论文标题
Facebook政治广告和问责制：外部团体最负面，尤其是在隐藏捐助者时
Facebook Political Ads And Accountability: Outside Groups Are Most Negative, Especially When Hiding Donors
论文作者
论文摘要
在线政治广告的出现很少有监管，使社交媒体上的政治广告客户避免了责任。我们分析了黑钱和消失的团体造成的透明度和问责不足如何与Facebook上的政治广告的观点有关。我们从Facebook的广告图书馆中获得了430,044张广告，该广告是在2018年8月至11月之间进行的。我们比较由候选人，聚会和外部小组进行的广告，我们通过（1）他们的捐助者透明度（Dark Money或已公开）和（2）该集团的持久性（仅在2018年或persests cycestects cyceste）。最负面的广告来自黑暗的钱和消失的外部团体，这些集团主要是公司或501（c）组织。但是，只有黑暗的钱与AD情绪大幅下降有关。这些结果表明，对广告语调的政治言语责任感，尤其是在社交媒体上情感两极分化的背景下。
The emergence of online political advertising has come with little regulation, allowing political advertisers on social media to avoid accountability. We analyze how transparency and accountability deficits caused by dark money and disappearing groups relate to the sentiment of political ads on Facebook. We obtained 430,044 ads with FEC-registered advertisers from Facebook's ad library that ran between August-November 2018. We compare ads run by candidates, parties, and outside groups, which we classify by (1) their donor transparency (dark money or disclosed) and (2) the group's permanence (only FEC-registered in 2018 or persistent across cycles). The most negative advertising came from dark money and disappearing outside groups, which were mostly corporations or 501(c) organizations. However, only dark money was associated with a significant decrease in ad sentiment. These results suggest that accountability for political speech matters for advertising tone, especially in the context of affective polarization on social media.
