Use of cognitive and cultural framing in the communications of non-dominant groups
Richard, Angela S.
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The nature of mainstream mass media makes it one of the primary conduits for promulgation of dominant cultural values. When that dominant culture becomes so pervasive so as to become invisible to the majority of people in the society, it can be described as hegemonic. In the face of hegemony, subcultures and non-dominant groups with alternative points of view must find ways to communicate their issues and beliefs in ways that cut through the noise of the dominant culture in mass media. Utilizing knowledge about cognitive and cultural frames, which describe how people process information and make decisions, non-dominant groups can find effective strategies for persuasive communication. Theories from social science as well as literary and cultural critics are examined to gain insight in framing and communication. Two case studies that exhibit how non-dominant groups can use mainstream media persuasively and strategically are analyzed.