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    Visual framing of European Years in Romanian public communication campaign blogs

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    Since 1983, European Years (EY) have been implemented by the European Parliament and the European Council to raise the awareness of the local, regional, and national authorities on a common European issue. This article develops a visual framing analysis of the photographic representation of the European Year of Volunteering (2011) and the European Year for Active Ageing and Solidarity between Generations (2012) at a national level. The data will focus on the photographic images uploaded on the campaign blogs of two Romanian non-governmental organizations. This study has a threefold aim: first, to compare and contrast the use of photographic images in the blogs of two Romanian public communication campaigns; second, to develop a model of visual framing analysis focused on types of represented participants, social actions, and shots; third, to argue that the objectives and outcomes of the public communication campaigns on EY issues depend on the type of ÔÇťI-nessÔÇŁ versus ÔÇťwe-nessÔÇŁ society a country is.Desde 1983, los An╠âos Europeos son aplicados por el Este arti╠üculo desarrolla un ana╠ülisis de encuadre visual de la representacio╠ün fotogra╠üfica del An╠âo Europeo del Voluntariado (2011) y del An╠âo Europeo del Envejecimiento Activo y la Solidaridad Intergeneracional (2012) a escala nacional. Los datos se centrara╠ün en las ima╠ügenes fotogra╠üficas subidas en los blogs de campan╠âa de dos organizaciones no gubernamentales rumanas. Este estudio tiene un triple objetivo: primero, comparar y contrastar el uso de las ima╠ügenes fotogra╠üficas en los blogs de dos campan╠âas de comunicacio╠ün rumanas; segundo, desarrollar un modelo de ana╠ülisis de encuadre visual centrado en tipos de participantes representados, acciones sociales y tomas fotogra╠üficas; tercero, argumentar que los objetivos y los resultados de las campan╠âas de comunicacio╠ün pu╠üblica de los An╠âos Europeos dependen de la representacio╠ün social desde el tipo "yo" frente al "nosotros"
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