Hello

Methods tutorial #28831(a), module (political) communication research methods

Marko Bachl

Freie Universität Berlin

13. 10. 2025

Agenda

  1. Introduction
  2. Demo: Zero-shot classification using generative AI
  3. Class overview
  4. Homework

Introduction

Digital research methods division

Digital Research Methods Division

Me

  • Since May 2023 Assistant Professor for Digital Research Methods at FU Berlin

  • Before: University of Hohenheim (PhD, Postdoc), Hanover University of Music, Drama and Media (Master, Visiting Professor), University of Augsburg (Bachelor)

  • I am at the same time highly skeptical of the AI hype, critical about many practices, and confident that AI tools can be immensely useful.

Empire of AI by Karen Hao

Who are you?

Demo: Zero-shot classification using generative AI

We will take two perspectives

  1. Explore models through graphical user interfaces (i.e., browser)

  2. Get a first look at a programming interface

Demo: Zero-shot classification

Our task: Incivility classification of social media comments (Stoll et al., 2023)

A comment is considered incivil if it has any of the following features:

  • Vulgarity, Inappropriate Language, Swearing
  • Insults, Name Calling, Profanity
  • Dehumanization
  • Sarcasm, Mockery, Cynicism
  • Negative Stereotypes
  • Discrimination
  • Threats of Violence
  • Denial of Rights
  • Accusations of Lying
  • Degradation, Disrespect, Devaluation

Demo: Zero-shot classification

Our texts: Please give me some examples

  • one clearly incivil comment

  • one clearly civil comment

  • two ambiguous comments

    • one likely false positive, i.e., falsely classified as incivil
    • one likely false negative, i.e., falsely classified as civil

Demo: Zero-shot classification

GUI

Programming interface

  • Self-hosted Mistral Small via Ollama, R (RStudio) and {httr2}, accessed from cloud-based computing environment

Class overview

Syllabus

Homework

Next Session

Refresher: Traditional content analysis (human and computational)

Questions?

Thank you — See you next week

Marko Bachl

References

Stoll, A., Wilms, L., & Ziegele, M. (2023). Developing an incivility dictionary for German online discussions – a semi-automated approach combining human and artificial knowledge. Communication Methods and Measures, 17(2), 131–149. https://doi.org/gsnfdn