I wrote several times last year about frames and re-framing the approaches to social media design. The concept of frames is borrowed from Erving Goffman's analysis of face-to-face social interactions. In brief, frames are how we know What's going on, and consequently, How to proceed. In Goffman's analysis, frames permit a vast number of opportunities to change and shift What's going on by means of what he calls keyings, reframings, cues and more. It's by means of the concept of frames that a com...