A generalisable model for frame identification: towards an integrative approach

This paper presents a general model for identifying frames in texts or messages, and for delineating their characteristics and communicative structures. Integrating ideas and methods from qualitative content analysis, semantic network analysis, and thematic analysis, the model is based on an inductive approach to data condensation and abstraction; it enables the conceptualisation of issue-specific as well as generic frames. The analytic procedures entailed by the model are outlined using examples from a broader study of framing practices in charitable fundraising campaigns. Findings from the study are discussed to illustrate how the model can enhance the trustworthiness and generalisability of frame-based research. Further applications and potential limitations of the model are also discussed.