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How can you use strategic framing to shape narratives for social justice issues?

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Framing is a powerful tool for shaping how people understand and respond to social justice issues. It involves choosing the words, images, and stories that highlight certain aspects of a problem and its solutions, while downplaying or ignoring others. By framing your message strategically, you can influence how your audience perceives the causes, consequences, and responsibilities of a social issue, and motivate them to take action or support your cause. In this article, you will learn how to use strategic framing to shape narratives for social justice issues, and what to avoid when doing so.

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1 Identify your goal

Before you start framing your message, you need to have a clear goal in mind. What do you want your audience to think, feel, or do after hearing or reading your message? Do you want them to change their attitudes, beliefs, or behaviors? Do you want them to join your movement, donate to your organization, or contact their representatives? Do you want them to empathize with your beneficiaries, challenge the status quo, or demand justice? Your goal will guide your choice of frame, as different frames can have different effects on your audience.

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Denise Brewer

Founder/CEO | Journalist | Storyteller | ?? Campaign Consultant | Keynote Speaker & Coach
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First- immerse yourself into the goal. Write down how you would explain the goal & impact to different people/demographics.Then write down any possible objections or negative responses & positive ways/words to respond. Then, using the technique I created yeeears ago, narrow it down to one sentence. It may sound silly- but it works every time. Here it is- Imagine calling someone you know (I use my mom because she is wise, skeptical and is my political polar opposite)- imagine it in your mind or pick up a phone- just don’t dial it. Then, in one sentence, tell them the who, what, whys & goal. It may take a few tries but the result is a clear, compelling & concise statement you will use as your foundation. The next step is storytelling.

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2 Know your audience

Another key step in strategic framing is to know your audience. Who are you trying to reach and persuade with your message? What are their values, interests, and concerns? What are their existing knowledge, opinions, and emotions about the issue? How do they consume and process information? By understanding your audience, you can tailor your frame to appeal to their motivations, address their barriers, and overcome their resistance. You can also avoid using frames that might alienate, offend, or confuse them.

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Richard DiPilla

I create stories about life, love, nature, relationships and friendships. #storytelling #influencers #branding #leadership LinkedIn Weekly Avg. Reach- 10 Million + Views
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Strategic By framing messages in a way that resonates with diverse audiences, advocates can effectively garner support and drive change. One approach is to emphasize shared values and principles, such as fairness, equality, and human rights, to build common ground. Additionally, framing issues in terms of personal stories and real-life experiences can humanize the cause and evoke empathy. Moreover, using language that highlights the urgency and importance of addressing social injustices can mobilize action and advocacy. Ultimately, strategic framing involves crafting narratives that inspire empathy, solidarity, and collective action towards achieving social justice goals.

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Safeer Ahmad

English Specialist, Mathematics and Science, Instructor
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Actually I disagree with the approach meticulously framed in the question Aiming to find ways of defence in case our decisions're challenged If that's the case, we are in troubled waters with no way out We cannot formulate a frame that'd alienate none Anyone can find offence in any framing we decide A light hearted joke, but nevertheless My mom (late) would always find fault in a person's nose if she were to disapprove of them If you ask what nose type she did like . . . We haven't a clue & we never cared though we did 'argue' against her decision Mom never pointed to the nose of another, nor did anyone ask her to exactly define her rejection criteria I'm glad she never had to define a bad nose cuz our noses aren't too attractive either

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3 Choose your frame

Once you have identified your goal and your audience, you can choose your frame. There are many types of frames that you can use to shape narratives for social justice issues, such as value frames which emphasize moral principles and ethical standards, problem frames which define the nature and scope of the issue, responsibility frames which assign blame or credit for the issue, and metaphor frames which use figurative language or imagery to explain or illustrate the issue. Value frames can help you connect with your audience on an emotional level, problem frames can help you educate your audience about the urgency and importance of the issue, responsibility frames can help you mobilize your audience to hold accountable or praise the actors involved in the issue, and metaphor frames can help you simplify complex or abstract concepts.

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4 Use evidence and stories

To make your frame more credible and compelling, you need to support it with evidence and stories. Evidence can include facts, statistics, research, or expert opinions that back up your claims and arguments. Stories can include personal narratives, testimonials, or anecdotes that illustrate your points and humanize your issue. Both evidence and stories can help you strengthen your frame, and appeal to both the rational and the emotional sides of your audience.

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Joy Williams

Founder & CEO of SoulJoy Wellness - Soulful Self-Care & Wellness Expert ?? Igniting Joy in Corporate, Community & Spiritual Spaces | Speaker | Author | Executive Coach | Trainer | Program Developer
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One thing I found helpful is to use the data to tell a story. Humanizing the data make people relate to the issue more. It is more part of them than some numbers in a chart on a page.

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5 Avoid common pitfalls

Framing is a powerful tool for shaping narratives for social justice issues, but it can also backfire if done poorly or unethically. To avoid common pitfalls, you should not oversimplify or distort the issue to the point of losing accuracy or nuance. Additionally, frames should not reinforce negative stereotypes or biases, be divisive, polarizing, or antagonizing, or ignore counter-frames or feedback. Be aware of alternative perspectives and open to feedback from your audience. With strategic framing, you can communicate your message more effectively and achieve your goals more efficiently.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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James Ouma, CPCC

Empowering clients to find clarity, confidence, roaring courage, purpose, and self-worth so they can find their treasure instead of focusing on their troubles.
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I use the art of framing in a different perspective. We it during our transformative justice program where we empower boys in prison to learn about the impact of the actions by framing their actions from the perspective of victims of crime. Most times, this enables them to see the harm they have done and instead of blaming others as the cause of their downfall, they start seeing their fault and start seeking for making amends, which compels those they've wronged to forgive them and without cases, thereby leading to genuine healing and reconciliation

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How can you use strategic framing to shape narratives for social justice issues?

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1 Identify your goal

2 Know your audience

3 Choose your frame

4 Use evidence and stories

5 Avoid common pitfalls

6 Here’s what else to consider

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