arXiv subjects

Joyojeet Pal

Publications and source records attributed to Joyojeet Pal.

14 recordsLinked to original sources

arXiv2026

Dharma, Data and Deception: An LLM-Powered Rhetorical Analysis of Cow-Urine Health Claims on YouTube

Health misinformation remains one of the most pressing challenges on social media, particularly when cultural traditions intersect with scientific-sounding claims. These dynamics are not only global but also deeply local, manifesting in culturally specific controversies that require careful analysis. Motivated by this, we examine 100 YouTube transcripts that promote or debunk cow urine (gomutra) as a health remedy, focusing on rhetorical strategies such as appeals to authority, efficacy appeals, and conspiracy framing. We employ large language models (LLMs) including GPT-4, GPT-4o, GPT-4.1, GPT-5, Gemini 2.5 Pro, and Mistral Medium 3 to annotate transcripts using a 14-category taxonomy of persuasive tactics. Our analysis reveals that promoters predominantly rely on efficacy appeals and social proof, while debunkers emphasize authority and rebuttal. Human evaluation of a subset of annotations yielded 90.1\% inter-annotator agreement, confirming the reliability of our taxonomy and validation process. This work advances computational methods for misinformation analysis and demonstrates how LLMs can support large-scale studies of cultural discourse online.

cs.CL↗

arXiv2026

When Cow Urine Cures Constipation on YouTube: Limits of LLMs in Detecting Culture-specific Health Misinformation

Social media platforms have become primary channels for health information in the Global South. Using gomutra (cow urine) discourse on YouTube in India as a case study, we present a post-facto Large Language Model (LLM)-assisted discourse analysis of 30 multilingual transcripts showing that promotional content blends sacred traditional language with pseudo-scientific claims in ways that sophisticated debunking content itself mirrors, creating a rhetorical register that LLMs, trained predominantly on Western corpora, are systematically ill-equipped to analyse. Varying prompt tone across three LLMs (GPT-4o, Gemini 2.5 Pro, DeepSeek-V3.1), we find that culturally embedded health misinformation does not look like ordinary misinformation, and this cultural obfuscation extends to gendered rhetoric and prompt design, compounding analytical unreliability. Our findings argue that cultural competency in LLM-assisted discourse analysis cannot be retrofitted through prompt engineering alone.

cs.CL↗

arXiv2025

Generative Propaganda

Generative propaganda is the use of generative artificial intelligence (AI) to shape public opinion. To characterize its use in real-world settings, we conducted interviews with defenders (e.g., factcheckers, journalists, officials) in Taiwan and creators (e.g., influencers, political consultants, advertisers) as well as defenders in India, centering two places characterized by high levels of online propaganda. The term "deepfakes", we find, exerts outsized discursive power in shaping defenders' expectations of misuse and, in turn, the interventions that are prioritized. To better characterize the space of generative propaganda, we develop a taxonomy that distinguishes between obvious versus hidden and promotional versus derogatory use. Deception was neither the main driver nor the main impact vector of AI's use; instead, Indian creators sought to persuade rather than to deceive, often making AI's use obvious in order to reduce legal and reputational risks, while Taiwan's defenders saw deception as a subset of broader efforts to distort the prevalence of strategic narratives online. AI was useful and used, however, in producing efficiency gains in communicating across languages and modes, and in evading human and algorithmic detection. Security researchers should reconsider threat models to clearly differentiate deepfakes from promotional and obvious uses, to complement and bolster the social factors that constrain misuse by internal actors, and to counter efficiency gains globally.

cs.CY↗

arXiv2023

Understanding Journalists' Workflows in News Curation

With the increasing dominance of the internet as a source of news consumption, there has been a rise in the production and popularity of email newsletters compiled by individual journalists. However, there is little research on the processes of aggregation, and how these differ between expert journalists and trained machines. In this paper, we interviewed journalists who curate newsletters from around the world. Through an in-depth understanding of journalists' workflows, our findings lay out the role of their prior experience in the value they bring into the curation process, their use of algorithms in finding stories for their newsletter, and their internalization of their readers' interests and the context they are curating for. While identifying the role of human expertise, we highlight the importance of hybrid curation and provide design insights on how technology can support the work of these experts.

