Visual Content Analysis Research Articles

Informational vs. emotional B2B firm-generated-content on social media engagement: Computerized visual and textual content analysis

While social media marketing plays an increasingly significant role in the B2B context, there is still limited research examining how to increase B2B social media engagement. The need for more research is becoming more pressing given the recent shift in social media content from text-centric to image-oriented experience. Building on the elaboration likelihood model and employing computerized visual and textual analysis tools, the present research investigates how informational and emotional cues in B2B social media content influence viewer engagement. By analyzing 5362 single-image posts from the Instagram accounts of 10 B2B companies across five industries, this research demonstrates that informational cues are more effective than emotional cues in driving viewer engagement, and that informational cues are even more effective when presented in visual content, as compared to textual content. The findings of this research contribute to the literature on B2B social media literature and offer managerial implications for B2B social media marketing.

Untangling the Meaning of Photos in Corporate Social Responsibility Reporting

This study aims to identify and analyze the meaning of photos in sustainability reports. Visual content analysis was used to determine the motives for using 1823 photos contained in 19 sustainability reports and 24 annual reports of mining companies. Mining companies are vulnerable to conflict because of the environmental pollution they cause; consequently, their legitimacy is threatened. The findings show that 32.58% of the total photos are community-related. Most photos depict the company's relationship with surrounding community groups. In addition, the company's CSR reports include several photos related to the environment, such as unpolluted nature. This is done in an effort to increase the company's legitimacy. Regarding employment practices and decent work, more photos of men than women are displayed, indicating that the mining industry is male-dominated. These findings provide a framework for informing and persuading stakeholders to appreciate the information presented in photographs.

Balancing Increased Urban Density with Green Spaces: The Marketing of New Housing Estates in Poland

This study aims to analyse the transformation of urban greenery into greenfield housing development from 2019 to 2023 in the medium-sized city of Rzeszow (Poland) by evaluating the validity of references to the greenery in advertising texts on the developers’ websites. Furthermore, to assess the impact of the proposed greenery-related changes on urban green infrastructure. Through web-based research, 13 greenfield housing developments were identified. Changes in land use of areas that were allocated to urban green infrastructure were highlighted by applying GIS spatial analysis. The written and visual content analysis identified references to greenery in advertising campaigns. Finally, status relations analysis was performed to assess whether the specific advertising website presents an added ecological asset that can be considered as a nature-based solution or should be interpreted as greenwashing. The study revealed that the advertising websites for greenfield housing development constructed from 2019 to 2023 in Rzeszow do not represent an additional ecological asset, but committed greenwashing. All analysed housing estates trigger irretrievable environmental damage. The advertising material does not define the environmental indicators of the housing estates, including how the new construction would compensate for the destruction of natural habitats.

Food Philosophy and Identity

The article aims to analyze the relationship between food and identity from an aesthetic and ethical perspective. New media and technology are seen as a tool for constructing and demonstrating identity. Eating practices and the understanding of food in the modern world are explored from the perspective of symbolic meanings. The analysis focuses on the concept of identity in social networks and popular culture. The methodology is textual and visual content analysis in new media. The text distinguishes between the traditional approach to food with a central concept of 'taste' and the new media context where the approach focuses on 'image'. From an ethical point of view, the relationship between the (non) consumption of meat and animal products and the identity that is widely advocated in the modern lifestyle culture is analyzed.

“Don’t Put Color in Your Hair, Don’t Do This, Don’t Do That”: Canadian Mayors’ Mixed Gender Performance on Social Media

AbstractAlthough mayors can have important impacts on citizens’ daily lives, local politics remains understudied, especially compared with national and regional politics. This study focuses on Canadian mayors’ digital political gender performance—or self-presentation—on Facebook, Twitter, and Instagram and the context in which this gendered performance arises. Overall, results confirm that mayors’ gendered performances are on a continuum rather than binary. Results from a visual content analysis of nine Canadian mayors’ social media accounts show that, broadly speaking, women mayors gravitate toward congruent, mixed gendered performances and avoidance strategies, whereas men mayors also display mixed performance of their gender, while more freely exploring congruent and incongruent approaches to gendered stereotypes. Additionally, semistructured interviews with these mayors show that women mayors still work under added constraints because of their gender, which translates into comments on their appearance, attitude, and lifestyle choices; increased aggression and lack of respect; and a generally greater mental load.

