Accentuate the Negative? The Importance of Valence in Visual Framing

• In Event: From a “Life Line” to a “Bridging Model” of Visual Research? Theoretical and Methodological Challenges of Visual Framing

Abstract

Visual images are especially adept at conveying emotional information; much research shows that people parallel the emotions in the faces of others – that is, a person displaying sadness will induce others to feel sad, and a happy face causes others who see it to feel happy. Therefore, tone or valence is an important framing mechanism of visuals, perhaps more so than words. This presentation will focus on the power of visuals to frame assessments of a person’s character and personality.
Much research shows that negative information is more powerful than positive visual information on a variety of outcomes including voting and deep thinking. But most research is concerned with words rather than images. Nor is it always the case that negativity wins out; there is an alternate theory called the Pollyanna Principle, and evidence of its power can be found also.

This presentation will attempt to unpack the differences and explain when one has been shown to work better than the other. It will also cover the psychological reasons for each of these effects. I propose that a more nuanced way of looking at valence in visual framing is needed, and that the types of issues, context, and outcomes of interest also matter. To that end, the results of a series of visual framing studies in U.S. Presidential elections will be presented and theoretical statements offered for the effects of visual valence and its contingent conditions.

Author

• Renita Coleman, U of Texas