arXiv 2012.058592020-12-10cs.CY

2020年US总统初选期间数字广告策略的演变

Evolution of Digital Advertising Strategies during the 2020 US Presidential Primary

NaLette Brodnax, Piotr Sapiezynski

摘要：

近年来，随着竞选活动采用针对支持者和潜在选民的新方式，数字平台上的政治广告急剧增长。先前的研究表明，数字广告通过增加选民的知识和参与对民主政治产生了积极影响，并通过用户操纵，意见回声室和减少隐私产生了负面影响。然而，对竞选战略的研究主要集中在传统媒体，如电视。在这里，我们通过分析2020年初选周期美国总统竞选活动的广告策略，研究政治竞选动态如何演变以应对数字媒体的增长。为了确定地理和时间趋势，我们对Facebook上发布的近60万条广告的竞选支出进行了回归分析。我们发现，在转移到提前初选的州之前，竞选活动在“隐形初选”阶段主要针对候选人所在州的选民。

英文摘要：

Political advertising on digital platforms has grown dramatically in recent years as campaigns embrace new ways of targeting supporters and potential voters. Previous scholarship shows that digital advertising has both positive effects on democratic politics through increased voter knowledge and participation, and negative effects through user manipulation, opinion echo-chambers, and diminished privacy. However, research on election campaign strategies has focused primarily on traditional media, such as television. Here, we examine how political campaign dynamics have evolved in response to the growth of digital media by analyzing the advertising strategies of US presidential election campaigns during the 2020 primary cycle. To identify geographic and temporal trends, we employ regression analyses of campaign spending across nearly 600,000 advertisements published on Facebook. We show that campaigns heavily target voters in candidates' home states during the "invisible primary" stage before shifting to states with early primaries.

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。

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