浸入深井：在线政治广告，效价和欧洲选举活动
A Dip Into a Deep Well: Online Political Advertisements, Valence, and European Electoral Campaigning
摘要：
在线政治广告已成为世界各地竞选活动的重要组成部分。与此同时，虚假信息和操纵等概念已成为全球关注的问题。虽然这些概念与在线政治广告和数据驱动的竞选活动不同，但它们往往具有与效价相关的相似特征，即信息的内在吸引力或厌恶程度。在这种背景下，本文使用从谷歌透明度报告中收集的数据集来研究在线政治广告。该审查是针对2019年中期欧洲局势，特别是欧洲议会选举。根据对通过Google广告机制显示的文本广告进行情感分析的结果，（i）大多数政治广告都表达了积极的情感，尽管这些情感在（ii）欧洲国家之间以及（iii）欧洲政党之间存在很大差异。除了这些结果之外，本文还有助于及时讨论数据驱动的竞选活动及其与政治和民主的关系。
英文摘要：
Online political advertisements have become an important element in electoral campaigning throughout the world. At the same time, concepts such as disinformation and manipulation have emerged as a global concern. Although these concepts are distinct from online political ads and data-driven electoral campaigning, they tend to share a similar trait related to valence, the intrinsic attractiveness or averseness of a message. Given this background, the paper examines online political ads by using a dataset collected from Google's transparency reports. The examination is framed to the mid-2019 situation in Europe, including the European Parliament elections in particular. According to the results based on sentiment analysis of the textual ads displayed via Google's advertisement machinery, (i) most of the political ads have expressed positive sentiments, although these vary greatly between (ii) European countries as well as across (iii) European political parties. In addition to these results, the paper contributes to the timely discussion about data-driven electoral campaigning and its relation to politics and democracy.
机构、总结、中文摘要均由AI分析而来，可能存在错误，请以论文正文为准。
