the impact of this statistic: convert from a positive to a negative frame, and then turn a percentage into actual numbers of people.

Excerpt from: The Art of Statistics: Learning from Data by David Spiegelhalter

Facebook Comments

Product Geek?

Join over 5,000 product geeks and get one email every Monday containing the best excerpts I've read over the previous week.