An argumentative approach to “framing”. Framing, deliberation and action in an environmental conflict

This paper proposes a new theorization of the concept of “framing”, in which argumentation has a central role. When decision-making is involved, to frame an issue is to offer the audience a salient and thus potentially overriding premise in a deliberative process that can ground decision and action. The analysis focuses on the Rosia Montană case, a conflict over policy that developed over the years into an environmental social movement and, in September 2013, culminated in the most significant public protests in Romania since the 1989 Revolution. Starting from Entman’s understanding of framing as “selection and salience”, but also drawing on Fillmore’s concept of “frame”, several framing strategies are identified and discussed. The way in which argument, categorization, persuasive definitions, metaphors, explanation and narrative are designed to fit into a deliberative, decision-making process and produce framing effects (including, possibly, collective mobilization) is illustrated with examples from the 2013 campaign (slogans, websites, blogs and newspaper articles).