Polarization-vilification, Frame Saving, and Frame Debunking

Sociological Quarterly
This article investigates how frame alignment processes are employed by a social movement organization in competitive response to a countermovement. Though the battles between feminist organizations such as NOW and conservative opposition are waged in many arenas, we focus exclusively on the ideological clash around abortion. After briefly describing the context of encounters, we examine the challenges launched against perceived threats to reproductive rights using New York State NOW chapter newsletters spanning 1970–1988. We identify three rhetorical strategies used by NOW to counterframe the debate for its members. polarization-vilification, frame debunking, and frame saving. Our findings suggest that in the face of opposition, framing strategies are modified with the goal of mobilization.