Abstract
Drawing from framing theory, this article operationalizes and tests three ways to measure how verbal and visual modalities interplay in audiovisual messages to produce meaning. The measures include (a) a ratio of verbal to visual frames; (b) an association rules learning (ARL) procedure; and (c) in-depth analysis of the full audiovisual material. As a step toward validating the measures, they were applied to a sample of German television news stories ( n = 98) about refugees and asylum seekers. Though the three measures produced varied results, verbal–visual frame redundancy and congruence were consistently more common than mismatches. Measures differed in the level of effort required to implement them, sample sizes they could handle, and the informative value of results. Future studies are advised to combine the ARL procedure with an in-depth analysis.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
