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VIDEO DOI: https://doi.org/10.48448/nese-cj79

poster

ACL 2024

August 14, 2024

Bangkok, Thailand

Predicting Narratives of Climate Obstruction in Social Media Advertising

keywords:

low-resource settings

climate

disinformation

Social media advertising offers a platform for fossil fuel value chain companies and their agents to reinforce their narratives, often emphasizing economic, labor market, and energy security benefits to promote oil and gas policy and products. Whether such narratives can be detected automatically and the extent to which the cost of human annotation can be reduced is our research question. We introduce a task of classifying narratives into seven categories, based on existing definitions and data. Experiments showed that RoBERTa-large outperforms other methods, while GPT-4 Turbo can serve as a viable annotator for the task, thereby reducing human annotation costs. Our findings and insights provide guidance to automate climate-related ad analysis and lead to more scalable ad scrutiny.

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