Humans make sense of the world through stories. That’s how we learn and teach, and how we talk to each other.

We all know there’s more than one way to tell a story. That’s what issue framing is all about – telling a story the best way, so that it draws attention to certain aspects and leads to a specific response, or conclusion, in the listener.

Framing is a communication tool that organizes value-based communication to be inclusive and mobilizing. A successful frame defines the terms of public discussion, and forces opponents to argue their case on the advocates’ terms.  Naming the game is not the same as winning on any given issue.  But through effective issue framing, advocates create the social context that makes winning possible.  A powerful frame is a strong foundation for coalitions to help every partner in the coalition speak from the same basic story.

Each new push for public understanding and acceptance of an issue happens against a backdrop of long-term media coverage, of perceptions formed over time, of scripts and even folk beliefs we’ve learned since childhood. All of these things have shaped the way we interpret and categorize new information.

Framing the issues generally requires focus group research to determine underlying values and beliefs associated with the issue, followed by analysis of how the advocates can redefine their work to increase the clarity and power of all of their communication.   ActionMedia reports its findings and recommendations, in writing and in workshop formats.

I. The values the audience holds in common must be evoked.

II. The communication frame establishes the values within a context for the audience.