“…However, at a time of conflict, frames become particularly significant because they determine how the cause of strife is understood and what is thought to be the appropriate response (Hammond, 2007: 18). Because of its potency, however, the use of frames can have a profound impact on the course of conflict: in some cases, as Bratic (2008) argues, it can contribute to the peaceful transformation of strife by promoting reconciliation and diminishing hostilities, whereas in others, as Hamelink (2008) points out, a particular selection of frames can motivate people to engage in more violence and impede de-escalating behaviour.…”