9.3 Framing processes and collective identity formation
8 min read•july 30, 2024
Framing processes shape how social movements communicate their goals and mobilize support. By constructing collective action frames, movements create shared understandings of problems and solutions. Effective framing can boost public support and resources, while counterframing by opponents can undermine a movement's message.
Collective identity formation builds solidarity within movements through shared experiences and values. A strong collective identity fosters commitment and resilience. However, framing and identity processes can also lead to exclusion of certain voices. The interplay between framing and identity significantly impacts a movement's trajectory and outcomes.
Framing in social movements
Defining framing and its role in mobilization
Framing is the process by which social movements construct and communicate meaning to mobilize supporters, gain bystander support, and demobilize antagonists
Frames are interpretive schemata that enable individuals to locate, perceive, identify, and label occurrences within their life space and the world at large
Collective action frames are action-oriented sets of beliefs and meanings that inspire and legitimate the activities and campaigns of a social movement organization
Collective action frames provide a shared understanding of a problem, identify culpable parties, and propose solutions or strategies for change
Examples of collective action frames include the 's "equality and justice" frame and the 's "climate justice" frame
Framing processes are critical for social movements as they help create a shared understanding and mobilize support
Successful framing can lead to increased mobilization, resources, and public support for a social movement's cause (Occupy Wall Street's "99% vs. 1%" frame)
Impact of framing on public perception and support
Effective framing can shape public discourse, media coverage, and policy debates surrounding a social movement's issues and goals
The "Black Lives Matter" frame has sparked a national conversation about racial injustice and police brutality in the United States
The "marriage equality" frame helped shift public opinion in favor of same-sex marriage rights
Resonant frames that align with cultural values, beliefs, and narratives are more likely to gain traction and generate public support
The civil rights movement's frames resonated with American values of equality, freedom, and justice
The anti-abortion movement's "pro-life" frame aligns with religious and moral beliefs about the sanctity of life
However, framing processes may also lead to the exclusion or marginalization of certain voices or perspectives within a movement
The feminist movement has been criticized for prioritizing the concerns of white, middle-class women over those of women of color and working-class women
Opponents of a social movement may engage in counterframing to discredit or undermine the movement's frames
The "All Lives Matter" counterframe seeks to neutralize the "Black Lives Matter" movement's focus on racial injustice
The impact of framing on public perception and support may vary depending on the cultural, political, and historical context in which a movement operates
Framing strategies for social movements
Diagnostic, prognostic, and motivational framing
Social movements engage in diagnostic framing to identify problems and attribute blame or responsibility
The environmental movement diagnoses climate change as a global crisis caused by human activities and the fossil fuel industry
The gun control movement identifies gun violence as a public health epidemic and attributes responsibility to lax gun laws and the gun lobby
Prognostic framing involves articulating a proposed solution to the problem or at least a plan of attack and the strategies for carrying out the plan
The climate justice movement proposes solutions such as transitioning to renewable energy, implementing carbon taxes, and adapting to climate impacts
The gun control movement advocates for universal background checks, assault weapons bans, and red flag laws as solutions to gun violence
Motivational framing provides a "call to arms" or rationale for engaging in collective action, including the construction of appropriate vocabularies of motive
The civil rights movement used motivational frames such as "We Shall Overcome" and "Freedom Now" to inspire participation in boycotts, marches, and sit-ins
The #MeToo movement's "Believe Survivors" frame provides a rationale for speaking out against sexual harassment and assault
Frame alignment processes
processes, such as , amplification, extension, and transformation, are used to link a movement's frames with those of potential adherents and resource providers
Frame bridging involves linking two or more ideologically congruent but structurally unconnected frames (labor movement and civil rights movement)
Frame amplification involves clarifying and invigorating an interpretive frame that bears on a particular issue, problem, or set of events (environmental movement amplifying the frame of "climate emergency")
Frame extension involves portraying a movement's objectives or activities as extending beyond its primary interests to include issues and concerns presumed to be of importance to potential adherents (women's movement extending its frame to include LGBTQ+ rights)
Frame transformation involves changing old understandings and meanings and generating new ones to recruit and mobilize participants (gay rights movement transforming the frame from "gay liberation" to "marriage equality")
Counterframing strategies may be employed to rebut, undermine, or neutralize a movement's frames, often by opposing groups or the media
The "pro-choice" counterframe challenges the anti-abortion movement's "pro-life" frame by emphasizing women's reproductive rights and bodily autonomy
