Political Advertising Online and Offline
Political Advertising Online and Offline
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线上和线下政治广告
DOI：
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发表时间：
2020
影响因子：
6.8
通讯作者：
Travis N. Ridout
中科院分区：
文献类型：
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作者：
E. Fowler;Michael M. Franz;Gregory J. Martin;Zachary Peskowitz;Travis N. Ridout
尽管网络政治广告增长迅速，但绝大多数关于政治广告的学术研究都完全依赖于候选人电视广告的证据。制作和部署在线广告的成本相对较低，以及更精确地定位在线广告的能力，可能会扩大做广告的候选人的范围，并允许候选人向比电视更窄的受众精心制作信息。根据最新发布的Facebook广告库API数据和来自卫斯理媒体项目的电视数据，我们发现，在Facebook上做广告的候选人比在电视上做广告的候选人要多得多，尤其是在选票较少的竞选中。然后，我们研究了2018年选举中所有联邦、全州和州立法候选人在电视广告的战略使用和内容上相对于Facebook的候选人内部差异。在使用这两种广告媒体的候选人中，Facebook广告在竞选中出现得更早，比电视广告更少负面，更少关注问题，更有党派色彩。
Despite the rapid growth of online political advertising, the vast majority of scholarship on political advertising relies exclusively on evidence from candidates’ television advertisements. The relatively low cost of creating and deploying online advertisements and the ability to target online advertisements more precisely may broaden the set of candidates who advertise and allow candidates to craft messages to more narrow audiences than on television. Drawing on data from the newly released Facebook Ad Library API and television data from the Wesleyan Media Project, we find that a much broader set of candidates advertises on Facebook than television, particularly in down-ballot races. We then examine within-candidate variation in the strategic use and content of advertising on television relative to Facebook for all federal, statewide, and state legislative candidates in the 2018 election. Among candidates who use both advertising media, Facebook advertising occurs earlier in the campaign, is less negative, less issue focused, and more partisan than television advertising.