The article is based on the assumption of crucial role played by the political communication processes in the societies of late modernity. The problem under scrutiny pertains to framing of the messages promoted in the public sphere by various social movements. As a crucial component of the social conflicts and the promoters of change social movements provide perfect case for studying the structure and processes of social and political communication, frame and counterframe building strategies, their diffusion, winning supporters and the promotion of new ways of reality interpretation necessary to ignite a change. The aim of the paper is to present theoretical dilemmas and analytical ideas which constituted a part of cultural approaches to the study of social movements and used the concept of frame to explain this phenomenon.