Spotting Persuasion: A Low-cost Model for Persuasion Detection in Political Ads on Social Media

In the realm of political advertising, persuasion operates as a pivotal element within the broader framework of propaganda, exerting profound influences on public opinion and electoral outcomes. In this paper, we (1) introduce a lightweight model for persuasive text detection that achieves state-of-the-art performance in Subtask 3 of SemEval 2023 Task 3, while significantly reducing the computational resource requirements; and (2) leverage the proposed model to gain insights into political campaigning strategies on social media platforms by applying it to a real-world dataset we curated, consisting of Facebook political ads from the 2022 Australian Federal election campaign. Our study shows how subtleties can be found in persuasive political advertisements and presents a pragmatic approach to detect and analyze such strategies with limited resources, enhancing transparency in social media political campaigns.

Are Large Language Models Good Data Preprocessors?

High-quality textual training data is essential for the success of multimodal data processing tasks, yet outputs from image captioning models like BLIP and GIT often contain errors and anomalies that are difficult to rectify using rule-based methods. While recent work addressing this issue has predominantly focused on using GPT models for data preprocessing on relatively simple public datasets, there is a need to explore a broader range of Large Language Models (LLMs) and tackle more challenging and diverse datasets. In this study, we investigate the use of multiple LLMs, including LLaMA 3.1 70B, GPT-4 Turbo, and Sonnet 3.5 v2, to refine and clean the textual outputs of BLIP and GIT. We assess the impact of LLM-assisted data cleaning by comparing downstream-task (SemEval 2024 Subtask "Multilabel Persuasion Detection in Memes") models trained on cleaned versus non-cleaned data. While our experimental results show improvements when using LLM-cleaned captions, statistical tests reveal that most of these improvements are not significant. This suggests that while LLMs have the potential to enhance data cleaning and repairing, their effectiveness may be limited depending on the context they are applied to, the complexity of the task, and the level of noise in the text. Our findings highlight the need for further research into the capabilities and limitations of LLMs in data preprocessing pipelines, especially when dealing with challenging datasets, contributing empirical evidence to the ongoing discussion about integrating LLMs into data preprocessing pipelines.