CORPORATE FRAME FAILURE AND THE EROSION OF ELITE LEGITIMACY

Extant research on official frames centers on state campaigns, yet nonstate entities also utilize their own official frames. We extend the existing social movement literature by examining the unsuccessful framing efforts of a uranium mill in Cañon City, Colorado. Despite a history of environmental contamination and resultant health problems, the corporation deployed an official frame to reestablish the company's legitimacy and justify their actions following the controversy. Our data included newspaper coverage, archival documents, in-depth interviews, and direct observation. Findings highlight critical factors that can undermine corporate official frames, and show that failed framing efforts can ultimately erode elite legitimacy.