Framing

1. Framing Constructing Claims

2. Types of Frames • Diagnostic—identify the nature of the problem (i.e., what constructions call grounds) • Motivational—explain why action needs to be taken (i.e., what constructions call warrants, reasons) • Prognostic—specify what needs to be done (i.e., what constructions call conclusions)

3. Types of Frames • Frame Alignment—refers to how social movements must address existing frames or ways of looking at the world held by prospective members • Bridging—activists seek support from people thought to hold frames similar to their own (e.g., liberal activists) • Amplification—activists call upon values or beliefs they presume people hold to rally others to their cause (e.g., registering sex offenders) • Extension—activists extend their frame to encompass concerns prospective supporters are thought to have (e.g., vegetarian movement and environment).

4. Types of Frames • Transformation—activists call upon prospective members to reject the familiar worldview that they take for granted and adopt a new one (e.g., redefine drunk driving).