Persuasion, Frames and Norm Construction
Jurnal:
Payne, R. A. (2001). Persuasion, frames and
norm construction. European Journal of International Relations, 7(1), 37-61.
Persuasion, Frames and Norm Construction
RODGER A. PAYNE
University of Louisville, USA
European Journal of
International Relations Copyright © 2001
SAGE Publications and ECPR,
Vol. 7(1): 37-61
(1354-0661 [200103] 7:1; 37-61;
016345)
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Constructivist
theorists view norms as shared understandings that reflect ‘legitimate social
purpose’. Because the focus is on the ideational building blocks that undergird
a community’s shared understandings, rather than material forces, persuasive
communication is considered fundamentally important to norm-building. In
practice, this means that frames are crafted by norm entrepreneurs so as to
resonate with audiences. However, the constructivist empirical literature
illustrates the central importance of material levers in achieving normative change.
Those who promote specific norms also manipulate frames strategically to
achieve their ends and do not necessarily convince others to alter their
preferences. The global debate over ‘core labor standards’ is highlighted to
illustrate the various means by which frames can be distorted by communicators
acting strategically, perhaps even to secure their own instrumental interests
or to maintain their powerful status. Norms that do not reflect a genuinely
voluntary consensus can be seen as illegitimate.
KEY WORDS:
communication, constructivist theory, frames (or framing), Habermas,
international norms, persuasion
Introduction
Social
constructivists, in stark contrast to the ‘neo-utilitarian’ scholars who almost
exclusively highlight the causal force of material interests and power, argue
that shared ideas and knowledge are very important ‘building blocks of
international reality’ (Ruggie, 1998: 33)1.
Substantial
attention, both theoretical and empirical, has appropriately been focused by
constructivists on the development of international norms, structures which by definition
are ‘collective expectations about proper behavior for a given identity’ (Jepperson
et al., 1996: 54). Norms, in other words, constitute a community’s shared
understandings and intentions; they are ‘social facts’ and reflect ‘legitimate
social purpose’ (see Ruggie, 1998)2.
Agents, of course,
translate ideas into normative structures. Constructivists are therefore especially
interested in how political actors produce the intersubjective understandings
that undergird norms (for example, see Risse et al., 1999; Barnett, 1999).
Great attention has been directed at communication, especially at persuasive
messages, which attempt, by definition, to change actor preferences and to
challenge current or create new collective meaning3.
Indeed, persuasion
is considered the centrally important mechanism for constructing and
reconstructing social facts.
According to
Finnemore (1996: 141; Lynch, 1999), ‘normative claims become powerful and
prevail by being persuasive’. More broadly, persuasion is ‘the process by which
agent action becomes social structure, ideas become norms, and the subjective
becomes the intersubjective’ (Finnemore and Sikkink, 1998: 914; Klotz, 1995: 29-33).
Persuasive
messages, however, are not transmitted in an ideational vacuum. All advocates
of normative change confront ‘highly contested’ contexts where their ideas ‘must
compete with other norms and perceptions of interest’ (Finnemore and Sikkink,
1998: 897). In fact, a very wide variety and large number of normative claims
are advanced in political debates worldwide. Scholars working in International
Relations unfortunately lack a good theory to explain the persuasiveness of any
particular normative claim over others (Legro, 1997). As Risse-Kappen (1994:
187) has argued, ‘decision makers are always exposed to several and often
contradictory policy concepts’. Yet, research mostly fails ‘to specify the
conditions under which specific ideas are selected and influence policies while
others fall by the wayside’. Weber (1997: 240), who is skeptical of the
constructivist approach, challenges it to explain ‘why one set of knowledge
claims 'wins' and why others are left behind’.
Framing and Norm Resonance
...
Persuasion
and Norms
Why do
constructivists attribute an important role to persuasion in the development of
international norms? The answer, according to a recent overview of the
research, is that normative ideas are translated into practice and structures
only after norm entrepreneurs persuade states to adopt them. Indeed, Finnemore
and Sikkink (1998: 893; see also Nadelmann, 1990) identify a common three-stage
‘life cycle’ that purportedly explains the steps by which international norms ‘set
standards for the appropriate behavior of states’4. The critically
important first stage, which includes this particular persuasive endeavor, ends
when a ‘tipping’ or ‘threshold’ point has been achieved5. At that
juncture, either a ‘critical mass’ of states embrace the norm or one or more ‘critical
states’ enlist and thereby help assure broad international support.
