Frame Overlapping in Moral Markets: The Case of an ‘Open, Free, and Neutral’ Telecommunications Network
通过电信网络案例，研究社会运动活动家如何通过框架重叠过程（包括框架放大、框架桥接和框架延伸）在扩张道德市场时保持初始道德价值观的完整性，避免被传统市场实践稀释或同化。
Abstract This study explores how social movement activists, engaged in constructing and expanding moral markets, sustain the integrity of their initial moral values, avoiding dilution or cooptation by conventional market practices. Through a qualitative case study of a telecommunications network, we show that activists can expand a moral market by a process of frame overlapping, which involves the mechanisms of frame amplification with plural moral values, frame bridging with a resonant economic frame and frame extension adapting cultural templates. This process stands in contrast to previously identified dynamics in moral markets literature, such as ‘mutual cooptation’ between movements and firms, de‐coupling and re‐coupling the initial values, and ‘frame divergence’. We also underline different contextual factors that shape frame overlapping. Finally, the article examines the nature of moral markets and proposes a dynamic view of what makes a moral market ‘moral’.