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Frame Balancing and Reinforcing: A Comparative Analysis of Framing Strategies in Progressive Era Women's Movements

Sat, August 16, 10:30am to 12:10pm, TBA

Abstract

Social movement theory emphasizes the central importance of framing but pays little attention to framing as a process. This paper examines strategies of framing, especially the use of multiple frames to appeal to diverse audiences by balancing and reinforcing various ideas to mobilize support. It compares three women’s movements that were active during the Progressive era in the U.S.—the birth control movement (Margaret Sanger), the temperance movement (the Woman’s Christian Temperance Union), and the white supremacy movement represented by the Women’s Ku Klux Klan. Textual analysis of speeches and general audience articles by movement leaders document patterns and themes in framing strategies. All three movements used multiple frames, both balancing of liberal and conservative frames along with reinforcing of frames to appeal to core constituencies. Margaret Sanger was most likely to balance liberal with conservative frames—the most common conservative frame being the nativist eugenic frame—and the only one to use reinforcing liberal frames. Reflecting their more conservative agenda, the W.C.T.U. and WKKK relied on reinforcing conservative frames while also balancing liberal feminism with conservative nativist and patriotic ideas. These similarities reflect both direct and indirect diffusion among these groups as well similarities in their leadership and core constituencies, primarily white Protestant middle and upper class women. The relative liberalism of the birth control movement reflected its more equality-minded leadership and constituencies. Frame balancing and reinforcing are core features of resonant framing strategies and contributed to the social and political impact of these three movements.

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