论文标题
2020年美国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
论文作者
论文摘要
近年来，随着运动采取了针对支持者和潜在选民的新方式，数字平台上的政治广告已经急剧发展。先前的奖学金表明，数字广告既通过增加选民知识和参与，以及通过用户操纵，舆论回声室和隐私降低的负面影响对民主政治产生积极影响。但是，对选举活动策略的研究主要集中在传统媒体上，例如电视。在这里，我们研究了政治运动动态如何通过分析2020年初级周期中美国总统选举活动的广告策略来响应数字媒体的增长。为了确定地理和时间趋势，我们在Facebook上发布的近60万广告进行了竞选支出的回归分析。我们表明，在“无形的初级”阶段，竞选活动在候选人的本州中的竞选活动中的竞选活动在转移到早期初选的州之前。
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.