Without knowing
more, researchers could conceivably conclude that persuasion has occurred once significant
behavioral (or even rhetorical) change is identified. Theoretically, however,
observing state practices alone is a poor way of evaluating the persuasiveness
of normative ideas. Consider, for example, the realist notion that powerful
states can threaten weaker states to get them to adhere to behavioral
standards. The result of coercive compellence (Schelling, 1966) does not reflect
authentic persuasion as constructivists should understand it. Put simply,
target state preferences were not likely influenced. If the state could act
freely, it would not comply with the standard. A similar shortcoming of this
criterion is illuminated in the neoliberal argument (Keohane, 1984: 245) that
an institution can remind states of their common interest so that they can
bargain or cooperate to achieve it. This advertising-like exchange merely
relies upon the provision of factual information to highlight otherwise hidden,
but nonetheless already shared, material interests. Again, target state
preferences do not change and are not endogenous to the interaction.
Interestingly, the
constructivist case study literature reveals that this criticism is not merely
hypothetical. Norm entrepreneurs overtly exploit material levers all the time.
The normative developments constructivists observe often do not reflect
persuasion, but instead result from a coercive mechanism. The impressive study
of transnational advocacy networks by Keck and Sikkink (1998a: 201), for
example, quite clearly shows how norm-builders interested in preserving the
environment and securing human rights readily use material levers to gain
support for favored normative ideas.
Advocates make ‘implied
or explicit threat of sanctions or leverage if the gap between norms and
practices remains large. Material leverage comes from linking the issue of
concern to money, trade, or prestige, as more powerful institutions or
governments are pushed to apply pressure’. A substantial portion of the
constructivist case studies, in fact, demonstrate that norm advocates employ
material levers to ‘mobilize and coerce decision makers to change state policy.
Norms are not internalized by the elites’ (Checkel, 1999a: 88, 1997: 476-7).
Of course, it has
long been known that international structures like regimes or institutions can
develop from coercive or informative communication, and that they can compel or
invite state adherence. However, these structures do not necessarily reflect
truly shared normative understandings developed because some actors’ interests
changed as a result of targeted persuasive appeals. As Kratochwil (1989: 228),
borrowing theoretically from the work of Jorgen Habermas, argued in regard to
how bribes taint conversation, mechanisms that threaten or pander to selfish
interests are not ‘distortion free’. Scholars wanting to understand the way
persuasion helps construct legitimate norms, with an emphasis on the resonant
claims (or ‘better arguments’) of advocates, should view coercion and
advertising as fairly uninteresting communicative acts (Barry, 1990: 2). As
Crawford (1993: 52) observes, ‘norms established through coercion . . . lack legitimacy’.
In a more
promising manner, constructivists correctly focus great theoretical attention
on the potential for an agent’s ideas and arguments to alter the interests of
other actors. Specifically, Finnemore and Sikkink (1998: 914) define persuasion
as the effective attempt by advocates to ‘change the utility functions of other
players to reflect some new normative commitment’. Actor A transmits an appeal
to states B, C and D to elicit revised preferences, which then agree with actor
A’s on a given subject. Constructivists emphasize the importance of mutual
agreement around a normative idea. Indeed, because a new shared understanding
results, norm development resulting from actors embracing persuasive messages
can be viewed as a social interaction. Repetition and socialization then
institutionalize the norm. In the ensuing diffusion process, which occurs in
stages two and three of the norm life cycle, states B, C and D ultimately help
convince others to embrace and act upon the normative idea.
It is worth
noting, however, that despite the apparently social dimensions, this
explanation of persuasion depicts a linear and reactive communicative process.
The focus in stage one, for instance, is narrowly on sender A’s communicative
acts and the consequences for receivers B, C and D 6. Are targeted
actors B, C and D allowed to advance counter-claims and potentially recast the
sought-after normative commitment? Are any or all actors’ preferences subject
to modification in an unpredictable fashion depending upon the progression of a
dialogue? Using a strictly linear definition of persuasion, these outcomes are
apparently not possible.
Employing a
non-linear, and more explicitly social, view of persuasive processes would help
explain how actor preferences are formed and changed in discursive situations.
The seminal ideas of social psychologist George Herbert Mead (1964: 269-70),
for example, could be valuably applied because they reveal communication to be
a recursive transaction between sender and receiver(s). When shaping messages,
advocates must keep in mind the likely reception and response of any targeted
audience(s). Message senders are also simultaneously receivers, and vice versa.
