Framing the Queen’s head scarf

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In this chapter, follow-ups in political communication are conceived in a broadsense, as any more or less systematic consequence of or result from previouspolitically relevant communicative utterances and events, mostly implying anevaluation of the previous act. Since political communication by its very natureaims at influencing the electorate, follow-ups in general will pursue this goal.An important technique for influencing the public is framing. A frame embodiesa particular view on a specific topic, and entails an evaluation. The successof a frame hinges on its continual repetition, so as to make them part of tacitbackground knowledge among the public. Politicians must use attention attractingdevices in their communication to invoke and establish a certain frame, andto contest competing frames. In this contribution a specific case from Dutchpolitics will be analyzed, exemplifying this approach: Queen Beatrix wore ahead scarf during a visit to a mosque. Dutch politicians and media reacted toher dress from within either of two competing frames: either giving in to anoppressive religion or ideology, or being polite by complying with the host’svalues. Politicians react almost exclusively to support their favorite frame.


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