The reports of Russian interference in the 2016 United States elections brought into the center of public attention concerns related to the ability of foreign actors to increase social discord and take advantage of personal user data for political purposes. It has raised questions regarding the ways and the extent to which data can be used to create psychographical profiles to determine what kind of advertisement would be most effective to persuade a particular person in a particular location for some political event. In this work, we study the political ads dataset collected by ProPublica, an American nonprofit newsroom, using a network of volunteers in the period before the 2018 US midterm elections. We first describe the main characteristics of the data and explore the user attributes including age, region, activity, and more, with a series of interactive illustrations. Furthermore, an important first step towards understating of political manipulation via user targeting is to identify politically related ads, yet manually checking ads is not feasible due to the scale of social media advertising. Consequently, we address the challenge of automatically classifying between political and non-political ads, demonstrating a significant improvement compared to the current text-based classifier used by ProPublica, and study whether the user targeting attributes are beneficial for this task. Our evaluation sheds light on questions, such as how user attributes are being used for political ads targeting and which users are more prone to be targeted with political ads. Overall, our contribution of data exploration, political ad classification and initial analysis of the targeting attributes, is designed to support future work with the ProPublica dataset, and specifically with regard to the understanding of political manipulation via user targeting.
Analysis how to use Internet influence to the process of political communication, marketing and the management of public relations, what kind of online communication methods are used by political parties, and to assess satisfaction, means of communication and the services they provide to their partys voters (people) and other interest groups and whether social networks can affect the political and economic changes in the state, and the political power of one party.
Social media platforms have been trying to be more transparent about the political ads they run on their platforms, because the Cambridge Analytica scandal revealed that political campaigns are using social media on a large scale. One such transparency effort is the Facebook Ad Library, a public repository of all political ads run on Facebook and Instagram. This library provides journalist and researchers with data to get a better understanding of political advertising and microtargeting on Facebook's platforms. Unfortunately, the Facebook Ad Library only provides estimates and basic informati…
Recently, two influential PNAS papers have shown how our preferences for 'Hello Kitty' and 'Harley Davidson', obtained through Facebook likes, can accurately predict details about our personality, religiosity, political attitude and sexual orientation (Konsinski et al. 2013; Youyou et al 2015). In this paper, we make the claim that though the wide variety of Facebook likes might predict such personal traits, even more accurate and generalizable results can be reached through applying a contexts-specific, parsimonious data strategy. We built this claim by predicting present day voter intention …
Univ. Federal de Mato Grosso do Sul（南马托格罗索联邦大学）；Univ. Estadual do Sudoeste da Bahia（巴伊亚西南州立大学）；Univ. Grenoble Alpes（格勒诺布尔阿尔卑斯大学）；CNRS（法国国家科学研究中心）；Grenoble INP（格勒诺布尔国立理工学院）；LIG（格勒诺布尔信息学实验室）；Universidade Federal de Minas Gerais（米纳斯吉拉斯联邦大学）
The 2016 United States presidential election was marked by the abuse of targeted advertising on Facebook. Concerned with the risk of the same kind of abuse to happen in the 2018 Brazilian elections, we designed and deployed an independent auditing system to monitor political ads on Facebook in Brazil. To do that we first adapted a browser plugin to gather ads from the timeline of volunteers using Facebook. We managed to convince more than 2000 volunteers to help our project and install our tool. Then, we use a Convolution Neural Network (CNN) to detect political Facebook ads using word embeddi…
Targeted advertising on online social platforms has become increasingly relevant in the political marketing toolkit. Monitoring political advertising is crucial to ensure accountability and transparency of democratic processes. Leveraging Meta public library of sponsored content, we study the extent to which political ads were delivered on Facebook and Instagram in the run up to 2022 Italian general election. Analyzing over 23 k unique ads paid by 2.7 k unique sponsors, with an associated amount spent of 4 M EUR and over 1 billion views generated, we investigate temporal, geographical, and dem…
