Рамкираното послание на визуалния разказ в традиционните и онлайн медии
The framed message of the visual story in traditional and online media

Summary/Abstract: Visual frames are a discourse channel used to explain a social phenomenon and direct the perception of a specific interpretation and the rejection of another. Like verbal frames, they incorporate various rhetoric tools like metaphors, depictions, symbols in order to capture and convey the essence of a social problem or event. Thus, a salient idea becomes easier to understand and remember. At the same time, in addition to enlightening the focus of the message, images also convey a vast amount of secondary details that help the audience's thought frames connect them with their understanding of the world today. The article traces the chronological development of language and expressiveness in visual communication in mass media from the 20th century to present day. It focuses on the visual tools employed to convey a framed message in synergy with the textual news release. Visual framing has a wide range of applications and opportunities for audience influence. Researched only for the past two decades, it contributes to the framing theory, revealing the deconstruction of the layers of meaning in visual communication and deserves the attention of researchers.

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