Center for Communications and Community
Strategic Frame Analysis: Reframing America's Youth
- Author(s): Gilliam, Franklin D., Jr.
- Bales, Susan Nall
- et al.
Strategic frame analysis, the method advanced in this paper, allows a nuanced understanding of the role played by media and public opinion in impeding or advancing the goals of those who seek more public attention and resources allocated to youth. Strategic frame analysis relies on a series of methods adapted from traditional opinion research, media studies and cultural and cognitive fieldwork including survey research, semi-structured interviews, focus groups, media content analysis, metaphor analysis, and media effects tests. This paper applies the basic principles of strategic frame analysis to discern what Americans think about youth (especially teenagers), why they think what they do, what consequences this has for youth policy and policy advocates, and how policy advocates might best engage Americans in a discussion about positive youth development.