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This video video discusses a review of the social movement framing perspective, initiated in the late 1990s and published in 2000. This video video review highlighted the extensive literature on social movements and the importance of understanding grievances and interpretations of injustices, noting that previous literature had largely neglected these facets. The authors argue that social movements primarily seek to influence the interpretations of reality among their audiences through a dynamic process of meaning-making.

The concept of "framing," borrowed from sociologist Erving Goffman, is explained as a way for individuals to organize their experiences and guide their actions. The popularity of framing in social sciences is tied to cultural shifts towards interpretive understandings and the relevance of social identities in meaning-seeking.

The framing processes, which include "diagnostic" (identifying problems), "prognostic" (proposing solutions), and "motivational" (calling for action) framing tasks, are essential for mobilizing collective action. The effectiveness of these frames relies on their credibility and salience to the intended audiences, with emphasis on the importance of collective identity and social constructions that define movements and their opponents.

This video video also addresses the impact of political opportunity structures and cultural contexts on framing processes. Audiences play a crucial role, as movements must appeal to diverse groups with varying interests and values.

Furthermore, counter-framing and reframing are explored through examples of social movements, such as the Black Lives Matter movement, which frames social issues against opponents, illustrating the ongoing contestation of meanings. Lastly, the text emphasizes the significance of strategic framing in mobilizing support, acquiring resources, and influencing political actions that advance social change.

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We conducted our review, in the latter 1990s

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and published in 2000

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because the social movement framing perspective had,

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become, extensive in terms of the literature by, by

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that, by that, time.

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And it had stimulated, a number of articles, papers,

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conferences, and conversations

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through throughout the nineties.

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And so we thought it was time for a review.

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Uh, prior to that time, there had been a neglect

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of attention to, understanding,

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grievances and interpretation of, injustices

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and so forth in the social movement literature.

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And the prevailing wisdom up to that point had been

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that grievances were ubiquitous and, and, and

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therefore they could be treated as a constant

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and largely ignored, which the literature had done

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for about two or three decades.

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But as a number of students of social movements came

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to realize by the late, 1980s, meaning making,

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that is idea ideational

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and interpretive matters, are key

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to understanding social movement, mobilization,

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and demobilization processes.

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So whatever else social movements do, they attempt

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to affect the interpretations of reality

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among their intended audiences.

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And they perform this interpretive work in a variety of ways

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and with, varying degrees

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of success contingent in part upon,

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the structural conditions

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of the situation in which the group, is, located.

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But regardless of how this,

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interpretive work is accomplished, it can be conceived

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of as a dynamic, interactive,

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and often contested process whereby meaning

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is socially constructed.

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Uh, the term frame is borrowed from Irving Goffman, who

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to refer to a schematic of interpretation

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that enable indi individuals to locate, perceive, identify,

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and label occurrences within their everyday lives in the

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world around them, by rendering events

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or occurrences, meaningful frames function

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to organize our experience

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and to guide our action, both individual and collective.

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Quick example from from Goffman, from frame analysis.

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Uh, he said, you might be sitting in your living room one

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late night watching television, and you hear a noise outside

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and it startles you and you become frightened.

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And so one interpretation, one frame you might apply to

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that would be a social frame.

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Someone is out there trying to get in and get me,

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or you could go to a natural frame,

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which is maybe the wind just blew a branch against the

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window, and I have nothing to worry about.

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So we have these pre-organized frames in our, in our head,

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and they come from our culture and so forth,

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and they help us to make sense of the world around us.

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The, framing

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and framing concepts have been widely used,

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not only across social sciences,

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but within a number of other academic disciplines as well.

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I'm always amazed when I get,

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review requests from law journals or medi medical journals

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and so forth that they're talking about framing.

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And, and there are several possible reasons the concept

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became so popular.

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Uh, the first, the concepts were directly grounded in many

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of our field notes.

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It's the way movement activists talk and think,

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and thus it resonated with,

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most other social movement scholars, especially those

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who were conducting field work.

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Uh, a second reason for the, for the currency

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and social, the social sciences

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or the framing concept is there had been a wider shift,

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in the social sciences at that time,

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away from purely positivistic, renderings

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or understandings of the social world.

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And so we had kind of the cultural shift,

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as some people called it, or the interpretive shift

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where there was more, attention given, you know, in

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that paradigm shift to, things like, framings.

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A third reason for the currency, we think is that,

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and not coincidentally, there had been a,

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a corresponding shift, a cultural shift in the life worlds

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of people, one

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where seeking meaning became a much more important in,

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in many people's lives,

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and especially the, importance of social identities,

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as well as message.

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And all these things, became more prominent.

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And finally, the elasticity

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of the framing concepts augmented the apparent, utility

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and popularity of the ideas, the fact

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that we were theorizing processes

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and products, framing processes

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and frames added to the appeal.

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Thus, claims could be analyzed in terms of a noun, a frame,

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and a verb framing.

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But this elasticity

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or flexibility of the concept was also the perspective soft

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underbelly as, we'll talk about in a little while.

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Well, 25 years ago, I published,

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an article called an Insider's Critique

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of the Social Movement Planning Perspective.

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Very rare that someone who's one of the persons

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who authored a perspective co-authored a

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perspective critiques it.

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I did that out of frustration with a lack of coherence at

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that time of the literature.

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And, the, at that juncture,

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the whole social movement framing perspective,

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I critiqued the literature on several grounds,

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including the neglect of systematic empirical studies,

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descriptive bias, static tendencies, reification,

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reductionism, elite bias, and monolithic tendencies.

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Since that early critique,

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scholars working within this perspective have addressed the

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bulk of these shortcomings, the ongoing existence

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of confusion and ambi ambiguity in the literature,

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the framing literature can be attributed in part

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to the frame metaphor itself.

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On close examination, it becomes apparent as Reese Williams

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and I noted that the metaphor has two

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distinct implications.

