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Framing and Messaging

Overview

Frames are the way information is organized in individual minds, and, as such are part of how humans make meaning. Further, growing brain research indicates that only about 2% of meaning making occurs with conscious intention (per dr. john a. powell implicit bias presentation); the rest happens almost instantaneously and without conscious thought.

Why is this important for racial equity communication? Per the Praxis Project in Fair Game, “If speaking truth were enough to overcome clever distortions and well-funded lies, strategic communications would be simple. But, the way people receive messages is shaped, in part, by underlying concepts that already reside in their minds. These concepts, called ‘frames,’ can reinforce or contradict racial justice messages. Framing is a communications tool that all racial justice communicators need to understand and utilize.” The Women’s Donor Network and the Communications Consortium Media Center, in their work to reframe the language of reproductive rights in recent health care policy debates, also note that, “Whoever succeeds in framing the debate often wins the debate. Cognitive linguists often point that frames are often applied instantly and unconsciously, and are powerful parts of the message beyond the actual words used. They connect to deep values and ignite unspoken biases. If the facts don’t fit the frame, people usually reject the facts.” Moving Forward Case Study

This section provides examples, resources and tools to help groups think more deeply about framing and messaging as important parts of racial equity communication and work.

Tools

• Communicating for Health Justice: A Communications Strategy Curriculum for Advancing Health Issues
  The Praxis Project and The Center for Media Justice
• American Opportunity: A Communications Toolkit
  The Opportunity Agenda , pdf
• Discussion Guide: Common Good Message Box
  Building Movement Project
• Messaging Ideas: Flashcards
  The Opportunity Agenda
• Telling A New Story: A Collaborative Checklist for Social Justice Leaders Using Narrative Strategies for Change
  Building Movement Project, The Opportunity Agenda, The Center for Media Justice, Public Works
• Talking about Race Toolkit
  Center for Social Inclusion
• The Social Justice Phrase Guide
  Advancement Project & The Opportunity Agenda
• Creating content? Here’s an Equity Screen to use from Nonprofit AF
  Vu Le, Generocity

Practices

• The Art of Reframing Political Debates
  C. Ryan and W. A. Gamson
• Changing the Story: Story-based Strategies for Direct Action
  Smart MEME , external website
• Disrupting the Discourse: Framing at the Intersection of Racism and Opportunity
  The Praxis Project
• Moving a Racial Justice Agenda: Naming and Framing Racism
  Western States Center
• Words That Work: Messaging for Economic Justice
  Tides Foundation and The Spin Project
• 8 Key Facts about Long Island School Districts
  ERASE Racism
• On Message: Using Strategic Communications to Advance Social Change in Black and Latino Communities
  The ABFE/HIP Initiative
• Race & Social Justice Initiative: Advance Opportunity. Achieve Equity
  The Seattle Race & Social Justice Initiative
• The Praxis Project
• Why We Must Talk About Race to Win Better Policy
  Center for Social Inclusion , Western Strategies, LLC
• Talking About Unaccompanied Refugee Children Fleeing Harm
  The Opportunity Agenda
• Framing Files
  Frameworks Institute
• Talking About Policing Issues Focus: Border Communities
  The Opportunity Agenda
• Blueprint for Belonging: Developing a Strategic Narrative to Combat Structural Racism
  Haas Institute for a Fair and Inclusive Society, University of California, Berkeley
• Rejecting Bigotry, Demanding Action
  The Opportunity Agenda
• Ten Lessons for Talking About Race, Racism and Racial Justice
  The Opportunity Agenda
• Messaging This Moment: A Handbook for Progressive Communicators
  Center for Community Change
• Narrative Stress Test: A Collaborative Checklist for Social Justice Groups and Alliances Using Narrative strategies for Change
  The Center for Media Justice, Building Movement Project, Opportunity Agenda, and Public Works
• Changing Our Narrative about Narrative
  Rashad Robinson, Color of Change
• Race-Class Narrative Anchor Project: Dial Survey Report
  Lake Research Partners, et. al.
• Content Creators, Here’s an Equity Screen to Use as You Work on Your Next Blog Post, Book, Podcast, Or Video
  Vu Le, NonProfit AF
• Creating an Ecosystem for Narrative Power
  Jen Soriano, Joseph Phelan, Kimberly Freeman Brown, Hermelinda Cortés, Jung Hee Choi

Research

• Creating a Unified Voice for Opportunity: An Analysis of Qualitative Research Exploring Perceptions of Race
  Meg Bostrom, The Frameworks Institute
• Thinking Change: Race, Framing and the Public Conversation on Diversity. What Social Science Tells Advocates About Winning Support for Racial Justice Policies
  The Center for Social Inclusion
• Words Matter: Language and Social Justice Funding in the US South
  Grantmakers for Southern Progress
• Media Representations and Impact on the Lives of Black Men and Boys
  The Opportunity Agenda
• Opportunities for Black Men and Boys: Public Opinion, Media Depictions, and Media Consumption
  The Opportunity Agenda
• On Message: Using Strategic Communications to Advance Social Change in Black and Latino Communities
  The ABFE/HIP Initiative
• Don’t Stay on Message: Using Strategic Framing to Move the Public Discourse On Immigration
  Frameworks Institute
• Let's Talk about Race: How Racially Explicit Messaging Can Advance Equity
  Center for Social Inclusion
• The Digital Culture Shift: From Scale to Power
  Center for Media Justice

Also in this section:

• Communicating for Racial Justice
• Implicit Bias
• Working with the Media
• Using Social Media