Framing in Social Movements
For social movements it is crucial to know your audience and frame your message to fit that intended audience. Social movements, like people, are not static, they are fluid and must be treated as such. Just because one individual feels strongly about an issue doesn't mean that people will be motivated to help that issue. So movements use symbols and framing to motivate people into action.
Della Porta and Diani discuss framing and how it is beneficial to social movements. They define three elements of framing: the diagnostic element, the prognostic element, and the motivational element. In the diagnostic element of framing the group must construct an argument and who is to blame for the problem (create an enemy). In the prognostic element of framing the group must constuct a solution. The most effective social movements critique and then offer a solution. The motivational element is also an important step: it is whether the group can motivate people to participate in the movement. This is where the term collective action comes in. It is one thing to just get people to be interested or to join a group, but it is another thing to get them motivated to participate. This is one of the downfalls of internet petitions and groups, especially on Facebook (which is most relevant to college age students). Many students, myself included, will join a group because they were asked to and they support the cause. However, just being a member of a group does not usually get things accomplished, unless you participate in that group.
In order to motivate people groups use three different techniques: frame alignment, frame bridging, and frame extension. Frame alignment is when the group sees the movement and what part a person will play in the movement and have them agree to it. Frame bridging is when the movement pushes a person to do something, they see something the person is already doing and shows them the next step which is coincidentally good for the movement itself. Frame extension is when a movement already knows a person is concerned with an issue and gets the person involved in another movement that is closely related.
Finally, master frames are used in longstanding movements and are when a movement can differentiate itself from the rest. This happens with two things: the movement knows the direction society is going and knows what to do to advance their cause. Or the movement draws on its heritage and traditional understandings of organization.
Della Porta and Diani discuss framing and how it is beneficial to social movements. They define three elements of framing: the diagnostic element, the prognostic element, and the motivational element. In the diagnostic element of framing the group must construct an argument and who is to blame for the problem (create an enemy). In the prognostic element of framing the group must constuct a solution. The most effective social movements critique and then offer a solution. The motivational element is also an important step: it is whether the group can motivate people to participate in the movement. This is where the term collective action comes in. It is one thing to just get people to be interested or to join a group, but it is another thing to get them motivated to participate. This is one of the downfalls of internet petitions and groups, especially on Facebook (which is most relevant to college age students). Many students, myself included, will join a group because they were asked to and they support the cause. However, just being a member of a group does not usually get things accomplished, unless you participate in that group.
In order to motivate people groups use three different techniques: frame alignment, frame bridging, and frame extension. Frame alignment is when the group sees the movement and what part a person will play in the movement and have them agree to it. Frame bridging is when the movement pushes a person to do something, they see something the person is already doing and shows them the next step which is coincidentally good for the movement itself. Frame extension is when a movement already knows a person is concerned with an issue and gets the person involved in another movement that is closely related.
Finally, master frames are used in longstanding movements and are when a movement can differentiate itself from the rest. This happens with two things: the movement knows the direction society is going and knows what to do to advance their cause. Or the movement draws on its heritage and traditional understandings of organization.
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