Pursuing Political Persuasion: War and Peace Frames in the United States after September 11th

Despite the prominence of framing analysis in social movement research, the ways that power-holders and challengers attempt to persuade the general public remain under-theorized. We develop a multidimensional typology of what content producers frequently anticipate will make their frames potent. Moreover, we argue that several contextual factors influence which of these dimensions are emphasized in frames. To assess these propositions, we conducted an analysis of statements issued by President Bush and 10 US peace movement organizations following the September 11th attacks. Both sides touched upon all dimensions. President Bush's statements took advantage of discursive and emotional opportunities in crafting messages supportive of war and repression. Illustrating their strategic nature, PMO statements either appropriated or rejected dominant discourses for any single dimension. While peace groups took advantage of emotional opportunities, oppositional cultures curtailed their use of discursive opportunities. Lacking democratic legitimacy and rational legal authority, peace groups devoted a higher proportion of text to establishing the empirical credibility and the moral authority of their claims. The study advances social movement theory by highlighting the interplay of culture, power, and agency in the production of public collective action frames.