cs.CY↗

arXiv2022

Database of Indian Social Media Influencers on Twitter

Databases of highly networked individuals have been indispensable in studying narratives and influence on social media. To support studies on Twitter in India, we present a systematically categorised database of accounts of influence on Twitter in India, identified and annotated through an iterative process of friends, networks, and self-described profile information, verified manually. We built an initial set of accounts based on the friend network of a seed set of accounts based on real-world renown in various fields, and then snowballed "friends of friends" multiple times, and rank ordered individuals based on the number of in-group connections, and overall followers. We then manually classified identified accounts under the categories of entertainment, sports, business, government, institutions, journalism, civil society accounts that have independent standing outside of social media, as well as a category of "digital first" referring to accounts that derive their primary influence from online activity. Overall, we annotated 11580 unique accounts across all categories. The database is useful studying various questions related to the role of influencers in polarisation, misinformation, extreme speech, political discourse etc.

cs.SI↗

arXiv2022

Closed Ranks: The Discursive Value of Military Support for Indian Politicians on Social Media

Influencers play a crucial role in shaping public narratives through information creation and diffusion in the Global South. While public figures from various walks of life and their impact on public discourse have been studied, defence veterans as influencers of the political discourse have been largely overlooked. Veterans matter in the public spehere as a normatively important political lobby. They are also interesting because, unlike active-duty military officers, they are not restricted from taking public sides on politics, so their posts may provide a window into the views of those still in the service. In this work, we systematically analyze the engagement on Twitter of self-described defence-related accounts and politician accounts that post on defence-related issues. We find that self-described defence-related accounts disproportionately engage with the current ruling party in India. We find that politicians promote their closeness to the defence services and nationalist credentials through engagements with defence-related influencers. We briefly consider the institutional implications of these patterns and connections

cs.SI↗

arXiv2021

Insights Into Incitement: A Computational Perspective on Dangerous Speech on Twitter in India

Dangerous speech on social media platforms can be framed as blatantly inflammatory, or be couched in innuendo. It is also centrally tied to who engages it - it can be driven by openly sectarian social media accounts, or through subtle nudges by influential accounts, allowing for complex means of reinforcing vilification of marginalized groups, an increasingly significant problem in the media environment in the Global South. We identify dangerous speech by influential accounts on Twitter in India around three key events, examining both the language and networks of messaging that condones or actively promotes violence against vulnerable groups. We characterize dangerous speech users by assigning Danger Amplification Belief scores and show that dangerous users are more active on Twitter as compared to other users as well as most influential in the network, in terms of a larger following as well as volume of verified accounts. We find that dangerous users have a more polarized viewership, suggesting that their audience is more susceptible to incitement. Using a mix of network centrality measures and qualitative analysis, we find that most dangerous accounts tend to either be in mass media related occupations or allied with low-ranking, right-leaning politicians, and act as "broadcasters" in the network, where they are best positioned to spearhead the rapid dissemination of dangerous speech across the platform.

cs.SI↗

arXiv2021

Extremism & Whataboutism: A Case Study on Bangalore Riots

A common diversionary tactic used to deflect attention from contested issues is whataboutery which, when used by majoritarian groups to justify their behaviour against marginalised communities, can quickly devolve into extremism. We explore the manifestations of extreme speech in the Indian context, through a case study of violent protests and policing in the city of Bangalore, provoked by a derogatory Facebook post. Analyses of the dominant narratives on Twitter surrounding the incident reveal that, most of them employ whataboutism to deflect attention from the triggering post and serve as breeding grounds for religion-based extreme speech. We conclude by discussing how our study proposes an alternative lens of viewing extremism in the Global South.

cs.SI↗

arXiv2021

Divided We Rule: Influencer Polarization on Twitter During Political Crises in India

Influencers are key to the nature and networks of information propagation on social media. Influencers are particularly important in political discourse through their engagement with issues, and may derive their legitimacy either solely or in large part through online operation, or have an offline sphere of expertise such as entertainers, journalists etc. To quantify influencers' political engagement and polarity, we use Google's Universal Sentence Encoder (USE) to encode the tweets of 6k influencers and 26k Indian politicians during political crises in India. We then obtain aggregate vector representations of the influencers based on their tweet embeddings, which alongside retweet graphs help compute their stance and polarity with respect to these political issues. We find that influencers engage with the topics in a partisan manner, with polarized influencers being rewarded with increased retweeting and following. Moreover, we observe that specific groups of influencers are consistently polarized across all events. We conclude by discussing how our study provides insights into the political schisms of present-day India, but also offers a means to study the role of influencers in exacerbating political polarization in other contexts.