The present study argues that political communication on social media is mediated by a platform's digital architecture, defined as the technical protocols that enable, constrain, and shape user behavior in a virtual space. A framework for understanding digital architectures is introduced, and four platforms (Facebook, Twitter, Instagram, and Snapchat) are compared along the typology. Using the 2016 US election as a case, interviews with three Republican digital strategists are combined with social media data to qualify the studyies theoretical claim that a platform's network structure, functio…
During the summer of 2018, Facebook, Google, and Twitter created policies and implemented transparent archives that include U.S. political advertisements which ran on their platforms. Through our analysis of over 1.3 million ads with political content, we show how different types of political advertisers are disseminating U.S. political messages using Facebook, Google, and Twitter's advertising platforms. We find that in total, ads with political content included in these archives have generated between 8.67 billion - 33.8 billion impressions and that sponsors have spent over $300 million USD …
Online platforms play an increasingly important role in shaping democracy by influencing the distribution of political information to the electorate. In recent years, political campaigns have spent heavily on the platforms' algorithmic tools to target voters with online advertising. While the public interest in understanding how platforms perform the task of shaping the political discourse has never been higher, the efforts of the major platforms to make the necessary disclosures to understand their practices falls woefully short. In this study, we collect and analyze a dataset containing over…
This paper explores the use of language models to predict 20 human traits from users' Facebook status updates. The data was collected by the myPersonality project, and includes user statuses along with their personality, gender, political identification, religion, race, satisfaction with life, IQ, self-disclosure, fair-mindedness, and belief in astrology. A single interpretable model meets state of the art results for well-studied tasks such as predicting gender and personality; and sets the standard on other traits such as IQ, sensational interests, political identity, and satisfaction with l…
Targeted advertising is meant to improve the efficiency of matching advertisers to their customers. However, targeted advertising can also be abused by malicious advertisers to efficiently reach people susceptible to false stories, stoke grievances, and incite social conflict. Since targeted ads are not seen by non-targeted and non-vulnerable people, malicious ads are likely to go unreported and their effects undetected. This work examines a specific case of malicious advertising, exploring the extent to which political ads from the Russian Intelligence Research Agency (IRA) run prior to 2016 …
Monitoring advertising around controversial issues is an important step in ensuring accountability and transparency of political processes. To that end, we use the Facebook Ads Library to collect 2312 migration-related advertising campaigns in Italy over one year. Our pro- and anti-immigration classifier (F1=0.85) reveals a partisan divide among the major Italian political parties, with anti-immigration ads accounting for nearly 15M impressions. Although composing 47.6% of all migration-related ads, anti-immigration ones receive 65.2% of impressions. We estimate that about two thirds of all ca…
The privacy of an individual is bounded by the ability of a third party to reveal their identity. Certain data items such as a passport ID or a mobile phone number may be used to uniquely identify a person. These are referred to as Personal Identifiable Information (PII) items. Previous literature has also reported that, in datasets including millions of users, a combination of several non-PII items (which alone are not enough to identify an individual) can uniquely identify an individual within the dataset. In this paper, we define a data-driven model to quantify the number of interests from …
Ad targeting is getting more powerful with introduction of new tools, such as Custom Audiences, behavioral targeting, and Audience Insights. Although this is beneficial for businesses as it enables people to receive more relevant advertising, the power of the tools has downsides. In this paper, we focus on three downsides: privacy violations, microtargeting (i.e., the ability to reach a specific individual or individuals without their explicit knowledge that they are the only ones an ad reaches) and ease of reaching marginalized groups. Using Facebook's ad system as a case study, we demonstrat…
The Russian Internet Research Agency's (IRA) online interference campaign in the 2016 U.S. presidential election represents a turning point in the trajectory of democratic elections in the digital age. What can we learn about how the IRA engages U.S. audiences, ahead of the 2020 U.S. presidential election? We provide the first in-depth analysis of the relationships between IRA content characteristics and user engagement on Facebook and Instagram around the 2016 election. We find that content targeting right-wing and non-Black marginalised groups had the strongest positive association with enga…
Umeå University（于默奥大学）；University of Texas at Arlington（德克萨斯大学阿灵顿分校）
