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Political advertising on social media: Issues sponsored on Facebook ads during the 2019 General Elections in Spain

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Political advertising on social media: Issues sponsored on Facebook ads during the 2019 General Elections in Spain

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dc.contributor.author Baviera, Tomás es_ES
dc.contributor.author Javier Sánchez-Junqueras es_ES
dc.contributor.author Rosso, Paolo es_ES
dc.date.accessioned 2023-10-23T18:01:11Z
dc.date.available 2023-10-23T18:01:11Z
dc.date.issued 2022 es_ES
dc.identifier.uri http://hdl.handle.net/10251/198606
dc.description.abstract [EN] Facebook's advertising platform provides political parties with an electoral tool that enables them to reach an extremely detailed audience. Unlike television, the sponsored content on Facebook is seen only by the targeted users. This opacity was an obstacle to political communications research until Facebook released advertiser-sponsored content in 2018. The company's new transparent policy included sharing metadata related to the cost and number of impressions the ads received. This research studies the content sponsored on Facebook by the five main national political parties in Spain during the two General Elections held in 2019. The research corpus consists of 14,684 Facebook ads. An extraction algorithm detected the key terms in the text-based messages conveyed in the ad. The prominence of these topics was estimated from the aggregate number of impressions accumulated by each term. Different content patterns were assessed following three categories: user mobilization, candidate presence, and ideological issues. PSOE and PP positioned themselves more toward calls to action. Podemos had the greater number of issues related to policy among the most salient topics in its advertising. Ciudadanos' strategy focused more on its candidate and mobilization. Vox sponsored few Facebook ads, and they barely included policy issues. Spain was a highly prominent term in all parties¿ campaigns. Ciudadanos shared the middle ground on the ideological axis: they promoted social issues more aligned with left-wing parties as well as economic topics usually advocated by the right-wing. Overall, our results point to a greater emphasis on candidates rather than issues. es_ES
dc.description.sponsorship This research has been carried out in the framework of the project entitled ¿Strategies, agendas and discourse in electoral cybercampaigns: media and citizens¿ (CSO2016-77331-C2-1-R), which was promoted by Universitat de València¿s research group Mediaflows. The authors are grateful to Exponentia CIO Juan Besari for helping in the web crawling process. es_ES
dc.language Inglés es_ES
dc.publisher Universidad de Navarra es_ES
dc.relation.ispartof Communication & Society es_ES
dc.rights Reconocimiento - No comercial - Sin obra derivada (by-nc-nd) es_ES
dc.subject Facebook ads es_ES
dc.subject Political advertising es_ES
dc.subject 2019 Spanish General Elections es_ES
dc.subject Political issues es_ES
dc.subject Ideological content es_ES
dc.subject National identity es_ES
dc.subject.classification LENGUAJES Y SISTEMAS INFORMATICOS es_ES
dc.subject.classification COMERCIALIZACION E INVESTIGACION DE MERCADOS es_ES
dc.title Political advertising on social media: Issues sponsored on Facebook ads during the 2019 General Elections in Spain es_ES
dc.type Artículo es_ES
dc.identifier.doi 10.15581/003.35.3.33-49 es_ES
dc.relation.projectID info:eu-repo/grantAgreement/Ministerio de Economía y Competitividad//CSO2016-77331-C2-1-R//Estrategias, agendas y discursos en las cibercampañas electorales: medios de comunicación y ciudadanos/ es_ES
dc.rights.accessRights Abierto es_ES
dc.contributor.affiliation Universitat Politècnica de València. Facultad de Administración y Dirección de Empresas - Facultat d'Administració i Direcció d'Empreses es_ES
dc.contributor.affiliation Universitat Politècnica de València. Escola Tècnica Superior d'Enginyeria Informàtica es_ES
dc.description.bibliographicCitation Baviera, T.; Javier Sánchez-Junqueras; Rosso, P. (2022). Political advertising on social media: Issues sponsored on Facebook ads during the 2019 General Elections in Spain. Communication & Society. 35(3):33-49. https://doi.org/10.15581/003.35.3.33-49 es_ES
dc.description.accrualMethod S es_ES
dc.relation.publisherversion https://doi.org/10.15581/003.35.3.33-49 es_ES
dc.description.upvformatpinicio 33 es_ES
dc.description.upvformatpfin 49 es_ES
dc.type.version info:eu-repo/semantics/publishedVersion es_ES
dc.description.volume 35 es_ES
dc.description.issue 3 es_ES
dc.identifier.eissn 2386-7876 es_ES
dc.relation.pasarela S\467247 es_ES
dc.contributor.funder Universitat Politècnica de València es_ES
dc.contributor.funder Ministerio de Economía y Competitividad es_ES
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