ABSTRACT
A sequence of six steps to be followed in integrative framing analyses (methodology, methodological approach, methodological advice, how to conduct framing analysis, how to conduct framing study, tutorial, step by step) is proposed. The steps concern the preparation of the material for the analysis, the data collection, and the data analysis. The focus is placed on identifying verbal frames in written text, visual frames in still images, and also on assessing the interplay between them. For the assessment of the interplay, a formula is introduced. It allows the computation of the verbal-visual frame congruence ratio (CRFrames). Applying this formula to the data results in a new interval-level variable that can be used in subsequent analyses.