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On the one hand, it is used as a grammar,

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a structure in which meaning is contained

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and conveyed by the relationships among the elements.

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On the other hand, frame metaphors are used in

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an indexical sense.

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Here, the frame acts as a boundary

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that keeps some elements in view and others out of view.

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Thus, a frame conveys what is

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or is not important

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by grouping certain symbolic elements together

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and keeping others out.

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Both the structural frame as grammar

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and indexical frame as contextually generated content uses

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of frame are found in goman, as well as in the works

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of many social movement framing scholars.

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We suggested that clarifying the structure versus content

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distinction would serve to reduce ambiguities in part

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by alerting researchers

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to methodological implications of conceptual.

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The verb framing refers to the strategic agentic

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and contentious signifying work in which

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social movements engage.

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The products of framing activities are called collective

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action frames, similar to a picture frame,

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collective action frames orient our focus, to events,

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aspects, ideas, injustices,

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and so forth that are relevant to the goals

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and agendas of the movement in question.

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In other words, they work together

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as articulation mechanisms

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that tie together different elements of the scene

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to convey a particular set of meanings,

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thus a certain version of reality.

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For example, the climate justice movement strives

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to establish the reality, severity,

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and urgency of climate change.

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This interpretive work,

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their interpretive work focuses on embellishing claims

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that underscore climate change as real

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and primarily caused by human activities.

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The ENT quality

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of collective action frames distinguishes them from

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everyday, inter interpretive frames in the sense

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that they provide opportunities for movement actors

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to construct and control their narratives.

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The primary mobilizing functions of these frame

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frames entail converting bystanders into movement adherence,

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thereby widening the movement base,

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facilitating collective action

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by bringing adherence into the streets

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and by demobilizing antagonists.

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The success and efficacy of collective action frames

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and mobilizing people is largely dependent on the extent

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to which they address three core framing tasks,

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diagnostic framing, which is identifying the problems,

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the injustice, and its causes attributions

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of blame or causality.

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The the second core framing task is prognostic framing,

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and this involves proposing solutions, what's to be done

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and how to do it, the strategies

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and tactics that could be employed.

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And the third, core framing tax task is

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what we call motivational framing.

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And that is it's a clear call, to take action.

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For example, the diagnostic framings

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of the climate justice movement tend to be radical,

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compelling and emotional,

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and challenging the dominant idioms surrounding the use

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of fossil fuels, the treadmill of production,

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and the desirability of ever expanding economic growth.

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The diagnostic framing carefully intricately links the lack

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of political action needed to mitigate the climate crisis

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to the dominance of the economic paradigm

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that sustains our carbon-based economy,

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CJM framing highlights the issues of the climate crisis

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and attributes blame to the profit motive,

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and the complete absence of political will discourse

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and policy intervention interventions

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that could ameliorate the situation.

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The prognostic frame framings outline a course of action

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that CJM activists argue could slow

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and perhaps reverse the damage inflicted on the environment

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radically reduce

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and eventually halt greenhouse gas emissions.

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The global social movement arena is replete

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with collective action frames, whereby movements attempt

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to garner the attention of the audience

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and convert bystanders into movement adherence.

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So for example, from the March for Our Lives protests, some

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of which took place in here in Florida

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because of the, the out of the, the

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horror of the school shootings.

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Here's one. Bullets are not school supplies.

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Another protect kids, not guns.

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Another, another set

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of examples from the Global Climate strike protests tests,

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We are, we are missing our lessons, so we can teach you one,

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there is no planet BI want you to panic,

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and we are not sinking.

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We are fighting. Such messages exemplify

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how movements use collective action frames

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to make compelling calls to take action.

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These frames bring attention to their movement demands

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by employing strategic frames

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and protest vocabularies that articulate the urgency

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and severity of the issues in question.

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To be successful, social movements should strive

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to establish connections across other movements

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through their frames and appeal to diverse audience groups.

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This strategic goal is often accomplished by bridging,

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extending, amplifying,

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and transforming collective action frames known

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as frame alignment processes.

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These strategies help establish the legitimacy

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of the movement across multiple social

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movement constituencies.

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For example, aligning with the prior movement, such

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as Occupy Wall Street, the climate justice movement seeks

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to extend climate change to the issues

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of economic inequality.

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Slogans such as Wall Street, we see your greed

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or system change, not climate change,

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embellish the ideological bridges between these movements.

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In addition, by using frames such as justice on climate,

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race and immigration, the movement strategically bridges

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its frames with ideologically congruent,

253
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but structurally unconnected movements such

254
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as racial justice and immigrant rights movements.

255
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Movements also amplify frames by clarifying

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and re reinvigorating existing values

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and beliefs, freedom, choice, justice, equality.

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In some instances, movements seek

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to transform their targets, interpretive frames in order

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to recruit new, participants.

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And often this entails a complete change in the way

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individuals interpret reality

263
00:13:16.035 --> 00:13:18.815
and understand their situations and experiences.

264
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So soon after we identified the frame alignment processes,

265
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we turn to the obvious question of why

266
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some framings seem to be effective

267
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or resonate when others do not.

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While the answer turns out to be quite complex,

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various communication

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and rhetoric literatures, along

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with our own field work across several social movements,

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help us to identify the basic factors that seem to affect

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what we termed frame resonance.

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Resonance fundamentally depends on the credibility

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of the proffered frame

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and their relative salience to the audience at hand.

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A frame's credibility is often contingent upon

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its consistency, how closely it aligns

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with the audience's observations

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and how credible the framing agents appear to be.

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For example, in Jing Zos

282
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and my research on the Chinese democracy movement, we found

283
00:14:18.325 --> 00:14:21.085
what yielded the rapid mass mobilization of ordinary

284
00:14:21.605 --> 00:14:26.285
citizens in 1989 was the perceived consistency between

285
00:14:26.315 --> 00:14:29.845
what the student student activists asserted in their public

286
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framings and their behavior at Tiananmen Square, as compared

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to the apparent lack of consistency between

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what state elites claimed and their actual policies.

