Frame alignment theory

Frame alignment theory considers how social movements present their goals to outsiders.

Movements present
 * Diagnostic frames that describe the problems (eg., the state, capitalism, patriarchy);
 * Prognostic frames that offer solutions (eg., worker-control, decentralisation, cooperation, mutual aid);
 * Motivational frames that inspire people to action (eg., fiery language, graphical imagery, acceptance).

In what ways can a movement improve its framing so as to include new demographic groups and increase the attention for and acceptance of its ideas?

This theory is within the group of theories in Sociology called social movement theory. It is also closely associated with the tendency in sociology called symbolic interactionism.