Visually Framing Disasters: Humanitarian Aid Organizations’ Use of Visuals on Social Media

The present study seeks to systematically describe how humanitarian aid organizations use visuals in their natural disaster-related social media messages and to analyze their effects on social media engagement. Using Rodriguez and Dimitrova’s (2011) four levels of visual framing, we performed a content analysis of 810 tweets from 38 aid organizations. The results showed that, overall, the organizations’ visuals had an emphasis on victims and on disaster relief efforts. The most effective types of visual framing, however, were not those the aid organizations most commonly used. We discuss the theoretical and practical implications.