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Chapter 484and share predominantly positive sentiment, negative sentiment, and a more balanced sentiment about processed food. In automated sentiment analysis, sentiments are typically classified as positive (pro-), negative (anti-), or neutral (Kwak & Grable, 2021; Yigitcanlar et al., 2020), and emotion in text is recognized based on positive or negative words (Cambria et al., 2017). Hence, in automated sentiment analysis, a binary classification of emotions is used, which is different from affective analysis that labels a set of emotions. In framing analysis, this binary approach is referred to as tone-of-voice which indicates a positive, negative, or neutral stance in media reporting on particular issues (e.g., Baumgartner et al., 2008; Kuttschreuter et al., 2011). In this study, we follow this binary division and study what groups of actors are present on the internet, based on their discursively expressed positive and negative stances towards processed food. As such, we are interested in online sentiment coalitions that we labelled “a dream” (positive), “a nightmare” (negative), and a balanced coalition.Next to their discursively expressed sentiments, these groups of actors can also frame processed food in different ways. Framing can take place discursively but also visually. Framing is a process in which some aspects of reality are selected and given greater emphasis or importance so that the problem is defined, its causes are diagnosed, moral judgements are suggested, and appropriate solutions and actions are proposed (Entman, 1993, p. 52). Stemming from semiotics from Saussure, both discursive and visual framing can take place by use of denotive signs and connotive signs (Saussure in Richter, 1998). Denotive signs are those that try and name or depict reality. For example, the word rose is referring to the flower, or a picture of a rose can depict this particular flower. The denotive signs can be studied through content analysis: one can, for example, identify what a word is referring to or what is in the picture: a person, an animal, industry, a landscape, and that refers to a “real” thing (a person, an animal, etc.; Rose, 2016, p. 121). There is, however, a second layer of meaning: the meaning that is carried by connotive signs which is the cultural meaning of the words, sentences, or the visuals (Rose, 2016). For example, in the controversy over GMOs, the use of the word biohazard and the use of its symbols in the depiction of GMOs stimulated interpreting those as toxic (Clancy & Clancy, 2016). The metaphor or symbol in words or a picture is then representing an idea or a mental construct – in our words, a particular interpretation, framing, of the issue.Efrat.indd 84 19-09-2023 09:47