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Chapter 490“why then are U.S. food marketing budgets overwhelmingly used to promote sales of nutrient-poor products like sodas and sweetened breakfast cereals?”.420.9%, Envir. harm0.3%, Envir. harm 1.8%, Envir. harm7.3%, Envir. opportunity1.5%, Envir. opportunity5.2%, Food security0.4%, Food security 2.7%, Health opportunity23.4%, Health opportunity19.6%, Health opportunity76.3%, Health threat4.9%, Health threat28.4%, Health threat1.9%, Home cooking1.5%, Home cooking0.3%, Injustice5.7%, Injustice1.8%, Injustice10.8%, Manypossibilities38.9%, Manypossibilities32.4%, Manypossibilities2.8%, Nutritional value5.2%, Nutritional value5.5%, Nutritional value1.6%, Safety concerns0.8%, Safety concerns3.3%, Safety concerns0.5%, Safety standards7.6%, Safety standards3.6%, Safety standards2.0%, Lack scientific evidence0.8%, Lack scientific evidence0.4%, Lack scientific evidence0100200300400500600700800Negative sentiment Positive sentiment Balanced sentimentTimes a frame appearsFigure 4.3. The distribution of discursive frames across sentiment coalitions.In the negative sentiment coalition, which framed processed food as unhealthy, there was extensive use of visualizations with the visual frame of “abundance”, followed by the “food classification” frame (see below; Figure 4.4). “Abundance” is a frame of foods that exist in a variety of types and colours. It communicates an idea of countless options when making food choices and can be associated with food security but also with the idea of too much food. In our dataset, the “abundance” visual frame was in photographs portraying food by means of what was seen as staging a scene or choosing a particular angle that emphasized variety. In those 42 Source:http://www.foodsystemprimer.org/food-and-nutrition/food-marketing- and-labeling accessed 15 February 2021.Efrat.indd 90 19-09-2023 09:47