Framing Corporate Philanthropy. A Program for San Diego Grantmakers by Dr. Franklin D. Gilliam, Jr. UCLA. Outline:. Why strategic communications matters to corporate philanthropy The importance of values in public reasoning about social issues
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A Program for
San Diego Grantmakers
Dr. Franklin D. Gilliam, Jr.
“The way a story is told – its selective use of particular symbols, metaphors, and messengers – which, in turn, triggers the shared and durable cultural models that people use to make sense of their world.”
(Bales and Gilliam)
“People understand almost everything by applying conceptual frames. The conclusion one draws depends on the frame one uses…..People reason metaphorically most of the time without being aware of it.”
Since it is a complete way of thinking and not just talking, a metaphor includes patterns of reasoning. Metaphors allow us to make extensive inferences beyond the word actually used.
Lakoff and Johnson, Metaphors We Live By, University of Chicago Press, 1980.
Lakoff, Moral Politics, University of Chicago Press, 1996.
“Every frame defines the issue, explains who is responsible, and suggests potential solutions…conveyed by images, stereotypes, or anecdotes” (Charlotte Ryan, 1991).
““ “Movements are engaged in ‘meaning-work’ …the struggle over the production of ideas of meaning…The failure of mass mobilization when structural conditions seem otherwise ripe may be accounted for by the absence of a resonant master frame.” Snow and Benford
Christian charity: White Americans, Black church
Conventional democratic theory: secular liberals, govt
Gandhian nonviolence: Northern intellectuals, media
Responsible manager: business, bystander publics, voters
Steward: people of faith, swing conservatives
Visionary: business, politicians, consumersFrames As Mobilizers
WHICH LEVEL ONE CHOICE WILL BEST PRIME THE FOLLOWING POLICIES:
Day Care Subsidies
Access to Union Jobs
Better Unemployment Benefits
More Benefits for Part-Time Workers
Raising Minimum Wage
Adjusting Poverty Guidelines
Living Wage Standards
Expanded EITCUsing Level One Messages
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