Instaworthy? Examining the Effects of (Targeted) Civic Education Ads on Instagram

IF 2.7 2区 文学 Q1 COMMUNICATION
Emilia Errenst, Annelien Van Remoortere, Susan A. M. Vermeer, S. Kruikemeier
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引用次数: 1

Abstract

The last few years have witnessed a growing societal and scholarly interest in the potential of online political microtargeting to affect election outcomes in favor of parties and candidates. It has often been rightly pointed out that political microtargeting can pose risks to electoral integrity in democracies. But can political microtargeting also benefit democratic functioning? Very little is known about the potential of political microtargeting to affect citizens’ attitudes towards politics and increase their civic participation. To address this paucity, this article presents a preregistered online experiment conducted in Germany among young adults (N = 445), examining whether (targeted) civic education ads on Instagram increase political interest, efficacy, and civic participation. An innovative methodological approach to studying political microtargeting is deployed, exposing respondents to civic education ads in a mock Instagram feed, personalized in real-time based on individual preferences. We find no direct evidence of (targeted) civic education ads, leading us to believe that (targeted) ads do not unconditionally affect political interest, efficacy, or civic participation.
Instaworthy?考察Instagram上(有针对性的)公民教育广告的效果
过去几年,社会和学术界对在线政治微目标影响选举结果的潜力越来越感兴趣,从而有利于政党和候选人。人们经常正确地指出,政治上的微观目标可能对民主国家的选举完整性构成威胁。但是,政治上的微观目标是否也有利于民主运作?人们对政治微观目标影响公民对政治的态度和增加公民参与的潜力知之甚少。为了解决这一不足,本文介绍了在德国进行的一项预先注册的在线实验,实验对象是年轻人(N = 445),研究Instagram上的(有针对性的)公民教育广告是否能提高政治兴趣、有效性和公民参与。采用了一种创新的方法来研究政治微目标,让受访者在模拟的Instagram动态中看到公民教育广告,并根据个人偏好进行实时个性化。我们没有发现(有针对性的)公民教育广告的直接证据,这使我们相信(有针对性的)广告不会无条件地影响政治利益、效力或公民参与。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
Media and Communication
Media and Communication COMMUNICATION-
CiteScore
5.80
自引率
3.20%
发文量
108
审稿时长
18 weeks
期刊介绍: Media and Communication (ISSN: 2183-2439) is an international open access journal dedicated to a wide variety of basic and applied research in communication and its related fields
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