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Sociology

Frame Analysis in Social Movement Mobilization

Quick fact

Sociologist David Snow coined the term 'frame alignment' in 1986 to explain how social movements connect their interpretations of reality to the values and beliefs of potential supporters, making their cause resonate and spurring action.

Why this is interesting

Why do some movements like the civil rights struggle win hearts, while others with similar goals fade away? The answer may lie not in the issues themselves, but in the stories they tell.