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| Visual Framing Analysis× | Multimodal Content Analysis× | |
|---|---|---|
| Field | Communication | Communication |
| Family | Process / pipeline | Process / pipeline |
| Year of origin≠ | 2011 | 2006 |
| Originator≠ | Visual framing scholarship (Rodriguez & Dimitrova; Messaris & Abraham) | Multimodality theory (Kress & van Leeuwen) |
| Type≠ | Analysis of how images frame issues through selection and emphasis | Analysis of meaning across multiple modes (text, image, sound, layout) |
| Seminal source≠ | Rodriguez, L., & Dimitrova, D. V. (2011). The levels of visual framing. Journal of Visual Literacy, 30(1), 48–65. DOI ↗ | Kress, G., & van Leeuwen, T. (2006). Reading Images: The Grammar of Visual Design (2nd ed.). London: Routledge. ISBN: 9780415319157 |
| Aliases | Visual frame analysis, Image framing analysis, Levels of visual framing, Görsel Çerçeveleme Analizi | Multimodal analysis, Multimodal discourse analysis (content), Text-image-sound content analysis, Çok Kipli İçerik Analizi |
| Related | 4 | 4 |
| Summary≠ | Visual framing analysis examines how images — photographs, video stills, infographics — frame an issue by selecting and emphasizing certain aspects of reality, just as verbal frames do. Building on framing theory and the multi-level model articulated by Rodriguez and Dimitrova, it interprets visuals across levels from what is literally depicted to the ideological meanings they carry, recognizing that images frame powerfully and often covertly. | Multimodal content analysis studies how communication makes meaning through the combination of several modes at once — written and spoken language, images, layout, color, gesture, music, and sound. Grounded in the social-semiotic theory of Kress and van Leeuwen, it analyzes each mode by its own meaning-making resources and, crucially, how the modes work together, since modern media messages are rarely text alone. |
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