Visualizing Migration and Its Consequences for Public Opinion: Survey Experimental Evidence from Great Britain

Speaker

Dr Will Allen, University of Oxford

Abstract

Despite growing attention to visual messaging across several fields, there remain significant gaps in understanding whether and for whom these messages matter—particularly when it comes to attitudes on politically important issues. I address these problems across two survey experimental studies fielded in the UK, which involved realistic multimodal messages (i.e. combining textual and visual elements) that typify those found in journalistic and digital media settings. In Study One (N = 3,889), I tested data visualizations and an infographic video which conveyed factual information about the modestly positive effects of EU immigrants on the British economy. Both types of messages moved attitudes and policy preferences in more positive directions, particularly among Leave voters who were predisposed to holding more negative views. In Study Two (N = 3,082), I used a conjoint experiment to examine which visual aspects were more likely to impact attitudes. This involved working with an internationally-recognised designer to create realistic data visualizations about refugee inflows to the UK which varied in terms of chart type, colour scheme, editorial framing, and mentioning the governmental data source. Ongoing analysis suggests that emphasising humanitarianism raises public approval of how the government is handling refugee issues; unusual and flowing chart types reduce negative cultural perceptions of refugees; angular area charts reduce preferences for prioritising vulnerable refugees for admission; and omitting the governmental data source reduces feelings of anxiety. However, few significant differences exist among specific design choices. Taken together, these studies provide new avenues for empirical studies of visual messaging, as well as practical interventions.