The issue of intentionality in frame theory: the need for reflexive framing

Frame analysis has a diverse heritage, with interest in the approach expressed by sociologists, social psychologists, linguists and social movement theorists, among others (Fisher 1997; Hallahan 1999). The particular meaning assigned to the term ‘frame’ reflects the different methodological interests of these diverse groups. In the recent past, social movement theorists have used the concept of framing to discuss how social movement actors can best shape their arguments to win over supporters (McAdam et al. 1996). This particular usage of ‘framing’ implies a conscious and intentional selection of language and concepts to influence political debate and decision-making. The language of ‘strategic framing’ reflects this understanding.