From Codebooks to VLMs: Evaluating Automated Visual Discourse Analysis for Climate Change on Social Media
Authors: Katharina Prasse, Steffen Jung, Isaac Bravo, Stefanie Walter, Patrick Knab, Christian Bartelt, Margret Keuper
Abstract
Social media platforms have become primary arenas for climate communication, generating millions of images and posts that - if systematically analysed - can reveal which communication strategies mobilise public concern and which fall flat. We aim to facilitate such research by analysing how computer vision methods can be used for social media discourse analysis. This analysis includes application-based taxonomy design, model selection, prompt engineering, and validation. We benchmark six promptable vision-language models and 15 zero-shot CLIP-like models on two datasets from X (formerly Twitter) - a 1,038-image expert-annotated set and a larger corpus of over 1.2 million images, with 50,000 labels manually validated - spanning five annotation dimensions: animal content, climate change consequences, climate action, image setting, and image type. Among the models benchmarked, Gemini-3.1-flash-lite outperforms all others across all super-categories and both datasets, while the gap to open-weight models of moderate size remains relatively small. Beyond instance-level metrics, we advocate for distributional evaluation: VLM predictions can reliably recover population level trends even when per-image accuracy is moderate, making them a viable starting point for discourse analysis at scale. We find that chain-of-thought reasoning reduces rather than improves performance, and that annotation dimension specific prompt design improves performance. We release tweet IDs and labels along with our code at https://github.com/KathPra/Codebooks2VLMs.git.
The pervasive growth of digital content, specifically short videos on social media platforms, has significantly altered how topics are discussed and understood in public discourse. In this work, we advance automated visual theme detection by assessing zero-shot and clustering capabilities on social media data. (1) We evaluated the capabilities of notable VLMs such as VideoChatGPT, PandaGPT, and VideoLLava using zero-shot image classification and compared their performance to the baseline provided by frame-wise CLIP image classification. (2) By treating clustering as a minimum cost multicut problem, we aim to uncover insightful patterns in an unsupervised manner. For both analysis strategies, we provide extensive evaluations and practical guidance to practitioners. While VLMs are currently not able to detect climate change specific classes, the clustering results are distinct visual frames. %Given that VLMs are not currently capable to grasp the climate change discourse, we focus the clustering evaluation of image embedding models. We find that both ConvNeXt V2 and DINOv2 produce meaningful clusters, with DINOv2 focusing more on style differences and abstract categories, while ConvNeXt V2 clusters differ in more fine-grained ways. Code available at https://github.com/KathPra/ClimateVID.git.
Large Language Models (LLMs) can strongly shape social discourse, yet datasets investigating how LLM outputs vary across controlled social and contextual prompting remain sparse. Cognitive Digital Shadows (CDS) is a 190,000-record synthetic corpus supporting analyses of LLM-generated discourse. Each CDS record is generated by one of 19 LLMs, prompted to shadow either a human persona or an AI-assistant role. CDS contains LLM responses on 4 controversial societal topics: vaccines/healthcare, social media disinformation, the gender gap in science, and STEM stereotypes. Persona-conditioned records encode 17 sociodemographic and psychological attributes, providing data linking LLMs' prompts, language, stances and reasoning. Texts are validated for topic anchoring and can support emotional analyses via interpretable NLP (e.g. textual forma mentis networks). CDS is enriched by a pooling platform with user-friendly dashboards, enabling easy, interactive group-level comparisons of emotional and semantic framing across personas, topics and models. The CDS prompting framework supports future audits of LLMs' bias, social sensitivity and alignment.
Vision language models (VLMs) have made remarkable progress in visual reasoning during the last decade. Most evaluations have used simple scenes (MS-COCO) that do not showcase complex human interactions or behaviors, only a handful of non-curated human descriptions as a benchmark, and have not focused on understanding the model's error types. Here, we introduce the Complex Social Behavior (CSB) dataset, containing 100 images depicting complex social interactions/behaviors. We analyze the progression of scene descriptions over a decade (2017-2025) of VLMs (four pre-Multimodal Large Language Models, MLLMs, and five MLLMs). We evaluate the accuracy of the models and 20 human descriptions relative to a gold standard on the CSB dataset and on a sample from MS-COCO. We analyzed five visual-cognitive error types: object detection, recognition, hallucination, scene understanding, and spatial dependence. The CSB dataset showed a more pronounced improvement than MS-COCO in scene description accuracy, with pre-MLLMs achieving much lower accuracy than the bottom-ranked human descriptions and MLLMs attaining accuracies similar to the top-ranked human descriptions. We show that MLLMs have eliminated the gap in scene description accuracy between simpler MS-COCO scenes and scenes depicting complex behaviors (CSB). MLLMs have almost eliminated all error types in our tested datasets, except for occasionally relying on different image regions for scene descriptions than humans do (spatial dependence error). We also show that detection, recognition, and hallucination errors have the highest impact on scene description accuracy. Together, our findings provide a more thorough evaluation of how visual language models have advanced over the last decade.