Krafting the obesity message: A case study in framing and issues management
2008; Elsevier BV; Volume: 34; Issue: 4 Linguagem: Inglês
10.1016/j.pubrev.2008.07.002
ISSN1873-4537
AutoresKeren Darmon, Kathy R. Fitzpatrick, Carolyn Bronstein,
Tópico(s)Media Influence and Health
ResumoThis study examined the application of framing theory in issues management. Using case study methodology, the researchers analyzed message frames used by Kraft Foods in its public response to the obesity crisis, how the Kraft frames were reported by the media and whether Kraft's approach might help define effective framing and issues management practices in public relations. The study suggested that framing was indeed useful in Kraft's attempt to manage the issue of obesity.
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