Abstract
In their struggle to realize their goals, social movements must develop a rhetorical frame that resonates with the world-view of potential adherents. This cultural dimension of social movement activity is addressed by exploring how movements construct meanings and, in the process, make sense of events both for their supporters and for wider audiences. This essay outlines a typology of “master frames” that provide a discursive grounding for classifying events and creating a coherent social order. The typology is then used to chart the evolution of rhetorical frames adopted by the Christian Coalition of New York in the debate over public school curriculum. Content analyses and interviews conducted for this study suggest that, despite a group’s underlying world-view, the effectiveness of master frames is governed largely by the discursive grounding of the arena in which the conflict is taking place.
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