论文标题
2021年荷兰大选的政治Facebook广告主题分析
Theme Analysis of Political Facebook Ads in the 2021 Dutch General Election
论文作者
论文摘要
社交媒体平台一直在试图对他们在平台上运行的政治广告更加透明，因为剑桥分析丑闻透露政治运动正在大规模使用社交媒体。这样的透明度之一是Facebook广告图书馆，这是所有政治广告在Facebook和Instagram上运行的公共存储库。该图书馆为记者和研究人员提供了数据，以更好地了解Facebook平台上的政治广告和微靶向。不幸的是，Facebook广告库仅提供估计和基本信息。本文通过研究广告的主题来更深入地分析政治广告。我们提供了一种将主题与政治Facebook广告相匹配的方法，并应用了这种方法来分析2021年荷兰大选期间荷兰政党开展的Facebook广告活动。
Social media platforms have been trying to be more transparent about the political ads they run on their platforms, because the Cambridge Analytica scandal revealed that political campaigns are using social media on a large scale. One such transparency effort is the Facebook Ad Library, a public repository of all political ads run on Facebook and Instagram. This library provides journalist and researchers with data to get a better understanding of political advertising and microtargeting on Facebook's platforms. Unfortunately, the Facebook Ad Library only provides estimates and basic information. This paper analyses political ads in more depth, by examining the themes that ads are about. We provide a method to match themes to political Facebook ads and we apply this method to analyse Facebook ad campaigns ran by Dutch political parties during the 2021 Dutch general election.
