Multinational and Multimodal Character Framing of Political Candidates in Online News: Do Political and Media System Classifications Matter?

An evolving body of research generally referred to as visual politics has brought the heavy research focus on linguistic modalities of political communication closer to parity with visual emphasis. The study reported here transcends this schism by joining momentum toward multimodality as an ontological departure point for research. We expanded an existing visual instrument into a multimodal one and provided evidence that it reliably captures character framing of political candidates (stateliness, compassion, mass appeal, ordinariness, and sure loser) in German, Polish, and United States commercial online news. We focused on election coverage in these countries because they represent three distinct political and media systems (democratic-corporatist, polarized-pluralist, and hybrid) of the Global North. The quantitative content analysis sample we used spans 2,688 online news stories with seven political candidates identified in 6,560 cases across six modalities (still images, moving images, frozen video images, text, audio, and superimposed text). We found support for the hypothesis that political and media system latencies affect how news media frame the character traits of political candidates in both visual and linguistic modalities. Specifically, the competitive tendencies of majoritarian democracies manifested more clearly as candidate-centered, simplistic, and polarizing character framing in US media content than in journalistic output of multiparty consensus democracies. For example, US news media were more consistent in their portrayal of election winners and losers than German and Polish news media, emphasizing stateliness, compassion, and ordinariness in the winner while unambiguously assigning the negative sure loser frame to the election loser.