Potencjał sztucznej inteligencji (AI) w budowaniu skutecznych narracji politycznych

Krzysztof Darmoń; Maciej Marmola

doi:10.31261/spus.22851

Published: 2025-12-31

2025

The Potential of Artificial Intelligence (AI) in Building Effective Political Narratives

Krzysztof Darmoń

, Maciej Marmola

Section: Artykuły

https://doi.org/10.31261/spus.22851

Abstract

The development of artificial intelligence tools is revolutionizing the design of election campaigns, giving politicians and their teams unlimited possibilities to generate micro-
targeted narratives that build a positive political image. The aim of this article is to determine whether messages created using large language models (LLMs) are as effective in building a political image as narratives prepared by a political communication expert. To this end, we designed a study comparing the emotional reception of narratives written by a human and by GPT-4. The results confirm that the content created by the language model is rated more positively than that created by the expert, and this effect is stronger among male respondents.

Keywords:

political image , political communication , storytelling , artificial intelligence , large language models (LLMs)

Download files

PDF (Język Polski)

Citation rules

Darmoń, K., & Marmola, M. (2025). The Potential of Artificial Intelligence (AI) in Building Effective Political Narratives. Studia Politicae Universitatis Silesiensis, 39–52. https://doi.org/10.31261/spus.22851

Cited by / Share

Licence

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

The Copyright Owners of the submitted texts grant the Reader the right to use the pdf documents under the provisions of the Creative Commons 4.0 International License: Attribution-Share-Alike (CC BY-SA). The user can copy and redistribute the material in any medium or format and remix, transform, and build upon the material for any purpose.

1. License

The University of Silesia Press provides immediate open access to journal’s content under the Creative Commons BY-SA 4.0 license (http://creativecommons.org/licenses/by-sa/4.0/). Authors who publish with this journal retain all copyrights and agree to the terms of the above-mentioned CC BY-SA 4.0 license.

2. Author’s Warranties

The author warrants that the article is original, written by stated author/s, has not been published before, contains no unlawful statements, does not infringe the rights of others, is subject to copyright that is vested exclusively in the author and free of any third party rights, and that any necessary written permissions to quote from other sources have been obtained by the author/s.

If the article contains illustrative material (drawings, photos, graphs, maps), the author declares that the said works are of his authorship, they do not infringe the rights of the third party (including personal rights, i.a. the authorization to reproduce physical likeness) and the author holds exclusive proprietary copyrights. The author publishes the above works as part of the article under the licence "Creative Commons Attribution-ShareAlike 4.0 International".

ATTENTION! When the legal situation of the illustrative material has not been determined and the necessary consent has not been granted by the proprietary copyrights holders, the submitted material will not be accepted for editorial process. At the same time the author takes full responsibility for providing false data (this also regards covering the costs incurred by the University of Silesia Press and financial claims of the third party).

3. User Rights

Under the CC BY-SA 4.0 license, the users are free to share (copy, distribute and transmit the contribution) and adapt (remix, transform, and build upon the material) the article for any purpose, provided they attribute the contribution in the manner specified by the author or licensor.

4. Co-Authorship

If the article was prepared jointly with other authors, the signatory of this form warrants that he/she has been authorized by all co-authors to sign this agreement on their behalf, and agrees to inform his/her co-authors of the terms of this agreement.

I hereby declare that in the event of withdrawal of the text from the publishing process or submitting it to another publisher without agreement from the editorial office, I agree to cover all costs incurred by the University of Silesia in connection with my application.

References

Bachryj-Krzywaźnia, M. (2019). Dedykowany storytelling – psychologiczne przesłanki perswazyjnej efektywności narracyjnego marketingu politycznego. Środkowoeuropejskie Studia Polityczne, 1, 193–210. https://doi.org/10.14746/ssp.2019.1.10
Google Scholar

Bai, H., Voelkel, J.G., Muldowney, S., Eichstaedt, J.C., Willer, R. (2025). LLM-generated messages can persuade humans on policy issues. Nature Communications, 16, article 6037. https://doi.org/10.1038/s41467-025-61345-5
Google Scholar

Black, S. (1998). Public relations, przeł. I. Chlewińska. Dom Wydawniczy ABC.
Google Scholar

Castells, M. (2007). Społeczeństwo sieci, przeł. M. Marody i in. Wydawnictwo Naukowe PWN.
Google Scholar

Castells, M. (2015). Networks of outrage and hope: Social movements in the Internet age (wyd. 2). Polity Press.
Google Scholar

Corner, J., Pels, D. (2003). The re-styling of politics. W: J. Corner i D. Pels (red.), Media and the restyling of politics: Consumerism, celebrity and cynicism (s. 1–18). SAGE.
Google Scholar

Cwalina, W., Falkowski, A. (2006). Marketing polityczny. Perspektywa psychologiczna. Gdańskie Wydawnictwo Psychologiczne.
Google Scholar

