Chapter 6
Reframing as a persuasive device in public speech
Beyond globalized biodiversity
This chapter shows how reframing operates as a persuasive device in public discourse to reorient the audience’s existing beliefs according to the speaker’s viewpoint. The study considers the empirical case of a public speech reframed by a socio-ecological expert to persuade her audience of alternative perspectives on biodiversity. The main aim is to analyze the different types of frame changes intentionally used by the speaker for effective persuasive appeals, and to investigate how these were indexed by linguistic devices and strategies to influence the audience. Qualitative findings reveal a network of linguistic elements at play in evoking frame changes combined with linguistic markers of emotional appeals to influence the audience’s preference for the speaker’s viewpoint.
Article outline
- 1.Introduction
- 2.Framing and reframing as persuasive devices
- 3.The study: Aim and method
- 4.Results and discussion
- 4.1Frame changes
- 4.2Frame competition: Quantity and strength
- 4.3Linguistic framing devices
- 5.Linguistic strategies as persuasive techniques
- 6.Conclusions
-
Notes
-
References
-
Appendix
References
Bakhtin, Mikhail
1981 “
Discourse in the Novel”. In
The Dialogic Imagination: Four essays, ed. by
Michael Holquist, 259–422. Austin: University of Texas Press.
Barnett, Michael N.
1999 “
Culture, Strategy and Foreign Policy Change: Israel’s Road to Oslo”.
European Journal of International Relations 5 (1): 5–36.
Benford, Robert, and David A. Snow
2000 “
Framing Processes and Social Movements: An Overview and Assessment.”
Annual Review of Sociology 26: 611–639.
Chong, Dennis, and James N. Druckman
2007 “
A Theory of Framing and Opinion Formation in Competitive Elite Environments.”
Journal of Communication 57: 99–118.
Dancygier, Barbara, and Lieven Vandelanotte
2016 “
Discourse Viewpoint as Network”. In
Viewpoint and the Fabric of Meaning: Form and Use of Viewpoint Tools across Languages and Modalities, ed. by
Barbara Dancygier,
Wei-lun Lu, and
Arie Verhagen, 13–40. Berlin and Boston: De Gruyter Mouton.
Davis, Barbara and Eric S. Knowles
1999 “
A Disrupt-Then-Reframe Technique of Social Influence.”
Journal of Personality and Social Psychology 76 (2): 192–199.
Druckman, James N.
2001 “
On the Limits of Framing Effects: Who Can Frame?”
The Journal of Politics 63: 1041–1066.
Druckman, James N., and Arthur Lupia
2000 “
Preference Formation.”
Annual Review of Political Science 3: 1–24.
Druckman, James N., and Kjersten R. Nelson
2003 “
Framing and Deliberation.”
American Journal of Political Science 47: 728–744.
Eder, Klaus
1996 The Social Construction of Nature. London: Sage.
Entman, Robert M.
1993 “
Framing: Towards Clarification of a Fractured Paradigm.”
Journal of Communication 43 (4): 51–58.
Fillmore, Charles J., and Colin Baker
2010 “
A Frames Approach to Semantic Analysis.” In
The Oxford Handbook of Linguistic Analysis, ed. by
Bernd Heine, and
Heiko Narrog, 313–340. Oxford: Oxford University Press.
Gamson, William A., and Kathryn Lasch
1983 “
The Political Culture of Social Welfare Policy.” In
Evaluating the Welfare State: Social and Political Perspectives, ed. by
Spiro E. Shimon, and
Ephraim Yuchtman-Yaar, 397–415. New York: Academic Press.
Goffman, Erving
1974 Frame Analysis. Cambridge, MA: Harvard University Press.
Johnston, Hank
1995 “
A Methodology for Frame Analysis: From Discourse to Cognitive Schemata.” In
Social Movements and Culture, ed. by
Hank Johnston, and
Bert Klandermans, 217–246. Minneapolis: University of Minnesota Press.
Johnston, Hank
2011 States and Social Movements. Cambridge: Polity Press.
Kaufman, Sandra, and Janet Smith
1999 “
Framing and Reframing in Land Use Change Conflicts.”
Journal of Architectural and Planning Research 16 (2): 164–180.