289
00:14:42.505 --> 00:14:45.085
In addition to issues of credibility, the resonance

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of collective action frames is affected by a salience

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00:14:48.985 --> 00:14:50.365
to the targets of mobilization.

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Professor snow.

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And I identified three dimensions related

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00:14:53.905 --> 00:14:55.685
to salience centrality.

295
00:14:56.035 --> 00:14:58.005
That is how essential the beliefs, values,

296
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and ideas associated with movement frames are

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00:15:01.665 --> 00:15:04.205
to the everyday lives of the targets of mobilization,

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experiential commensurability, how congruent framings are

299
00:15:10.295 --> 00:15:12.465
with the personal everyday experiences

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00:15:12.725 --> 00:15:14.025
of the intended audiences.

301
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And third, narrative fidelity,

302
00:15:16.345 --> 00:15:19.185
A term we borrowed from Walter Fisher, which refers

303
00:15:19.185 --> 00:15:21.025
to the extent to which movement framings,

304
00:15:21.525 --> 00:15:23.065
culturally resonate.

305
00:15:23.485 --> 00:15:26.905
In other words, did the movement claims align

306
00:15:26.905 --> 00:15:30.945
with the targets cultural narration, myths and folk wisdom?

307
00:15:32.005 --> 00:15:34.585
The notion of frame resonance calls attention

308
00:15:34.685 --> 00:15:37.585
to the various sociocultural contextual factors

309
00:15:37.735 --> 00:15:41.065
that both constrain and facilitate collective action.

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Uh, research on the core framing processes,

311
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frame alignment processes,

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and frame residents underscores

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that collective action frames are not static

314
00:15:51.785 --> 00:15:54.705
reified entities, but rather are continuously being

315
00:15:55.015 --> 00:15:58.745
constructed, contested, reproduced, transformed,

316
00:15:58.845 --> 00:16:02.785
and even replaced in the course of social movement activity.

317
00:16:03.315 --> 00:16:06.585
Hence, framing is a dynamic ongoing process,

318
00:16:07.365 --> 00:16:09.905
but this process does not occur in a structural

319
00:16:09.905 --> 00:16:10.905
or a cultural vacuum.

320
00:16:11.005 --> 00:16:15.065
Rather, framing processes are affected by a, a variety

321
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of sociocultural contextual factors.

322
00:16:18.725 --> 00:16:21.505
One factor that has been widely studied is the political

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00:16:21.505 --> 00:16:22.625
opportunity structure.

324
00:16:23.175 --> 00:16:25.265
Here, the focus is on the relationship

325
00:16:25.615 --> 00:16:29.105
between changes in the structure of political opportunities,

326
00:16:29.555 --> 00:16:31.945
especially in the institutional structure and

327
00:16:32.445 --> 00:16:35.065
or the informal relations of a political system

328
00:16:35.645 --> 00:16:37.265
and mo movement mobilization.

329
00:16:37.845 --> 00:16:39.625
So for example, in those in my study

330
00:16:39.625 --> 00:16:42.185
of the Chinese democracy movement, we found

331
00:16:42.385 --> 00:16:44.225
that the oppressive policies

332
00:16:44.225 --> 00:16:47.745
and practices of the Chinese government limited student

333
00:16:47.815 --> 00:16:51.705
activists access to normal framing channels such

334
00:16:51.705 --> 00:16:52.745
as newspaper, radio,

335
00:16:52.845 --> 00:16:56.345
and television, which were all state controlled.

336
00:16:57.165 --> 00:17:00.825
Yet students found, resonant alternative ways

337
00:17:01.245 --> 00:17:04.705
of communicating their grievances to the Chinese citizenry,

338
00:17:05.055 --> 00:17:07.025
including posters nailed the walls

339
00:17:07.045 --> 00:17:10.585
and polls, a pirate radio station, hunger strikes,

340
00:17:10.725 --> 00:17:13.905
and the creation of a large goddess of liberty statue

341
00:17:13.975 --> 00:17:15.865
that they deployed at Tiananmen Square.

342
00:17:16.055 --> 00:17:19.025
Just as political opportunity structure constraints

343
00:17:19.085 --> 00:17:21.865
and facilitates the movements, frames

344
00:17:21.865 --> 00:17:24.745
and framing activities, so too does the cultural context

345
00:17:25.325 --> 00:17:27.185
in which the movement activity is embedded.

346
00:17:27.845 --> 00:17:30.545
The cultural material, most relevant

347
00:17:30.545 --> 00:17:33.825
to movement framing processes include the accent, stock

348
00:17:33.825 --> 00:17:38.785
of meanings, beliefs, ideologies, practices, values, myths,

349
00:17:38.785 --> 00:17:39.825
narratives, and the like.

350
00:17:40.565 --> 00:17:44.745
Uh, and thus constitute the cultural resource base from

351
00:17:44.745 --> 00:17:47.585
which new cultural elements are fashion, such

352
00:17:47.585 --> 00:17:51.005
as innovative collective action frames, as well as the lens

353
00:17:51.005 --> 00:17:53.925
through which framings are interpreted and evaluated.

354
00:17:55.745 --> 00:17:57.715
Another contextual factor affecting

355
00:17:57.715 --> 00:17:58.995
framings is the audience.

356
00:17:59.785 --> 00:18:03.555
Targets and mobilization are not empty vessels into which

357
00:18:03.575 --> 00:18:05.115
any ideas can be poured.

358
00:18:05.415 --> 00:18:08.875
Rather, audiences interact with the activists

359
00:18:08.975 --> 00:18:10.875
and in turn affect framing processes.