In the next section, I demonstrate that the use of frames as rhetorical devices
facilitates this social communicative function, albeit imperfectly.
In all, this
section has addressed two important points regarding the role of persuasion in
international norm construction. First, persuasion occurs when actor
preferences change in response to communicative acts and cannot be revealed
merely by examining behavior. For this reason, constructivists have sought to
analyze the appeal of particular communicative acts, such as frames. Second, since
persuasion occurs as part of a social process, then all participants in a
discursive exchange, including both norm advocates and the targets of their
appeals, must be prepared to have their understanding of a situation challenged
(Risse, 2000). Outcomes reflect intersubjective interpretations, so attention
should be directed at the communicative process by which mutual meanings are
agreed. Unfortunately, neither of the points raised in this section explains
the success or failure of any particular persuasive claim in a given process.
The focus on frames will begin to address this oversight.
Frames
Finnemore and
Sikkink (1998: 897) view framing as the central mission of norm entrepreneurs
in the first stage of the norm life cycle. Norm entrepreneurs devote significant
attention to constructing a suitable cognitive frame in order to persuade
targeted states – especially the
domestic populations of important states –
to embrace the normative idea they support. Frames are therefore seen as a key
means by which advocates impute social knowledge into their communicative acts.
Because they rely upon shared understandings, frames are potentially central in
resolving the question of which particular appeals advanced by advocates are
persuasive (Keck and Sikkink, 1998b: 223-6). Constructivists look to frames to
provide causal mechanisms for the influence of ideas on policy and politics
(Barnett, 1999).
Frames help name,
interpret and dramatize issues, allowing advocates to create or explain broader
social meanings (Brysk, 1995). As noted in the introduction, many empirical
accounts of successful international norm development reveal that frames are
employed by willful agents to situate issues within a broader social and
historical setting (see, for example, Price, 1998). Indeed, as cognitive
consistency theory in psychology explains, an actor is more likely to accept
new claims if they are shown to be similar to already accepted ideas. Put in
general terms, norm advocates frame issues so that target audiences can see how
well newly proposed ideas coincide with already accepted ideas and practices (Klotz,
1995: 31). Actor A communicates to actors B, C and D that new normative concern
z should be embraced, partly because z is similar to already agreed norms x and
y.
Advocates attempt
to construct, in other words, frames that resonate with broader public
understanding.
Thus, the idea of
frame resonance potentially explains both the persuasive success of these
instruments and their social function in the persuasive process. Norm-building,
to reiterate, depends upon persuasive communicative acts. If particular frames
resonate, they are properly viewed as key rhetorical tools used by advocates to
create support for normative ideas.
Unfortunately, as
the following two subsections highlight, frame analysis cannot fully explain
the persuasiveness of normative claims. Consequently, the apparent causal power
of frame resonance might more accurately be considered a ‘quasi-causal’ effect
(Yee, 1996: 96-8) of communication.
Which Frames
are Compelling?
Scholars across
many of the social sciences have long employed frames for analytical purposes
(see, for instance, Tversky and Kahneman, 1986), though constructivists
studying the persuasiveness of international normative claims borrow most
directly from social movement theorists (see McAdam et al., 1996; Tarrow, 1994:
Ch. 7). While it is widely acknowledged across the literature that frames can
help order normative content and provide boundaries for political discourse,
much research also indicates that different frames often compete with one
another. Frames, like broader normative claims, are disputed in highly
competitive contexts. As will be illustrated below in the discussion of global
labor standards, debates about the usefulness of a particular frame can be
quite contentious even among the like-minded champions of new normative
structures. In practice, greatly disputed, arbitrarily selected, and even
contradictory frames might be employed by those trying to build a given norm.
Framing agents compete with others using counter frames to provide singular
interpretations of problems and appropriate solutions. Serious scholarly
attention is devoted to resolving these ‘frame contests’ (Meyer, 1995) since
those who embrace one frame over a counterframe ‘see different things, make
different interpretations of the way things are, and support different courses
of action concerning what is to be done, by whom and how to do it’ (Rein and
Schon, 1993: 147).
Confronted with
the problem of frame contests, the initial inclination might well be to look at
the substantive content of particular frames.
