Collective Action Frames in a Nonprofit Organization’s Strategic Communication

• In Event: Activism, Advocacy, and Civil Society

Abstract

This study investigated how collective action frames are used in non-profit communication materials. Methods included observations, interpretive coding, and statistical tests. Preliminary results from a review of formal internal and external action-oriented documents of one politically-oriented grassroots based non-profit organization showed that collective action frames are used differently for different target audiences. Diagnostic frames, which identify problems, were found to be the most frequently utilized type of collective action frame. Prognostic frames, which outline an action plan, were significantly more prevalent in communication intended for legislators than that intended for organization members. Observations and interviews revealed intentional consistency of message and partial targeting of audiences, as well as important organizational features. Recommendations for the organization include increased understanding of target audience characteristics.

Authors

• Rebecca L Smith, Portland State University

• Alexander O Brehm, Portland State University