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Chapter 4964.5 DiscussionOur results show that the positive, negative, and balanced sentiment coalitions emphasized different aspects of processed food both in their textual and visual framing (Table 4.1).If we compare the textual framing across the three sentiment coalitions, we see that processed food as providing “many possibilities”, the most dominant frame in positive pages, was also used in the other coalitions’ pages, even the negative one. Very often in the negative sentiment coalition, possible benefits were also mentioned. That could be related to the fact that this coalition was composed of many journalists. However, various types of actors in the negative coalition framed processed food as also offering many possibilities. For example, a private consultancy mentioned that “while some foods are processed to the point that they’re barely recognizable, others are only modified to ensure they are edible, clean, and convenient”.47 Hence, overall, the negative sentiment coalition framed a negative message in a more balanced way than the way the positive coalition framed a positive message. Overall, the positive sentiment coalition framed processed food in optimistic ways and refrained from mentioning possible drawbacks. This might indicate that actors are more cautious when communicating a negative message about processed food than a positive message, and might be related to the fact that in many countries, the dietary share of (ultra-)processed foods is significant (Fiolet et al., 2018; Martínez Steele et al., 2017), and communicating an intolerant negative message about these foods would mean opposing a prevailing eating practice. Further research could investigate the framing of positive and negative messages about food technologies that are not (yet) widespread. In addition, for practitioners in the processed food positive coalition, it could be advised to also show the possible downsides of processed food – textually and visually, to communicate a more balanced frame of it.If we compare the visual framing, we see that online actors from the negative coalition told a story of being surrounded by unhealthy and visually attractive processed food; online actors from the positive coalition narrated a story of human food industry; online actors from the balanced coalition narrated a story 47 Source: https://nutritionstripped.com/ultra-processed-foods accessed 15 February 2021.Efrat.indd 96 19-09-2023 09:47