Abstract

This article maintains that effective communications strategy derives from a complex understanding of frame coherence. In particular, this understanding calls for a closer examination of the ways in which the “pictures in people’s heads” are activated by exposure to a key arena of frame contestation: the issue domain. Drawing from FrameWorks’ research on child development, the authors show that by choosing to align child development with specific domains, advocates may serve to further entrench public thinking in ways that imperil expert policy recommendations. Parallel cautions are drawn for youth issues, with further research from the FrameWorks portfolio. While aligning child and adolescent development with health, workforce, or education may result in further news coverage to those policies, research suggests it may also depress support for those same public policies.