With eyes of a machine: A three-step guide for applying machine learning to visual content analysis in social research
This paper presents a practical guide to machine learning–assisted visual content analysis for social scientists. Combining machine automation with human expertise and reflexivity, the proposed methodological framework bridges the gap between computer vision and social research. Our custom approach...
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| Format: | Article |
| Language: | English |
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SAGE Publishing
2025-06-01
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| Series: | Big Data & Society |
| Online Access: | https://doi.org/10.1177/20539517251343860 |
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| _version_ | 1850231792184852480 |
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| author | Anna Helene Kvist Møller Massimo Airoldi |
| author_facet | Anna Helene Kvist Møller Massimo Airoldi |
| author_sort | Anna Helene Kvist Møller |
| collection | DOAJ |
| description | This paper presents a practical guide to machine learning–assisted visual content analysis for social scientists. Combining machine automation with human expertise and reflexivity, the proposed methodological framework bridges the gap between computer vision and social research. Our custom approach combines inductive, deductive, and abductive logics of scientific inquiry and consists of three complementary steps: (a) Pattern exploration—employing unsupervised learning to explore visual patterns within image datasets; (b) Theory-driven image classification—utilizing supervised learning with convolutional neural networks to systematically label visual content; and (c) Context-sensitive interpretation—to provide critical and creative engagement with the patterns identified in the previous steps. We illustrate these three steps, and their various combinations, through empirical examples from a study of visuality in digital diplomacy, and critically discuss the epistemological implications of using machine learning as a method in visual social research. |
| format | Article |
| id | doaj-art-7741eca767e54d218d9f0fd6b4735e55 |
| institution | OA Journals |
| issn | 2053-9517 |
| language | English |
| publishDate | 2025-06-01 |
| publisher | SAGE Publishing |
| record_format | Article |
| series | Big Data & Society |
| spelling | doaj-art-7741eca767e54d218d9f0fd6b4735e552025-08-20T02:03:25ZengSAGE PublishingBig Data & Society2053-95172025-06-011210.1177/20539517251343860With eyes of a machine: A three-step guide for applying machine learning to visual content analysis in social researchAnna Helene Kvist Møller0Massimo Airoldi1 Copenhagen Center for Social Data Science (SODAS), , Kobenhavn, Denmark Department of Social and Political Sciences, , Milan, ItalyThis paper presents a practical guide to machine learning–assisted visual content analysis for social scientists. Combining machine automation with human expertise and reflexivity, the proposed methodological framework bridges the gap between computer vision and social research. Our custom approach combines inductive, deductive, and abductive logics of scientific inquiry and consists of three complementary steps: (a) Pattern exploration—employing unsupervised learning to explore visual patterns within image datasets; (b) Theory-driven image classification—utilizing supervised learning with convolutional neural networks to systematically label visual content; and (c) Context-sensitive interpretation—to provide critical and creative engagement with the patterns identified in the previous steps. We illustrate these three steps, and their various combinations, through empirical examples from a study of visuality in digital diplomacy, and critically discuss the epistemological implications of using machine learning as a method in visual social research.https://doi.org/10.1177/20539517251343860 |
| spellingShingle | Anna Helene Kvist Møller Massimo Airoldi With eyes of a machine: A three-step guide for applying machine learning to visual content analysis in social research Big Data & Society |
| title | With eyes of a machine: A three-step guide for applying machine learning to visual content analysis in social research |
| title_full | With eyes of a machine: A three-step guide for applying machine learning to visual content analysis in social research |
| title_fullStr | With eyes of a machine: A three-step guide for applying machine learning to visual content analysis in social research |
| title_full_unstemmed | With eyes of a machine: A three-step guide for applying machine learning to visual content analysis in social research |
| title_short | With eyes of a machine: A three-step guide for applying machine learning to visual content analysis in social research |
| title_sort | with eyes of a machine a three step guide for applying machine learning to visual content analysis in social research |
| url | https://doi.org/10.1177/20539517251343860 |
| work_keys_str_mv | AT annahelenekvistmøller witheyesofamachineathreestepguideforapplyingmachinelearningtovisualcontentanalysisinsocialresearch AT massimoairoldi witheyesofamachineathreestepguideforapplyingmachinelearningtovisualcontentanalysisinsocialresearch |