Answer to Question 1
Framing refers to the specific ways that ideas and beliefs are presented to other people. Scholars of movements focus on how activists try to frame or present their ideas so that they make sense to or resonate with the beliefs of potential recruits and supporters. Three successive types of framing are necessary for successful recruitment: diagnostic, in which a movement convinces potential converts that a problem needs to be addressed; prognostic, in which it convinces them of appropriate strategies, tactics, and targets; and motivational, in which it exhorts them to get involved in these activities. Frames are more likely to be accepted if they fit well with the existing beliefs of potential recruits, if they involve empirically credible claims, if they are compatible with the life experiences of the audiences, and if they fit with the stories or narratives the audiences tell about their lives.
Answer to Question 2
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Interpreting Social and Emotional Context
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