The destigmatization of vulnerable people in society: The effects of frames and counter-frames reconsidered.

This project examines whether the presentation of stigmatized groups can affect the stigma ascribed to them. In practice, it is nigh impossible to present all sides of an issue in a communicating text: inevitably, one must select certain aspects of it to discuss, and omit the rest. This process is called framing. Most often, frames are used to present an issue as problematic, but some frames (so-called counter-frames) present the issue as non-problematic, or at least as less problematic. The constant problematization by frames can deepen stigma. Three groups are studied in this project, all of which are subject to stigmatization by society: patients with Alzheimer’s disease, poor children and people with a working impairment. The project will determine the effect different frames and counter-frames can have on the way the general public perceives the messages about these groups, and how it can affect the stigma that these groups encounter. The final part will turn to the stigmatized groups themselves, and see how framing can affect their internalized stigma. In addition to gaining more insight into theoretical effects of framing, this project aims to offer concrete (counter-)frames and knowledge on ways in which they can be strategically combined in communication messages, with a view to reduce stigmatization of some of the most vulnerable groups in society.