Photographic home styles in Congress: a computer vision approach

Abstract: While members of Congress now routinely communicate with constituents using images on a variety of internet platforms, little is known about how images are used as a means of strategic political communication. This is due primarily to computational limitations which have prevented large-scale, systematic analyses of image features. New developments in computer vision, however, are bringing the systematic study of images within reach. Here, we develop a framework for understanding visual political communication by extending Fenno's analysis of home style (Fenno 1978) to images and introduce "photographic" home styles. Using approximately 192,000 photographs collected from MCs Facebook profiles, we build machine learning software with convolutional neural networks and conduct an image manipulation experiment to explore how the race of people that MCs pose with shape photographic home styles. We find evidence that electoral pressures shape photographic home styles and demonstrate that Democratic and Republican members of Congress use images in very different ways.