Deproblematization as an Enrichment of Framing Theory: Enhancing the Effectiveness of an Awareness-Raising Campaign on Child Poverty

Entities wanting to communicate purposefully should have insight into the different frames and counter-frames that give meaning an issue. Therefore, this research introduces a Framing Counter-framing Theory (FCT). A conceptual distinction is made between define issue as problem deproblematize it. An experimental study (N = 1,000) was conducted in Belgium regarding effects of awareness-raising campaign on child poverty. It demonstrated using deproblematizing can render such more effective. There increased willingness donate condition which used counter-framing strategy. Furthermore, results highlight how internal coherence frame be disrupted by priming alternative problematizing mitigating intended effect. The theoretical practical implications these findings FCT are discussed.