Unfortunately,
scholars are seriously challenged to explain the success of some frames over
others (McCarthy, 1997). While certain frames utilized by advocates seem to
resonate with broad understanding, many others, even potentially on quite
similar issues or grounded in analogous normative ideas, may well fail or
provoke controversy related to the selected frame’s appropriateness for a
situation (McCarthy, 1996: 149). No frame is an omnipotent persuasive tool that
can be decisively wielded by norm entrepreneurs without serious political
wrangling. It would be virtually impossible to know in advance if an apparently
compelling frame in one situation would also prove persuasive when applied to
an analogous case. Norm entrepreneurs could flounder even when relying upon ‘master
frames’ employed successfully by advocates facing similar circumstances
(Tarrow, 1994: 131). Audiences might remain divided as to whether to embrace a recommended
frame or its counterframes. Advocates might strategically abandon one frame and
employ another to seek the same end result (Tversky and Kahneman, 1986). In
all, since there is no shortage of political actors worldwide making new demands
for normative change, and since norm-building is supposed to be a social and
persuasive process, most advocates who seek to design frames are presumably
unable to construct one that resonates with larger audiences.
Unsurprisingly,
given these problems, researchers have found that a single desired outcome can
potentially be explained by multiple frames and any given frame can conceivably
justify more than one possible outcome (Rein and Schon, 1993: 151). How then
can scholars explain or predict frame resonance? Ironically, there is some
danger that frame resonance might be ascertained by a persuasive standard
already rejected. Scholars might simply identify the use of a given frame and
then look for changes in actor practices or in normative structures. However,
even apparently persuasive frames that achieve desired normative outcomes can
be distorted, meaning that interpreters must allow for the possibility that
some form of coercion has occurred. As is revealed in the constructivist case
studies, and addressed further in the following subsection, factors like the
resources or relative power of advocates might well influence the results of a
frame contest (Marullo et al., 1996: 3). Moreover, as was noted,
constructivists should be relatively uninterested in outcomes determined by
such distortions and instead should seek to explain norms grounded in bona fide
persuasion and shared understandings.
Scholars
interested in explaining the resonance of particular ideas that might undergird
shared international norms are seriously hindered by the concerns raised in
this section, which highlight a perplexing communicative reality. To evaluate
normative structures featuring ‘competing and contradictory elements,’
Finnemore (1996: 23-4, 136) sensibly calls for a thorough examination of
political process, as well as discourse and behavior. This is because the
structure of a communicative situation is likely to have significant influence
on the possibility of persuasion occurring.
Are Frames
Vulnerable to Distortion?
The second
weakness elaborated here is that deceptive, domineering, secretive or powerful
advocates might manipulate frames. This criticism is particularly significant
if frames are ostensibly employed to highlight the persuasive force of a
resonant ‘good idea’ or ‘better argument’. Dryzek (1993: 227), working in a public
policy field that took an ‘argumentative turn’ several years ago, specifically
criticized the usefulness of frames by noting that ‘consensus can be reached
under all kinds of conditions, through reference to many kinds of standards,
and on the part of all kinds of groups, not all of which are equally defensible’.
Of course, Dryzek (1990) has long worked to operationalize Habermasian notions
of ‘communicative rationality’ in international and other contexts 7.
Unsurprisingly then, he critiques political contexts that reward powerful
actors without exposing and evaluating their interests and arguments. Critical
theorists generally argue, in fact, that any actor’s uncontested pursuit of
instrumental rationality potentially subverts communication. To achieve specific
goals, an actor might forward misleading or otherwise distorted claims. In
short, while all normative debates may well be ‘highly contested’, those that
fail to meet basic standards for communicative rationality are vulnerable to
numerous distortions.
Consider the
possibility that any apparently resonant frame employed to build an
international norm might be advocated or embraced for some hidden purpose,
perhaps even for domestic political reasons (Cortell and Davis, 1996). Put
differently, a subjectively persuasive frame might be used by agents acting
insincerely in order to gain some ulterior aim, such as reaching elective office.
Similarly, advocates might try to gain acceptance for a normative idea by lying
about its implications or by linking it favorably and misleadingly in a frame
to a dissimilar standard. In these instances, the deceptive abilities of
advocates serve as a source of significant distortion. Any shared understanding
built in this way, without exposing and evaluating these problems, would be of
dubious legitimacy.
Furthermore, an
apparently sound normative idea could be forwarded and framed in a plausible
manner; yet, even broad compliance with the new standard may not mean that
actors achieved general agreement about its underlying basis. As previously
noted, employment of an apparently resonant frame could merely reflect the
distorting material influence of an advocate. Obviously, this warping factor is
most apt to be evident when powerful communicators advance arguments neither
grounded in, nor creative of, genuinely shared social understandings. The influence
of material power, however, would seem to be much more difficult to establish
if the frame makes subjectively reasonable claims about the intersubjectivity
of an idea and if the framer is unchallenged by real peers in some open
discursive process. In any event, frames cannot be evaluated simply by looking
at outcomes and practices.
