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In spatial planning and environmental management, maps are found very helpful in many situations, but in other situations they may also deepen conflicts or be ignored. This paper addresses the question what explains such phenomena, with particular emphasis on, and reference to, collaborative policymaking settings in the Netherlands. We have elaborated the concept of ‘frames’ and ‘framing’ to structure and analyze the function of maps in the context of deliberative policymaking. With help of discourse analysis, a method adopted from the policy sciences, we have observed ongoing multi-actor processes and focused on discussions around maps in several case studies. From the observations of both the maps themselves and the discussions and actions with the maps, we have interpreted the meaning and frames represented ‘in’ the map images, as well as the various perspectives of actors ‘on’ the collaborative …