Matteo Fuoli
@matteofuoli.bsky.social
370 followers 110 following 34 posts
Associate Professor @Uni of Birmingham researching business communication, trust, fake news. He/him. Views my own.
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Reposted by Matteo Fuoli
proftaylor.bsky.social
Funding opportunity: PhD at Sussex
- Open to applicants on PhD Linguistics
- Scholarships cover tuition fees, a stipend at UK Research Council rates plus some research & training costs
- 5 interdisciplinary themes addressing major social sciences challenges
www.sussex.ac.uk/study/fees-f...
SEDarc (ESRC) PhD scholarships for research in the Social Sciences : University of Sussex
www.sussex.ac.uk
matteofuoli.bsky.social
Crucially, we don't just see LLMs as a scaling tool. By examining where model outputs diverge from human annotations, we can test and refine theoretical understandings of metaphor.
matteofuoli.bsky.social
This will allow researchers to:

- Efficiently annotate large text corpora,
- Scale analyses and increase generalizability,
- Redirect human effort from tedious annotation toward higher-level interpretation and theory-building.
matteofuoli.bsky.social
Based on these results, we propose that LLMs can be used to semi-automate metaphor identification and annotation.
matteofuoli.bsky.social
Interestingly, the "errors" made by the top-performing models weren't random. They were systematic and interpretable, offering new insights into both model behavior and metaphor theory.
matteofuoli.bsky.social
These are solid results, especially considering:
1) Metaphor identification is complex - researchers have debated best practices for over 20 years.
2) Even humans don't fully agree on what counts as a metaphor, with inter-annotator reliability (Cohen's kappa) typically ranging from 0.56 to 0.88.
matteofuoli.bsky.social
We find that state-of-the-art closed-source LLMs performed very well, with fine-tuned models reaching 79% accuracy. Even with just 8 annotated example sentences and a chain-of-thought prompt, we achieved 76% - remarkably close to the fine-tuned results.
matteofuoli.bsky.social
We compared three approaches:

1) RAG: the model receives a codebook and is instructed to annotate texts based on it.
2) Prompt engineering: we designed task-specific instructions and tested zero-shot, few-shot, and chain-of-thought prompts.
3) Fine-tuning: the model is trained on hand-coded texts.
matteofuoli.bsky.social
What an absolute treat and honor to be invited to give a plenary at my favourite conference! 🤩 Thanks so much @gavinbrookes.bsky.social and all the #CADS2026 organizers for this invite. Can't wait!
corporadiscourse.bsky.social
This week, we'll be announcing our four plenary speakers for the 2026 Corpora & Discourse International Conference. The first speaker we're excited to announce is Dr Matteo Fuoli @matteofuoli.bsky.social (University of Birmingham). You can read more about Matteo here: tinyurl.com/ycke6bya #CADS2026
Image of Dr Matteo Fuoli - plenary speaker at the Corpora & Discourse International Conference 2026.
matteofuoli.bsky.social
Try plopping your code into ChatGPT and asking it how you'd like the labels to change!
matteofuoli.bsky.social
p.s.: the production team (not me - I promise!) swapped the captions for figures 1 and 2 🥴
matteofuoli.bsky.social
It was super fun to work on this paper with brilliant Samantha Ford! Incidentally, this paper has been in the works for almost 10 years - I first presented it at RaAM back in 2016! It’s not procrastination, it’s letting the ideas *marinate* 😅
matteofuoli.bsky.social
Our paper connects with several areas of research in discourse studies and cognitive linguistics, including topics like "metaphor resistance", visual and multimodal metaphor, creativity, multimodal argumentation, blaming and protest discourses.
matteofuoli.bsky.social
With tools like image editing and generative AI, digital activism is rapidly evolving. Subverting visual and verbal texts is now more accessible than ever, offering new creative ways to expose injustice and advocate for change.
matteofuoli.bsky.social
We go beyond metaphors, examining how metonymy, irony, hyperbole, and more can be wielded as tools for resistance. These tropes, combined with visuals, create nuanced counterarguments that resonate emotionally.
matteofuoli.bsky.social
Our typology can be used to analyze other forms of figurative subversion, including political cartoons, street art (e.g. Banksy), contemporary conceptual art, memes, protest signs at political rallies, mockumentaries, and mash-up video clips circulated on social media.
matteofuoli.bsky.social
We identify four key figurative subversion strategies, which can be used individually or in combination to build a persuasive visual/multimodal argument.

Figurative extension
Figurative layering
Figurative replacement
Verbal reframing
matteofuoli.bsky.social
We look at Greenpeace's 2010 "Behind the Logo" campaign, where activists cleverly reworked BP’s logo to call out its "green" branding, as a case study on how people can use figurative and visual strategies to subvert corporate messaging.
matteofuoli.bsky.social
What happens when activists creatively reimagine corporate logos to resist branding narratives?

Our new paper explores the powerful multimodal practice of "figurative subversion" and its role in challenging corporate messages.

Read it here: bit.ly/3GrXAse