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Krafting the obesity message: a case study in framing and issues management

By Keren Darmon, Kathy Fitzpatrick and Carolyn Bronstein


This 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

Topics: H Social Sciences (General), HF Commerce
Publisher: Elsevier
Year: 2008
DOI identifier: 10.1016/j.pubrev.2008.07.002
OAI identifier:
Provided by: LSE Research Online
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