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date: 16 October 2019

Abstract and Keywords

This article looks at the relevance of the so-called frames in political analysis. It explains that frames matter and it can be seen in the ways in which political actors package their messages to affect their ability to recruit adherents, gain favorable media coverage, demobilize antagonists, and win political victories. The article traces the emergence of the concepts of frame and framing in the sociology of social movements in the 1980s and discusses the pioneering works of William Gamson and David Snow. Gamson and Snow adopted Erving Goffman's interactive perspective that frames are jointly and continuously constructed and reconstructed by movement actors and their audiences. This article also highlights the role of familiar relationships, routine practices, and institutionalized rules, both in spawning frames and in limiting their reach.

Keywords: frames, political analysis, political actors, social movements, William Gamson, David Snow, Erving Goffman, familiar relationships, routine practices, institutionalized rules

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