Most scholarship on assimilationism and pluralism either scientifically assesses their validity as theories or ideologically makes claims about their propriety. Missing is inquiry into how assimilationism and pluralism are not merely about society ( as outcomes or ideals) but are used in society, sometimes as "antithetical master-frames." I therefore do two things here: In Part I, I recast assimilationism and pluralism in terms of two dimensions of concern to people: morality ( is assimilating or retaining the right thing to do?) and inclusiveness ( which groups are candidates for assimilation or retention?). In Part II, I analyze the use of assimilationist and pluralist frames in three social movements - gay, Deaf Culture, and white separatist.