In the social sciences, a “frame effect” is a difference in the way people react to a particular choice depending on how it is presented – for example, if a potential outcome is described as a loss or as a gain. In the world of social change, “frame effects” might be thought of the way that changes in advocacy communications lead to changes in public discourse, public opinion public policy – and eventually outcomes.
As a highly creative and effective institution that supports the work of multiple social movements on the leading edge of progressive change, FrameWorks Institute’s research and recommendations have played an important role in effecting meaningful change. FrameWorks research influences public discourse and advocacy every day, around the world on pressing social justice challenges. Here are some examples of the ultimate impact of coalitions and movements who have adopted Strategic Frame Analysis as part of their social change toolkit.