社群媒體與政治廣告:分析2020年臺灣選舉的臉書政治廣告

Abstract

2016年發生俄羅斯藉由購買美國臉書政治廣告，試圖影響美國大選事件。臉書檢討後推出廣告透明化政策，臺灣於2019年11月首度實施，禁止非臺灣人購買臉書政治廣告。選舉時盛行社群廣告，國內現行的《選舉罷免法》卻未規範社群媒體的廣告行為。本論文指出，臉書政治廣告使用演算法，為政黨與候選人瞄準特定選民。身分不明的出資者在臉書刊登的政治廣告，較可能出現特定的黨派立場。隱藏的個人與行銷公司進行的廣告購買，目前亦無法規範。  Political advertisements on Facebook exhibited strong evidence of financial investment from Russia to disrupt the 2016 American election. Facebook made its practices of self-regulating political advertising transparent in November 2019, the time of the General Election in Taiwan. The advertising policy of Facebook prohibits non-Taiwanese from buying political advertisements. Because of the lack of laws and regulations regarding social media advertising, this study examined the purchase of political advertisements on Facebook. This study discovered that algorithms on Facebook help buyers identify voters. Political advertisements on Facebook purchased by anonymous third parties create political polarization. Unknown individuals and marketing firms play crucial roles in social media campaigns, but their practices of purchasing political advertisements and content are not transparent.