论文标题
Facebook广告：意大利移民政治
Facebook Ads: Politics of Migration in Italy
论文作者
论文摘要
有针对性的在线广告位于政治交流的最前沿，允许围绕选举和问题进行超本地广告活动。在这项研究中，我们采用了一种新的政治广告监控资源 - Facebook Ads图书馆 - 研究有关意大利移民问题的广告。在意大利政治中，这是一个至关重要的话题，最近一直是民粹主义运动的重点，其中一些运动采用了社交媒体作为选民参与的有力工具。的确，我们发现各方都在地理和人口统计学（年龄和性别）方面针对方。例如，在有关移民的广告上，五星级运动吸引了年轻的观众，而其他政党的广告在这个问题上进行广告时的观众更多。我们还注意到，选举周围的广告量显着增加，以及向更普遍的受众转移。因此，我们说明了政治广告定位的目标，这些广告可能会对涉及潜在脆弱人群的主题产生影响，并敦促研究社区将在线广告包括在公共话语监测中。
Targeted online advertising is on the forefront of political communication, allowing hyper-local advertising campaigns around elections and issues. In this study, we employ a new resource for political ad monitoring -- Facebook Ads Library -- to examine advertising concerning the issue of immigration in Italy. A crucial topic in Italian politics, it has recently been a focus of several populist movements, some of which have adopted social media as a powerful tool for voter engagement. Indeed, we find evidence of targeting by the parties both in terms of geography and demographics (age and gender). For instance, Five Star Movement reaches a younger audience when advertising about immigration, while other parties' ads have a more male audience when advertising on this issue. We also notice a marked rise in advertising volume around elections, as well as a shift to more general audience. Thus, we illustrate political advertising targeting that likely has an impact on public opinion on a topic involving potentially vulnerable populations, and urge the research community to include online advertising in the monitoring of public discourse.
