Gauging Gun-Based Social Movements Frames: Identifying Frames through Topic Modeling and Assessing Public Engagement of Frames through Facebook Media Posts

The lack of success of the gun control movement and the success of the gun rights movement in the United States have prompted research into the root causes. Although the political infrastructure, organizational resources, and public interest prove to be important factors in a social movement's success, how each social movement frames their arguments is extremely important for proposing policy initiatives and garnering support. In order to understand how gun control and gun rights organizations frame their arguments this study does two things: (1) performs topic modeling on the six gun control organizations' and three gun rights organizations' press statements to see the frames that each social movement engages in, and (2) identifying these frames in the most popular gun control and gun rights organizations on Facebook to predict likes, comments, and shares. This study is able to identify the top frames in the gun control and gun rights social movements and see how followers of each of these movements engage with each of these frames on Facebook.