How messages are framed is as important as the substance of what those messages say. For the purposes of scaling and in particular getting a broader range of individuals “on board” with what a movement or organization is doing, it is important to frame this work in a way that appeals or resonates with broader audiences.

In Israel, activists in the Jewish-Palestinian organization Sadaka Reut talk about navigating discussions they have with other organizations and educational institutions about their work, which is considered “radical” in the Israeli political context. A number of Sadaka Reut staff members have noted the importance of using “less radical language”  when discussing some of the values underlying their work so that they resonate more with the mainstream public and actors with different political views. A concrete example might be using the word “Arabs” instead of “Palestinians” in initial conversations with potential partners (even though “Palestinians” is the preferred term within Sadaka Reut), in order to bring these partners on board. Staff members emphasize that using language strategically does not change or diminish their values but that it allows connections in a context where Sadaka Reut is perceived to be a fringe, rather than mainstream, organization. 

In the Northern Ireland context, civil society actor Tony Kennedy also emphasizes the importance of “talking up” specific programs that might be appealing to audiences by using non-threatening language. For example, Kennedy explains that one program oriented to “improving attitudes” was changed to “promoting understanding and respect,” because potential partners “liked their attitudes, they're comfortable with their attitudes and they're not going to change them.” 

Social media engagement, in particular, requires activists to be strategic in their use of online platforms. One set of Black Lives Matter activists mention the importance of using social media not only to share news about the oppression and brutality of Black individuals, but also to post articles that “have solutions,” or “ways you can support to help end these things.” These statements speak to the importance of linking storytelling to action as well as balancing negative and positive messages. One useful tip on how to craft and launch a new frame comes from a Black Lives Matter activist who notes that when posting something provocative to a public page, they first post to a private group page so that members are at the ready to engage with the public post and “have my back.” 

In addition to changing framing to appeal to a wider audience, movement actors shift their language in order to appeal in certain ways to specific partners or audiences. One Sadaka Reut staff member, for instance, stated that it is important to, “speak the language that others want to hear” – for example, emphasizing outcomes when speaking with funders. Similarly, activists from the Lakiya Weaving Project emphasize the importance of using framing that makes sense within that specific context: “the strategy is to turn towards the head of the tribe and propose the women’s needs, and then we conclude all together how we can arrive at a shared solution.” 

Challenges you may encounter using this tool

• Language is a powerful tool for mobilization, but certain terms have different meanings across individuals and contexts, thus undermining the true aim of an organizational campaign. Consider the way that “feminism” can sometimes be interpreted as “anti-men” or BLM’s “defund the police” campaign, which sought to reallocate some police funding to community services,  was misunderstood as an attempt to get rid of all law enforcement. In each case, lack of precision around meaning detracted from the real message of the activists. Regularly reframing and driving home key messages can help to ensure they are understood by fellow activists and onlookers alike.

• Organizations that become quite adept at using language strategically can sometimes be susceptible to their own language being used for purposes counter to or not at all aligned with the movement. In the United States, spinoffs of Black Lives Matter, such as “All Lives Matter” or “Blue Lives Matter” demonstrate this point aptly. Likewise, several “Black Lives Matter” groups on social media are not run by (or sometimes even engage with) people of color, which runs counter to a central tenet of BLM: to center Black lives. 

• Over time, the original messaging of a movement can become stale or lose its edge as public opinion and understanding of the issue evolves. As such,organizations must adjust their language to appeal to alternative audiences or overcome misperceptions. Seamus McAleavey from NICVA explains how the organization at first described itself as non-sectarian to convey that “we don’t discriminate against people,” but later shifted its framing to anti-sectarian to make clear that “we need to address discrimination.”