Visualizing Power: Michelle Obama, Political Communication, and Lifestyle Magazines

ABSTRACT Michelle Obama’s tenure as the First Lady of the United States (FLOTUS) comported with many of the gendered expectations of the position, yet it also marked a significant symbolic transformation in the role. As FLOTUS, Obama’s work to address childhood obesity and promote access to nutritious foods through Let’s Move! and MyPlate defined her political identity. On its face, this work echoed the gendered policy issues embraced by previous first ladies; however, we argue that First Lady Obama strategically chose to center a coordinated set of symbolically laden, food-related, and domestic-imagery tropes in mass media publications in order to leverage political influence from within the confines of the feminized role of the FLOTUS. To test this claim, we perform visual content analysis on images embedded in women’s lifestyle magazines. We find that central to her calculated approach was the keen awareness of the symbolic power of domesticized imagery as a vehicle for legible, quickly comprehensible, and, above all else, universally appealing messaging. Thus, to promote her food policy platform and target the public health issue of childhood obesity, the FLOTUS intentionally deployed motifs of food as domestic imagery, which thereby acted as a “velvet glove” tactic to politicking.

Perceptions of the 'Proper Family' in Palestinian-Arab Society in Israel as Reflected in Family Members' Drawings

Family lives in Palestinian-Arab society in Israel have undergone considerable changes in recent decades. These changes have made it difficult to understand what is meant by family in everyday life. The aim of the present study is to examine the differences in the perception of the family and the image of “a proper family” through drawings created by Palestinian-Arab women and men in Israel (n=106). This can be analyzed as a prism of discussion regarding how people identify what is expected of families. It also raises the question of “family boundaries” in contemporary Palestinian-Arab society in Israel and what is recognized as family relationships. The drawings’ analysis included a set of questions regarding both the content—the theme of the drawing, main situations, characters, and symbols—and the forms, composition, and colors used. Reading the drawings visually illuminated various perceptions of a family as expressed by the participants. This visual content analysis enhances sociological comprehension about the desirable family life in light of gender relationships, family size, and domestic everyday practices which negotiate the global and the local.

How consumers in different cultural backgrounds prefer advertising in green ads through Hofstede's cultural lens? A cross‐cultural study

AbstractWhen entering foreign markets, effective advertising appeals are usually employed in advertising to convey local consumers how the products and services will satisfy their wants or needs. The purpose of this cross‐cultural study is to investigate the consumers’ differences between a developed economy (USA) and an emerging economy (Thailand) based on Hofstede's cultural dimensions and the advertising appeal in green advertisements. This study investigates the role played by cultural and economic differences on liking advertising appeals in green advertisements which provides new insight into the literature on cross‐cultural studies as well as managerial implications for marketers, especially in Thailand. Using Hofstede's cultural dimensions as a basis for distinguishing cultures, 40 green global advertisements were presented to 40 consumers in Thailand and 40 consumers in the United States. A combination of quantitative and visual content analysis was also used to examine green advertisements and determine the liking of the appeals. Cultural differences in Hofstede's dimensions reflect in advertising appeals preferences. The results indicate that the USA and Thailand preferred similar appeals but in different ranking; these appeals are corporate image, eye‐catching graphic, exaggerated, imaginative, informative, interesting, meaningful, natural, and sad. Possible explanations and implications of the findings are discussed as well as demonstrating the significance of culture on advertisement effectiveness.

