Elaborating the frames of data-frame theory

As an explanation of sensemaking, data-frame theory has proven to be popular, influential and useful. Despite its strengths however, we propose some weaknesses in the way that the concept of a ‘frame’ could be interpreted. The weaknesses relate to a need to clearly contrast what we refer to as ‘generic’ vs. ‘situation-specific’ belief structures and the idea that multiple generic belief structures may be utilized in the construction of embedded situation-specific beliefs. Neither weakness is insurmountable, and we propose a model of sensemaking based on the idea of spreading activation through associative networks as a concept that provides a solution to this. We explore the application of this idea using the notion of activation to differentiate generic from situation specific beliefs.

This is the accepted manuscript of a paper published in its final form in NDM13 Naturalistic Decision Making and Uncertainty: Proceedings of the 13th International Conference on Naturalistic Decision Making, 20-23 June 2017, Bath, UK, edited by Julie Gore and Paul Ward. Reproduced with permission of The University of Bath, School of Management Research Office.