Integrative Framing 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.

"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, USAThe method is valuable for framing researchers of all stripes. The book is a helpful guide on the road to studying both visual and verbal framing concurrently, and it will certainly help framing research reach new heights.Bart Vyncke, KU Leuven, BelgiumThis book fills such an important gap in the literature. There is much to appreciate about Integrative Framing Analysis, especially the level of craft, transparency, and detail Dan gives in each chapter. Overall, Dan provides a pristine methodological map for scholars to follow. Danielle K. Kilgo, Indiana University, USAThe book has several strengths; the fundamental one is the innovative approach of the author. Dan’s plea for integrative analysis in framing research is hardly debatable. Her proposal of the concept of verbal–visual frame congruence ratio is also a concrete innovation. The high transparency of Dan’s discussion in terms of the methodology and the detailed description of all the steps in the research process in chapters 5 and 6 really deliver as a practical, clear, and helpful guide on integrative framing analysis. Jana Declercq, Ghent University, BelgiumDan makes a very convincing case for the integrative analysis of verbal and visual frames. The book displays an impressive engagement with the vast framing literature that has accumulated over the past decades. Dan’s extensive review of existing approaches and her critical evaluation of their respective strengths and weaknesses provides an excellent overview of the current state of the art in (media) frame studies. It can also serve as a very helpful guide for framing scholars that want to choose an analytical approach that befits their respective research interest and object of investigation. Her codebook is extensive and detailed and, as such, offers a best-practice example for aspiring scholars interested in standardized media frame analyses.Antal Wozniak, University of Liverpool, UKWhile at first glance this may seem more a methods text than a text about communicating science, its emphasis on a health communication example makes it relevant to our audiences. The authors explain why they believe verbal and visual material should be analyzed together in an integrative way and suggest how this can be approached, leading up to a case study of how people living with HIV/AIDS are presented in news and other texts.Susanna Hornig Priest, Editor of Science Communication

• 1. Introduction2. Arguments in Favor of Integrative Framing Analyses2.1 Multimodal Messages and the Predominance of Visuals 2.2 More Attention and Preferential Processing for Visuals over Words2.3 Memory and Recall3. Why so Few Integrative Framing Analyses?3.1 Approaches to Verbal Framing Analysis3.2 Approaches to Visual Framing Analysis3.3 Approaches to Integrative Framing Analysis3.4 Interim Summary and Some General Remarks4. Factors Influencing the Act of Framing4.1 The Context4.2 Interests and Goals4.3 Frame Building Research5. An Introduction to Integrative Framing Analysis5.1 Preparation5.2 Data Collection5.3 Data Analysis6. An Integrative Framing Analysis of People Living with HIV/AIDS6.1 Literature Review6.2 Research Questions, Hypotheses, and Strategy of Analysis6.3 Methodology6.4 Results6.5 Discussion7. ConclusionReferencesIndex