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Chapter 4924.4.2.2Framing the dream: Possibilities and health benefitsIn the positive sentiment coalition, the framing of processed food was most of all done by emphasizing its “many possibilities” (Figure 4.3). In this framing, it is emphasized that food processing enables various improvements for humans by, for example, improving taste, enhancing convenience for consumers, and allowing for greater food choice and diet diversity. For example, it was expressed that “without processed foods, we would never have the huge variety of foods that we have available to us today”.43Next to the new possibilities in creating new (convenient) foods, another quite present framing in the positive coalition was “health opportunity”. In this frame, processed food was presented as most of all benefiting human health by, for example, improving nutritional value or by keeping food safe for human 43 Source: https://www.srnutrition.co.uk/2018/10/processed-foods-the-pros-and-cons accessed 10 March 2021.Frames and their definition Negative Positive BalancedAbundance – Foods exist in a variety of types and colorsContemplation – People are planning their food choices or thinking about them carefullyFood classification –Foods can be classified into different groupsFood happiness – Eating, preparing, or shopping for food is enjoyableIndustrial food people –Industrial food is produced by peopleFigure 4.5. Visual frames in the three sentiment coalitions (for the visualizations as they appear in their URLs see supplemental material, Annex B, Figure B1 and Table B3).Efrat.indd 92 19-09-2023 09:47