Czaińska, K., Biernat, D. (2024). Use of social media and artificial intelligence in creating the image of a leader in a local government election campaign. Scientific Papers of the Silesian University of Technology: Organization and Management Series, 208, 41–60. https://dx.doi.org/10.29119/1641-3466.2024.208.3
Google Scholar

Darmoń, K. (2024). Storytelling jako narzędzie budowania wizerunku politycznego [niepublikowana praca magisterska]. Uniwersytet Śląski w Katowicach.
Google Scholar

Gielarek-Gorczyca, K. (2024). Przyszłość marketingu politycznego – przegląd wybranych trendów w erze nowych technologii i interaktywnej komunikacji. Marketing i Rynek, 9, 52–60. https://doi.org/10.33226/1231-7853.2024.9.5
Google Scholar

Goldstein, J.A., Sastry, G. (2023). The coming age of AI-powered propaganda. Foreign Affairs, 7. https://www.foreignaffairs.com/united-states/coming-age-ai-powered-propaganda
Google Scholar

Goldstein, J.A., Sastry, G., Musser, M., DiResta, R., Gentzel, M., Sedova, K. (2023).
Google Scholar

Generative language models and automated influence operations: Emerging threats and potential mitigations. arXiv [preprint]. https://arxiv.org/abs/2301.04246
Google Scholar

Hackenburg, K., Ibrahim, L., Tappin, B.M., Tsakiris, M. (2025). Comparing the persuasiveness of role-playing large language models and human experts on polarized U.S. political issues. AI & Society. https://doi.org/10.1007/s00146-025-02464-x
Google Scholar

Hackenburg, K., Margetts, H. (2024). Evaluating the persuasive influence of political microtargeting with large language models. Proceedings of the National Academy of Sciences, 121(24), article e2403116121. https://doi.org/10.1073/pnas.2403116121
Google Scholar

Haleem, A., Javaid, M., Qadri, M.A., Singh, R.P., Suman, R. (2022). Artificial intelligence (AI) applications for marketing: A literature-based study. International Journal of Intelligent Networks, 3, 119–132. https://doi.org/10.1016/j.ijin.2022.08.005
Google Scholar

Kaid, L.L., Chanslor, M. (1995). Changing candidate images: The effects of political advertising. W: K.L. Hacker (red.), Candidate images in presidential election (s. 83–97). Praeger.
Google Scholar

Kasińska-Metryka, A. (2005). Wizerunek polityczny – tworzenie, oddziaływanie, skuteczność. Analiza na podstawie współczesnej sceny politycznej. Państwo i Społeczeństwo, 2, 71–78.
Google Scholar

Kolczyński, M. (2017). Hejt internetowy jako narzędzie dekompozycji wizerunku politycznego. Studia Politologiczne, 45, 128–143.
Google Scholar

Kotler, P. (1994). Marketing. Analiza, planowanie, wdrażanie i kontrola (red. wyd. pol. M. Belka, wyd. 3). Gebethner i Ska.
Google Scholar

Kunczik, M. (1997). Images of nations and international public relations. Erlbaum.
Google Scholar

Mistewicz, E. (2011). Marketing narracyjny. Jak budować historie, które sprzedają. Helion.
Google Scholar

Olszanecka-Marmola, A. (2020). Czy telewizyjna reklama polityczna może zmienić wizerunek kandydata?. Wydawnictwo Adam Marszałek.
Google Scholar

Osgood, Ch.E., Suci, G.J., Tannenbaum, P.H. (1957). The measurement of meaning. University of Illinois Press.
Google Scholar

Otmakhova, Y., Frermann, L. (2025). Narrative media framing in political discourse. Findings of the Association for Computational Linguistics: ACL 2025, 9167–9196. https://doi.org/10.18653/v1/2025.findings-acl.477
Google Scholar

Spitale, G., Biller-Andorno, N., Germani, F. (2023). AI model GPT-3 (dis)informs us better than humans. Science Advances, 9(26), article eadh1850. https://doi.org/10.1126/sciadv.adh1850
Google Scholar

Szlak, J. (2016). Opowieści w marketingu. Słowa i Myśli.
Google Scholar

Trzebiński, J. (2002). Narracyjne konstruowanie rzeczywistości. W: J. Trzebiński (red.), Narracja jako sposób rozumienia świata (s. 17–42). Gdańskie Wydawnictwo Psychologiczne.
Google Scholar

Wasilewski, J., Olczyk, T. (2017). Storytelling jako narzędzie marketingu politycznego – model. Studia Politologiczne, 45, 36–53.
Google Scholar

Wattenberg, M. (1991). The rise of candidate-centered politics: Presidential elections of the 1980s. Harvard University Press.
Google Scholar

Zak, P.J. (2015). Why inspiring stories make us react: The neuroscience of narrative. Cerebrum: The Dana Forum on Brain Science, 2, 1–13.
Google Scholar

2025
Published: 2020-12-21

ISSN: 1895-3492

eISSN: 2353-9747

10.31261/spus

Publisher

Wydawnictwo Uniwersytetu Śląskiego | University of Silesia Press

Licence CC

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Submit