A different kind
of distortion transpires when frames resonate because they remind audiences of
already agreed, but potentially harmful normative commitments. For example,
advocates who employ frames for potentially xenophobic or even violent purposes
(Finnemore and Sikkink, 1998: 916) can recall shared norms of nationalism (or
even racism, in some communities). Advocates of interstate cooperation on
various global issues can be frustrated by opponents employing counterframes
invoking the norm of sovereignty. In these instances, frames might resonate
because the shared understandings exhibit dubious legitimacy. The undergirding
ideas them-selves may not survive meaningful discursive challenges ––
especially if discussed openly in an inclusive forum.
Again, these
hypothetical shortcomings are quite evident in the constructivist empirical
work. As already noted, framers frequently attempt to unleash material levers.
Constructivists also point out that norm entrepreneurs commonly employ very
sophisticated means-ends calculations and engage in ‘strategic social
construction’8. This inherently manipulative practice, which might
also be called ‘strategic framing’ (Barnett, 1999: 15), stands in stark
contrast to something like communicative rationality which imagines actors’
reciprocally challenging one another’s validity claims in order to find shared
truth. In any case, the constructivist empirical research highlights all sorts
of ‘deliberately inappropriate’ (Finnemore and Sikkink, 1998: 897-8) behavior
by norm advocates that fairly clearly distorts communicative processes and is
more accurately viewed as a form of coercion rather than persuasion.
By definition,
persuasion occurs when target preferences change in response to a sender’s
appeal. However, when powerful advocates construct frames, or if any supporter
uses misleading or repugnant messages, then those assertions are arguably not
compelling in the way that constructivists should understand persuasive
processes. Scholars should be reluctant to attribute changes in preferences to
the innate persuasiveness of a normative idea or cognitive frame that suffers
these distortions. In contrast, genuine persuasion would transpire in social
and discursive situations that minimize the influence of a warping factor like
participant rank and reveal deceptive or deleterious messages. Normative
structures should, in short, develop out of communicative processes that test
the veracity of claims and claimants 9.
In the next
section, I examine ongoing debates about the globalization of ‘core labor
standards’ to illustrate the problems of constructing and interpreting cognitive
frames and norms in a highly contested and politically distorted context.
Framing Labor Norms
This section
focuses on the efforts by norm entrepreneurs to identify an appropriate frame
to ‘sell’ new global labor standards for the WTO and other international
trade agreements. The discussion to follow uses the transnational debate about ‘core labor standards’ (see SOLIDAR, 1999) as an example to
illustrate the problems with frame analysis rather than as a scientifically
selected empirical case suitable for testing the prevailing models of
norm-building. Moreover, I have also intentionally selected an instance of nascent
norm construction that has not been successfully resolved. Upon initial consideration,
these might seem to be dubious methodological choices. Even the apparent
failure of any given frame would not prove that frames are never compelling.
Additionally, in this issue area, meaningful labor standards could conceivably
be constructed quickly once entrepreneurs produce an appropriately resonant
appeal. However, to date, the norm-building literature has primarily studied
successful instances and this creates an important source of bias (Checkel,
1999a: 86). Though the authors of these studies typically note the contentious
debate that preceded victory, their analysis tends to center upon the alleged
resonance of the ‘winning’ ideas. This approach too often
minimizes the myriad of problems faced by real-world advocates seeking
normative change. Which arguments shall they employ? Are proven master frames
available that might secure victory? How might ideational appeals be coupled
with material leverage? Put most simply, which strategies should norm
entrepreneurs select?
My purpose in
offering the following illustrative example is not to answer these questions,
but rather it is to highlight the great vulnerability of frame analysis to the
various distortions already outlined above. Constructivists should devote much
more attention to communicative processes of persuasion and perhaps less to the
potential resonance of particular ideas.
...
Conclusion
The growing
literature on norm-building accurately identifies the importance of persuasion
for actors attempting to fashion genuinely shared understandings in a social
process. Yet, as has been demonstrated, constructivist observations about the
resonance of particular ideas and frames are challenged by their own empirical
research, which highlights how norm entrepreneurs commonly use material levers
and act strategically to achieve desired ends. The notion of ‘strategic framing’, for instance, is flawed because it invites various distortions
into the communicative process. As illuminated in the labor standards example,
the actions of powerful or deceptive advocates can be particularly difficult to
overcome, or even to reveal, since rhetoric can be manipulated to seem
reasonable for audiences.