cs.SI↗

arXiv2021

Sporting the government: Twitter as a window into sportspersons' engagement with causes in India and USA

With the ubiquitous reach of social media, influencers are increasingly central to articulation of political agendas on a range of topics. We curate a sample of tweets from the 200 most followed sportspersons in India and the United States respectively since 2019, map their connections with politicians, and visualize their engagements with key topics online. We find significant differences between the ways in which Indian and US sportspersons engage with politics online-while leading Indian sportspersons tend to align closely with the ruling party and engage minimally in dissent, American sportspersons engage with a range of political issues and are willing to publicly criticize politicians or policy. Our findings suggest that the ownership and governmental control of sports impact public stances on issues that professional sportspersons are willing to engage in online. It might also be inferred, depending upon the government of the day, that the costs of speaking up against the state and the government in power have different socio-economic costs in the US and India.

cs.SI↗

arXiv2021

Rihanna versus Bollywood: Twitter Influencers and the Indian Farmers' Protest

A tweet from popular entertainer and businesswoman, Rihanna, bringing attention to farmers' protests around Delhi set off heightened activity on Indian social media. An immediate consequence was the weighing in by Indian politicians, entertainers, media and other influencers on the issue. In this paper, we use data from Twitter and an archive of debunked misinformation stories to understand some of the patterns around influencer engagement with a political issue. We found that more followed influencers were less likely to come out in support of the tweet. We also find that the later engagement of major influencers on the side of the government's position shows suggestion's of collusion. Irrespective of their position on the issue, influencers who engaged saw a significant rise in their following after their tweets. While a number of tweets thanked Rihanna for raising awareness on the issue, she was systematically trolled on the grounds of her gender, race, nationality and religion. Finally, we observed how misinformation existing prior to the tweet set up the grounds for alternative narratives that emerged.

cs.SI↗

arXiv2020

Anatomy of a Rumour: Social media and the suicide of Sushant Singh Rajput

The suicide of Indian actor Sushant Singh Rajput in the midst of the COVID-19 lockdown triggered a media frenzy of prime time coverage that lasted several months and became a political hot button issue. Using data from Twitter, YouTube, and an archive of debunked misinformation stories, we found two important patterns. First, that retweet rates on Twitter clearly suggest that commentators benefited from talking about the case, which got higher engagement than other topics. Second, that politicians, in particular, were instrumental in changing the course of the discourse by referring to the case as 'murder', rather than 'suicide'. In conclusion, we consider the effects of Rajput's outsider status as a small-town implant in the film industry within the broader narrative of systemic injustice, as well as the gendered aspects of mob justice that have taken aim at his former partner in the months since.

cs.SI↗

arXiv2020

COVID, BLM, and the polarization of US politicians on Twitter

We mapped the tweets of 520 US Congress members, focusing on analyzing their engagement with two broad topics: first, the COVID-19 pandemic, and second, the recent wave of anti-racist protest. We find that, in discussing COVID-19, Democrats frame the issue in terms of public health, while Republicans are more likely to focus on small businesses and the economy. When looking at the discourse around anti-Black violence, we find that Democrats are far more likely to name police brutality as a specific concern. In contrast, Republicans not only discuss the issue far less, but also keep their terms more general, as well as criticizing perceived protest violence.

cs.SI↗

arXiv2020

Indian Political Twitter and Caste Discrimination -- How Representation Does Not Equal Inclusion in Lok Sabha Networks

Caste privilege persists in the form of upper caste "networks" in India made up of political, social, and economic relations that tend to actively exclude lower caste members. In this study, we examine this pernicious expression of caste in the Twitter networks of politicians from India's highest legislative body - the Lok Sabha. We find that caste has a significant relationship with the centrality, connectivity and engagement of an MP in the Lok Sabha Twitter network. The higher the caste of a Member of the Parliament (MP) the more likely they are to be important in the network, to have reciprocal connections with other MPs, and to get retweeted by an upper caste MPs.

cs.SI↗