在主题上还是主题外? 了解与问题相关的政治定向广告的影响
Xiaotong Chu1,2, Lukas Otto3, Rens Vliegenthart2
1University of Amsterdam, Amsterdam, Netherlands.
Information, communication and society
|July 24, 2024
概括
专注于选民关注的政治广告增加了广告的知觉和投票给该政党的可能性,特别是如果该政党已经受到青. 这项研究探讨了数据驱动的政治竞选效率.
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:
- 数据驱动的策略在政治竞选中越来越普遍,但它们在现实世界的有效性仍未得到充分研究.
- 了解个别选民如何对有针对性的政治广告做出反应,对于评估竞选影响至关重要.
研究的目的:
- 调查在线政治广告中问题一致性对立即选民反应和随后投票行为的影响.
- 分析数据驱动的准如何影响选民对政治广告和政党的看法.
主要方法:
- 采用混合方法方法,结合移动体验采样方法 (mESM),小组调查和内容分析.
- 在跨设备和跨平台环境中检查了在线政治广告,以捕获实时响应.
- 专注于个人层面的数据,以评估广告内容与选民关注的调整影响.
主要成果:
- 选民发现政治广告更有趣,更有信息,更有说服力,当它们与他们的个人关切保持一致时,不论政治归属.
- 积极的广告感知与投票给广告中的政党的可能性增加有关.
- 与议题一致的广告对党派评价的积极影响取决于选民已经赞成该党的情况.
结论:
- 政治广告中的问题一致性提高了选民的参与度和说服力,有助于数据驱动的竞选成功.
- 针对性政治广告的有效性是有条件的,特别是受先前存在的选民偏好的影响.
- 这项研究提供了关于数据驱动策略在当代政治营销中的细微影响的经验证据.
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