Framing
Certain claims activists make on behalf of their social movement "resonate" with audiences including media, elites, sympathetic allies, and potential recruits. Successful frames draw upon shared cultural understandings (e.g. rights, morality). This perspective is firmly rooted in a social constructivist ontology. See the work of Robert Benford and David Snow. Over the last decade, political opportunity theorists have partially appropriated the framing perspective. It is called political theory of a social movement
Read more about this topic: Social Movement Theory
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“In framing a government which is to be administered by men over men ... you must first enable the government to control the governed; and in the next place oblige it to control itself.”
—James Madison (1751–1836)