Prognostic Framing

Prognostic framing “involves the articulation of a proposed solution to the problem, or at least a plan of attack, and the strategies for carrying out the plan” (Benford and Snow 2000: 616). Specific SMOs diagnosed problems and the proposed solutions seem to line up. This means that although there is a consistency in which an organization diagnoses a problem and the potential solution that they are advocating for. This is similar to a social movement repertoire in which plans of action are constrained by the ideology and/or habits of SMOs. Similarly, proposed solutions fall within a narrow range based on the habits and ideology of the movement (Benford and Snow, 2000). For example, the Gay/Lesbian Rights movement would not likely respond to violence against gays by calling for gays and lesbians to hide their sexual orientation, which could in theory limit potential violence. Instead, because of the ideology and goals of the organization they chose a strategy of documentation and empowerment in which they raised public awareness and attempted to gain legal support for their goals. Benford and Snow (2000) further note that prognostic framing also often attempts to refute or minimize the framing of social movement opponents.

This refutation is known as counter framing. Counter framing aims to prevent negative framings from taking hold and minimizing the impact of the movement. Of course, movements must do more than just identify problems and propose solutions; they must also mobilize people.

Motivational Framing

Motivational framing “provides a ‘call to arms’ or rationale for engaging in ameliorative collective action, including the construction of appropriate vocabularies of motive” (Benford & Snow, 2000, p. 617). Motivational frames, then, create reasons for people to get involved. They provide a sense of agency to potential actors. These types of frames are essential for social movements, as mobilization is a key and yet difficult task for social movements. Some of the vocabularies of motive that have been identified are:

• Severity, which refers to the perceived danger of the threat;
• Urgency, which refers to the swiftness in which the problem needs to be addressed;
• Efficacy, which refers to the sense of power one has to address the problem; and
• Propriety, which refers to one’s duty to act (Benford, 1993;Benford & Snow, 2000).

 

These vocabularies of motive can act in contradictory ways. As Benford and Snow explain, with regard to the anti-nuclear movement, “activists’ framings amplifying the severity and urgency of the nuclear threat contributed to a diminished sense of efficacy among the frame articulators”.

Social movement framing theory is a useful analytical tool. Sociologists can more easily understand how and why movements coalesce and mobilize by applying framing theory. Framing theory not only informs sociologists about the nature of movements, but it also helps to illuminate processes of popular consensus and popular support for different ideas and policies. Successful social movements often illustrate, shape and take advantage of popular sentiments. For example, the widespread mobilizations which took place in the 1960’s were illustrative of the desire for rights and empowerment. Social movement framing theory is also beneficial for movement activists. The better movement activists understand how to use the process of framing and how the construction of collective action frames works, the more empowered and successful they will be. Movement activists well versed in framing theory will understand the need for frames which diagnose problems, inform solutions and activate people.

New Movement Theory

New social movement theory argues that contemporary social movements are per-forming collective action in markedly different ways than traditional social movements. Sociologists use new social movement theory to analyze the role of new social movements in contemporary, post-industrial society. Understanding the history, applications, and strengths and weaknesses of new social movement theory is vital background for all those interested in the sociology of social movements and collective action.