Визуално рамкиране на изображения и видеоклипове с научна конспирация
Visual Framing in Scientific Conspiracy Images and Videos

Author(s): Yotka Pancheva
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: conspiracies; fake news; visual framing; color and brightness; text analysis; media literacy
Summary/Abstract: In recent years, in Bulgaria as well, we have witnessed an explosion of scientific conspiracy messages in the digital media space. Based on the communication theories, the research analyzes the persuasion techniques in implying uncertainty and fear through the use of color and brightness in the visual narrative of images and videos from Bulgarian online media. A comparison was also made with a similar study on English-language conspiracy videos on YouTube. The results show the use of darker color shades, lower contrast, and lighting in the Bulgarian visualizations. The conclusions confirm the studied visual attributes are used to frame and manipulate the perception of the message in a certain way by affecting the emotions of the recipients. In the Bulgarian conspiracy visuals, they are applied to a higher degree than the comparative English-language videos, which implies a connection to our low media literacy and the influence of fake news.

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