Audio-Visual Framing in Health Communication

Audio-Visual Framing in Health Communication

When patients are looking for information regarding an issue in which medical knowledge is barely undisputed, the way in which medical issues are presented can influence their ideas and decision-making. Audio-visual media, such as television, can have a special influence since it conveys information in both verbal and visual communication modalities, i.e. language and images. In his thesis, Michael Grimm analyses, on the one hand, the audio-visual presentation with which certain potential meanings for health-related topics are suggested. On the other hand, he looks at the reception of patients of these audio-visual presentations.
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Project Description

The project strives to further develop the analysis of audio-visual presentations of health-related topics and their reception in both a conceptual and methodical manner. Furthermore, it seeks to identify opportunities for action based on the results in order to improve the audio-visual communication of health-related topics.

A sample of television broadcasts about complementary and alternative medicine regarding audio-visual patterns of meaning (frames) is examined as part of a media analysis. Therefore, Michael Grimm will identify the meaningful verbal and visual components (framing devices) that are present in the television broadcasts. Furthermore, the study will look at how they are linked to one another in order to derive overarching audio-visual patterns of meaning. In a subsequent quantitative analysis, the entire sample will be examined for the identified patterns.

A reception study will analyse how cancer patients perceive and interpret these audio-visual presentations. Therefore, prototypical contributions from the media analysis will be used as a stimulus in a qualitative reception study. Techniques of thinking aloud will be used in interviews as well in order to examine the dynamic interplay between patients and potential meanings.

Project Information


Duration: 2015-2018

Research programme:
RP3 - Knowledge for the Media Society

Involved persons

Michael Grimm, M. A.

Third party

Cooperation Partner

Contact person

Michael Grimm, M. A.
Junior Researcher Health Communication & Methods

Michael Grimm, M. A.

Rothenbaumchaussee 36
20148 Hamburg

Tel. +49 (0)40 450217-86
Fax +49 (0)40 450217-77




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