This chapter revisits the book’s central theme: the idea of the ‘spirit of service’ and the extent to which that spirit is widespread among the population. Several interpretations of the terminology of a ‘spirit of service’ are discussed. These include: the importance of service to national identity; the levels of the spirit of service – in other words, socioeconomic variations in the extent of engagement in volunteering; whether that spirit can be internalised as a ‘habit’ of service – that is, whether individuals sustain pro-social behaviours over time; the extent to which we can place faith in the effectiveness of the spirit, as something which is of value in healing society’s ills; the question of who believes in the spirit (and who is asked to believe in it or – put another way – which groups of people are the targets of volunteering policy); and finally, whether the spirit of service can easily be renewed and sustained, or whether it requires careful distillation and preservation in controlled conditions, with associated ramifications for policy. The book concludes with a discussion of wider frameworks for policy. First, the context matters – credible appeals for volunteers are more likely to succeed when citizens believe that they are not just being asked to substitute for state shrinkage. Second, people need to accommodate volunteering in their daily lives, implying attention to secure employment and security through the welfare system. Thus, policies are considered which more positively recognise and celebrate citizen contributions and which might provide firmer economic foundations for engagement.

This chapter examines how some of the key ideas introduced in this book have their roots in what has become known as 'second-wave feminism', the ideas and practices associated with the women's movements of the 1960s and 1970s. It aims to give, albeit sketchily, a history of some of the ideas, activities and struggles that informed second-wave feminism. The chapter examines the different ways in which femininity was constituted as a 'problem' in second-wave feminism. For many feminists, feminine values and behaviour were seen as a major cause of women's oppression. In this way, the chapter explores how second-wave feminism, and the identity 'feminist', was predicated on a rejection of femininity. It also explores some themes in the history of second-wave feminism and has inevitably sacrificed complexity in the interests of brevity by placing greater emphasis on feminisms in the US.

This chapter introduces the topic of volunteering through the example of the activities of a film of a group of volunteer bookbinders in a library. This is used to pose questions about distinctions between various forms of work (whether paid or unpaid) and the settings in which they take place, in order to focus on what is distinctive about voluntary action. The chapter then introduces the ways in which volunteering might be quantified and discusses the politicisation of debates about volunteering, demonstrating the ways political parties compete to present themselves as its champions. In outlining the structure of the book, the chapter specifically considers key debates such as those around the impact of volunteering and the difference between the direct impacts of the activity (e.g. on the delivery of services) and the indirect, or latent, impacts, noting the tendency of stakeholders to claim benefits for volunteering that appear nebulous or difficult to substantiate. The chapter concludes by placing voluntary action in its wider context – that of recent socioeconomic change, combined with the impacts of austerity and then COVID-19 – to raise questions about whether, as its proponents suggest, it can be seen as a renewable resource.

This chapter investigates the inherent human tendency to perceive in-group attributes positively while casting out-groups in a negative light, exploring the evolutionary and psychological origins of this framing bias. Through examination of historical violence between groups and the survival strategies of early human societies, the chapter elucidates how these deep-rooted instincts influence modern social dynamics and perceptions. It highlights how this ‘us’ versus ‘them’ mentality, while once crucial for survival, now manifests in contemporary issues such as nationalism, social polarization, and the spread of misinformation. The chapter leverages examples from social media and political rhetoric to illustrate how smooth and rough framing textures are strategically employed to foster group cohesion or animosity. It critically assesses the impact of these framing practices on societal discourse, emphasizing the need for awareness and critical engagement with how groups are framed in public narratives. Concluding with a call for a nuanced understanding of framing’s power and potential for misuse, the chapter advocates for framing practices that foster inclusivity and mutual understanding, challenging readers to reconsider their own perceptions and the societal implications of framing biases.

The chapter unpacks the concept of frame sizing, particularly focusing on the social and psychological underpinnings that enable individuals and groups to expand or contract their inclusionary boundaries. The chapter delves into the natural human tendency towards forming in-groups and out-groups, underscoring the evolutionary benefits of such distinctions. However, it simultaneously challenges the rigidity of these boundaries, highlighting examples of successful and failed frame-resizing efforts across various social contexts. Through a thoughtful exploration of the seven pillars of friendship and the dynamics of kin and pseudo-kin relationships, the chapter illustrates the potential for social groups to stretch their conceptual and emotional boundaries to include a more comprehensive array of members and perspectives. It navigates through the complexities of moral and immoral frame resizing, proposing that the ability to resize our social frames adaptively is crucial for fostering inclusivity, understanding, and cooperation in a diversely interconnected world. The narrative advocates for a nuanced approach to social elasticity, suggesting that individuals and societies can cultivate more inclusive and resilient communities by understanding and leveraging the deep-seated human instincts for group formation and boundary negotiation.

