About this CD

About this CD

© FrameWorks Institute 2006

This CD offers a collection of key documents from the FrameWorks Institute's research on how Americans view the food system based on research conducted nationwide beginning in early 2005 and continuing through summer 2006.

The research was supported by the W. K. Kellogg Foundation’s Food and Society Program, which set out to understand the public conversation Americans are inclined to have about food, as well as the perceptual barriers that get in the way of their understanding of the larger food system. The FrameWorks research brought to this investigation the special perspective of strategic frame analysis, in an effort to identify: (1) how communications choices can work against public engagement on these issues, and (2) how the case for protecting and reforming the food system can be reframed to encourage greater understanding and support.

Can people rise above their plate on these issues? Can abstract concepts like subsidies and sustainability become part of the public conversation? Doubters are directed to the trigger video included in this toolkit where ordinary people struggle to understand the food system and, with a little help from effective communications, largely succeed.

As a result of this research, the FrameWorks Institute also offers a series of communications recommendations for engaging the public and a wide array of exemplary materials that incorporate and model the communications findings. These materials are designed to provide those who communicate about the food we eat and the systems that produce it a useful “rough draft” from which they can refine their own specific materials.

The goal of this work is to translate those policies that advocates and policy experts believe will improve conditions and outcomes for rural Americans. Changing the public dialogue requires supplanting current messages which aren’t working as well as they might. These tools are meant to stimulate creative thinking among the wide array of groups and individuals who wish to elevate the importance of protecting the food system for the long-term so that Americans enjoy healthy food for generations to come. To that end, this CD includes not only the foundational research on public attitudes but also applications materials that model the translation process necessary to engage the public in solutions. By identifying specific practices that research suggests would advance public understanding as well as those that are likely to impede it, the applications section of this CD is intended to help experts and advocates advance the public dialogue.

Perspective. The research and materials included on this disk reflect the perspective of strategic frame analysis, a multi-disciplinary multi-method approach to communications about social issues pioneered by the FrameWorks Institute and its research partners. Put simply, the way the news is "framed" on many issues sets up habits of thought and expectation that, over time, are so powerful that they serve to configure new information to conform to this dominant frame. When policy experts, community leaders, service organizations and advocacy groups communicate to their constituencies and potential supporters, they have options to repeat or break these dominant frames of discourse. Understanding which frames serve to advance which policy options with which groups becomes central to any movement's strategy. The literature of social movements suggests that the prudent choice of frames, and the ability to effectively contest the opposition's frames, lie at the heart of successful policy advocacy. A more extensive description of strategic frame analysis is available at www.frameworksinstitute.org.

The FrameWorks Message Memo offers insights across the full array of research and makes specific recommendations about communications "do's" and "don'ts". If you can only read one document, this is the best combination of research findings and practical applications.

Research. Included on this CD are analyses of all FrameWorks research conducted on food systems for the W.K. Kellogg Foundation to date. We strongly urge those who would reshape public opinion to read these research reports carefully. Of interest as well is the wide array of additional research conducted by the FrameWorks research team on such related issues as government, health care, race and child development; this work is regularly posted to the FrameWorks website.

Simplifying Models in Action. If you need a demonstration that frames matter, and that ordinary people can engage in earnest discussion of food-related issues, watch the 7-minute trigger video included in this section. Then make use of the suggestions about how to incorporate the model into your ongoing communications.

The Applications section includes model interviews and responses to typical interview questions --- all incorporating the FrameWorks message suggestions. Of special interest is a series of Frequently Asked Questions (FAQs) in which common answers are subjected to framing analysis and better answers suggested, all with reference to the research results. Sidebar notes are provided to explain the strategy used in the choice of messenger, metaphor, and message.

Don’t stop learning about framing with this CD. To keep the learning going, a section on Resources offers more about framing.

Rules Governing Use. This CD was developed for individual use and cannot be presented, adapted, reproduced or distributed without the express written permission of the FrameWorks Institute. All images in this presentation are licensed for the purpose of this presentation only and may not be reproduced elsewhere. Standard rules of citation and intellectual property apply to all research findings contained herein; extensive quotation requires written permission from the FrameWorks Institute. Food systems research was supported by the W.K. Kellogg Foundation; the interpretations of research results are solely those of the FrameWorks Institute.

This CD is copyrighted by the FrameWorks Institute. Standard rules of attribution and usage apply as to any intellectual property. Got questions? info@frameworksinstitute.org.

