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

• URL: http://arxiv.org/abs/2503.13844v1
• Date: Tue, 18 Mar 2025 02:33:38 GMT
• Title: Spotting Persuasion: A Low-cost Model for Persuasion Detection in Political Ads on Social Media
• Authors: Elyas Meguellati, Stefano Civelli, Pietro Bernardelle, Shazia Sadiq, Gianluca Demartini,
• Abstract summary: We introduce a lightweight model for persuasive text detection that achieves state-of-the-art performance in Subtask 3 of SemEval 2023 Task 3.<n>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.
• Score: 5.54991381489437
• License: http://creativecommons.org/licenses/by/4.0/
• Abstract: 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.

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