Journal of Scientific Temper

Background: Climate change has emerged as the most pressing concern for humankind, given the rapidly depleting natural resources and burgeoning issues of pollution and waste posing grave threat to the planet’s survival. News media bear the onus of not only reporting on climate change to spread awareness, but they’re in fact educators for a large part of the population. Photographs embedded in news stories have a profound effect on the audiences in that they immediately reduce the distance between the readers and ground zero.Objective: The present study has been designed to conduct a visual content analysis of photographs incorporated in climate change news stories in mainstream online newspapers in India. Online newspapers have been incorporated owing to the growing propensity of a large populace to receive their news through digital devices like smartphones, laptops and tablets. SIt would help in examining the climate change imagery being employed by the online newspapers, which goes a long way in shaping readers’ perceptions about the burning issue.Methodology: The newspapers chosen are the online editions of The Hindu, The Hindustan Times, and The Times of India, keeping in view their wide reach and popularity. The newspapers are scanned for climate change stories over a period of two months (December 2020 and January 2021) with the accompanying photograph each the news story as the unit of analysis. The stories with key words ‘climate’, ‘climate change’ or ‘global warming’ in the headline or lead paragraph were selected for data collection.The corpus of images thus obtained is quantified and analyzed to ascertain the depiction of gender in terms of activity. Further, the data is scrutinized from several perspectives, ranging from analysing gender representation in the stories from various sources (internal staff, or national/international news agencies) to the spectrum of topics covered.Implications: The study follows a unique approach as it inspects gender portrayal along several dimensions not undertaken hitherto by any other study. It would be pertinent to understand the visual representation of gender in people’s daily dose of online news, which has strong agenda-setting influences on the society.

Learning Patch-Channel Correspondence for Interpretable Face Forgery Detection.

Beyond high accuracy, good interpretability is very critical to deploy a face forgery detection model for visual content analysis. In this paper, we propose learning patch-channel correspondence to facilitate interpretable face forgery detection. Patch-channel correspondence aims to transform the latent features of a facial image into multi-channel interpretable features where each channel mainly encoders a corresponding facial patch. Towards this end, our approach embeds a feature reorganization layer into a deep neural network and simultaneously optimizes classification task and correspondence task via alternate optimization. The correspondence task accepts multiple zero-padding facial patch images and represents them into channel-aware interpretable representations. The task is solved by step-wisely learning channel-wise decorrelation and patch-channel alignment. Channel-wise decorrelation decouples latent features for class-specific discriminative channels to reduce feature complexity and channel correlation, while patch-channel alignment then models the pairwise correspondence between feature channels and facial patches. In this way, the learned model can automatically discover corresponding salient features associated to potential forgery regions during inference, providing discriminative localization of visualized evidences for face forgery detection while maintaining high detection accuracy. Extensive experiments on popular benchmarks clearly demonstrate the effectiveness of the proposed approach in interpreting face forgery detection without sacrificing accuracy. The source code is available at https://github.com/Jae35/IFFD.

지식 그래프를 통한 중국 스포츠심리학 연구동향 분석

This study conducted a visual analysis and content analysis based on knowledge graphs of 1852 papers in the field of sport psychology published in the CSSCI database as of December 31, 2021. The research trends of sports psychology in China were identified by selecting items from the publication year, author, institution, keyword co-occurrence, and keyword cluster as analysis indicators, and the main conclusions through the derived research results are as follows. First, the number of publications showed an overall upward trend before 2008, and a downward trend after 2008. Under the influence of the Olympics, the hosting of academic conferences, or national policies, the annual number of publications peaked twice in 2008 and 2013. Second, the author who published the most papers was Zhang Liwei of Beijing Sports University, and Ji Liu and Zhang Zhongqiu had the highest centrality. Third, the institution that published the most papers is Beijing Sport University, and the largest co-occurrence network consists of 33 institutions, including Shanghai University of Sport. Fourth, Chinese scholars have already conducted sports psychology research in different fields. Representative keyword clusters are sports psychology, athletes, sports activities, psychology, excellent athletes, psychological health, psychological stress, validity, psychology of physical education, and college students.

Visual Content Analysis of Victimhood in Conflicts in Kashmir and Yemen

This study examines 141 photographs of conflict victims in Kashmir and Yemen from two Pakistani English newspapers, "Dawn" and "The Express Tribune," during 2019. The analysis found that Kashmiri victims were more frequently humanized in the photographs compared to Yemeni victims, with a greater use of close-up and medium shots. Meanwhile, Yemeni victims were more often depicted through long shots, which suggests dehumanization. Additionally, the study found that men received more coverage in the Yemen conflict, while women were portrayed more often in the Kashmir conflict to generate audience sympathy. Violent events were the most commonly reported topic in both newspapers.

