Posting or Advertising? How Political Parties Adapt Their Messaging Strategies to Facebook’s Organic and Paid Media Affordances
Posting or Advertising? How Political Parties Adapt Their Messaging Strategies to Facebook’s Organic and Paid Media Affordances
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政党如何调整其信息策略以适应 Facebook 的有机和付费媒体功能
DOI：
10.1080/15377857.2022.2110352
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发表时间：
2022
影响因子：
1.2
通讯作者：
Michael Sülflow
中科院分区：
文献类型：
--
作者：
S. Kruschinski;J. Haßler;Pablo Jost;Michael Sülflow
Facebook在竞选活动中发挥着关键作用，因为它为政党的选举目标提供了战略营销支持。有机媒体允许通过公开可见的Facebook帖子定期与更广泛的受众接触。付费媒体广告利用个人数据，只为选定的用户提供量身定制的信息。因此，政党可以滥用它们来突出相互矛盾的问题，或向易受影响的选民宣传负面言论。然而，关于各方如何以及在多大程度上调整其消息策略的使用和内容以适应Facebook的有机和付费媒体支持，研究还很缺乏。为了回答这些问题，本研究利用人工内容分析的数据，比较了2018年德国黑森州选举前四周内由六个政党分发的所有帖子、赞助帖子和广告的时间和内容策略。我们的研究结果增加了政治营销文献，表明政党使用有机和付费媒体作为独立的信息传递策略。两者都是在不同的活动时间发布的，具有不同的活动功能、议题和负面程度。此外，我们表明政党的有机和付费信息策略依赖于政党特征和选举竞争。
Facebook plays a key role in election campaigns because it provides strategic marketing affordances for political parties’ electoral goals. Organic media allow to engage regularly with broader audiences through publicly visible Facebook posts. Paid media advertisements draw on personal data to target tailored messages only at selected users. Thus, political parties can misuse them to highlight contradictory issues or drive negative narratives to susceptible voters. However, studies are lacking about how and to what extent parties adapt the use and content of their messaging strategies to Facebook’s organic and paid media affordances. To provide answers to these questions, this study draws on data from a manual content analysis to compare the timing and content strategies of all posts, sponsored post, and ads which were distributed by six parties in a four-week time span before the 2018 German state election in Hesse. Our results add to the political marketing literature by showing that parties use organic and paid media as independent messaging strategies. Both are published at rather different times in the campaign and with different campaign functions, issues, and degrees of negativity. Further, we show that parties’ organic and paid messaging strategies are dependent on party characteristics and electoral competition.
在线广告会影响投票选择吗？
影响因子：
7.5
作者：
通讯作者：
--
影响因子：
4.9
作者：
Dommett K
通讯作者：
Dommett K