Aruna Sankaranarayanan, Piotr Sapiezynski, Una-May O’Reilly
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引用次数: 0
Abstract
Climate advertising on social media can shape attitudes towards climate change. Delivery algorithms, as key actors in the climate communication ecosystem, determine ad audience selection and might introduce demographic bias. Here, we present a two-part study—an observational analysis (n = 253,125) and a field experiment (M = 650)—to investigate algorithmic bias in Facebook’s climate ad dissemination. Our findings provide preliminary evidence that the algorithm’s selection of ad audiences can be explained by factors such as ad content, audience location (US states), gender and age group. Moreover, the cost-effectiveness of contrarian ads is linked with the conservative political alignment of a state, while the cost-effectiveness of advocacy ads correlates with liberal political alignment, higher population and per-capita gross domestic product; ad targeting strategies further modulate these effects. The skew in the distribution of climate ads across US states, age groups and genders reinforces existing climate attitudes.
期刊介绍:
Nature Climate Change is dedicated to addressing the scientific challenge of understanding Earth's changing climate and its societal implications. As a monthly journal, it publishes significant and cutting-edge research on the nature, causes, and impacts of global climate change, as well as its implications for the economy, policy, and the world at large.
The journal publishes original research spanning the natural and social sciences, synthesizing interdisciplinary research to provide a comprehensive understanding of climate change. It upholds the high standards set by all Nature-branded journals, ensuring top-tier original research through a fair and rigorous review process, broad readership access, high standards of copy editing and production, rapid publication, and independence from academic societies and other vested interests.
Nature Climate Change serves as a platform for discussion among experts, publishing opinion, analysis, and review articles. It also features Research Highlights to highlight important developments in the field and original reporting from renowned science journalists in the form of feature articles.
Topics covered in the journal include adaptation, atmospheric science, ecology, economics, energy, impacts and vulnerability, mitigation, oceanography, policy, sociology, and sustainability, among others.