Multi-feature data analysis (e.g., on Facebook, LinkedIn) is challenging especially if one wants to do it efficiently and retain the flexibility by choosing features of interest for analysis. Features (e.g., age, gender, relationship, political view etc.) can be explicitly given from datasets, but also can be derived from content (e.g., political view based on Facebook posts). Analysis from multiple perspectives is needed to understand the datasets (or subsets of it) and to infer meaningful knowledge. For example, the influence of age, location, and marital status on political views may need t…
Lifestyle politics emerge when activities that have no substantive relevance to ideology become politically aligned and polarized. Homophily and social influence are able generate these fault lines on their own; however, social identities from demographics may serve as coordinating mechanisms through which lifestyle politics are mobilized are spread. Using a dataset of 137,661,886 observations from 299,327 Facebook interests aggregated across users of different racial/ethnic, education, age, gender, and income demographics, we find that the most extreme instances of lifestyle politics are thos…
Censuses around the world are key sources of data to guide government investments and public policies. However, these sources are very expensive to obtain and are collected relatively infrequently. Over the last decade, there has been growing interest in the use of data from social media to complement traditional data sources. However, social media users are not representative of the general population. Thus, analyses based on social media data require statistical adjustments, like post-stratification, in order to remove the bias and make solid statistical claims. These adjustments are possibl…
Facebook News Feed personalization algorithm has a significant impact, on a daily basis, on the lifestyle, mood and opinion of millions of Internet users. Nonetheless, the behavior of such algorithms usually lacks transparency, motivating measurements, modeling and analysis in order to understand and improve its properties. In this paper, we propose a reproducible methodology encompassing measurements and an analytical model to capture the visibility of publishers over a News Feed. First, measurements are used to parameterize and to validate the expressive power of the proposed model. Then, we…
In theory, a major advantage to the big data approach in studying online communities is that it should be possible to collect a representative random sample from a broadly defined population. However, in practice, data collection processes are not formalized, even for famous social media platforms such as Twitter and Facebook. As a result, there is ambiguity left on questions such as "how much data is enough?" and how representative are the samples of the broader population being studied in online social networks. In this paper, I propose a focused back-and-forth crawl approach and a validated…
Social media has been an important tool in the expansion of the populist message, and it is thought to have contributed to the electoral success of populist parties in the past decade. This study compares how populist parties advertised on Facebook during the 2019 European Parliamentary election. In particular, we examine commonalities and differences in which audiences they reach and on which issues they focus. By using data from Meta (previously Facebook) Ad Library, we analyze 45k ad campaigns by 39 parties, both populist and mainstream, in Germany, United Kingdom, Italy, Spain, and Poland.…
The upcoming European General Data Protection Regulation (GDPR) prohibits the processing and exploitation of some categories of personal data (health, political orientation, sexual preferences, religious beliefs, ethnic origin, etc.) due to the obvious privacy risks that may be derived from a malicious use of such type of information. These categories are referred to as sensitive personal data. Facebook has been recently fined EUR 1.2M in Spain for collecting, storing and processing sensitive personal data for advertising purposes. This paper quantifies the portion of Facebook users in the Eur…
Following the 2016 US presidential election, there has been an increased focus on politically-motivated manipulation of mass-user behavior on social media platforms. Since a large volume of political discussion occurs on these platforms, identifying malicious activity and coordinated campaigns is essential to ensuring a robust democratic environment. Twitter has become a critical communication channel for politicians and other public figures, enabling them to maintain a direct relationship with supporters. However, the platform has been fertile ground for large-scale malicious activity. As the…
Psychological, political, cultural, and even societal factors are entangled in the reasoning and decision-making process towards vaccination, rendering vaccine hesitancy a complex issue. Here, administering a series of surveys via a Facebook-hosted application, we study the worldviews of people that "Liked" supportive or vaccine resilient Facebook Pages. In particular, we assess differences in political viewpoints, moral values, personality traits, and general interests, finding that those sceptical about vaccination, appear to trust less the government, are less agreeable, while they are emph…
