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
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
5.2 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
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.