Propaganda can be defined as a form of communication that aims to influence the opinions or the actions of people towards a specific goal; this is achieved by means of well-defined rhetorical and psychological devices. Propaganda, in the form we know it today, can be dated back to the beginning of the 17th century. However, it is with the advent of the Internet and the social media that propaganda has started to spread on a much larger scale than before, thus becoming major societal and political issue. Nowadays, a large fraction of propaganda in social media is multimodal, mixing textual with visual content. With this in mind, here we propose a new multi-label multimodal task: detecting the type of propaganda techniques used in memes. We further create and release a new corpus of 950 memes, carefully annotated with 22 propaganda techniques, which can appear in the text, in the image, or in both. Our analysis of the corpus shows that understanding both modalities together is essential for detecting these techniques. This is further confirmed in our experiments with several state-of-the-art multimodal models.

We describe SemEval-2021 task 6 on Detection of Persuasion Techniques in Texts and Images: the data, the annotation guidelines, the evaluation setup, the results, and the participating systems. The task focused on memes and had three subtasks: (i) detecting the techniques in the text, (ii) detecting the text spans where the techniques are used, and (iii) detecting techniques in the entire meme, i.e., both in the text and in the image. It was a popular task, attracting 71 registrations, and 22 teams that eventually made an official submission on the test set. The evaluation results for the third subtask confirmed the importance of both modalities, the text and the image. Moreover, some teams reported benefits when not just combining the two modalities, e.g., by using early or late fusion, but rather modeling the interaction between them in a joint model.