Finding Frames: New ways to engage the UK public in global poverty
This study looks at what can be learned from values (the guiding principles that individuals use to judge situations and determine their courses of action) and frames (the chunks of factual and procedural knowledge in the mind with which we understand situations, ideas and discourses in everyday life).
Values and frames offer ways to look at the problem of public engagement with global issues (this report focuses on poverty) and to identify possible solutions. The authors argue, that if we apply values and frames theory to the question of how to re-engage the public, we come up with some compelling insights into the impact of our existing practices and some striking solutions to the problems that these reveal.
This report is the product of a six-month study initiated by Oxfam, and supported by the Department for International Development (DFID). The aim of the study was to explore the potential for frames theory to be used as a practical tool to re-engage the UK public in global poverty.