From fade-out into spotlight: An audio-visual character analysis (ACIS) on the diversity of media representation and production culture

Abstract

The article focuses on gender portrayal in audio-visual media and discusses the visibility and participation of diverse people. Based on a theoretical framework from gender media studies, we conceptualize audio-visual visibility as a dimension of intersectionality and apply this in an empirical approach. Audio-visual character analysis (ACIS) is introduced as a method to investigate media content in order to describe visibility of the represented people. Applying this method, a quantitative content analysis of a representative sample of German television from 2016 was realized to answer the research questions on the portrayal of relevant characters and on the positions behind the camera. The findings show an unequal representation of gender and an intersectional relevance of other categories of difference such as age as well as an interplay between gender of creative positions and visibility of female characters. The article discusses findings and implications for future research.