Currently Used Frames Their impact
Adapted from Framing the Food System: A FrameWorks Message Memo
Frames Currently In Use |
Consequences of the Frames |
Solutions Available Within the Frames |
| Consumer Frame: Americans assume that individual consumer power controls the system. |
Obscures the role of government in changing the food system.
Once people are reasoning in this frame, the issue of cost predominates as the assumption is that fast-food and conventional food are low-cost; in effect, places Big Business on the side of the Little Guy. Organics and natural foods are then seen as elitist or impractical.
Media coverage lodged in Consumer Frame: what choices you make between products and what the health impact of your choice is or business rivalry stories. |
Consumers are responsible for themselves because food is all about the choices people make: the solution is to buy differently – your dollar is your voice. |
| Modernism Frame: Americans view our current system as modern, as “new and improved.” |
Fast-food and convenience are modern; whole, organic, or fresh foods are really nice but are from the past, or are even backward. People exaggerate the degree of modernization.
“Modern” seen as uniform, reliable, predictable, clean; “natural” seen as dirty, unpredictable, etc.
- Modern system allows variety and choice in the diet – it has freed us from being bound to seasonal foods.
Mass production is cheaper and provides more food.
- Modernization is as an unstoppable force and problems are “the price of progress” or “need for more progress” |
Emerging technologies will address any problems with the current food system.
Farmers’ markets, small farmers, and natural food are really nice to have around and are good for a nostalgic feeling, but they are impractical and part of history. Big, “modern” farms are the way that we’ll have enough food for everyone. |
More Effective Frames and Their Potential for Impact
More Effective Communication Methods |
What they Accomplish |
Specific Audience Receptive to Methods |
| The Legacy Frame: Communicates consequences of current food production choices for future generations and the long-term viability of the food system. |
Motivates people to act to protect their children and grandchildren.
Attention shifted from consumerist to systemic thinking, and created more public support for policies supplied by food experts. |
Any |
| Protection Frame: Highlights the dangers of current food production choices and the actions needed to protect the public |
Attention shifted from consumerist to systemic thinking, and created more public support for policies supplied by food experts.
Note of caution: when used in conjunction with Runaway Food System model (described below) people may be put over the edge by all of the UNSAFE messaging and be moved to reject the whole argument. |
Appealed to traditional progressive coalition: Democrats, women, urbanites, less educated groups |
| Runaway Food System Simplifying Model: A metaphorical frame that captures essence of a scientific concept and has high capacity for spreading through a population. |
Provides an explanation by reducing complex problem to simple, concrete analogy or metaphor, thus contributing to the organization of information into a clear picture in audiences’ minds.
The food simplifying model identified here attributes food system reform responsibility to government, multi-national corporations, and collective action and heightens priority for addressing problems.
Proved even more effective when used in combination with Legacy Frame. |
|
Causal Sequences: clear and concrete explanations of the causes of a problem, including the mechanism by which they problem is created. Helps to appropriately assign responsibility. Causal sequences include an initial factor à a middle term à a final consequence. |
Grounds facts in stories which are otherwise easily forgotten.
For food issues, causal sequences link a consequence/outcome with the larger food system through the use of the middle factor: This actionà leads to this occurrenceà which will result in this situation. |
Any |
| Key Frame-Supporting Facts that parallel the shift from consumer to systems thought. |
These facts work as vivid illustrations of the issues you are communicating about, and provide support for causal sequences. |
Any |
| Examples from Communities where change has occurred. |
Helps people get over the idea that they would have to reform the entire food system, and establishes in their minds that solutions are possible |
Any
|
Dos and Don’ts for Food Advocacy Communication
Do |
Don't |
Prime communications with the value of Legacy (or Protection, as appropriate). |
Allow the Consumer Frame to take hold by not offering a powerful new organizing principle; and don’t prime with the terms “sustainability” or “diverse food system” – lay-people don’t understand these terms. |
Explain why inaction is not an option, and attribute responsibility collectively by introducing the Runaway Food System model.
|
Leave undefined or unlinked the consequences of inaction to the food system and the future. |
| Connect cause and effect via an intervention in the system, using the formula of causal sequences. |
Assume that people can link cause and effect in the food system. |
| Introduce examples of communities where actions have resulted in specific outcomes that improve the food system. |
Assume that people will see solutions if you don’t provide them. The fewer solutions people see, the more overwhelmed they will feel and they will be more inclined to throw in the towel than to think about action. |
| Show how food system reform is on the side of progress. |
Use an economic model, or try to evoke sympathy for family farmers. Instead of a compelling economic case for local farming, to many it sounds like a call for charity for small farmers. Most informants want to support small, local farmers, but the economic frame does little to cue that perspective. However, when asked to provide an economic rationale, they cannot. In fact, many believe that large farms would be more beneficial to a local economy. |
Not While I’m Eating:
A Cross-