Deproblematization as an Enrichment of Framing Theory: Enhancing the Effectiveness of an Awareness-Raising Campaign on Child Poverty

ABSTRACT Entities wanting to communicate purposefully should have insight into the different frames and counter-frames that give meaning to an issue. Therefore, this research introduces a Framing Counter-framing Theory (FCT). A conceptual distinction is made between frames that define an issue as a problem and frames that deproblematize it. An experimental study (N = 1,000) was conducted in Belgium regarding the effects of an awareness-raising campaign on child poverty. It demonstrated that using deproblematizing frames can render such a campaign more effective. There was an increased willingness to donate in the condition in which the campaign used deproblematizing frames as counter-framing strategy. Furthermore, the results highlight how the internal coherence of a deproblematizing frame can be disrupted by priming an alternative problematizing frame mitigating the intended effect. The theoretical and practical implications of these findings and FCT are discussed.