A Clearer Picture: The Contribution of Visuals and Text to Framing Effects
2015/11/12 by Thomas E. Powell, Thomas Powell, Hajo G. Boomgaarden +2 · 389 citations
Arts and Humanities · Social Sciences · #Art #Computer science #Discourse Analysis in Language Studies #Framing (construction) #History #Library science #Literature #Media Influence and Health #Media Studies and Communication #Media studies #Pedagogy #Publishing #Scholarly communication #Science communication #Science education #Sociology
paper · pdf · doi:10.1111/jcom.12184
published in Journal of Communication 65(6), 997-1017 (Oxford University Press)
openalex publication_date 2015/11/12 · openalex created_date 2025/10/10 · openalex updated_date 2026/08/05
Abstract
Visuals in news media help define, or frame issues, but less is known about how they influence opinions and behavior. The authors use an experiment to present image and text exemplars of frames from war and conflict news in isolation and in image–text congruent and incongruent pairs. Results show that, when presented alone, images generate stronger framing effects on opinions and behavioral intentions than text. When images and text are presented together, as in a typical news report, the frame carried by the text influences opinions regardless of the accompanying image, whereas the frame carried by the image drives behavioral intentions irrespective of the linked text. These effects are explained by the salience enhancing and emotional consequences of visuals.
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