A Framing Primer for Community College Leaders

The purpose of this article is to be a tool for community college leaders, as well as campus members, to positively and effectively utilize framing on their campuses. The fictional case of Maggie Pascal at Midwestern Community College illustrates the process of framing the change of a new partnership with Wind Energy Corporation to internal stakeholders on campus. This case illustrates the importance of understanding context and frames before the action of framing can be activated. A leader can then decide which type of framing to utilize (i.e., step-by-step, vision, or connective) and which language tools will be most effective in framing. The ways a practitioner operationalizes framing is through symbolism, talking, walking, and writing (Eddy, 2010a). This idea of framing is an important skill leaders can proactively develop to support their campuses through change processes to enhance the likelihood for a successful change outcome. Also, this may benefit other campus members who may have the opportunity to frame meaning for others or to be involved in making sense of a leader’s framing.