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Stretching and bending the frame – green possibilities in popular romantic narratives

ABSTRACT This article examines frame theory, popular culture, and environmental values. Reviewing frame theory across journalism, communication studies, linguistics, and fine art, it will examine in particular ‘cultural framing’. Radical thought is invariably associated with the avant-garde, yet narrative or genre innovations in popular culture can also trigger ‘deeper’ cognitive shifts, potentially transforming ‘common culture’. Citing comics, films, and animation, the main example is popular music and how Björk and British Sea Power have subverted generic and acoustic conventions (e.g. melody), and music’s habitual romantic narratives, to re-frame human–nonhuman relationships ecologically. By stretching and manipulating frames, popular culture can adapt and engender environmental narratives for mass consumption.