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Detecting Calls to Action in Multimodal Content: Analysis of the 2021 German Federal Election Campaign on Instagram
Achmann-Denkler, Michael
, Fehle, Jakob, Haim, Mario and Wolff, Christian
(2024)
Detecting Calls to Action in Multimodal Content: Analysis of the 2021 German Federal Election Campaign on Instagram.
arXiv, 2409.02690.
Date of publication of this fulltext: 22 Oct 2024 09:21
Article
DOI to cite this document: 10.5283/epub.59409
Abstract
This study investigates the automated classification of Calls to Action (CTAs) within the 2021 German Instagram election campaign to advance the understanding of mobilization in social media contexts. We analyzed over 2,208 Instagram stories and 712 posts using fine-tuned BERT models and OpenAI's GPT-4 models. The fine-tuned BERT model incorporating synthetic training data achieved a macro F1 ...
This study investigates the automated classification of Calls to Action (CTAs) within the 2021 German Instagram election campaign to advance the understanding of mobilization in social media contexts. We analyzed over 2,208 Instagram stories and 712 posts using fine-tuned BERT models and OpenAI's GPT-4 models. The fine-tuned BERT model incorporating synthetic training data achieved a macro F1 score of 0.93, demonstrating a robust classification performance. Our analysis revealed that 49.58% of Instagram posts and 10.64% of stories contained CTAs, highlighting significant differences in mobilization strategies between these content types. Additionally, we found that FDP and the Greens had the highest prevalence of CTAs in posts, whereas CDU and CSU led in story CTAs.
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| Item type | Article | ||||||
| Journal or Publication Title | arXiv | ||||||
| Page Range: | 2409.02690 | ||||||
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| Date | 4 September 2024 | ||||||
| Institutions | Languages and Literatures > Institut für Information und Medien, Sprache und Kultur (I:IMSK) > Lehrstuhl für Medieninformatik (Prof. Dr. Christian Wolff) Informatics and Data Science > Department Human-Centered Computing > Lehrstuhl für Medieninformatik (Prof. Dr. Christian Wolff) | ||||||
| Identification Number |
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| Keywords | Social and Information Networks, Computation and Language | ||||||
| Dewey Decimal Classification | 000 Computer science, information & general works > 004 Computer science | ||||||
| Status | Published | ||||||
| Refereed | Yes, this version has been refereed | ||||||
| Created at the University of Regensburg | Yes | ||||||
| URN of the UB Regensburg | urn:nbn:de:bvb:355-epub-594098 | ||||||
| Item ID | 59409 |
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