Structuring Quantitative Image Analysis with Object Prominence

When photographers and other editors of image material produce an image, they make a statement about what matters by situating some objects in the foreground and others in the background. While this prominence of objects is a key analytical category to qualitative scholars, recent quantitative approaches to automated image analysis have not yet made this important distinction but treat all areas of an image similarly. We suggest carefully considering objects' prominence as an essential step in analyzing images as data. Its modeling requires defining an object and operationalizing and measuring how much attention a human eye would pay. Our approach combines qualitative analyses with the scalability of quantitative approaches. Exemplifying object prominence with different implementations -- object size and centeredness, the pixels' image depth, and salient image regions -- we showcase the usefulness of our approach with two applications. First, we scale the ideology of eight US newspapers based on images. Second, we analyze the prominence of women in the campaign videos of the U.S. presidential races in 2016 and 2020. We hope that our article helps all keen to study image data in a conceptually meaningful way at scale.

How Alignment Helps Make the Most of Multimodal Data

When studying political communication, combining the information from text, audio, and video signals promises to reflect the richness of human communication more comprehensively than confining it to individual modalities alone. However, when modeling such multimodal data, its heterogeneity, connectedness, and interaction are challenging to address. We argue that aligning the respective modalities can be an essential step in entirely using the potential of multimodal data because it informs the model with human understanding. Exploring aligned modalities unlocks promising analytical leverage. First, it allows us to make the most of information in the data, which inter alia opens the door to better quality predictions. Second, it is possible to answer research questions that span multiple modalities with cross-modal queries. Finally, alignment addresses concerns about model interpretability. We illustrate the utility of this approach by analyzing how German MPs address members of the far-right AfD in their speeches, and predicting the tone of video advertising in the context of the 2020 US presidential race. Our paper offers important insights to all keen to analyze multimodal data effectively.