360
00:18:11.395 --> 00:18:14.635
Moreover, movements find it necessary to appeal to multiple

361
00:18:15.315 --> 00:18:18.195
audiences who vary in terms of their relative interests,

362
00:18:18.195 --> 00:18:21.555
values, beliefs, and knowledge, as well as with respect

363
00:18:21.555 --> 00:18:22.875
to which of the various movement

364
00:18:22.935 --> 00:18:25.395
or counter movement roles,

365
00:18:25.395 --> 00:18:28.025
they potentially play play.

366
00:18:28.025 --> 00:18:29.825
So social movements exist then in a

367
00:18:30.405 --> 00:18:31.705
multi-organizational field,

368
00:18:31.995 --> 00:18:35.545
which includes not only allied social movement organizations

369
00:18:35.605 --> 00:18:39.065
and their supporters, it also includes antagonists

370
00:18:39.765 --> 00:18:42.345
who have formed counter movement organizations

371
00:18:43.665 --> 00:18:46.045
and social control agents such as police

372
00:18:46.145 --> 00:18:47.965
and the military,

373
00:18:48.305 --> 00:18:50.965
and those with power who are often the targets of change.

374
00:18:51.385 --> 00:18:54.165
And finally, bystander, publics, any

375
00:18:54.165 --> 00:18:56.565
of these can step into the arena to challenge

376
00:18:57.105 --> 00:18:59.445
claims espoused by movement protagonists.

377
00:19:00.175 --> 00:19:04.365
Scott Hunt and I refer to such attempts to rebut, undermine,

378
00:19:04.825 --> 00:19:08.325
or trivialize a person or a group's miss versions of reality

379
00:19:08.325 --> 00:19:11.205
or interpretive frameworks as counter framing.

380
00:19:12.025 --> 00:19:14.165
For example, following a number of deaths

381
00:19:14.225 --> 00:19:17.565
of African Americans in custody in the us at the hands

382
00:19:17.565 --> 00:19:21.205
of police officers, a movement formed to protest to,

383
00:19:21.205 --> 00:19:22.845
protest these killings.

384
00:19:23.555 --> 00:19:26.605
They took the name of their primary mobilizing frame,

385
00:19:27.175 --> 00:19:31.365
black Lives Matter shortly thereafter,

386
00:19:31.845 --> 00:19:35.245
opponents countered with Blue Lives Matter

387
00:19:35.585 --> 00:19:37.445
and all lives matter.

388
00:19:38.365 --> 00:19:40.165
BLM activists responded in turn

389
00:19:40.435 --> 00:19:43.925
that black black lives have been historically devalued

390
00:19:44.465 --> 00:19:46.965
as evidenced by the categorical prejudices

391
00:19:46.965 --> 00:19:50.965
and discriminatory practices that permeate every nook,

392
00:19:50.965 --> 00:19:53.645
virtually every nook and cranny of American society.

393
00:19:54.555 --> 00:19:57.225
Their response illustrates reframing.

394
00:19:57.535 --> 00:20:00.305
That is a co collective attempts to respond

395
00:20:00.805 --> 00:20:04.425
to the counter frames of movement opponents in ways intended

396
00:20:04.445 --> 00:20:05.825
to ward off limit

397
00:20:06.005 --> 00:20:08.465
or reverse potential damage to the movement's.

398
00:20:08.535 --> 00:20:11.945
Initial framings framing processes are both constrained

399
00:20:11.945 --> 00:20:14.785
and facilitated by political opportunity structures,

400
00:20:15.005 --> 00:20:16.985
but what is often overlooked is

401
00:20:16.985 --> 00:20:19.345
how framing processes themselves

402
00:20:19.965 --> 00:20:21.545
affect political opportunities

403
00:20:22.285 --> 00:20:24.185
and the perceptions that opportunities

404
00:20:24.725 --> 00:20:26.345
are real and changeable.

405
00:20:26.965 --> 00:20:31.145
Indeed. To proffer a collective action frame is to suggest

406
00:20:31.295 --> 00:20:34.185
that an opportunity to affect social change exists,

407
00:20:34.765 --> 00:20:37.065
and thus that people are potential agents

408
00:20:37.065 --> 00:20:38.105
of their own history.

409
00:20:39.035 --> 00:20:40.395
Moreover, as Gsen

410
00:20:40.395 --> 00:20:44.235
and Meyer, observe, if movement activists interpret

411
00:20:44.745 --> 00:20:46.155
political space in ways

412
00:20:46.155 --> 00:20:49.325
that emphasize opportunity rather than constraint,

413
00:20:49.795 --> 00:20:52.725
they may stimulate actions that change opportunity,

414
00:20:52.945 --> 00:20:56.285
making their opportunity frame a self-fulfilling prophecy.

415
00:20:57.145 --> 00:21:00.885
For example, vicious attacks on civil rights marchers in

416
00:21:00.885 --> 00:21:02.645
Birmingham, Selma, Greensboro

417
00:21:02.665 --> 00:21:06.485
and Nashville led activists to reframe these attacks

418
00:21:06.745 --> 00:21:10.605
as opportunities to show the world how barbaric

419
00:21:10.605 --> 00:21:12.645
and inhumane segregation leaders

420
00:21:12.945 --> 00:21:14.565
and their racist supporters work.

421
00:21:15.475 --> 00:21:18.575
Dr. King and others use these violent attacks

422
00:21:18.915 --> 00:21:21.895
to garner global publicity about their movement,

423
00:21:22.315 --> 00:21:26.015
and thereby enlist powerful allies,

424
00:21:26.085 --> 00:21:29.175
including President Kennedy to assist them in their cause.

425
00:21:29.925 --> 00:21:33.975
Stories and photos of Birmingham police using fire hoses,

426
00:21:34.275 --> 00:21:38.095
batons, and attack dogs on children ran around the world,

427
00:21:38.095 --> 00:21:39.775
including in Moscow

428
00:21:40.555 --> 00:21:43.655
and Kennedy being the Cold War warrior, he was,

429
00:21:44.555 --> 00:21:48.375
was very upset by the image of America

430
00:21:48.685 --> 00:21:50.415
that was being portrayed overseas.

