Detecting Calls to Action in Multimodal Content: Analysis of the 2021 German Federal Election Campaign on Instagram

URN to cite this document:: urn:nbn:de:bvb:355-epub-594098
DOI to cite this document:: 10.5283/epub.59409

Achmann-Denkler, Michael

; Fehle, Jakob ; Haim, Mario ; Wolff, Christian

License: Creative Commons Attribution 4.0
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Date of publication of this fulltext: 22 Oct 2024 09:21

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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 ...