Integrative Framing Analysis: Framing Health Through Words and Visuals

Abstract

There is a sharp contrast between the way most messages for mass consumption are presented, which is multimodal, and the methodical design communication scholars often use for analyzing the framing of issues or characters embedded in these communications, focusing either on the written words or visuals. A nascent strand of research, however, attempts to rectify this situation through the integrated (or at least parallel) analysis of written and visual media content. Viorela Dan’s book, Integrative Framing Analysis: Framing Health through Words and Visuals, is firmly situated within this still-burgeoning subfield of framing scholarship. It sets out to remedy, in the author’s words in the introductory Chapter 1, “the lack of precise, hands-on, methodological guidance on the integration of words and visuals” (Dan, 2018, pp. 2–3) in framing studies. Her book introduces a six-step sequence (from preparing the raw data to the data analysis) for an integrative frame analysis, and presents the feasibility of the approach in an empirical study.

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