To L. Hyde: When does reframing work?
- the new frame is resonant with the belief, values and cognitive orientation of targeted audiences; and
- when activists find that the old frames are increasingly unhelpful in their work and are actively looking for new frames.
- You can "amplify" the frame, e.g. excavate the core values and beliefs underlying the frame and make those more salient. So amplifying the "expressive life" frame might include focusing on the idea that Americans believe in self-determination, or emphasizing that expressive life is an antidote to both big government and big corporations; or that expressive life is about freedom and/or the pursuit of happiness.
- You can "extend" the frame by connecting it to other frames or other issues where there are natural allies/constituents who might be sympathetic to your frame but currently view the world through a different lens.
Adrian Ellis; Alan Brown; Andras Szanto; Andrew Taylor; Bau Graves; Douglas McLennan; Ellen Lovell; Bill Ivey, William James; James Early; Jim Smith; Lewis Hyde; Marian Godfrey; Martha Bayles; Nihar Patel; Russell Taylor; Sam Jones; Steven Tepper
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