431
00:21:52.135 --> 00:21:53.475
One of the major consequences

432
00:21:53.535 --> 00:21:56.395
of social movement framing processes is they contribute

433
00:21:56.395 --> 00:21:57.515
to the social construction

434
00:21:57.515 --> 00:22:00.555
and maintenance of movement, collective identities.

435
00:22:01.695 --> 00:22:03.155
At its most basic level,

436
00:22:03.525 --> 00:22:06.795
collective identity is a shared sense of ness

437
00:22:07.655 --> 00:22:08.875
and collective agency.

438
00:22:09.465 --> 00:22:12.675
This sense of belonging to a cause, being a part of history,

439
00:22:13.315 --> 00:22:16.195
collaborating with others to bring about social change is

440
00:22:16.195 --> 00:22:19.115
central to social movement, mobilization and success.

441
00:22:20.175 --> 00:22:22.555
It involves not only shared understanding of

442
00:22:22.555 --> 00:22:23.875
who we are collectively,

443
00:22:24.695 --> 00:22:28.475
but also also who the antagonist, opponents

444
00:22:28.475 --> 00:22:29.795
or enemies of the movement are.

445
00:22:30.435 --> 00:22:32.215
Social movement framing activities,

446
00:22:32.215 --> 00:22:35.735
especially the diagnostic framings help participants define

447
00:22:35.735 --> 00:22:37.775
themselves and their opponents.

448
00:22:39.205 --> 00:22:42.215
Protagonist. Identity fields are socially constructed

449
00:22:42.335 --> 00:22:45.935
clusters of identity attributions about individuals

450
00:22:45.935 --> 00:22:49.655
and groups capable of overcoming, an injustice

451
00:22:49.875 --> 00:22:52.295
or solving the problem The movement has identified.

452
00:22:52.845 --> 00:22:56.695
They include collective identity claims about the movement

453
00:22:56.715 --> 00:23:00.575
and its allies, and typically identify attributions,

454
00:23:00.645 --> 00:23:03.655
involve identity attributions such as heroes

455
00:23:03.655 --> 00:23:07.575
and heroines, innocent victims, aggrieved populations,

456
00:23:08.355 --> 00:23:09.895
and future generations.

457
00:23:10.945 --> 00:23:14.095
Antagonist identity fields, on the other hand,

458
00:23:14.095 --> 00:23:15.695
are constellations of identity.

459
00:23:15.935 --> 00:23:17.455
Attributions about individuals

460
00:23:17.455 --> 00:23:19.935
and groups constructed to be the movements.

461
00:23:20.055 --> 00:23:23.255
Opponents or enemies antagonists are either blame

462
00:23:23.315 --> 00:23:25.935
for causing the problem the movement seeks to overcome

463
00:23:26.355 --> 00:23:27.575
or for standing in the way

464
00:23:27.575 --> 00:23:30.295
of the changes the movement seeks movement.

465
00:23:30.295 --> 00:23:33.975
Protagonists often vilify their opponents referring to them

466
00:23:34.035 --> 00:23:37.935
by caustic labels such as baby killers, fascists,

467
00:23:38.075 --> 00:23:42.295
war mongers, capitalist pigs, gun grabbers, and the like.

468
00:23:42.565 --> 00:23:44.655
It's such attacks on the collective character

469
00:23:44.655 --> 00:23:48.525
of an opponent serves to demarcate boundaries between us

470
00:23:48.625 --> 00:23:51.405
and them, good and evil, right

471
00:23:51.465 --> 00:23:54.645
and wrong, as well as seeking to discredit a movement's.

472
00:23:54.765 --> 00:23:58.045
Opponents social movement actors employ various framing

473
00:23:58.155 --> 00:24:02.245
processes and making identity claims about antagonists,

474
00:24:02.245 --> 00:24:05.845
most notably by rep representing antagonist identities

475
00:24:06.265 --> 00:24:08.925
as conflicting with protagonist identities, values,

476
00:24:09.065 --> 00:24:12.245
and character traits utilizing frames in

477
00:24:12.305 --> 00:24:13.405
one way or the other.

478
00:24:14.345 --> 00:24:16.845
One of the things that I've thought a lot about is

479
00:24:16.865 --> 00:24:17.885
why framing matters.

480
00:24:20.545 --> 00:24:22.485
How a problem is framed helps movements

481
00:24:22.485 --> 00:24:23.885
recruit people to their cause.

482
00:24:24.505 --> 00:24:26.245
It stimulates people to take action

483
00:24:26.905 --> 00:24:28.005
on behalf of the movement.

484
00:24:28.505 --> 00:24:32.205
It facilitates the acquisition of needed resources such

485
00:24:32.205 --> 00:24:34.885
as money, media presence,

486
00:24:35.355 --> 00:24:38.245
support from political I allies and so forth.

487
00:24:39.325 --> 00:24:42.225
It contributes to the development of solidarity commitment

488
00:24:42.285 --> 00:24:43.425
and collective identity.

489
00:24:45.775 --> 00:24:48.795
It deflects or neutralizes attacks from opponents

490
00:24:48.815 --> 00:24:49.875
and counter movements,

491
00:24:50.565 --> 00:24:52.905
and is often essential in convincing elites

492
00:24:52.905 --> 00:24:55.825
and the targets of change to act in ways that ensure

493
00:24:56.055 --> 00:24:57.985
that the movement achieves the social change

494
00:24:58.115 --> 00:24:59.345
goals it pursues.

495
00:25:00.225 --> 00:25:02.145
I would go so far as to say

496
00:25:02.695 --> 00:25:05.865
that strategic framing is the most important

497
00:25:06.665 --> 00:25:08.705
activity in which social movements engage.

498
00:25:10.005 --> 00:25:13.845
Here's one example of why or how framing matters.

499
00:25:14.705 --> 00:25:18.685
In November of 1945, president Truman went to Congress

500
00:25:19.065 --> 00:25:22.365
and proposed a new national healthcare program.

