Multi-Modal Framing Analysis of News (2503.20960v3)

Abstract: Automated frame analysis of political communication is a popular task in computational social science that is used to study how authors select aspects of a topic to frame its reception. So far, such studies have been narrow, in that they use a fixed set of pre-defined frames and focus only on the text, ignoring the visual contexts in which those texts appear. Especially for framing in the news, this leaves out valuable information about editorial choices, which include not just the written article but also accompanying photographs. To overcome such limitations, we present a method for conducting multi-modal, multi-label framing analysis at scale using large (vision-) LLMs. Grounding our work in framing theory, we extract latent meaning embedded in images used to convey a certain point and contrast that to the text by comparing the respective frames used. We also identify highly partisan framing of topics with issue-specific frame analysis found in prior qualitative work. We demonstrate a method for doing scalable integrative framing analysis of both text and image in news, providing a more complete picture for understanding media bias.