在Facebook和Instagram上提供政治广告时存在系统的差异
Dominik Bär1,2, Francesco Pierri3, Gianmarco De Francisci Morales4
1LMU Munich, Munich 80539, Germany.
PNAS nexus
|July 9, 2024
概括
这项研究揭示了有针对性的政治广告在社交媒体上普遍存在,预期和实际受众之间存在显著差异. 算法可能有利于民粹主义政党,影响选举的公平性和透明度.
科学领域:
- 政治科学 政治科学是指政治学.
- 沟通研究 沟通研究
- 计算社会科学 计算社会科学
背景情况:
- 社交媒体上的政治广告是竞选活动的关键组成部分.
- 缺乏有关社交媒体政治广告的细节性数据,引发了公平性和透明性的担忧.
研究的目的:
- 分析2021年德国联邦选举期间Meta上的有针对性的政治广告.
- 调查广告定向的流行程度,受众差异以及成本效益的策略.
- 评估算法对广告交付和覆盖范围的影响.
主要方法:
- 利用了来自Meta的8万多个政治广告的独特数据集.
- 记录了关于广告定位,支出和显示的细粒度数据.
- 分析了广告覆盖范围,以每欧元的印象为单位.
主要成果:
- 针对性广告在整个政治领域普遍存在.
- 在目标广告受众和实际广告受众之间存在重大差异.
- 算法广告交付显示了覆盖范围的系统差异,有利于民粹主义广告.
结论:
- 由于算法交付,社交媒体政治广告缺乏透明度.
- 目标受众和实际受众之间的差异引发了人们对选举公平性的担忧.
- 算法可能无意中放大某些政治信息,影响民主进程.
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