This article proposes a new theorization of the concept of framing or framework, in which the argumentation plays a fundamental role. When we talk about making decisions, framing a matter involves offering the audience a prominent and therefore possibly paramount premise in a deliberative process that allows to substantiate as much of the decision as the action. The analysis focuses on the case of The Public Policy Controversy, which, over the years, became a socio-environmental movement and which, in September 2013, (...) culminated in the most important protests that have been experienced in Romania since the 1989 Revolution. Based on the concept of framing that Entman understands as "selection and emphasis", several framing strategies are identified and commented on illustrating three main mechanisms. The way "selection and emphasis" operates through a series of argument schemes within a deliberative decision-making process to produce framing effects (including possibly collective mobilization) is illustrated by examples from the 2013 campaign and protests (slogans, websites, blogs, and newsnotes). (shrink)