Governing Low Profile Issues: A Frame Analysis of Drug Addiction in a Local Setting

Frame analysis was developed by Erving Goffman as a sociological concept, used for understanding how individual actors relate themselves to the world, creating coherent frames out of individual social experiences. We apply frame analysis in the emergent field of sociology of governance, using the example of low profile public issue of drug addiction in a specific local social and political context of a municipality in Bosnia and Herzegovina, in order to understand the roles of governance actors and their social interactions in the attribution of meaning. We focus on mental organization of governance experiences related to drug addiction and the strategic involvement of different governance actors which use given frames. We discuss the importance of frame coherence and ways in which it can be achieved for the low profile issues.