2019年EU选举期间Facebook上民粹主义广告的单薄意识形态
The Thin Ideology of Populist Advertising on Facebook during the 2019 EU Elections
摘要：
社交媒体一直是扩大民粹主义信息的重要工具，人们认为它在过去十年中为民粹主义政党的选举成功做出了贡献。这项研究比较了民粹主义政党在2019年欧洲议会选举期间如何在Facebook上做广告。特别是，我们研究的共同点和差异，他们达到的受众和他们关注的问题。通过使用来自Meta（以前的Facebook）广告库的数据，我们分析了德国、英国、意大利、西班牙和波兰39个政党的4.5万个广告活动，包括民粹主义和主流。虽然民粹主义政党仅占政治广告总支出的20%多一点，但它们占了$\unicode{x2013}$总印象的40%，其中大部分来自欧洲怀疑论者和极右翼政党$\unicode{x2013}$，从而暗示了民粹主义政党在Facebook上的竞争优势。我们进一步发现，民粹主义政党发布的广告更有可能触及男性受众，有时甚至是年龄更大的受众。就议题而言，民粹主义政治家关注货币政策、国家官僚机构和改革以及安全，而对欧盟和英国退欧的关注与非民粹主义的主流政党不相上下。然而，问题偏好在很大程度上是针对具体国家的，因此支持了政治学中的观点，即民粹主义是一种“单薄的意识形态”，没有一个普遍、连贯的政策议程。这项研究说明了公开可用的广告数据在监测民粹主义者与数百万潜在选民的接触和参与方面的有用性，同时概述了目前可用数据的局限性。
英文摘要：
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. While populist parties represent just over 20% of the total expenditure on political ads, they account for 40% of the total impressions$\unicode{x2013}$most of which from Eurosceptic and far-right parties$\unicode{x2013}$thus hinting at a competitive advantage for populist parties on Facebook. We further find that ads posted by populist parties are more likely to reach male audiences, and sometimes much older ones. In terms of issues, populist politicians focus on monetary policy, state bureaucracy and reforms, and security, while the focus on EU and Brexit is on par with non-populist, mainstream parties. However, issue preferences are largely country-specific, thus supporting the view in political science that populism is a "thin ideology", that does not have a universal, coherent policy agenda. This study illustrates the usefulness of publicly available advertising data for monitoring the populist outreach to, and engagement with, millions of potential voters, while outlining the limitations of currently available data.
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。
