Chapter 1Conceptual Framing

Annette Danto


This chapter discusses conceptual framing and the role it plays in creating ethical media. A foundation for any media project, the premise and theme establish parameters for what is being communicated, and why. Conceptual framing steers audience perceptions by providing storylines, characterizations, and style for subsequent visual imagery. The interrelatedness of early conceptual decisions and subsequent technical framing choices is presented through case studies.

Once upon a time, visual storytelling followed conventional screenwriting rules. Today those rules have morphed as the range and forms of media have multiplied. The current media landscape features mini-movies, fragmented storytelling, ...

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