Interactive frames: user responses to the framing of COVID-19 in the Instagram account of an Emarati news agency

Abstract

The last few years have witnessed an increased reliance on social media as a primary communication channel to disseminate news, updates, and information on different subjects. Media practitioners have been using framing to highlight certain segments of news stories and shape public opinion to engage audiences with the news stories and influence their perception and response. This study investigates the types and frequency of frames used in an Emirati Instagram news account (@UAE_Barq) during the COVID-19 outbreak to explore if certain frames, such as gain vs loss, human interest, and attributing responsibility, can elicit negative, neutral, or positive responses from Instagram users. The study found that various types of frames emotionally influenced Instagram users. The academic and practical implications of the study are also discussed.

Keywords:

• Instagram
• framing
• social networking
• content analysis
• emotions

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Notes on contributors

Azmat Rasul

Azmat Rasul (Phd, Florida State University) is an Assistant Professor of Strategic Communication in the College of Communication and Media Sciences at Zayed University’s Abu Dhabi Campus, UAE.

Muna AlSuwaidi

Muna AlSuwaidi completed this research as a graduate student in the College of Communication and Media Sciences at Zayed University’s Abu Dhabi Campus, UAE. After her graduation, she works as an independent researcher.