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Visual and Textual Framing by Coalitions in a Policy Controversy914photographs, foods were neatly organized on a table and captured, mostly, from top-view, or they were in their natural place, filling the whole camera frame, and creating a non-hierarchical frame with many elements (Figure 4.5). In the negative coalition specifically, those photographs were of foods typically considered as processed or even ultra-processed (see, Da Costa Louzada et al., 2017, p. 114), such as packaged foods, pizza, crisps, French-fries, and candies (Figure 4.5, see also the discussion below).36.8%, Abundance30.8%, Abundance47.4%, Abundance7.4%, Body care5.9%, Contemplation3.8%, Contemplation42.1%, Contemplation25.0%, Food classification11.5%, Food classification 5.3%, Food classification10.3%, Food happiness5.3%, Food happiness8.8%, Industrial food people53.8%, Industrial food people5.9%, Unpleasantness01020304050607080Negative sentiment Positive sentiment Balanced sentimentTimes a frame appearsFigure 4.4. The distribution of visual frames across sentiment coalitions.“Food classification” is a frame of foods that are classified into different groups. In our dataset, the “food classification” visual frame was in visualizations of a specific type, namely, diagrams (Figure 4.5). The use of diagrams is prevalent in scientific publications (Perini, 2005, p. 913), and, therefore, diagrams can be considered as conveying scientific information. Accompanying the unhealthy frame with extensive use of “scientific” visual frame might be a way in which actors of the negative coalition try to gain legitimacy by presenting themselves as capable of producing scientific knowledge (Schwarz, 2013).Efrat.indd 91 19-09-2023 09:47