WHICH FRAME FOR WHAT GROUP? UNDERSTANDING DIFFERENTIAL FRAME RESONANCE THROUGH STANDPOINT: A CASE STUDY OF THE VEGAN MOVEMENT

Innovative methods are enhancing our ability to measure the impact of framing on public perception, yet our understanding of the factors influencing frame resonance remains incomplete. This study investigates the differential effects of frames on diverse groups, proposing that both social positioning and the cultural context, alongside the qualities of the frames themselves, are significant. Drawing upon framing theory and feminist standpoint theories, I examine the vegan movement to understand the immediate impact of frames and social locations on their resonance. I employ an intersectional approach to analyze varying responses across gendered racial demographics, especially in response to radical narratives, using data from a new national survey of 498 United States participants. The findings show that individuals facing multiple forms of marginalization are more inclined to respond to frames that challenge existing power structures than those with multiple privileges. This suggests the critical role of standpoint in evaluating the validity of claims, highlighting the complex ways in which frames resonate across different social locations.