Аспекти на синергия между комуникационната теория на рамкирането и теориите на визуалната комуникация в конструирането на значения в традиционните и онлайн медии
Aspects of synergy between the framing theory of communication and the visual communication theories in the construction of meaning in traditional and online media

Author(s): Yotka Pancheva
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: framing theory; visual framing; visual communication; visual communication theories; multimodal communication; media literacy
Summary/Abstract: The framing theory is one of the main media communication tools. The„framed” presentation of a journalistic news or event selectively focuses on its specific aspects and contexts. These models construct meanings that guide and suggest to the reader how to perceive the meaning of the news in the world in which he lives. Especially in today‘s visually saturated world, framing is a combination of visual and textual, multimodal frameworks, through which the meaning of the journalistic message is constructed. Thus, through the mechanism of these various multimodal stimuli, journalistic news helped to acquire a „central organizing idea” that guides and influences. This report explores aspects of the synergy between the framing communication theory and visual communication theories.

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