Disrupting the Dominant Frame: An Interview with Susan Nall Bales of the FrameWorks Institute, 2015 MACEI Award Winner (Spring 2015)

Communications for nonprofits is not about “dissemination”; rather, “it is about understanding the ways that people perceive your issue.” As Susan Nall Bales explains, in order to effectively address social issues, “You have to disrupt the dominant frame and replace it with a better model of how the world works.”