Putting Abortion in the Frame: The Success of the Campaign to Repeal the 8th Amendment in Ireland

This paper examines the role that framing and visual communications played in the mobilising of contentious politics, with particular reference to the Repeal the 8th referendum in Ireland in 2018. We analyse how framing an unpopular argument through both text and visual imagery galvanized the abortion debate on the Yes side (in particular) and created alliances and solidarity through public displays of sentiment towards the issue. Using frame analysis, we examine the visual imagery and messaging employed by both sides of the ‘Repeal the 8th’ debate and conclude that the careful framing of unpopular arguments or positions can open up the space for dialogue and personal stories that were previously shrouded in shame and mystery. This new willingness to discuss the topic of abortion ultimately led to an outpouring of compassion and empathy that had previously not existed due to the religious and misogynistic influence on women’s reproductive health in Ireland up to that point. The ultimate ‘Yes’ vote resulted in one of the biggest social and health reforms for Irish women in the 21st century, one that, five years later however, we still wait to see the full implementation of.