In recent years, the phenomenon of online misinformation and junk news circulating on social media has come to constitute an important and widespread problem affecting public life online across the globe, particularly around important political events such as elections. At the same time, there have been calls for more transparency around misinformation on social media platforms, as many of the most popular social media platforms function as "walled gardens," where it is impossible for researchers and the public to readily examine the scale and nature of misinformation activity as it unfolds on…
Facebook uses Artificial Intelligence for targeting users with advertisements based on the events in which they engage like sharing, liking, making comments, posts by a friend, a group creation, etcetera. Each user interacts with these events in different ways, thus receiving different recommendations curated by Facebook's intelligent systems. Facebook segregates its users into chambers, fragmenting them into communities. The technology has completely changed the marketing domain. It is however caught in a race for our finite attention with a motive to make more and more money. Facebook is not…
University of California, Los Angeles（加州大学洛杉矶分校）；University of Georgia（佐治亚大学）
In this paper, we seek to understand how politicians use images to express ideological rhetoric through Facebook images posted by members of the U.S. House and Senate. In the era of social media, politics has become saturated with imagery, a potent and emotionally salient form of political rhetoric which has been used by politicians and political organizations to influence public sentiment and voting behavior for well over a century. To date, however, little is known about how images are used as political rhetoric. Using deep learning techniques to automatically predict Republican or Democrati…
Recent studies, targeting Facebook, showed the tendency of users to interact with information adhering to their preferred narrative and to ignore dissenting information. Primarily driven by confirmation bias, users tend to join polarized clusters where they cooperate to reinforce a like-minded system of beliefs, thus facilitating fake news and misinformation cascades. To gain a deeper understanding of these phenomena, in this work we analyze the lexicons used by the communities of users emerging on Facebook around verified and unverified contents. We show how the lexical approach provides impo…
The hypothesis of selective exposure assumes that people seek out information that supports their views and eschew information that conflicts with their beliefs, and that has negative consequences on our society. Few researchers have recently found counter evidence of selective exposure in social media: users are exposed to politically diverse articles. No work has looked at what happens after exposure, particularly how individuals react to such exposure, though. Users might well be exposed to diverse articles but share only the partisan ones. To test this, we study partisan sharing on Faceboo…
With the significant increase in users on social media platforms, a new means of political campaigning has appeared. Twitter and Facebook are now notable campaigning tools during elections. Indeed, the candidates and their parties now take to the internet to interact and spread their ideas. In this paper, we aim to identify political communities formed on Twitter during the 2022 French presidential election and analyze each respective community. We create a large-scale Twitter dataset containing 1.2 million users and 62.6 million tweets that mention keywords relevant to the election. We perfor…
The power of the press to shape the informational landscape of a population is unparalleled, even now in the era of democratic access to all information outlets. However, it is known that news outlets (particularly more traditional ones) tend to discriminate who they want to reach, and who to leave aside. In this work, we attempt to shed some light on the audience targeting patterns of newspapers, using the Chilean media ecosystem. First, we use the gravity model to analyze geography as a factor in explaining audience reachability. This shows that some newspapers are indeed driven by geographi…
Wroclaw University of Science and Technology（弗罗茨瓦夫理工大学）
Every day, the world is flooded by millions of messages and statements posted on Twitter or Facebook. Social media platforms try to protect users' personal data, but there still is a real risk of misuse, including elections manipulation. Did you know, that only 13 posts addressing important or controversial topics for society are enough to predict one's political affiliation with a 0.85 F1-score? To examine this phenomenon, we created a novel universal method of semi-automated political leaning discovery. It relies on a heuristical data annotation procedure, which was evaluated to achieve 0.95…