501
00:25:23.345 --> 00:25:26.645
He invoked equality and rights frames throughout his speech.

502
00:25:28.455 --> 00:25:31.495
1949, he finally got the Bill of Congress in the form

503
00:25:31.495 --> 00:25:33.455
of a social security expansion bill.

504
00:25:33.965 --> 00:25:36.535
Immediately, the American Medical Association

505
00:25:36.925 --> 00:25:38.375
mobilized against the bill.

506
00:25:39.845 --> 00:25:43.895
They hired a husband and wife PR for firm Whitaker

507
00:25:43.895 --> 00:25:46.265
and Baxter, and Whitaker

508
00:25:46.265 --> 00:25:49.625
and Baxter coined the term socialized medicine.

509
00:25:50.095 --> 00:25:53.105
This was a counter frame that resonated well

510
00:25:53.495 --> 00:25:57.705
because this controversy tapped into the national hysteria

511
00:25:58.055 --> 00:26:00.265
regarding communism or the red scare.

512
00:26:01.725 --> 00:26:03.505
It resonated well with a number

513
00:26:03.505 --> 00:26:06.265
of audiences given the Cold War context

514
00:26:06.445 --> 00:26:08.225
and then the breakout of the Korean War.

515
00:26:08.445 --> 00:26:11.745
Truman was forced to abandon his national healthcare bill

516
00:26:11.805 --> 00:26:15.705
and vision, and we know it was 65 or so years later

517
00:26:15.965 --> 00:26:18.865
before the, a watered down version of this bill.

518
00:26:18.865 --> 00:26:20.585
The Affordable Care Act was passed.

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So framing can really matter in, in, in issues that,

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or even go beyond social movements, as in this case,

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it involved movements and.

Reviewing Social Movement Framing Literature's Evolution

00:00:00 - We conducted our review, in the latter 1990s and published in 2000 because the social movement framing perspective had, become, extensive in terms of the literature by, by that, by that, time. And it had stimulated, a number of articles, papers, conferences, and conversations through throughout the nineties. And so we thought it was time for a review. prior to that time, there had been a neglect of attention to, understanding,
00:00:38 - and so forth in the social movement literature. And the prevailing wisdom up to that point had been that grievances were ubiquitous and, and, and therefore they could be treated as a constant and largely ignored, which the literature had done for about two or three decades. But as a number of students of social movements came to realize by the late, 1980s, meaning making, that is idea ideational
00:01:07 - to understanding social movement, mobilization, and demobilization processes. So whatever else social movements do, they attempt to affect the interpretations of reality among their intended audiences. And they perform this interpretive work in a variety of ways and with, varying degrees of success contingent in part upon, the structural conditions of the situation in which the group, is, located.
00:01:39 - interpretive work is accomplished, it can be conceived of as a dynamic, interactive, and often contested process whereby meaning is socially constructed. the term frame is borrowed from Irving Goffman, who to refer to a schematic of interpretation that enable indi individuals to locate, perceive, identify, and label occurrences within their everyday lives in the world around them, by rendering events
00:02:11 - to organize our experience and to guide our action, both individual and collective. Quick example from from Goffman, from frame analysis. he said, you might be sitting in your living room one late night watching television, and you hear a noise outside and it startles you and you become frightened. And so one interpretation, one frame you might apply to that would be a social frame. Someone is out there trying to get in and get me,
00:02:42 - which is maybe the wind just blew a branch against the window, and I have nothing to worry about. So we have these pre-organized frames in our, in our head, and they come from our culture and so forth, and they help us to make sense of the world around us. The, framing and framing concepts have been widely used, not only across social sciences, but within a number of other academic disciplines as well. I'm always amazed when I get,

The Evolution and Popularity of Framing Concepts

00:03:13 - and so forth that they're talking about framing. And, and there are several possible reasons the concept became so popular. the first, the concepts were directly grounded in many of our field notes. It's the way movement activists talk and think, and thus it resonated with, most other social movement scholars, especially those who were conducting field work. a second reason for the, for the currency
00:03:43 - or the framing concept is there had been a wider shift, in the social sciences at that time, away from purely positivistic, renderings or understandings of the social world. And so we had kind of the cultural shift, as some people called it, or the interpretive shift where there was more, attention given, you know, in that paradigm shift to, things like, framings. A third reason for the currency, we think is that,
00:04:16 - a corresponding shift, a cultural shift in the life worlds of people, one where seeking meaning became a much more important in, in many people's lives, and especially the, importance of social identities, as well as message. And all these things, became more prominent. And finally, the elasticity of the framing concepts augmented the apparent, utility and popularity of the ideas, the fact
00:04:47 - and products, framing processes and frames added to the appeal. Thus, claims could be analyzed in terms of a noun, a frame, and a verb framing. But this elasticity or flexibility of the concept was also the perspective soft underbelly as, we'll talk about in a little while. Well, 25 years ago, I published, an article called an Insider's Critique of the Social Movement Planning Perspective.
00:05:19 - who authored a perspective co-authored a perspective critiques it. I did that out of frustration with a lack of coherence at that time of the literature. And, the, at that juncture, the whole social movement framing perspective, I critiqued the literature on several grounds, including the neglect of systematic empirical studies, descriptive bias, static tendencies, reification, reductionism, elite bias, and monolithic tendencies.
00:05:50 - scholars working within this perspective have addressed the bulk of these shortcomings, the ongoing existence of confusion and ambi ambiguity in the literature, the framing literature can be attributed in part to the frame metaphor itself. On close examination, it becomes apparent as Reese Williams and I noted that the metaphor has two distinct implications. On the one hand, it is used as a grammar,

