Abstract

Despite growing interest in the dynamics and influences of activist groups, few studies have examined the specific tactics used by activists to achieve legitimacy and how these actions affect target firms or industries. This article studies the history and current state of the battle between tobacco control groups and Big Tobacco in search of evidence for their use of framing—a process of generating shared meaning and purpose through the creation of overarching messages—as a vehicle for carrying out their mission, achieving legitimacy, and thwarting the efforts of adversaries. The authors propose that both sides marshal specific core frames in service of broader master frames, namely the projection of honesty and trustworthiness for the tobacco industry, countered by public health's master frame of distrust of the industry. The evolution of this battle may also be understood within the framework of a two-factor model of trust and distrust; the authors assert that the relationship between tobacco control and the industry will likely continue as one of low trust/high distrust, in part because the master frame of distrust has served multiple purposes for public health activists, including the establishment of greater legitimacy with the public and, by proxy, with the target industry. Several specific conclusions are drawn regarding the functions of distrust and the relationship between framing, trust, and legitimacy.