Understanding Gender Stereotypes and Electoral Success from Visual Self-presentations of Politicians in Social Media

Danni Chen, Kunwoo Park, Jungseock Joo
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引用次数: 9

Abstract

Social media have been widely used as a platform for political communication, promoting firsthand dialogue between politicians and the public. This paper studies the role of visual self-presentation in social media in political campaigns with a primary focus on gender stereotypical cues exhibited in Facebook timeline posts of 562 candidates in the 2018 U.S. general elections. We train a convolutional neural network (CNN) that infers gender stereotypes from the photographs based on crowdsourced annotations. Using regression analysis, we find that masculine traits are predictive factors for winning elections for both gender and parties. In contrast, feminine traits are not correlated with electoral success. Prediction experiments show that the visual traits on gender stereotypes can predict the election outcomes with an accuracy of 0.739, which was better than the performance (0.724) of making a direct prediction from the raw photographs. Our study demonstrates that the automated visual content analysis can reliably measure subtle, emotional, and subjective personal trait dimensions from political images, thereby enabling systematic investigations on multi-modal political communication via social media.
从政治家在社交媒体上的视觉自我呈现看性别刻板印象与选举成功
社交媒体被广泛用作政治交流的平台,促进了政治家与公众之间的第一手对话。本文研究了社交媒体中的视觉自我呈现在政治竞选中的作用,主要关注2018年美国大选中562名候选人的Facebook时间轴帖子中显示的性别刻板印象线索。我们训练了一个卷积神经网络(CNN),它根据众包注释从照片中推断出性别刻板印象。通过回归分析,我们发现男性特质是性别和政党赢得选举的预测因素。相比之下,女性特质与选举成功无关。预测实验表明,性别刻板印象的视觉特征预测选举结果的准确率为0.739,优于直接从原始照片进行预测的准确率(0.724)。我们的研究表明,自动化视觉内容分析可以可靠地从政治图像中测量微妙的、情感的和主观的个人特征维度,从而能够系统地研究通过社交媒体进行的多模式政治传播。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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