The fossil fuel industry uses counterframes such as "energy independence" and "clean coal" to undermine the environmental movement's frames
Collective identity in social movements
Defining collective identity and its role in solidarity
Collective identity refers to a shared sense of "one-ness" or "we-ness" anchored in real or imagined shared attributes and experiences among those who comprise the collectivity
The creation of collective identity is essential for social movements as it fosters a sense of solidarity, commitment, and emotional attachment to the cause
The LGBTQ+ movement's collective identity is based on shared experiences of marginalization, discrimination, and pride in sexual and gender identities
The disability rights movement's collective identity is rooted in shared experiences of ableism, accessibility challenges, and pride in disability culture
Collective identity formation involves the construction of boundaries that distinguish the group from others, the development of consciousness or interpretive frameworks, and the negotiation of symbols, rituals, and cultural practices
The Deaf community has constructed boundaries around the use of sign language, Deaf culture, and Deaf pride that distinguish it from the hearing world
The Black Power movement developed a consciousness around Black pride, self-determination, and resistance to white supremacy
A strong collective identity can enhance a movement's resilience, sustainability, and ability to weather external challenges or setbacks
The LGBTQ+ movement's strong collective identity has enabled it to persist and adapt in the face of backlash, setbacks, and changing political contexts
Cultivating collective identity through shared experiences and practices
Social movements may cultivate collective identity through shared narratives, grievances, and goals
The civil rights movement cultivated a collective identity around shared experiences of racial oppression, the goal of racial equality, and the narrative of the "beloved community"
The #MeToo movement has cultivated a collective identity around shared experiences of sexual harassment and assault and the goal of ending gender-based violence
Participation in collective action and rituals can also foster a sense of collective identity and solidarity
The women's movement has cultivated collective identity through participation in marches, rallies, and consciousness-raising groups
The Indigenous rights movement has cultivated collective identity through participation in cultural practices, ceremonies, and land-based activism
Collective identity can inspire a sense of moral obligation or solidarity among the broader public, leading to increased support and resource mobilization
The civil rights movement's collective identity inspired a sense of moral obligation among white allies to support the cause of racial justice
The #MeToo movement's collective identity has inspired a sense of solidarity among survivors and allies to speak out against sexual violence and support survivors
Framing and collective identity impact
Interaction between framing and collective identity processes
Framing and collective identity processes are often intertwined and mutually reinforcing in social movements
The framing of a movement's goals and grievances can shape the formation of collective identity by providing a shared understanding of the problem and a vision for change
The collective identity of a movement can inform the framing of its goals and strategies by grounding them in the shared experiences and values of the collectivity
Effective framing can help to create and sustain a strong collective identity by resonating with the experiences and values of the movement's constituents
The "Black is Beautiful" frame in the Black Power movement helped to create a strong collective identity around Black pride and resistance to white supremacy
The "We are the 99%" frame in the Occupy Wall Street movement helped to create a collective identity around shared experiences of economic inequality and injustice
Collective identity can also shape the resonance and effectiveness of a movement's framing by providing a sense of shared stake and urgency in the cause
The Indigenous rights movement's collective identity around the sacredness of land and water has shaped the framing of its resistance to pipeline projects and resource extraction
The disability rights movement's collective identity around the value of disability pride has shaped the framing of its advocacy for accessibility and inclusion
Limitations and challenges of framing and collective identity
The impact of framing and collective identity on public perception and support may vary depending on the cultural, political, and historical context in which a movement operates
The resonance of a movement's frames may be limited by dominant cultural narratives or political ideologies that run counter to the movement's goals
The strength of a movement's collective identity may be challenged by internal divisions, power imbalances, or external co-optation
Framing and collective identity processes may also lead to the exclusion or marginalization of certain voices or perspectives within a movement
The framing of the mainstream LGBTQ+ movement around marriage equality has been criticized for marginalizing the concerns of transgender and queer people of color
The collective identity of the feminist movement has been challenged by the exclusion and marginalization of women of color, working-class women, and transgender women
Opponents of a social movement may engage in counterframing and identity-based attacks to discredit or undermine the movement's legitimacy and support
The "All Lives Matter" counterframe seeks to undermine the "Black Lives Matter" movement by denying the specificity of anti-Black racism
The "eco-terrorist" label has been used to undermine the collective identity of the radical environmental movement and justify state repression of its activists