Investigating value alignment in Large Language Models (LLMs) based on cultural context has become a critical area of research. However, similar biases have not been extensively explored in large vision-language models (VLMs). As the scale of multimodal models continues to grow, it becomes increasingly important to assess whether images can serve as reliable proxies for culture and how these values are embedded through the integration of both visual and textual data. In this paper, we conduct a thorough evaluation of multimodal model at different scales, focusing on their alignment with cultural values. Our findings reveal that, much like LLMs, VLMs exhibit sensitivity to cultural values, but their performance in aligning with these values is highly context-dependent. While VLMs show potential in improving value understanding through the use of images, this alignment varies significantly across contexts highlighting the complexities and underexplored challenges in the alignment of multimodal models.

Vision-Language Models (VLMs) have demonstrated impressive capabilities across a range of tasks, yet concerns about their potential biases persist. This work investigates the cultural biases in state-of-the-art VLMs by evaluating their performance on an image-based country identification task at the country level. Utilizing the geographically diverse Country211 (CITATION) dataset, we probe VLMs via open-ended questions, multiple-choice questions (MCQs), and include challenging multilingual and adversarial task settings. Our analysis aims to uncover disparities in model accuracy across different countries and question formats, providing insights into how training data distribution and evaluation methodologies may influence cultural biases in VLMs. The findings highlight significant variations in performance, suggesting that while VLMs possess considerable visual understanding, they inherit biases from their pre-training data and scale, which impact their ability to generalize uniformly across diverse global contexts.

Large-scale deployment of large language models (LLMs) in various applications, such as chatbots and virtual assistants, requires LLMs to be culturally sensitive to the user to ensure inclusivity. Culture has been widely studied in psychology and anthropology, and there has been a recent surge in research on making LLMs more culturally inclusive, going beyond multilinguality and building on findings from psychology and anthropology. In this article, we survey efforts towards incorporating cultural awareness into text-based and multimodal LLMs. We start by defining cultural awareness in LLMs, taking definitions of culture from the anthropology and psychology literature as a point of departure. We then examine methodologies adopted for creating cross-cultural datasets, strategies for cultural inclusion in downstream tasks, and methodologies that have been used for benchmarking cultural awareness in LLMs. Further, we discuss the ethical implications of cultural alignment, the role of human–computer interaction in driving cultural inclusion in LLMs, and the role of cultural alignment in driving social science research. We finally provide pointers to future research based on our findings about gaps in the literature.1

Automated frame analysis of political communication is a popular task in computational social science that is used to study how authors select aspects of a topic to frame its reception. So far, such studies have been narrow, in that they use a fixed set of pre-defined frames and focus only on the text, ignoring the visual contexts in which those texts appear. Especially for framing in the news, this leaves out valuable information about editorial choices, which include not just the written article but also accompanying photographs. To overcome such limitations, we present a method for conducting multi-modal, multi-label framing analysis at scale using large (vision-) language models. Grounding our work in framing theory, we extract latent meaning embedded in images used to convey a certain point and contrast that to the text by comparing the respective frames used. We also identify highly partisan framing of topics with issue-specific frame analysis found in prior qualitative work. We demonstrate a method for doing scalable integrative framing analysis of both text and image in news, providing a more complete picture for understanding media bias.

Uncovering latent values and opinions embedded in large language models (LLMs) can help identify biases and mitigate potential harm. Recently, this has been approached by prompting LLMs with survey questions and quantifying the stances in the outputs towards morally and politically charged statements. However, the stances generated by LLMs can vary greatly depending on how they are prompted, and there are many ways to argue for or against a given position. In this work, we propose to address this by analysing a large and robust dataset of 156k LLM responses to the 62 propositions of the Political Compass Test (PCT) generated by 6 LLMs using 420 prompt variations. We perform coarse-grained analysis of their generated stances and fine-grained analysis of the plain text justifications for those stances. For fine-grained analysis, we propose to identify tropes in the responses: semantically similar phrases that are recurrent and consistent across different prompts, revealing natural patterns in the text that a given LLM is prone to produce. We find that demographic features added to prompts significantly affect outcomes on the PCT, reflecting bias, as well as disparities between the results of tests when eliciting closed-form vs. open domain responses. Additionally, patterns in the plain text rationales via tropes show that similar justifications are repeatedly generated across models and prompts even with disparate stances.