This introductory chapter sets the stage for a profound exploration of framing as a pivotal mechanism of social influence and persuasion. Through the compelling narrative of an early instance of activism in Amsterdam, the chapter illustrates the transformative power of physical and metaphorical framing in altering public spaces and societal norms. The chapter establishes framing as a ubiquitous yet often unconscious force shaping human perception and interaction across various issues, from food consumption and climate change beliefs to the broader implications of ethical and sustainable consumption. The chapter argues that understanding and navigating the frames that define our reality is crucial for effective communication, social change, and personal empowerment. By highlighting the inherent complexity and multidimensionality of framing, the chapter challenges the reader to reconsider the role of framing in public discourse and personal decision-making processes. It sets the groundwork for the book’s deeper investigation into framing as a nuanced art, offering insights into its potential for both enlightenment and deceit. The chapter underscores the importance of framing in societal debates and personal choices, advocating for a more conscious engagement with the frames that influence us.

The chapter explores the strategic use of framing to adjust the perceived emotional intensity of issues, a technique that can either ignite public interest or cool down potential controversies. This chapter investigates how different social actors manipulate the ‘temperature’ of discourse around various topics, from political debates to environmental concerns, using framing to shape public perception and influence behaviour. It illustrates how the heating or cooling of issues can mobilize or dampen public engagement, drawing on examples that show the powerful effect of emotional framing on collective action and apathy. The chapter scrutinizes the ethical implications of such framing practices, questioning where the line between persuasion and manipulation lies. Analysing the methods behind tempering the emotional charge of public issues offers insight into the nuanced interplay between media, activists, policymakers, and the public. The chapter encourages readers to critically evaluate the framing of issues in media and political rhetoric, promoting a more discerning approach to understanding the forces that shape our perceptions and actions.

The chapter investigates the pivotal role metaphors play in framing discourse, effectively acting as thermostats that amplify or dampen a message’s emotional and cognitive impact. This chapter illustrates how metaphors serve as powerful tools in the arsenal of communicators, allowing them to subtly influence public perception and behaviour by adjusting the ‘temperature’ of the conversation surrounding various issues. Through a detailed analysis of both historical and contemporary examples, the chapter reveals how strategically chosen metaphors have shaped political, social, and environmental narratives, cooling down potential controversies or heating interest and engagement. It explores the dual capacity of metaphors to clarify complex ideas and to obscure or distort reality, highlighting the fine line between enlightening explanation and manipulative rhetoric. The discussion underscores the ethical considerations inherent in the use of metaphors, prompting a reflection on the responsibility of speakers and writers to wield this tool judiciously. By demonstrating the significant impact metaphors have on framing and, by extension, on public discourse, the chapter calls for a more informed and critical approach to the language we encounter and use, advocating for a heightened awareness of the power of metaphors to shape our understanding of the world.

This chapter examines the critical role of timing in the effectiveness of framing strategies. It highlights how the impact of a frame can significantly vary depending on the timing of its introduction into the public discourse. The chapter analyses how strategically timed frames can capitalize on societal moods, current events, or the public’s attention cycle to either amplify or mitigate the perceived importance of issues. By examining case studies and examples from politics, social movements, and media campaigns, the chapter demonstrates how adept timing can transform a relatively unnoticed issue into a hot topic or cool down potentially explosive situations. It explores the concept of the ‘zeitgeist’ and how aligning frames with or against the spirit of the times can determine their resonance with the public. Additionally, the chapter addresses the ethical considerations surrounding the manipulation of timing for framing purposes, questioning the line between strategic communication and opportunistic exploitation. Focusing on the temporal aspects of framing offers readers insights into the sophisticated tactics used by communicators to navigate the complex landscape of public opinion, urging a more critical engagement with when and how issues are framed. This exploration into the timing of framing contributes to a deeper understanding of the dynamic interplay between message, timing, and context in shaping public consciousness.

This chapter introduces the concept of framing, juxtaposing its physical and metaphorical aspects through an engaging narrative involving an art project. It explores the boundary-setting, contextualizing, and perception-shaping functions of frames, arguing for their pivotal role in human understanding and interaction. The chapter presents framing as both an ancient and a contemporary tool of influence, deeply embedded in human cognition and social interaction. It compares framing with classical rhetoric, suggesting that, like rhetorical strategies, framing shapes perceptions, decisions, and behaviours by emphasizing some aspects while omitting others. At the same time, framing vastly exceeds rhetoric by including tacit, wordless, and even non-communicative dimensions of social influence. The chapter posits that framing is a nuanced art form, capable of both clarifying and obscuring reality, thus influencing societal norms and individual beliefs. By highlighting the dynamic nature of framing and its capacity to manipulate perceptions consciously and unconsciously, the chapter sets a foundational perspective for the book’s further exploration of how framing operates within various social phenomena, including politics, media, and personal identity.