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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. The Open Access version of this book, available at http://www.taylorfrancis.com, has been made available under a Creative Commons Attribution-Non Commercial-No Derivatives 4.0 license.
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Keywords
- Advocacy Frames
- Aid Prevalence
- Carrier Frame
- Codebook Development
- Communication Studies
- Communication Theory
- Data Sets
- Female PLWHA
- frames
- health communication
- health messages
- HIV/AIDS
- Influence News Framing
- Integrative Framing Analysis
- Media Sociology
- Methodology
- multimodal
- Multimodal Messages
- News Frames
- news framing
- Research methods
- Survivor Frame
- thema EDItEUR::C Language and Linguistics::CF Linguistics
- thema EDItEUR::G Reference, Information and Interdisciplinary subjects::GP Research and information: general::GPS Research methods: general
- thema EDItEUR::G Reference, Information and Interdisciplinary subjects::GT Interdisciplinary studies::GTC Communication studies
- thema EDItEUR::J Society and Social Sciences::JB Society and culture: general::JBC Cultural and media studies::JBCT Media studies
- thema EDItEUR::M Medicine and Nursing::MB Medicine: general issues::MBN Public health and preventive medicine
- thema EDItEUR::N History and Archaeology::NH History
- Tukey HSD Post-hoc Test
- Tv News
- Van Gorp
- Verbal Framing
- Vice Versa
- Victim Frame
- visual communciation
- Visual Frames
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DOI: 10.4324/9781315171456Editions