One of the most utilized concepts in social movement framing studies is “frame resonance.” Snow and Benford introduced the term to account for the ability of a collective action frame to resonate or appeal to a targeted audience. To understand why a frame has resonance, one must explore both the properties of the frames themselves and the characteristics of the broader cultural environment in which collective action framing takes place. That is, the source of frame resonance lies at the conjunction of framing content and ideational elements in the wider cultural milieu. Frames resonate because individuals find them convincing, appealing, or even familiar. Identifying the precise circumstances in which movement frames achieve this persuasive status, then, is the critical question researchers confront. When will a collective action frame rouse the interests of bystander publics, elected officials, institutional authorities, or potential social movement recruits?