The recent European General Data Protection Regulation (GDPR) and other data protection regulations restrict the processing of some categories of personal data (health, political orientation, sexual preferences, religious beliefs, ethnic origin, etc.) due to the privacy risks associated to such information. The GDPR refers to these categories as sensitive personal data. This paper quantifies the portion of Facebook (FB) users, across 197 countries, who are labeled with advertising interests linked to potentially sensitive personal data. Our study reveals that Facebook labels 67% of users with …
This paper examines 3,517 Facebook ads created by Russia's Internet Research Agency (IRA) between June 2015 and August 2017 in its active measures disinformation campaign targeting the 2016 U.S. general election. We aimed to unearth the relationship between ad engagement (as measured by ad clicks) and 41 features related to ads' metadata, sociolinguistic structures, and sentiment. Our analysis was three-fold: (i) understand the relationship between engagement and features via correlation analysis; (ii) find the most relevant feature subsets to predict engagement via feature selection; and (iii…
Negative news posts are less prevalent and generate lower user engagement than non-negative news posts across six countries
Center for Excellence in Social Science, University of Warsaw（社会科学研究卓越中心，华沙大学）；Department of Communication, University of California, Davis（传播学系，加州大学戴维斯分校）；Interdisciplinary Centre for Mathematical and Computational Modelling, University of Warsaw（数学与计算建模跨学科中心，华沙大学）
Military intelligence is underutilized in the study of civil war violence. Declassified records are hard to acquire and difficult to explore with the standard econometrics toolbox. I investigate a contemporary government database of civilians targeted during the Vietnam War. The data are detailed, with up to 45 attributes recorded for 73,712 individual civilian suspects. I employ an unsupervised machine learning approach of cleaning, variable selection, dimensionality reduction, and clustering. I find support for a simplifying typology of civilian targeting that distinguishes different kinds o…
Recent studies have shown that online users tend to select information adhering to their system of beliefs, ignore information that does not, and join groups - i.e., echo chambers - around a shared narrative. Although a quantitative methodology for their identification is still missing, the phenomenon of echo chambers is widely debated both at scientific and political level. To shed light on this issue, we introduce an operational definition of echo chambers and perform a massive comparative analysis on more than 1B pieces of contents produced by 1M users on four social media platforms: Facebo…
Previous research has documented the existence of both online echo chambers and hostile intergroup interactions. In this paper, we explore the relationship between these two phenomena by studying the activity of 5.97M Reddit users and 421M comments posted over 13 years. We examine whether users who are more engaged in echo chambers are more hostile when they comment on other communities. We then create a typology of relationships between political communities based on whether their users are toxic to each other, whether echo chamber-like engagement with these communities is associated with pol…
The political discourse in Western European countries such as Germany has recently seen a resurgence of the topic of refugees, fueled by an influx of refugees from various Middle Eastern and African countries. Even though the topic of refugees evidently plays a large role in online and offline politics of the affected countries, the fact that protests against refugees stem from the right-wight political spectrum has lead to corresponding media to be shared in a decentralized fashion, making an analysis of the underlying social and mediatic networks difficult. In order to contribute to the anal…
Institute of Informatics and Telematics (IIT) - CNR（国家研究委员会信息学与电信研究所）；University of Pisa（比萨大学）
In the last years there has been a growing attention towards predicting the political orientation of active social media users, being this of great help to study political forecasts, opinion dynamics modeling and users polarization. Existing approaches, mainly targeting Twitter users, rely on content-based analysis or are based on a mixture of content, network and communication analysis. The recent research perspective exploits the fact that a user's political affinity mainly depends on his/her positions on major political and social issues, thus shifting the focus on detecting the stance of u…
In this work we study, on a sample of 2.3 million individuals, how Facebook users consumed different information at the edge of political discussion and news during the last Italian electoral competition. Pages are categorized, according to their topics and the communities of interests they pertain to, in a) alternative information sources (diffusing topics that are neglected by science and main stream media); b) online political activism; and c) main stream media. We show that attention patterns are similar despite the different qualitative nature of the information, meaning that unsubstantia…
