The frame alignment process refers to the rhetorical effort to connect or align the interpretative frames of individuals or groups. According to Snow et al. (as referenced), these processes motivate shifts in frame (ideology) and are intrinsically rhetorical.
Understanding Frame Alignment
Frame alignment is a concept often discussed in the study of social movements and collective action. It describes the process through which activists or leaders attempt to bring the frames (interpretations, beliefs, understandings) of potential adherents or constituents into congruence with their own framing of an issue or problem.
Key Aspects of Frame Alignment
- Motivating Frame Shifts: The core purpose is to encourage individuals to view a situation or issue in a new light, potentially leading them to support a particular movement, cause, or idea.
- Intrinsically Rhetorical: This process relies heavily on communication, persuasion, and the strategic use of language, symbols, and narratives to shape understanding and mobilize support.
- Frame Transformation: A significant outcome can be a frame transformation, which the reference describes as an "interpretive conversion." This is "rooted in the displacement of one universe of discourse by another and its attendant rules and grammar for putting things together" (Snow et al. 475). This means people shift from one way of understanding the world or an issue to a fundamentally different one.
How Frame Alignment Works
Frame alignment involves various strategies to link the frame of the movement or group with the existing frames of target individuals. These strategies can include:
- Frame Bridging: Linking two or more ideologically congruent but structurally unconnected frames regarding a particular issue.
- Frame Amplification: Articulating and emphasizing values and beliefs that are presumed to be shared by constituents or the wider public.
- Frame Extension: Broadening the frame to include issues or concerns that may not have been initially related but are thought to be of interest to potential adherents.
- Frame Transformation: As described above, changing the fundamental way individuals see the world or an issue.
Practical Insights
Frame alignment is crucial for:
- Social Movements: Mobilizing participants by convincing them that a problem exists and that collective action is necessary and possible.
- Political Campaigns: Persuading voters by framing issues and candidates in ways that resonate with the public's values and concerns.
- Organizational Change: Gaining support for new initiatives or strategies by aligning them with employees' understanding of the company's mission and values.
Ultimately, frame alignment is about creating shared meaning and understanding to facilitate coordinated action and change. It highlights the power of interpretation and rhetoric in shaping social reality and influencing behavior.
