With the rise of digital communication memes have become a significant medium for cultural and political expression that is often used to mislead audience. Identification of such misleading and persuasive multimodal content become more important among various stakeholders, including social media platforms, policymakers, and the broader society as they often cause harm to the individuals, organizations and/or society. While there has been effort to develop AI based automatic system for resource rich languages (e.g., English), it is relatively little to none for medium to low resource languages. In this study, we focused on developing an Arabic memes dataset with manual annotations of propagandistic content. We annotated ∼6K Arabic memes collected from various social media platforms, which is a first resource for Arabic multimodal research. We provide a comprehensive analysis aiming to develop computational tools for their detection. We made the dataset publicly available for the community.

The automatic identification of misleading and persuasive content has emerged as a significant issue among various stakeholders, including social media platforms, policymakers, and the broader society. To tackle this issue within the context of memes, we organized a shared task at SemEval-2024, focusing on the multilingual detection of persuasion techniques. This paper outlines the dataset, the organization of the task, the evaluation framework, the outcomes, and the systems that participated. The task targets memes in four languages, with the inclusion of three surprise test datasets in Bulgarian, North Macedonian, and Arabic. It encompasses three subtasks: (i) identifying whether a meme utilizes a persuasion technique; (ii) identifying persuasion techniques within the meme’s ”textual content”; and (iii) identifying persuasion techniques across both the textual and visual components of the meme (a multimodal task). Furthermore, due to the complex nature of persuasion techniques, we present a hierarchy that groups the 22 persuasion techniques into several levels of categories. This became one of the attractive shared tasks in SemEval 2024, with 153 teams registered, 48 teams submitting results, and finally, 32 system description papers submitted.