What’s Important

Assertion of self over the system or Nature; obtain power and be free; respect; the “Law of the Jungle”; impulsivity and immediate reward; toughness; “hands on/ street/survival” skills  

Aspects May Be Found In...

Rebellious youth; frontier mentalities; feudal kingdoms; epic heroes; wild rock stars; gang leaders; soldiers of fortune.
Eco-Self: “Save the Planet” hero initiatives; EarthFirst!; eco-terrorism; the stoic mountain climber; extreme sports; trophy hunting; frontier mentalities; off-the-grid housing; Monkey Wrenching
 
Best Sources ofCommunication

Person with recognized power or something to offer; straight-talking Big Boss; respected, revered, or feared other; celebrated “idol” with reputation; someone of proven trustworthiness

Best-Fit Approach (Hot Buttons)

Demonstrate “What’s in it for me, now?”; offer “Immediate gratification if...”; challenge and appeal to machismo/strength; point out heroic status and legendary potential; be flashy, unambiguous, reality-based, and strong; use simple language and fiery images/graphics; appeal to narcissistic tendencies

Demotivators (Cold Buttons)

Challenge power or courage; shame or put down person/ group; move onto turf; be derisive and laugh; taunt as an outsider; appear or talk weak; make excuses

Image



This worldview is also expressed differently amongst youth than among adults. Environmental superheroes appeal to the youth of many cultures. Hibridos del Mar (Hybrids of the Sea) are Mexican marine superheroes who battle pollution and corruption. This is an image of Boston-based Hawgman. He is “Nature’s champion, defender of the outdoors, protector of the environment.” He has pledged to fight polluters and he encourages youth to practice “catch and release” fishing and to keep their fishing areas clean. In order to appeal to adults deeply rooted in the Eco-Warrior worldview, fiery and intense images and graphics are often used. Pictures of extreme pollution or brutal environmental destruction may help successfully move some people to action.

The Earth Liberation Front, for example, has a picture of a torched Humvee on its homepage, symbolizing their intention to “stop [the] continued destruction of life, by any means necessary.” Subtler and less extreme imagery, such as pictures of a solo mountain climber or other images showing “heroic efforts to save Nature” are also commonly used to appeal to the Eco-Warrior in us.

Reference: Barrett Brown