Facebook Ads: Politics of Migration in Italy

• URL: http://arxiv.org/abs/2010.04458v1
• Date: Fri, 9 Oct 2020 09:32:31 GMT
• Title: Facebook Ads: Politics of Migration in Italy
• Authors: Arthur Capozzi, Gianmarco De Francisci Morales, Yelena Mejova, Corrado Monti, Andre Panisson, Daniela Paolotti
• Abstract summary: We employ a new resource for political ad monitoring -- Facebook Ads Library -- to examine advertising concerning the issue of immigration in Italy. We find evidence of targeting by the parties both in terms of geography and demographics (age and gender) We urge the research community to include online advertising in the monitoring of public discourse.
• Score: 12.947791375188022
• License: http://arxiv.org/licenses/nonexclusive-distrib/1.0/
• Abstract: Targeted online advertising is on the forefront of political communication, allowing hyper-local advertising campaigns around elections and issues. In this study, we employ a new resource for political ad monitoring -- Facebook Ads Library -- to examine advertising concerning the issue of immigration in Italy. A crucial topic in Italian politics, it has recently been a focus of several populist movements, some of which have adopted social media as a powerful tool for voter engagement. Indeed, we find evidence of targeting by the parties both in terms of geography and demographics (age and gender). For instance, Five Star Movement reaches a younger audience when advertising about immigration, while other parties' ads have a more male audience when advertising on this issue. We also notice a marked rise in advertising volume around elections, as well as a shift to more general audience. Thus, we illustrate political advertising targeting that likely has an impact on public opinion on a topic involving potentially vulnerable populations, and urge the research community to include online advertising in the monitoring of public discourse.

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