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- 3. Frames Surface frames: words and meanings e.g. Tax relief Deep frames: worldviews e.g. Moral order
- 4. Moral order ? ? ? ?
- 5. Moral order aid development charity campaigns
- 8. Oxfam UK and the Moral Order Simplification : especially binary oppositions, imperatives, assertions and war metaphors Assumptions: about supporters, prospective supporters & local partners Agency: subtle suggestions about who does what, to whom, which disempower supporters and local people
Notas del editor
- In all these features, we see evidence of the ‘moral order’ frame in Oxfam comms
- In all these features, we see evidence of the ‘moral order’ frame in Oxfam comms