Abstract

Visual framing theory, developed from framing theory, has attracted growing attention in communication research, particularly in studies of multimodal framing. This paper provides an overview of visual framing theory, emphasizing the roles of images in constructing message frames. It examines the mechanisms through which images influence viewers’ reception of message frames and outlines the levels of analysis used to examine visual frames. It also reviews applications of visual framing theory in journalism and media research and discusses the conceptual and methodological issues associated with this theoretical framework.

Keywords: Framing theory, images, media effects, visual framing.