Title: Reframing the frame: a discursive frame analysis of textual markers in the Make in India Campaign
Authors: Amrita Joshi
Addresses: Communications Area, Indian Institute of Management Indore, Prabandh-Shikhar, Rau-Pithampur Road, Indore, Madhya Pradesh – 453556, India
Abstract: This study of textual markers in the Make in India Campaign examines how specific frames are activated by actors and texts. Using discursive frame analysis, we examine language units in the campaign as a micro (output) - meso (framework) - macro (context) strategy enabled by various acts of framing. We show how meaning-generation in this campaign is constitutive of the context that shapes it, as also the context that challenges it. We also examine how the MII campaign attempts an act of 'reframing' to replace the older restricting institutional frame (plateau) with a new field frame (forward movement) which may stabilise as a new institutional frame (continuous change) if the campaign achieves its short-term and long-term marketing and communication objectives. Finally, we discuss the implications of 'framing' as a useful construct and tool in management and organisational research and one that can enable effective marketing campaigns by bridging the mainstream-critical divide.
Keywords: frames; acts of framing; diagnostic framing; prognostic framing; motivational framing; inter-text; embedded frames; counter-frames; reframing; nation branding; India; institutional context; discourse analysis; manufacturing; Make in India.
International Journal of Indian Culture and Business Management, 2017 Vol.15 No.4, pp.477 - 505
Received: 26 Mar 2016
Accepted: 12 Nov 2016
Published online: 20 Oct 2017 *