Integrative Framing Analysis: Framing Health through Words and Visuals, 1st Edition (Hardback) book cover

Integrative Framing Analysis

Framing Health through Words and Visuals, 1st Edition

By Viorela Dan


170 pages | 5 B/W Illus.

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Hardback: 9781138046368
pub: 2017-09-21
eBook (VitalSource) : 9781315171456
pub: 2017-09-13
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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.


"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

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



About the Author

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.

About the Series

Routledge Research in Communication Studies

This series features cutting-edge scholarship--both authored books and edited collections--addressing the major issues in communication studies today.

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Subject Categories

BISAC Subject Codes/Headings:
LANGUAGE ARTS & DISCIPLINES / Communication Studies
MEDICAL / Public Health
SOCIAL SCIENCE / Methodology
SOCIAL SCIENCE / Media Studies