Understanding Social Movement Framing Dynamics

00:06:24 - and conveyed by the relationships among the elements. On the other hand, frame metaphors are used in an indexical sense. Here, the frame acts as a boundary that keeps some elements in view and others out of view. Thus, a frame conveys what is or is not important by grouping certain symbolic elements together and keeping others out. Both the structural frame as grammar and indexical frame as contextually generated content uses
00:06:57 - of many social movement framing scholars. We suggested that clarifying the structure versus content distinction would serve to reduce ambiguities in part by alerting researchers to methodological implications of conceptual. The verb framing refers to the strategic agentic and contentious signifying work in which social movements engage. The products of framing activities are called collective
00:07:29 - collective action frames orient our focus, to events, aspects, ideas, injustices, and so forth that are relevant to the goals and agendas of the movement in question. In other words, they work together as articulation mechanisms that tie together different elements of the scene to convey a particular set of meanings, thus a certain version of reality. For example, the climate justice movement strives
00:07:57 - and urgency of climate change. This interpretive work, their interpretive work focuses on embellishing claims that underscore climate change as real and primarily caused by human activities. The ENT quality of collective action frames distinguishes them from everyday, inter interpretive frames in the sense that they provide opportunities for movement actors to construct and control their narratives. The primary mobilizing functions of these frame
00:08:33 - thereby widening the movement base, facilitating collective action by bringing adherence into the streets and by demobilizing antagonists. The success and efficacy of collective action frames and mobilizing people is largely dependent on the extent to which they address three core framing tasks, diagnostic framing, which is identifying the problems, the injustice, and its causes attributions
00:09:04 - The the second core framing task is prognostic framing, and this involves proposing solutions, what's to be done and how to do it, the strategies and tactics that could be employed. And the third, core framing tax task is what we call motivational framing. And that is it's a clear call, to take action. For example, the diagnostic framings of the climate justice movement tend to be radical,

Framing Climate Action and Social Movements

00:09:34 - and challenging the dominant idioms surrounding the use of fossil fuels, the treadmill of production, and the desirability of ever expanding economic growth. The diagnostic framing carefully intricately links the lack of political action needed to mitigate the climate crisis to the dominance of the economic paradigm that sustains our carbon-based economy, CJM framing highlights the issues of the climate crisis
00:10:08 - and the complete absence of political will discourse and policy intervention interventions that could ameliorate the situation. The prognostic frame framings outline a course of action that CJM activists argue could slow and perhaps reverse the damage inflicted on the environment radically reduce and eventually halt greenhouse gas emissions. The global social movement arena is replete
00:10:37 - to garner the attention of the audience and convert bystanders into movement adherence. So for example, from the March for Our Lives protests, some of which took place in here in Florida because of the, the out of the, the horror of the school shootings. Here's one. Bullets are not school supplies. Another protect kids, not guns. Another, another set of examples from the Global Climate strike protests tests,
00:11:17 - there is no planet BI want you to panic, and we are not sinking. We are fighting. Such messages exemplify how movements use collective action frames to make compelling calls to take action. These frames bring attention to their movement demands by employing strategic frames and protest vocabularies that articulate the urgency
00:11:44 - To be successful, social movements should strive to establish connections across other movements through their frames and appeal to diverse audience groups. This strategic goal is often accomplished by bridging, extending, amplifying, and transforming collective action frames known as frame alignment processes. These strategies help establish the legitimacy of the movement across multiple social
00:12:13 - For example, aligning with the prior movement, such as Occupy Wall Street, the climate justice movement seeks to extend climate change to the issues of economic inequality. Slogans such as Wall Street, we see your greed or system change, not climate change, embellish the ideological bridges between these movements. In addition, by using frames such as justice on climate, race and immigration, the movement strategically bridges

Understanding Frame Resonance in Social Movements

00:12:44 - but structurally unconnected movements such as racial justice and immigrant rights movements. Movements also amplify frames by clarifying and re reinvigorating existing values and beliefs, freedom, choice, justice, equality. In some instances, movements seek to transform their targets, interpretive frames in order to recruit new, participants. And often this entails a complete change in the way
00:13:16 - and understand their situations and experiences. So soon after we identified the frame alignment processes, we turn to the obvious question of why some framings seem to be effective or resonate when others do not. While the answer turns out to be quite complex, various communication and rhetoric literatures, along with our own field work across several social movements, help us to identify the basic factors that seem to affect
00:13:51 - Resonance fundamentally depends on the credibility of the proffered frame and their relative salience to the audience at hand. A frame's credibility is often contingent upon its consistency, how closely it aligns with the audience's observations and how credible the framing agents appear to be. For example, in Jing Zos and my research on the Chinese democracy movement, we found
00:14:21 - citizens in 1989 was the perceived consistency between what the student student activists asserted in their public framings and their behavior at Tiananmen Square, as compared to the apparent lack of consistency between what state elites claimed and their actual policies. In addition to issues of credibility, the resonance of collective action frames is affected by a salience
00:14:50 - Professor snow. And I identified three dimensions related to salience centrality. That is how essential the beliefs, values, and ideas associated with movement frames are to the everyday lives of the targets of mobilization, experiential commensurability, how congruent framings are with the personal everyday experiences of the intended audiences. And third, narrative fidelity, A term we borrowed from Walter Fisher, which refers
00:15:21 - culturally resonate. In other words, did the movement claims align with the targets cultural narration, myths and folk wisdom? The notion of frame resonance calls attention to the various sociocultural contextual factors that both constrain and facilitate collective action. research on the core framing processes, frame alignment processes, and frame residents underscores that collective action frames are not static