About this CD

This CD offers a collection of key documents from the FrameWorks Institute's research on how Americans view the food system based on research conducted nationwide beginning in early 2005 and continuing through summer 2006.

The research was supported by the W. K. Kellogg Foundation’s Food and Society Program, which set out to understand the public conversation Americans are inclined to have about food, as well as the perceptual barriers that get in the way of their understanding of the larger food system. The FrameWorks research brought to this investigation the special perspective of strategic frame analysis, in an effort to identify: (1) how communications choices can work against public engagement on these issues, and (2) how the case for protecting and reforming the food system can be reframed to encourage greater understanding and support.

Can people rise above their plate on these issues? Can abstract concepts like subsidies and sustainability become part of the public conversation? Doubters are directed to the trigger video included in this toolkit where ordinary people struggle to understand the food system and, with a little help from effective communications, largely succeed.

As a result of this research, the FrameWorks Institute also offers a series of communications recommendations for engaging the public and a wide array of exemplary materials that incorporate and model the communications findings. These materials are designed to provide those who communicate about the food we eat and the systems that produce it a useful “rough draft” from which they can refine their own specific materials.

The goal of this work is to translate those policies that advocates and policy experts believe will improve conditions and outcomes for rural Americans. Changing the public dialogue requires supplanting current messages which aren’t working as well as they might. These tools are meant to stimulate creative thinking among the wide array of groups and individuals who wish to elevate the importance of protecting the food system for the long-term so that Americans enjoy healthy food for generations to come. To that end, this CD includes not only the foundational research on public attitudes but also applications materials that model the translation process necessary to engage the public in solutions. By identifying specific practices that research suggests would advance public understanding as well as those that are likely to impede it, the applications section of this CD is intended to help experts and advocates advance the public dialogue.

Perspective. The research and materials included on this disk reflect the perspective of strategic frame analysis, a multi-disciplinary multi-method approach to communications about social issues pioneered by the FrameWorks Institute and its research partners. Put simply, the way the news is "framed" on many issues sets up habits of thought and expectation that, over time, are so powerful that they serve to configure new information to conform to this dominant frame. When policy experts, community leaders, service organizations and advocacy groups communicate to their constituencies and potential supporters, they have options to repeat or break these dominant frames of discourse. Understanding which frames serve to advance which policy options with which groups becomes central to any movement's strategy. The literature of social movements suggests that the prudent choice of frames, and the ability to effectively contest the opposition's frames, lie at the heart of successful policy advocacy. A more extensive description of strategic frame analysis is available at www.frameworksinstitute.org.

The FrameWorks Message Memo offers insights across the full array of research and makes specific recommendations about communications "do's" and "don'ts". If you can only read one document, this is the best combination of research findings and practical applications.

Research. Included on this CD are analyses of all FrameWorks research conducted on food systems for the W.K. Kellogg Foundation to date. We strongly urge those who would reshape public opinion to read these research reports carefully. Of interest as well is the wide array of additional research conducted by the FrameWorks research team on such related issues as government, health care, race and child development; this work is regularly posted to the FrameWorks website.

Simplifying Models in Action. If you need a demonstration that frames matter, and that ordinary people can engage in earnest discussion of food-related issues, watch the 7-minute trigger video included in this section. Then make use of the suggestions about how to incorporate the model into your ongoing communications.

The Applications section includes model interviews and responses to typical interview questions --- all incorporating the FrameWorks message suggestions. Of special interest is a series of Frequently Asked Questions (FAQs) in which common answers are subjected to framing analysis and better answers suggested, all with reference to the research results. Sidebar notes are provided to explain the strategy used in the choice of messenger, metaphor, and message.

Don’t stop learning about framing with this CD. To keep the learning going, a section on Resources offers more about framing.

Rules Governing Use. This CD was developed for individual use and cannot be presented, adapted, reproduced or distributed without the express written permission of the FrameWorks Institute. All images in this presentation are licensed for the purpose of this presentation only and may not be reproduced elsewhere. Standard rules of citation and intellectual property apply to all research findings contained herein; extensive quotation requires written permission from the FrameWorks Institute. Food systems research was supported by the W.K. Kellogg Foundation; the interpretations of research results are solely those of the FrameWorks Institute.

This CD is copyrighted by the FrameWorks Institute. Standard rules of attribution and usage apply as to any intellectual property. Got questions? info@frameworksinstitute.org.

© FrameWorks Institute 2006