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Chapter 498receiver: a member of the audience of a visual can become a producer (Van Beek et al., 2020), and the boundaries between experts and laypeople are re-defined (Lupton, 2018; Rousseau, 2012).The results also indicate that in web searches, the online public is more likely to encounter content about processed food in a negative context than in a positive or balanced context and that this information is provided mostly by journalists. Of course, limiting our data to the top-ranked Google results has limitations because of Google’s black-boxed algorithm, which privileges certain pages over others (Rogers, 2019, p. 109). Hence, the fact that among the top-ranked Google results, more pages were communicating negative sentiment than any other sentiment and the fact that “journalist” was the biggest actor category in all coalitions might be an outcome of the tendency to click on results with a negative message or results with information provided by journalists. In further research, better data gathering and data reductions strategies that are less dependent on Google’s algorithm would be preferable for this type of research.Our findings suggest that examining the visual qualities and techniques of visualizations can deepen the understanding of framing processes. Thus, for example, examining the colours used when framing food in a negative way expanded the findings, that is, the complete message revealed was that not only processed food is unhealthy but it also surrounds us and is visually attractive. In addition, the revealing of frames based on both denotive and connotive reading of signs, textual or visual, leads to a rich coding scheme and comprehensive results. Further in-depth studies into the denotive and connotive signs in both text and visuals by, for example, better including the role of specific word or colour used and the role of symbols, metaphors, and cultural interpretations, could further improve our study.In addition, there might be hidden biases in our dataset that can be overcome by using, for example, our own developed scraper, sentiment and topic analyser. Other methods, such as interviews and surveys, may provide interesting insights into why actors talk about processed food as they do, or why they choose particular visuals with their stories. This study does not give insights into intentions (or a lack of those) when selecting visualizations that frame processed food in a particular way, nor does it examine the awareness of the emotional effect visualizations have (Krause & Bucy, 2018; Lilleker et al., 2019). Last but not least, Efrat.indd 98 19-09-2023 09:47