Visual Framing

Abstract

Visuals have always been an integral part of media communication, but framing has been predominantly examined in textual contexts. Narrowing down the visual gap in framing theory and research during the last decade, scholarship has put considerable efforts into adapting visual theories and methodologies to “framing analysis” and into refining them, and a remarkable number of studies has been published since then. As a mode‐specific variation of the broader framing concept, visual framing has meanwhile gained status as one of the lifelines for visual research and is seen as increasingly important in framing research in general. Beyond outlining central definitions and ideas of the visual framing concept and its theoretical groundings and beyond understanding it as a multilevel concept, an overview of current research foci is provided, and central challenges—especially that of broadening the concept from visual to multimodal framing—are discussed.

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