Ethical Challenges in Studying Visual Media Frames and Processes of Visual Framing

• In Event: Ethical Perspectives on Visual Framing

Abstract

Visual framing studies have particularly addressed five research fields: 1) war journalism, terrorism and military conflict (e.g. Griffin, 2004; Fahmy, 2007, 2010; Schwalbe, 2013; Parry, 2008, 2011; Brantner, Lobinger, & Wetzstein, 2011); 2) crisis communication (e.g. Liebler & Bendix, 1996; Bulla & Borah, 2006; Fahmy, Kelly, & Kim, 2007); 3) media depiction of political actors (e.g. Coleman & Banning, 2006; Grabe & Bucy, 2008; Marland, 2012); 4) social movements (e.g. Kim & Kelly, 2011; Geske & Brown, 2008; Greenwood, 2012) and 5) stereotype research (e.g. Rosas-Moreno, 2010; Batziou, 2011; Rwafa, 2011; Dan & Iorgoveanu, 2013). Already this thematic orientation highlights the particular relevance of considering ethical dimensions, which raises questions regarding research ethics and the researcher’s role in the advancement of social justice.
Ethical questions refer to several research levels:
In the process of coding visual frames and selecting visual stimuli: Due to the visual language’s associative and emotional features, visual frames have been found to be powerful in creating framing effects impacting opinions, beliefs and emotions. As researchers/coders are not immune to framing effects, careful considerations about undesired and undesirable effects on researchers are required. Moreover, regarding the selection of visual stimuli used for audience research, researchers have to ensure ethical standards when identifying and selecting prototypic, often stereotypic visual media frames. Is the researcher obliged to apply some restraint or self-censorship for ethical reasons?
In the research process itself: Is it morally justifiable to confront participants with stereotypic visual frames? What are potential effects of their exposure? Does, for example, a study addressing questions of frame perception of visual stereotypes itself reinforce such visual stereotypes? Do visual frames found in visual war reporting hold traumatizing potential (consider compare presentation one)? Do interviewing strategies trying to overcome social expectancy and control force the verbalization and social construction of stereotypic perceptions? How can participants be debriefed ex-post in an ethically appropriate way?
Originating from an overview of central approaches and methods of empirical framing research, we discuss various ethical considerations in visual framing research and carve out evaluation criteria for “ethical research.” Arguing, that examining framing processes requires constant deliberation with questions of responsibility and fairness, our contribution itself follows an ethical premise: framing research, which sets an ethical benchmark for other professions (such as journalists, PR-professionalists), should also clearly define its own ethical standards.

Authors

• Stephanie Geise, U of Erfurt

• Mary Angela Bock, U of Texas - Austin

• Katharina Lobinger, University of Bremen, Centre for Media, Communication and Information Research (ZeMKI)