While the framing approach in the field of social movements has relied on analysing texts to the neglect of images, recent attention to visual framing in the field of media and communication studies largely overlooks the visual communication of social movements. This article addresses this gap by adapting methods derived from art history to unpack the nuances of meaning in movement-constructed images. It analyses the visual framing in posters of two German social movements, the movement for gay liberation and the movement against nuclear energy. Highlighting the need for information about a given movement’s history to socially contextualise how its images are likely to be read in context-specific times and places, we carve out the diagnostic, prognostic and motivational dimensions of visual framing. The analysis shows how images speak to viewers, arguing for visual analysis as an advisable supplement to studying textual framing in social movements.

虽然社会运动领域的框架方法依赖于分析文本而忽略了图像，但最近媒体和传播研究领域对视觉框架的关注在很大程度上忽视了社会运动的视觉传播。本文通过采用源自艺术史的方法来解开运动构建图像中意义的细微差别，从而解决了这一差距。它分析了两个德国社会运动，同性恋解放运动和反对核能运动的海报中的视觉框架。强调对特定运动历史信息的需求，以将其图像在特定时间和地点可能被阅读的社会情境化，我们划分了视觉框架的诊断、预测和激励维度。分析显示图像如何与观众对话，