Dynamic Framing in Social Movements

00:15:55 - constructed, contested, reproduced, transformed, and even replaced in the course of social movement activity. Hence, framing is a dynamic ongoing process, but this process does not occur in a structural or a cultural vacuum. Rather, framing processes are affected by a, a variety of sociocultural contextual factors. One factor that has been widely studied is the political opportunity structure.
00:16:25 - between changes in the structure of political opportunities, especially in the institutional structure and or the informal relations of a political system and mo movement mobilization. So for example, in those in my study of the Chinese democracy movement, we found that the oppressive policies and practices of the Chinese government limited student activists access to normal framing channels such as newspaper, radio, and television, which were all state controlled.
00:17:01 - of communicating their grievances to the Chinese citizenry, including posters nailed the walls and polls, a pirate radio station, hunger strikes, and the creation of a large goddess of liberty statue that they deployed at Tiananmen Square. Just as political opportunity structure constraints and facilitates the movements, frames and framing activities, so too does the cultural context in which the movement activity is embedded.
00:17:30 - to movement framing processes include the accent, stock of meanings, beliefs, ideologies, practices, values, myths, narratives, and the like. and thus constitute the cultural resource base from which new cultural elements are fashion, such as innovative collective action frames, as well as the lens through which framings are interpreted and evaluated. Another contextual factor affecting framings is the audience.
00:18:03 - any ideas can be poured. Rather, audiences interact with the activists and in turn affect framing processes. Moreover, movements find it necessary to appeal to multiple audiences who vary in terms of their relative interests, values, beliefs, and knowledge, as well as with respect to which of the various movement or counter movement roles, they potentially play play. So social movements exist then in a
00:18:31 - which includes not only allied social movement organizations and their supporters, it also includes antagonists who have formed counter movement organizations and social control agents such as police and the military, and those with power who are often the targets of change. And finally, bystander, publics, any of these can step into the arena to challenge claims espoused by movement protagonists. Scott Hunt and I refer to such attempts to rebut, undermine,

Framing in Social Movements: Black Lives Matter

00:19:08 - or interpretive frameworks as counter framing. For example, following a number of deaths of African Americans in custody in the us at the hands of police officers, a movement formed to protest to, protest these killings. They took the name of their primary mobilizing frame, black Lives Matter shortly thereafter, opponents countered with Blue Lives Matter
00:19:38 - BLM activists responded in turn that black black lives have been historically devalued as evidenced by the categorical prejudices and discriminatory practices that permeate every nook, virtually every nook and cranny of American society. Their response illustrates reframing. That is a co collective attempts to respond to the counter frames of movement opponents in ways intended to ward off limit
00:20:08 - Initial framings framing processes are both constrained and facilitated by political opportunity structures, but what is often overlooked is how framing processes themselves affect political opportunities and the perceptions that opportunities are real and changeable. Indeed. To proffer a collective action frame is to suggest that an opportunity to affect social change exists, and thus that people are potential agents
00:20:39 - Moreover, as Gsen and Meyer, observe, if movement activists interpret political space in ways that emphasize opportunity rather than constraint, they may stimulate actions that change opportunity, making their opportunity frame a self-fulfilling prophecy. For example, vicious attacks on civil rights marchers in Birmingham, Selma, Greensboro and Nashville led activists to reframe these attacks as opportunities to show the world how barbaric
00:21:12 - and their racist supporters work. Dr. King and others use these violent attacks to garner global publicity about their movement, and thereby enlist powerful allies, including President Kennedy to assist them in their cause. Stories and photos of Birmingham police using fire hoses, batons, and attack dogs on children ran around the world, including in Moscow and Kennedy being the Cold War warrior, he was,
00:21:48 - that was being portrayed overseas. One of the major consequences of social movement framing processes is they contribute to the social construction and maintenance of movement, collective identities. At its most basic level, collective identity is a shared sense of ness and collective agency. This sense of belonging to a cause, being a part of history, collaborating with others to bring about social change is

Constructing Collective and Antagonist Identities

00:22:20 - It involves not only shared understanding of who we are collectively, but also also who the antagonist, opponents or enemies of the movement are. Social movement framing activities, especially the diagnostic framings help participants define themselves and their opponents. Protagonist. Identity fields are socially constructed clusters of identity attributions about individuals and groups capable of overcoming, an injustice
00:22:52 - They include collective identity claims about the movement and its allies, and typically identify attributions, involve identity attributions such as heroes and heroines, innocent victims, aggrieved populations, and future generations. Antagonist identity fields, on the other hand, are constellations of identity. Attributions about individuals and groups constructed to be the movements.
00:23:23 - for causing the problem the movement seeks to overcome or for standing in the way of the changes the movement seeks movement. Protagonists often vilify their opponents referring to them by caustic labels such as baby killers, fascists, war mongers, capitalist pigs, gun grabbers, and the like. It's such attacks on the collective character of an opponent serves to demarcate boundaries between us and them, good and evil, right
00:23:54 - Opponents social movement actors employ various framing processes and making identity claims about antagonists, most notably by rep representing antagonist identities as conflicting with protagonist identities, values, and character traits utilizing frames in one way or the other. One of the things that I've thought a lot about is why framing matters. How a problem is framed helps movements
00:24:24 - It stimulates people to take action on behalf of the movement. It facilitates the acquisition of needed resources such as money, media presence, support from political I allies and so forth. It contributes to the development of solidarity commitment and collective identity. It deflects or neutralizes attacks from opponents and counter movements, and is often essential in convincing elites
00:24:56 - that the movement achieves the social change goals it pursues. I would go so far as to say that strategic framing is the most important activity in which social movements engage. Here's one example of why or how framing matters. In November of 1945, president Truman went to Congress and proposed a new national healthcare program.

Framing's Impact on Healthcare Legislation

00:25:28 - 1949, he finally got the Bill of Congress in the form of a social security expansion bill. Immediately, the American Medical Association mobilized against the bill. They hired a husband and wife PR for firm Whitaker and Baxter, and Whitaker and Baxter coined the term socialized medicine. This was a counter frame that resonated well
00:25:58 - regarding communism or the red scare. It resonated well with a number of audiences given the Cold War context and then the breakout of the Korean War. Truman was forced to abandon his national healthcare bill and vision, and we know it was 65 or so years later before the, a watered down version of this bill. The Affordable Care Act was passed. So framing can really matter in, in, in issues that,
00:26:28 - it involved movements and.

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