Integrative Framing Analysis : Framing Health through Words and Visuals book cover
1st Edition

Integrative Framing Analysis
Framing Health through Words and Visuals

ISBN 9780367889081
Published December 10, 2019 by Routledge
182 Pages

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Book Description

Much of framing scholarship focuses either exclusively on the analysis of words or of visuals. This book aims to address this gap by proposing a six-step approach to the analysis of verbal frames, visual frames and the interplay between them—an integrative framing analysis. This approach is then demonstrated through a study investigating the way words and visuals are used to frame people living with HIV/AIDS in various communication contexts: the news, public service announcements and special interest publications. This application of integrative framing analysis reveals differences between verbal frames and visual frames in the same messages, underscoring the importance of looking at these frames together.

Table of Contents

1. Introduction

2. Arguments in Favor of Integrative Framing Analyses

2.1 Multimodal Messages and the Predominance of Visuals

2.2 More Attention and Preferential Processing for Visuals over Words

2.3 Memory and Recall

3. Why so Few Integrative Framing Analyses?

3.1 Approaches to Verbal Framing Analysis

3.2 Approaches to Visual Framing Analysis

3.3 Approaches to Integrative Framing Analysis

3.4 Interim Summary and Some General Remarks

4. Factors Influencing the Act of Framing

4.1 The Context

4.2 Interests and Goals

4.3 Frame Building Research

5. An Introduction to Integrative Framing Analysis

5.1 Preparation

5.2 Data Collection

5.3 Data Analysis

6. An Integrative Framing Analysis of People Living with HIV/AIDS

6.1 Literature Review

6.2 Research Questions, Hypotheses, and Strategy of Analysis

6.3 Methodology

6.4 Results

6.5 Discussion

7. Conclusion



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Viorela Dan is a Research Associate at the Institute for Media and Communication Studies of the Free University of Berlin, Germany. She received the Promising Professor Award in 2013 (3rd place, AEJMC) and the Highly Commended Paper Award in 2011. Some of her previous publications include articles in the International Journal of Press/Politics and Journal of Communication Management.


"While there is a plethora of visual communication and media framing books, there is a paucity of research that combines both textual and visual framing approaches. Viorela Dan’s book is well positioned to fill this important scholarly gap in the area of framing analysis. Building on theoretical and methodological strengths of existing framing studies, the book offers a clear and comprehensive overview of what has been done in this area to date and where we need to go from here. The book will provide an invaluable resource for graduate-level seminars in Media Framing, Health Communication, Mass Communication Theory, Research Methods, and International Communication." --Daniela V. Dimitrova, Iowa State University, USA


The method is valuable for framing researchers of all stripes. The book is a helpful guide on the road to studying both visual and verbal framing concurrently, and it will certainly help framing research reach new heights.

Bart Vyncke, KU Leuven, Belgium

This book fills such an important gap in the literature. There is much to appreciate about Integrative Framing Analysis, especially the level of craft, transparency, and detail Dan gives in each chapter. Overall, Dan provides a pristine methodological map for scholars to follow.

Danielle K. Kilgo, Indiana University, USA

The book has several strengths; the fundamental one is the innovative approach of the author. Dan’s plea for integrative analysis in framing research is hardly debatable. Her proposal of the concept of verbal–visual frame congruence ratio is also a concrete innovation. The high transparency of Dan’s discussion in terms of the methodology and the detailed description of all the steps in the research process in chapters 5 and 6 really deliver as a practical, clear, and helpful guide on integrative framing analysis