Kaufman, Sandra, Michael Elliott, and Deborah Shmueli
2013 “
Frames, Framing and Reframing.” In
Beyond Intractability, ed. by
Guy Burgess, and
Heidi Burgess, Conflict Research Consortium, University of Colorado, Boulder, Colorado
[URL]
Lakoff, George
2006 Whose Freedom? The Battle Over America’s Most Important Idea. New York: Farra, Straus & Giroux.
Lakoff, George
2014 Don’t Think of an Elephant!: Know Your Values and Frame the Debate. White River Junction, VT: Chelsea Green Publishing.
Macgilchrist, Felicitas
2007 “
Positive Discourse Analysis: Contesting Dominant Discourses by Reframing the Issues.”
Critical Approaches to Discourse Analysis Across Disciplines 1 (1): 74–94.
Maxwell, Richard, and Robert Dickman
2007 The Elements of Persuasion: Use Storytelling to Pitch Better, Sell Faster & Win More Business. New York: Harper Collins.
Menzel, Susanne, and Susanne Bögeholz
2009 “
The Loss of Biodiversity as a Challenge for Sustainable Development: How do Pupils in Chile and Germany Perceive Resource Dilemmas?”
Research on Science Education 39: 429–447.
Osborn, Michael, and Suzanne Osborn
1997 Public Speaking, 4th ed. Boston: Houghton Mifflin Company.
Plastina, Anna Franca
2015 “
The Counter-Hegemonic Discourse of Biodiversity: CDA of Vandana Shiva’s Honorary Doctorate Acceptance Speech.” In
Languaging Diversity: Identities, Genres, Discourses, ed. by
Giuseppe Balirano, and
Maria Cristina Nisco, 99–11. Newcastle upon Tyne: Cambridge Scholars Publishing.
Pleyers, Geoffrey
2010 Alter-Globalization: Becoming Actors in the Global Age. Cambridge: Polity Press.
Potter, Jonathan
1996 Representing Reality: Discourse, Rhetoric and Social Construction. London: Sage.
Ryan, Charlotte and William Gamson
2006 “
The Art of Reframing Political Debates.”
Contexts 5 (1): 13–18.
Smith, Stephen M., and Richard E. Petty
1996 “
Message Framing and Persuasion: A Message Processing Analysis.”
Personality and Social Psychology Bulletin 22 (3): 257–268.
Sniderman, Paul M., and Sean M. Theriault
2004 “
The structure of political argument and the logic of issue framing.” In
Studies in Public Opinion: Attitudes, Nonattitudes, Measurement Error, and Change, ed. by
William E. Saris, and
Paul M. Sniderman, 133–165, Princeton, NJ: Princeton University Press.
Snow, David A., and Robert D. Benford
1988 “
Ideology, Frame Resonance, and Participant Mobilization.”
International Social Movement Research 1 (1): 197–217.
Snow, David A., and Robert D. Benford
1992 “
Master Frames and Cycles of Protest.” In
Frontiers in Social Movement Theory, ed. by
Aldon D. Morris, and
Carol McClurg Mueller, 133–155, New Haven, CN: Yale University Press.
Sutinen, Jon G.
1997 “
A Socioeconomic Theory for Controlling Marine Debris: Is Moral Suasion a Reliable Policy Tool?” In
Marine Debris. Sources, Impacts, and Solutions, ed. by
James M. Coe, and
Donald B. Rogers, 161–170, New York: Springer-Verlag.
Tannen, Deborah
1979 “
What’s in a Frame? Surface Evidence for Underlying Expectations.” In
New Directions in Discourse Processing, ed. by
Roy Freedle, 137–181. Norwood, NJ: Ablex.
Tversky, Amos, and Daniel Kahneman
1981 “
The Framing of Decisions and the Psychology of Choice.”
Science 211 (4481): 453–458.
van Dijk, Teun A.
1980 Macrostructures: An Interdisciplinary Study of Global Structures in Discourse, Interaction and Cognition. Hillsdale, NJ: Lawrence Erlbaum.
Watzlawick, Paul, John H. Weakland, and Richard Fisch
1974 Change: Principles of Problem Formulation and Problem Resolution. New York: Norton.
Cited by
Cited by 1 other publications
Plastina, Anna Franca
2022.
Changing discourses of climate change: building social-ecological resilience cross-culturally.
Text & Talk 42:4
► pp. 591 ff.
This list is based on CrossRef data as of 28 march 2024. Please note that it may not be complete. Sources presented here have been supplied by the respective publishers.
Any errors therein should be reported to them.