Exploring how public relations practitioners build visual frames in the broad social media environment
(2022) SKOM12 20221Department of Strategic Communication
- Abstract
- The notion of “visual framing” has become more sophisticated in the contemporary social media environment and has demonstrated its interrelation with public relations and strategic communication. Past researchers approached visual framing topics from the contents of the resulting frames themselves, ignoring the visual framing constructing processes of one of the frame constructors: public relations practitioners. This study explores the working experiences of public relations practitioners to understand how they reason with their visual framing process and explain the relations between texts and visuals in social media-related working processes. In-depth interviews revealed that public relations practitioners differentiated their... (More)
- The notion of “visual framing” has become more sophisticated in the contemporary social media environment and has demonstrated its interrelation with public relations and strategic communication. Past researchers approached visual framing topics from the contents of the resulting frames themselves, ignoring the visual framing constructing processes of one of the frame constructors: public relations practitioners. This study explores the working experiences of public relations practitioners to understand how they reason with their visual framing process and explain the relations between texts and visuals in social media-related working processes. In-depth interviews revealed that public relations practitioners differentiated their strategies for visual framing through staged promotional goals. This finding offers an alternative theoretical understanding of the “four-tiered visual framing system”. Public relations practitioners made meaning of their visual framing process as audience-oriented and limited by company management mechanisms. The double trade-off of company and audience requirements questions the complete control of frame constructors in the process of framing visuals. Public relations practitioners explained the relationship between texts and visuals to be interdependent in visual framing. This relationship dynamically changed according to different communication goals and stages, which is a finding developing the single visual- superiority view in previous theories. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9083159
- author
- Xiong, Yuzhi LU
- supervisor
- organization
- course
- SKOM12 20221
- year
- 2022
- type
- H2 - Master's Degree (Two Years)
- subject
- keywords
- public relations, visual framing, visual communication, strategic communication, social media
- language
- English
- id
- 9083159
- date added to LUP
- 2022-06-27 14:21:39
- date last changed
- 2022-06-27 14:21:39
@misc{9083159, abstract = {{The notion of “visual framing” has become more sophisticated in the contemporary social media environment and has demonstrated its interrelation with public relations and strategic communication. Past researchers approached visual framing topics from the contents of the resulting frames themselves, ignoring the visual framing constructing processes of one of the frame constructors: public relations practitioners. This study explores the working experiences of public relations practitioners to understand how they reason with their visual framing process and explain the relations between texts and visuals in social media-related working processes. In-depth interviews revealed that public relations practitioners differentiated their strategies for visual framing through staged promotional goals. This finding offers an alternative theoretical understanding of the “four-tiered visual framing system”. Public relations practitioners made meaning of their visual framing process as audience-oriented and limited by company management mechanisms. The double trade-off of company and audience requirements questions the complete control of frame constructors in the process of framing visuals. Public relations practitioners explained the relationship between texts and visuals to be interdependent in visual framing. This relationship dynamically changed according to different communication goals and stages, which is a finding developing the single visual- superiority view in previous theories.}}, author = {{Xiong, Yuzhi}}, language = {{eng}}, note = {{Student Paper}}, title = {{Exploring how public relations practitioners build visual frames in the broad social media environment}}, year = {{2022}}, }