Comparison of Batang Batik Motifs with Mataram Keraton Batik and Pekalongan Batik

Batang Batik has unique motifs that originate from its historical background as part of the Islamic Mataram Kingdom, and its geographical area adjacent to the coastal batik center of Pekalongan. Batang Keratonan Batik is influenced by the Mataram Keraton Batik, while the Batang Pesisiran Batik is influenced by the Pekalongan Batik. The influence of the Mataram Keraton Batik can be seen from the use of sogan (brown) color, as well as geometric, and organic abstract motifs, while the influence of Pekalongan Batik in the use of bright colors and figurative organic motifs. Even though they have similar designs, there are also differences between the Batang Keratonan Batik and the Mataram Keraton Batik, as well as between the Batang Pesisiran Batik and the Pekalongan Batik. The similarities and differences in visual styles are interesting to study because they show the dominance of power over aesthetic tastes from Pierre Bourdieu's concept; and the phenomenon of mimicry from the STORM theory from the study of social psychology. This research uses a qualitative descriptive approach with purposive samples originating from the Pisan Bali motif on 2 pieces of Batang Keratonan Batik and 1 piece of Mataram Keraton Batik, as well as floral and bird motifs on 1 piece of Batang Pesisiran Batik, 1 piece of Rifa'iyah Batik, and Pekalongan Batik. To reveal the similarities and differences in batik designs, we conducted a visual content analysis of color, motifs, execution of forms, layout, and composition. Furthermore, the concept of Pierre Bourdieu and the STORM mimicry theory were used to reveal the causes of the similarities and differences in visual styles of the purposive samples. The results of the analysis show that the similarities in visual style are due to the influence of power domination on aesthetic tastes in a field, and mimicry is done to gain social advantage, while the differences come from heterodoxy which occurs due to changes in the constellation of power in the social field.

Making Art at Home During the COVID-19 Pandemic: Instagram, Young Visitors, and Museum Collections

This paper examines some of the ways that Canadian art museum education departments used Instagram during the COVID-19 pandemic, particularly for young virtual visitors. The author studied this use of Instagram through a visual content analysis of ten Canadian museums’ educational posts, stories and IGTV videos, using the theory of connectivism and the way learners can engage with learning opportunities outside of their physical environments. The findings from this study reveal that Instagram became instrumental in allowing museum educators to continue their mission of promoting meaningful engagement with collections for their visitors.

The visualization of public information: Describing the use of narrative infographics by U.S. municipal governments

Narrative infographics present information in a visual, easy-to-understand format and are organized such that the information conveys a story. Public administrators are increasingly using narrative infographics to disseminate information, yet research has yet to investigate exactly how this technological form of storytelling is being used. To fill this gap, we use narrative theory to guide our exploration to uncover how U.S. municipal governments are using narrative infographics. We analyzed 322 infographics using visual content analysis, coding each infographic by government function, policy area, usability factor, and narrative elements. Our research shows that narrative infographics are widely used at the municipal level, most notably for informing the public about various issues but more specifically for communicating information about planning, evaluation and risk. Public health and safety were most frequently addressed by municipal government infographics. Furthermore, we discuss implications of this research for public affairs research, education and practice.

Visual Hierarchy Employed in Learning Videos: Gender Preferences

This research aimed to discover how male and female students used visual hierarchy in their learning videos. There were 7 female students and 6 male students from the English Department, Education, and Teacher Training Faculty engaged in this study. This study used a visual content analysis design and is qualitative in nature. The instruments used were 13 videos produced by the respondents containing teaching material for speaking class. The data collection was carried out through identifying, classifying, verifying, and generating meanings of the visual elements by peering into the visual elements embedded into the video such as style or shape, color, line, space, and scale to create and convey meaning intended. The data were later analyzed using interactive analysis by classifying out the irrelevant data, then displaying the data, to be later verifying them theoretically. The results reveal that, for female students, the style used was generally bright-colored animated visuals with varied textures such as furry animals or glossy cute ladies. The space is rather crowded and the object composition is mostly occupied on the right or left with standard scaling. Lines were used with varied width and weights. For male students, more natural style was engaged, muted colors without the implementation of lines and textures. The spacing is also plain, the object composition is centered, and the scaling is small, no lines were employed. It implies that female students engaged various visual elements in video editing compared to male students.
 