Interestingly, the
social movement scholars (Tarrow, 1994: 123) who have already plowed much of
this ground know very well that frames must be constructivists understood in
terms of prevailing power structures. 12
The conducting
case studies in International Relations have borrowed somewhat selectively from
social movement theorists. They undoubtedly document norm-building, but the
mechanisms of change seem more coercive than persuasive. The process, as
described in this body of research, is not especially social. The resulting
norms could even be said to lack legitimacy according to constructivist
standards.
Indeed, frame
analysis is perhaps most usefully employed simply to develop hypotheses and
theories about the ‘quasi-causal’ effects of normative ideas and
persuasive discourse. Ideas may in fact resonate in some circumstances and the
study of frames and framing could help explain this possibility. However, if
offered confidently as a causal explanation of real change across contexts, the
weaknesses of frames should be very carefully considered. As seems to be
occurring, more scholarly attention should be directed at communicative
processes.
Notes
This project was
supported in part by an Arts and Sciences Research Initiative grant from the
University of Louisville. Sterling Harris and Sophie Maier provided much appreciated
research assistance. Mark Anner, Michael Barnett, Jeff Checkel, Ken Conca, Eric
Crump, Geoff Dabelko, Martha Finnemore, Ann Florini, Dave Imbroscio, Barry
Kornstein, Paul Nelson, Robin Rowland, Kathryn Sikkink and Thomas Risse
answered numerous questions and provided valuable suggestions and insights.
Part of this article was presented at the Annual Meetings of the International
Studies Association, Washington, DC, February 1999.
1. In fact,
constructivists emphasize that even material resources acquire meaning only
within the social context in which they are embedded. North Korean and British
nuclear weapons would have similar destructive capabilities, but the latter do
not generate equivalent fears in other actors (Wendt, 1992: 397).
2. Both Hurd
(1999) and Barnett (1997) argue that legitimate order is based on social
consensus, a condition clearly distinct from coercive power (see Linklater, 1998).
3. Additionally,
Chayes and Chayes (1995: 26) argue that persuasion ‘is expressly recognized as a principal method of inducing
compliance’ with international treaties
and regimes.
4. Scholars in law
and sociology are said to have independently found this common pattern of
normative influence. Price and Tannenwald (1996: 145), however, argue that ‘the path of normative development can
be highly varied’ and Checkel (1999a:
85) points out that constructivists misguidedly direct most attention at ‘norm-makers’ and not ‘norm-takers’.
5. In stages two
and three, norms cascade through the population of states who are socialized
into compliance. Norms can be formally reflected as well in international
institutional designs. Ultimately, norms are fully internalized, habitually
followed in practice, and rarely the subject of public debate.
6. Similarly, in
later stages, these persuaded actors become advocates and elicit further
agreement around the already agreed norm.
7. German
International Relations scholars conducted an extensive debate about Habermasian
notions of argumentative rationality and its compatibility with rational-choice
theory. Some of this literature is cited in Risse (1999; see Haacke, 1996).
8.The ‘empirical studies reveal . . . that
instrumental rationality and strategic interaction play a significant role in
highly politicized social construction of norms, preferences, identities, and
common knowledge by norm entrepreneurs in world politics’ (Finnemore and Sikkink, 1998: 910-11).
9. Some
constructivists are looking at learning and other processes which view persuasion
in a more socialized manner (see Checkel, 1999b; Johnston, 1999).
Other
International Relations scholars are beginning to consider Habermasian notions,
but this mostly abstract and theoretical literature cannot be examined here
(see Crawford, 1998; Bohman, 1999; Samhat, 1997; Payne, 1996).
10. Anner (2000:
20) argues that ‘movement activists have
framed the sweatshop issue in terms of human and labor rights norms that have
resonated with the US public’. He finds
norms against child labor particularly salient and effective.
11. Zald (1996:
261, 269) refers to these different kinds of disputes as external and internal
frame competitions.
12.McAdam (1996:
341), in fact, goes so far as to criticize research on frames for focusing
almost exclusively on ideational concerns while overlooking far more important
matters, such as the ‘degree of
threat’ posed by social movements to
the prevailing order. Empirically, sociologists also frequently lament the lack
of comparative studies of frames, especially in cross-national contexts (McAdam
et al., 1996: 6, 19).
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