The aim of this research is to develop an alternative, sociologically based approach, largely drawn from Erving Goffman's (1974) Frame Analysis, and assess whether it can be used to effectively describe, analyse and discuss SA. This work establishes that Goffman's (1974) frame analysis theoretically supports the major underlying concepts of the SA construct. SA is shown to be a meaningful and observable social phenomenon. Additionally, a method derived from frame analysis is used to examine and analyse the observed intersubjective SA processes. Lastly, practitioner based notions of SA are shown to be equivalent to that of "frame".