AI-assisted framing analysis of media discourses

Introduction. AI-assisted qualitative analysis is an emerging field that explores the integration of AI into qualitative research methodology by identifying the role of AI and human researchers, and delineating specific prompting strategies and procedures. AI can be “employed” as research participant, used for initial coding and categorizing, or doing thematic or grounded theory analysis.  

Goals and Methods. In this paper, we present a case of using AI in framing analysis - Gamson & Modigliani's (1989) media packages approach to analyze assessment discourses such as public debates about school exams and standardized tests in Lithuania. To uncover the construction of meaning and media packages, Gamson & Modigliani suggested using framing analysis as qualitative and interpretive method by looking for symbols, metaphors, catching phrases and exemplars. For the validation of the AI-assisted version of framing analysis, authors did the same analysis manually and the findings developed by humans were compared with AI produced fundings. For AI-assisted framing analysis three different large language models were used – ChatGPT, Claude and Gemini.

Results. Framing analysis made it possible to uncover existing cultural narratives and values in social media and to see different public discourses as shaped by competing ideological positions, media frames and cultural symbols. The results obtained using these different large language models were compared with framing analysis performed by human researchers. We evaluated how AI can complement the human process, highlighting where AI succeeds in recognizing competing frame packages, rhetorical and discursive peculiarities, ‘sponsors’ of different discourses, and cultural symbols.

Conclusions. We argue that the role of human researcher is important in recognizing the specific cultural connotations, symbolic and linguistic nuances rooted in the local national context. This research contributes to the ongoing scholarly discussion about the use of AI in qualitative analysis that involves a high level of conceptualization and interpretation.