Movement and Countermovement Collective Action Framing Tactics from the 15 NOW Campaign: A content analysis
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AbstractHow are framing and counter framing tactics used by social movements to createchange and affect/produce coverage of their desired issues? Although there has been researchon this topic in the past on more traditional forms of media such as newspapers and nightlyTV news, there is a gap in the literature in the wake of technological advancements likeblogs, social media and other online sources that movements themselves can produce.Moreover with some notable exceptions (Rohlinger 2002), studies have largely ignoredmovement-countermovement dynamics in their examinations. This study will conduct acontent analysis of the messages that were produced during the 15 NOW campaign inSeattle, WA. It will analyze the framing messages produced by both the 15 NOW campaignand their opponents, Sustainable Wages Seattle (SWS) and Forward Seattle (FS), to measurehow those messages fit into diagnostic, prognostic and motivational subframes within thelarger collective action master frame (Benford and Snow 2000). This study will model thecontent analysis fundamentals set out by Holsti (1968) and followed up more contemporarilyby Rohlinger (2002) and Krippendorff (2004). It utilizes a deductive form of reasoningdrawing from collective identity frameworks (Benford and Snow 2000) to conceptualizemovement frames. It also incorporates insights into movement-countermovement dynamicsstemming from Meyer and Staggenborg’s (1996) foundational work on the topic.