A121. Rebich-Hespanha, S. & Rice, R.
E. (2016). Dominant visual frames in climate change news
for formative evaluation in climate change campaigns. International
Journal of Communication, 10,
propose a rigorous basis for identifying and assessing visual frames as
a pre-production phase of formative evaluation for climate change
review research on images in climate change communication, and the role
formative evaluation in communication campaigns in general and climate
campaigns in particular. Manual content
analysis generated over 100 highly reliable image themes, and cluster
generated 15 dominant visual frames, from 350 images in 200
climate change news articles from 1974-2009.
We discuss possible implications for utilization of those frames in
climate change campaign messages. The
dominant visual frames also provide bases for more structured and
formative evaluation research that could provide justification for
avoiding certain visual frames when seeking to achieve particular
though communication with specific audiences.
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