Beat Them with their Own Weapons: Making Human Rights 'Cool' Again ꟷ How to Communicate Human Rights Issues to Adolescents

A growing number of reports show that minorities in Austria still face severe discrimination based on the colour of their skin, ethnicity, religious beliefs, legal status (immigration), sexuality, abilities, age, gender or a combination of the here presented characteristics (European Union, 2015; Fundamental Rights Agency, 2017; ANED, 2019; Weichselbaumer, 2017). In times when even the Austrian interior minister questions fundamental rights (DerStandard, 2019), it becomes even more difficult to education the next generation on the importance of equality. This paper aims to look at how we can communicate political sensitive issues, like discrimination to adolescents. The Fundamental Rights Agency (FRA) published a report on how to effectively communicate human rights (Fundamental Rights Agency, 2018a). In it they propose, for example, to frame messages more positively, simplifying the language and let the people themselves talk. These cues are very similar to Moffitts' (2016) definition of populist political style. As an impressive body of research supports framing theory (Scheufele & Tewksbury, 2007) and since the recent years have shown a rise in populism in Europe (Aalberg, Esser, Reinemann, Stromback, & De Vreese, 2016), we theorize that a populistic framing, in line with the FRAs cues, can lead to an increase in adolescents interest in the topic (H1) as well as their intention to political participation (H2). To test these hypotheses, we will conduct a survey experiment (Bos, Van der Brug, & de Vreese, 2013) with 14 – 18-year-old students in Austria. One group will read a populistic framed article, while the second group will read a technocratic framed article and a control group will read an article on climate change. After answering the survey and alleged closing message, they will be provided with the opportunity to click on additional links for information (H1) or participatory events (H2) to achieve a valid measurement. Results from this research add to the theories of political communication, especially in the area of framing and populism. They will also expand our understanding of adolescent’s political behavior as well as put a spotlight on the crucial topic of discrimination.