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About
This CD This CD offers a collection of key documents from the FrameWorks Institute's research on how urban, suburban and rural Americans think about rural issues, based on research conducted nationwide beginning in June 2003 and continuing through fall 2005. The research is part of a larger investigation initiated by the W. K. Kellogg Foundation, which includes media content analyses and other important baseline research on public attitudes to rural problems and policies. The FrameWorks research builds on this base, and offers the special perspective of strategic frame analysis to identify: (1) how communications choices can work against public engagement on these issues, and (2) how the case for rural America can be reframed to encourage greater understanding and support. 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 rural America with a useful “rough draft” from which they can refine their own specific materials. The goal of this work is not to supplant or substitute popular messages for needed remedies and proven policies but rather to translate those policies that advocates and policy experts believe will improve conditions and outcomes for rural Americans. Its ultimate destination is the wide array of groups and individuals who wish to elevate the importance of innovative rural policies and proven programs with community stakeholders, voters and policymakers. 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. Research. Included on this CD are analyses of all FrameWorks research conducted on rural issues for the W.K. Kellogg Foundation to date. As additional research and applications materials become available, these can be accessed on the FrameWorks or Kellogg websites. We strongly urge those who would reshape public opinion to read these documents 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. A new FrameWorks Message Memo offers insights across the research and makes specific recommendations about communications "do's" and "don'ts". The Applications section includes model op/eds 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. To keep the learning going, a section on Resources offers more about framing. ©
FrameWorks Institute 2006. Standard rules of attribution and usage
apply as to any intellectual property.
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