Social identity framing (SIF) delineates a process of intergroup communication that leaders may engage in to promote a vision of social change. As a step towards social change, social identity may need to be altered to accommodate a new view of the group, its collective goals, and its place alongside other groups. Thus, social identity content may be deconstructed and reconstructed by the leader en route to change. SIF suggests that this may be achieved through a series of 16 communication tactics, which are largely derived from previous research (Seyranian & Bligh, 2008).

This research used an experimental design to test the effectiveness of three SIF communication tactics - inclusion, similarity to followers, and positive social identity - on a number of follower outcomes. Students ( N=246) were randomly assigned to read one of eight possible speeches promoting renewable energy on campus that was ostensibly from a student leader. The speeches were varied to include or exclude the three communication tactics. Following the speech, participants completed a dependent measures questionnaire. Results indicated that similarity to followers and positive social identity did not affect follower outcomes. However, students exposed to inclusion were more likely to indicate that renewable energy was ingroup normative; intend to engage in collective action to bring renewable energy to campus; experience positive emotional reactions towards change; feel more confident about the possibility of change; and to view the leader more positively. The combination of inclusion and positive social identity increased perceptions of charismatic leadership. Perceived leader prototypicality and cognitive elaboration of the leader's message resulted in more favorable attitudes towards renewable energy. Perceived leader prototypicality was also directly related to social identification, environmental values, ingroup injunctive norms, and self-stereotypes.

Overall, these results support SIF theory by providing evidence that communication that implicates social identity (i.e., inclusion) is an important aspect of the leader-follower influence process and that it can be used to bring about changes such as promoting environmental conservation policies. Avenues of future research on SIF are discussed.