Viorela Dan, Dipl.-Medienwiss.


Organizational Communication

Research Associate

Address Garystr. 55
Room 280
14195 Berlin
Telephone +49-30-838-57380
Fax +49 30 838 4 57380

Office hours

Wednesday 4 PM - 5:30 PM, room 280 (second floor)

To make an appointment, sign up on my Doodle-calendar


  • 2009: MA in media studies (TU Ilmenau, Germany)
  • 2009: BA in political communication (Bucharest, Romania)


  • Since June 2016: Researcher in the third-party funded project “Participatory risk communication” within the research project “IRMRESS” (Research consortium „InfectControl 2020“). Funded by BMBF, the German Federal Ministry of Education and Research (FU Berlin, Germany)
  • Since 2011: Research Associate and doctoral student at the Institute for Media and Communication Studies (FU Berlin, Germany)
  • 2009 - 2013: research stays in Oslo, Norway and Austin, TX amounting to one year


  • International Communication Association (ICA)
  • Association for Education in Journalism and Mass Communication (AEJMC)
  • German Communication Association (DGPuK)



Courses taught

since 2012

15) „Political Communication in the European Union“ (8 hrs, en bloque, Université Paris-Est)

  • Topics: Public Sphere/s, Elections, Financial Crisis


14) Framing and Issue Management in the Political Communication about Health-Related Topics (MA)

13) Multimodal Frame Building

  • Topics: verbal and visual framing in social media, news, lobbying, advertising and in campaigns


12) Political Aspects of Health Communication (MA)

11) Political Aspects of Health Communication: Research Seminar (MA)

  • Topics: pharmaceutical lobbying, health-related campaigns (especially message design; field of tension awareness - paternalism - persuasion), policy implications of the media coverage on health topics (especially verbal and visual frames; beauty ideals).


10) Health Communication: Introduction (BA)

9) Health Communication: Follow-Up (BA)

  • Topics: health campaigns and interventions, celebrities, message design (especially appeals to emotions, humor and erotic appeals); media coverage (especially of health risks, framing, stigma); direct-to-consumer advertising for pharmaceutical products (DTCA), visual communication


8) Public Communication Campaigns: Introduction (BA)

7) Public Communication Campaigns: Follow-Up (BA)

  • Topics: campaign strategies (especially visual communication, fear appeals, appeals to humor, Entertainment-Education, games); fields: health, poverty, racism and xenophobia, environment. Types: government-funded; funded by the private sector


6) Public Communication in the European Union (MA)

  • Topics: direct and mediated communication; public diplomacy, lobbying, public communication campaigns, political news management (traditional and new media)

5) Candidate Framing in Campaign Ads (MA)

  • Topics: Framing analysis of the campaign ads of Mitt Romney and Barack Obama for the 2012 United States presidential election.


4) Strategic Political Communication (MA)

  • Topics: Strategic political communication by NGOs, government and political parties; lobbying, public diplomacy and election campaigns, political news management

3) Strategic Framing in Election Campaigns (MA)

  • Topics: Analysis of the verbal and visual framing strategies of individuals that had expressed interest in Republican party nomination for the 2012 United States presidential election. Comparison of the different framings to the media coverage (input-output analysis).

2) Selected aspects of organizational communication (DUW)

  • e-seminar
  • Topics: public relations, internal communication, crisis communication and social media


1) Working practices in journalism and public relations (BA)

  • Topics: knowledge and skills required for the practice of public relations
  • Multimodality (especially the interplay between words and visuals)
  • Framing
  • Visual Communication
  • Health Communication
  • Political Communication


Articles in Peer-Reviewed Journals

Book Chapters

  • Dan, V. (2017a, in preparation). Integrative Framing Analysis of Television News. A Methodological Approach for the Framing Analysis of Words and Visuals. In P. D'Angelo (Hrsg.), Doing News Framing Analysis. New York, NY: Routledge.
  • Dan, V. (2017b, in preparation). Audiences in the Dark: Deception in Pharmaceutical Advertising through Verbal-Visual Mismatches. In T. Docan-Morgan (Hrsg.), The Palgrave Handbook of Deceptive Communication. Basingstoke, UK: Palgrave Macmillan.
  • Dan, V. (2017c, forthcoming). Empirical and Non-Empirical Methods. In J. Matthes, R. Potter, & C. S. Davis (Eds.), Wiley International Encyclopedia of Communication Research Methods. Hoboken, NJ: Wiley.
  • Dan, V. (forthcoming). On the Strategic Communication of Pharmaceutical Companies [Pharmakommunikation, in German]. In C. Rossmann & M. R. Hastall (Eds.), Handbook of Health Communication, in German [Handbuch Gesundheitskommunikation].
  • Dan, V. (2015). Direct-to-consumer Advertising for Pharmaceutical Products (DTCA) - a literature review and directions for future research [Patientengerichtete Werbung für verschreibungspflichtige Medikamente (DTCA) - Überblick und Forschungslücken]. In M. Schäfer, O. Quiring, C. Rossmann, M. Hastall, & E. Baumann (Eds.), Gesundheitskommunikation im gesellschaftlichen Wandel: Chancen und Herausforderungen  (pp. 63-73). Nomos: Baden-Baden.
  • Raupp, J., & Dan, V. (2013). Wirkungsforschung in der strategischen Organisationskommunikation. In W. Schweiger & A. Fahr (Eds.), Handbuch Medienwirkungsforschung (pp. 353-367). Wiesbaden: VS Verlag.
  • Dan, V. (2011). The added value of frames: On the differences with related concepts. In I. T. Trivundža, N. Carpentier, H. Nieminen, P. Pruulmann-Venerfeldt, R. Kilborn, E. Sundin & T. Olsson (Eds.), Critical Perspectives on the European Mediasphere (pp. 83-92). Ljubljana: Faculty of Social Sciences: Založba FDV.