 Keywords: Visual, Hierarchy Analysis, Learning Video, Gender Preferences, Design in ELT

Boho Romni or Gadzi? - about image stereotypes

The aim of this article is to try to answer the question: what image of a Romani woman is presented in Polish scientific publications and pop culture in general, and in fashion in particular (what dress trends do the Polish Romani women of today prefer). The paper uses the analysis of visual internet content with elements of auto-ethnography and a review of Polish scientific literature. The article breaks stereotypes connected with the image of a Romani woman.
 This text is an important part of my doctoral dissertation "Gypsy lifestyle and Romani identity. The role of stereotype and autostereotype in the perception of people aspiring to be members of a particular group .

Stereotypes, disproportions, and power asymmetries in the visual portrayal of migrants in ten countries: an interdisciplinary AI-based approach

The visual portrayal of social groups in media reinforces stereotypes and narratives, potentially leading to discriminatory actions and policies. That is particularly true for underrepresented or stigmatized groups such as migrants and is a phenomenon that varies per country. Therefore, studying the representation of migrants requires analyzing considerable amounts of visual data from different locations. This work addresses that challenge with an interdisciplinary approach characterizing the visual portrayal of migrants using Deep Learning techniques and analyzing results through the lenses of migration and gender studies. Images associated with migrants found on the internet through a search engine and from ten countries are processed to quantify and analyze the demographic and emotional information of the people portrayed. An intersectional approach is employed regarding gender, age, physical features, and emotions. The general group “migrants” is compared with the specific groups “refugees” and “expats”. Results suggest that portrayals predominantly focus on asylum seekers and associate them with poverty and risks for host societies. Moreover, the demographics in the portrayals do not match the official statistics. For expats, an over-representation of “white” and an under-representation of “asian” faces were found, while for migrants and refugees, depictions align with the demographics of low-skilled migrants. Furthermore, results evidence the power struggle underlying the “expat vs. migrant” dichotomy and its inherent colonial nature. The emotions displayed are predominantly negative and align with emotional and gender stereotypes literature. Positive emotions are more associated with women than men, and with expats than refugees and migrants. Previous results regarding the under-representation of migrant women in media are confirmed. Also, women are portrayed as younger than men, and expat women are the youngest. Children appear more in pictures associated with refugees and migrants than with expats. Likewise, migrants are often depicted as crowds, but when that is not the case, migrant and refugee women appear in larger groups than men. A higher proportion of images associated with expats do not contain people. All these effects, however, differ per location. Finally, we suggest future directions and analyze possible limitations of automatic visual content analysis using existing Deep Learning models.

Malay Women's Fashion Clothing Framework Model of ‘MCCC' as Design Principles and Reflection for Malay Women's Fashion

Globalization through developed nations encouraged the Malay culture to compete and adapt to the most popular foreign culture globally. In Malay fashion culture, the difficulties in recognizing values related to customs, lead to the loss of national pride; it shows practicalities or pragmatism not only transforms physical appearance but also changes the way of appreciating Malay clothing values. The combination methodologies of the textual and visual content analysis concluded with interviews. The design principles of 'MCCC' displayed clothing content-characteristic reflected Malay fashion, possesses clothing details component that has social, and cultural values and attributes portraying myriad achievements acknowledged by society.

A NEW INSIGHT INTO THE YOUTH’S WAY OF PERSONAL BRANDING THROUGH STUDYGRAM

Social media fuel youth’s creativity and provide a platform to share their identity and develop their brand. Studygram are study bloggers who utilize Instagram to post their student life, in particular studying activities. Personal brand can be developed through communicating one’s characteristic and establishing desired impression to public of one’s skill, personality, or other traits. Studygram account is an example of a way to craft personal brand. This paper aims to explain the personal branding presentation from the youth’s perspective through Instagram. Related concepts include personal branding, study bloggers, and Instagram aesthetic. Through case study qualitative approach, online observation and content analysis were used as the method to collect and analyze the data from the selected Studygram accounts. The result showed the presentation of branding from the consistent feed and content highlighting productivity through display of study items arranged neatly and appeasing visually. Other than focusing on productivity, activities in daily life were also shared through various content. Interaction with followers were seen through interactive captions to engage and share personal experience and tips in their student life to connect with the followers. Opportunity for further study includes evaluation whether Studygram affects their productivity, visual content analysis, or investigation of the content exposure of Studygram on the audience.