数字广告会影响投票选择吗？来自随机现场实验的证据

IF 2 3区社会学 Q2 POLITICAL SCIENCE

Research and Politics Pub Date : 2022-01-01 DOI:10.1177/20531680221076901

A. Coppock, D. Green, Ethan Porter

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引用次数: 14

摘要

尽管在线政治广告投入的资金越来越多，但我们对此类广告的说服效果的理解有限。我们报告了2018年美国佛罗里达州中期选举期间在Facebook和Instagram上进行的邮政编码级别随机现场实验的结果。这些广告是由一个倾向民主党的政治行动委员会制作的，旨在提高民主党的选票份额，被观看了110多万次，总观看次数超过10万次。尽管这种广泛的饱和，我们发现这些广告对民主党在选区一级的投票份额的影响非常小(- 0.04个百分点，标准差:0.85个百分点)。我们的研究结果强调了通过数字广告进行政治说服的挑战，特别是在竞争激烈的选举环境中。

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Does digital advertising affect vote choice? Evidence from a randomized field experiment

Despite the increasing sums devoted to online political advertising, our understanding of the persuasive effects of such advertising is limited. We report the results of a ZIP code level randomized field experiment conducted over Facebook and Instagram during the 2018 U.S. midterm elections in Florida. The ads, produced by a Democratic-leaning political action committee, were designed to spur Democratic vote share and were seen more than 1.1 million times with over 100,000 full views. This wide saturation notwithstanding, we find that these advertisements had very small estimated effects on Democratic vote share at the precinct level (−0.04 percentage points, SE: 0.85 points). Our results underline the challenges of political persuasion via digital advertisements, particularly in competitive electoral contexts.

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来源期刊

Research and Politics Social Sciences-Political Science and International Relations

CiteScore

2.80

自引率

3.70%

发文量

审稿时长

12 weeks

期刊介绍： Research & Politics aims to advance systematic peer-reviewed research in political science and related fields through the open access publication of the very best cutting-edge research and policy analysis. The journal provides a venue for scholars to communicate rapidly and succinctly important new insights to the broadest possible audience while maintaining the highest standards of quality control.