Framing visual communication: generational differences in perceived message effectiveness and emotional response

This thesis explores how individuals from different generations differ in perceived message effectiveness and affective responses when exposed to different framing. After relying on theoretical foundations of communication and perception models, the thesis moves forward to illustrate insights of communication channels and styles preferences across age cohorts, considering technological development, emotional contexts, and lived experience. Research was conducted using primary data collection through a questionnaire. Respondents of different generational belonging were exposed to two similar visual stimuli, in order to analyse differences in perceived message effectiveness and emotional response. Two questionnaires were created, presenting the same questions but different visual stimuli in terms of framing. Each respondent encountered only one questionnaire. In particular, the focus is put on responses of members of Baby Boomers and Generation X (analysed as a single cluster) and Generation Z for efficient results comparison and discussion. The aim of the study is to understand how the framing of a visual message can lead to divergent perceived message effectiveness and emotions across age cohorts.