Invited Talks

  • Dan, V. (2016). Analyzing Multimodal Health Framing. Invited Talk at the University of Missouri at St. Louis, St. Louis, MO, November 2016.
  • Dan, V. (2016). The importance of research co-operation with other disciplines and non-scientific actors from the point of view of communication research. Conference endnote at the first annual meeting of the Health Communication Division of the German Communication Association, Hamburg, November 2016.
  • Dan, V. (2016). A Methodological Approach to the Analysis of Verbal Frames, Visual Frames, and the Interplay between Them. Invited Talk at the University of Central Michigan, Mount Pleasant, MI, November 2016.
  • Dan, V. (2014). Zeitmanagement. Wie soll ich das nur alles unter einen Hut bekommen? [Time Management. How to juggle everything] Invited Talk/ Workshop at the Second Day of Young Academics of the German Communication Association (DGPuK), Berlin, September 2014.
  • Dan, V. (2014). Patienten-Werbung für verschreibungspflichtige Medikamente (DTCA) – ein Forschungsüberblick. [Direct-to Consumer Advertising (DTCA) – the State of Research]. Invited Talk at the University of Vienna, Vienna, Austria, May 2014.
  • Dan, V. (2013). My approach to teaching. Invited Talk at the annual meeting of the Association for Education in Journalism and Mass Communication (AEJMC) on the occasion of winning the Promising Professor Award, Chicago, IL, August 2013.

Conference Papers (* full paper)

  • Dan, V. (2017, accepted). In Search of an Anchor Post for Framing. Paper prepared for the Revitalizing Concepts in Mass Communications Conference,  Brussels, Belgium.
  • Dan, V. (2016, accepted). The state of research on health issues. An analysis of scientific research in communication studies with regard to transdisciplinarity [Die Lage der Forschung über Gesundheitsthemen. Eine Analyse kommunikationswissenschaftlicher Forschung im Hinblick auf Transdisziplinarität, in German]. Paper prepared for the annual conference of the Health Communication Division of the German Communication Association, Hamburg, Germany.
  • Dan, V., & Raupp, J. (2016). On the Ever-growing Number of Frames in Health Communication Research: A Coping Strategy. Poster presented at the annual conference of the Association for Education in Journalism and Mass Communication (AEJMC), Minneapolis, MN. *
  • Dan, V. (2014). Direct-to-consumer Advertising for Pharmaceutical Products (DTCA) - a literature review [Patientengerichtete Werbung für verschreibungspflichtige Medikamente (DTCA) - Überblick und Forschungslücken, in German]. Paper presented at the annual meeting of the Health Communication Interest Group of the German Communication Association, Mainz, Germany. 
  • Dan, V., & Coleman, R. (2014). Coming down from the ivory tower: Visual frames of HIV/AIDS in the academic literature and broader society. Paper presented at the annual meeting of the International Communication Association, Seattle, WA. *
  • Dan, V., & Coleman, R. (2013). HIV/AIDS and recurrent frames as patterns of information in meaning-making: A systematic review of empirical studies. Paper presented at the annual conference of the Association for Education in Journalism and Mass Communication (AEJMC), Washington, DC. *
  • Dan, V., & Raupp, J. (2013). The role of framing in the verbal and visual reporting of health risks. An overview of previously identified frames and an empirical assessment of their occurrence. Paper presented at the annual conference of the Association for Education in Journalism and Mass Communication (AEJMC), Washington, DC. *
  • Dan, V., & Busert, L. (2013). People like you and me: how social marketing informed by visual communication research can change the views on HIV-positive people. Paper presented at the annual meeting of the International Communication Association, London, UK. Panel: Best Student Papers Public Relations Division 2013. *
  • Dan, V., & Raupp, J. (2012). Media framing of a health crisis. On the verbal-visual redundancy in the media coverage of the E.coli outbreak in Germany. Poster Presentation at the 4th European Communication Conference, Istanbul, Turkey.
  • Dan, V., & Ihlen, Ø. (2011). Towards the Empirical Assessment of Complex Frames: A Method for Combining Analysis of Verbal and Visual Elements. Vortrag auf der Jahrestagung der International Communication Association in Boston, USA, 26-30.05.2011. *
  • Dan, V., & Ihlen, Ø. (2010). Framing expertise. A Cross-Cultural Analysis of Success in Framing Contests. Vortrag auf der Jahrestagung der European Public Relations Education and Research Association (EUPRERA), Jyväskylä, Finnland, 23-24.09.2010. *
  • Dan, V., & Ihlen, Ø. (2010). Integrative Textual and Visual Framing Analysis in the Context of Globalisation. Vortrag auf der Jahrestagung der European Communication Research and Education Association (ECREA), Hamburg, 12-15.10.2010