Decoding images: Toward a theory of pictorial framing

Abstract

Using data from the Egyptian public discourse on the United States, this article lays out the foundation for building a general theory of pictorial framing. In this theory, at the most general level, the concept of pictorial framing refers to subtle alterations in the visual presentation of judgment and choice problems. Specifically, pictures are viewed as constructions, and pictorial meaning is seen as an intricate web of connected frames. The article thus adopts the view that a visual grammar is part of cognitive science and is fundamentally concerned with the relation between what goes on in the human mind and manifestations of this activity. The article draws on insights from blending model (Fauconnier and Turner, 2002), Relevance Theory (Sperber and Wilson, 1995) and frame semantics (Fillmore, 1985), discussing a large corpus of 90 multimodal cartoons on the United States.