The purpose of the present article is to demonstrate the importance of counter-framing for the outcome of social movements. To do so, I focus on a particular case, namely Romanian society during the first half of 1990. The research identifies some strategies of the ruling group to create and impose their own framework and to align it with the interests of the people. It is based on content analysis of a Romanian daily newspaper faithful to the government, employing grounded theory as the method of research. The analysis highlights several relevant categories, grouped under two main subsections: creating an unfavorable public image of the protest movement, and creating an unfavorable public image of the opposition's leaders.
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