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Chapter 488most prominent actor category among the negative coalition and constituted more than half of the coalition (58%, Figure 4.2), meaning that a lot of journalists (old-media, new-media, and professional, see Supplemental Material, Annex B, Table B1) were expressing negative sentimental storylines. In the negative coalition, the group “academic and food technologist”39 was the second-biggest actor category, and “NGO” was the third. The remaining pages in this coalition belonged to “individual”, “private sector (nutrition specialist)”, “knowledge platform”, “private sector (industry)”, and “online market place” actors.In the positive sentiment coalition, two actor categories were the biggest: “journalist”, similar to the negative coalition, and “academic and food technologist” (Figure 4.2). These two categories together constituted about half of the coalition. “Private sector (industry)” was the next biggest category, followed by “government” and “online education”. The remaining pages belonged to “political sector”, “NGO”, “private sector (nutrition specialist)”, “individual”, and “online market place” actors.In the balanced coalition, again the most prominent actor category was “journalist” (40%), followed by “knowledge platform”. The two categories together constituted more than half of the coalition (Figure 4.2). The remaining pages in this coalition belonged to “academic and food technologist”, “private sector (nutrition specialist)”, “NGO”, “government”, and “individual” actors.4.4.2 Textual and visual framing by three online sentiment coalitions4.4.2.1Framing the nightmare: Health threatsWe identified ten discursive storylines in the pages of this negative sentiment coalition. In this coalition, processed food was most prominently framed as a “health threat” (Figure 4.3), which means that processed food is most of all considered a health threat because there are unhealthy ingredients and that their intake should be limited or avoided. For example, a new-media journalist stated that “all those processed chemicals [that are found in processed foods] can affect mood because the ‘foods’ aren’t actually giving your body any adequate nutrition; you’re getting toxic ingredients, instead”.40 This discursive framing also included advice on how to avoid the intake of these “unhealthy processed foods”. For example, advice given was to “check the label. The longer the ingredient list, the more processed a food is. 39 Academics and food technologists are grouped together. However, there were no food technologists in our negative coalition.40 Source: https://www.eatthis.com/stop-eating-processed-foods accessed 15 February 2021.Efrat.indd 88 19-09-2023 09:47