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Keywords = electoral advertising

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23 pages, 2977 KiB  
Article
The Voter and the Propagandistic Content on Facebook: Analysis of the Content and Perception of the Ecuadorian Voter
by Gandhy Godoy-Guevara, Andrea Basantes-Andrade, Miguel Naranjo-Toro and David Ortiz-Dávila
Societies 2025, 15(2), 41; https://doi.org/10.3390/soc15020041 - 18 Feb 2025
Viewed by 1967
Abstract
This research seeks to elucidate the influence of Facebook advertising content on voting decisions and public perceptions of candidates during the 2023 Imbabura elections, exploring both how citizens perceive such content and how it affects their voting behavior. A case study approach was [...] Read more.
This research seeks to elucidate the influence of Facebook advertising content on voting decisions and public perceptions of candidates during the 2023 Imbabura elections, exploring both how citizens perceive such content and how it affects their voting behavior. A case study approach was employed, integrating content analysis through Atlas.ti and the application of factor analysis to survey interpretation. The findings revealed that specific content, such as memes, exerts a notable influence on the younger electorate. This influence is reinforced by communication strategies that emphasize the frequency and repetition of this content, although no direct correlation with key demographic variables was found. Furthermore, the study demonstrates that a communication strategy devoid of value content reduces social networks to mere information channels, akin to open television. In conclusion, the study emphasizes the necessity of digital communication strategies that prioritize the creation of valuable content for audiences, with the aim of fostering a more discerning and engaged electorate. Full article
(This article belongs to the Special Issue Democracy, Social Networks and Mediatization)
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17 pages, 542 KiB  
Article
Global Spaces for Local Politics: An Exploratory Analysis of Facebook Ads in Spanish Election Campaigns
by Dafne Calvo, Lorena Cano-Orón and Tomás Baviera
Soc. Sci. 2021, 10(7), 271; https://doi.org/10.3390/socsci10070271 - 15 Jul 2021
Cited by 13 | Viewed by 4774
Abstract
Sponsored content on Facebook has become an indispensable tool for implementing political campaign strategies. However, in political communication research, this channel is still unexplored due to its advertising model in which only target audiences are exposed to sponsored content. The launching of the [...] Read more.
Sponsored content on Facebook has become an indispensable tool for implementing political campaign strategies. However, in political communication research, this channel is still unexplored due to its advertising model in which only target audiences are exposed to sponsored content. The launching of the Facebook Ad Library in May 2018 can be considered a turning point in this regard, inasmuch as it now offers users direct access to ads paid for by political parties, among other advertisers. This paper analyzes some aspects of the strategies implemented by six national parties during the campaigns running up to the two general elections held in Spain in 2019, by performing an analysis on a corpus of 14,684 ads downloaded directly from the Facebook Ad Library. It also provides evidence of the different emphasis placed by the parties on sponsored content. For its part, an analysis of ad scheduling shows how the publishing of ads was stepped up as polling day approached, while also revealing the practice of posting political content way in advance of election campaigns. Full article
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