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Discussion and Conclusions1356In answering this sub-question in more detail, I found three distinct ways in which coalitions form around frames and storylines: (1) by emphasising different visual or textual aspects, (2) by having different degrees of coherence between the visual and text and (3) by developing an image–text storyline.First way of using visual and textual narratives: Emphasising different aspectsWhen looking into the framing processes of online discourse and sentiment coalitions, we found that they visually emphasise different aspects than those emphasised textually. The emphasis of multiple distinct aspects can change the meaning given to the contested issue. For example, Chapter 4 shows that in the online controversy over processed food, in addition to a textual frame of processed food offering many possibilities and health benefits, the fact that processed food is produced by people was visually emphasised. Based solely on the text, the meaning given to processed foods is of something that brings many benefits. On the basis of the visuals, the meaning is of something that is not that different from food prepared at home or in a restaurant. Both meanings convey a positive sentiment, but in two distinct ways.When looking into the ways coalitions, in their framing, visually emphasise different aspects than those emphasised textually, we found that they portray particular visual content in specific ways (for example, they show foods – in the supermarket, being served, being eaten, etc.) and also use visual qualities such as vivid colours and techniques such as zooming or capturing a scene from a particular angle. Hence, in addition to utilising language in specific manners (e.g., using metaphors) when framing a policy issue (Bulkeley, 2000; Hajer, 1995; Metze & Dodge, 2016), coalitions also employ visual content, qualities and techniques. For example, Chapter 3 shows that a research institute zooms in on an infographic of a well to expose the audience to the subterranean layers through which a well penetrates. The chapter suggests that it is a way of showing the broader context in which drilling is used while textually framing it as potentially risky. Chapter 4 shows that a negative coalition frequently uses photographs of foods taken from a particular angle. The chapter suggests that it is a technique to emphasise the extreme variety of processed foods while textually framing them as unhealthy.Efrat.indd 135 19-09-2023 09:47