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Visual and Textual Framing by Coalitions in a Policy Controversy934consumption (by adding preservatives). For example, in one of the pages it was stated “in most cases, food processing ensures food safety and nutrition”.44This positive framing of processed food as providing many opportunities for more safe, convenient, and healthy foods, was commonly accompanied by visuals that were photographs depicting people involved in the preparation of food in a factory, warehouse, or institutional food service in industrial settings (the “industrial food people” frame, see, Figure 4.4). Some of the photographs presented people’s faces or upper bodies, whereas others presented only their hands (Figure 4.5). These visuals seemed to frame processed food as less industrial and more human as often depicted; when people are included in photographs of industrial food preparation, it might make the process of industrial food preparation more personal, and therefore easier to relate to.44 Source: https://www.fooddive.com/spons/the-truth-about-processed-food-1/553052 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 peopleEfrat.indd 93 19-09-2023 09:47