Modelos estadísticos aplicados a las campañas electorales en Social Media en Europa en 2019

Emilia Smolak Lozano

doi:10.31637/epsir-2024-1663

Autores/as

Emilia Smolak Lozano Universidad de Málaga https://orcid.org/0000-0001-8193-8786

DOI:

https://doi.org/10.31637/epsir-2024-1663

Palabras clave:

Social Media, Facebook, electoral campaigns, ML-SEM, MNCLM, political advertising, EU, ads library

Resumen

Introduction: There is an increasing need to establish an evaluation models for digital political advertising, especially in European cyberdemocracy, as EU legislation is not yet fully adapted to the digital mechanisms and reality. As such, it may raise the concerns, regarding the extent of influence of political electoral campaigns on social media platforms, in persuading the political preferences and votes. Methodology: The methodology applies the ML-SEM and MNCLM models to explore regularities recognition techniques and multivariate mapping techniques with the objective to evaluate the patterns of political advertising in the selected campaigns on Facebook ads library. Results: The study reveals the relations between ads features and the scope and social impact, including the characteristics of the audiences. It also proves the relations between content and social impact on audiences. Discussions: Without the application of advanced techniques in statistics those Social Media campaigns cannot be properly evaluated in terms of impact and statistical relations between qualitative and quantitative variables of political electoral campaigns in Social Media. Conclusion: The model demonstrated a considerable grade of influence of those campaigns related to the certain strategies of advertising on Social Media.

Descargas

Los datos de descargas todavía no están disponibles.

Biografía del autor/a

Emilia Smolak Lozano, Universidad de Málaga

Professor and researcher in the Department of Audiovisual Communication and Advertising, author of over 60 publications on political communication, digital communication, evaluation and measurement in communication, and semantic analysis of digital communication in social media. Speaker at more than 70 international conferences, both in Spain and abroad. Author of four books on advertising and public relations, including works on the digital communication of think tanks, audiovisual branding, and campaign management in digital environments. Visiting professor at universities in Germany, Poland, and the United Kingdom. Educator and author of courses on podcasting, brand media storytelling, and digital transformation. Researcher in 10 publicly and European-funded research projects on political communication and gender studies.

Citas

Allcott, H. y Gentzkow, M. (2017). Social Media and Fake News in the 2016 Election. Journal of Economic Perspectives, 31(2), pp. 211-236. DOI: 10.1257/jep.31.2.211 DOI: https://doi.org/10.1257/jep.31.2.211

Boulianne, S. (2015). Social media use and participation: a meta-analysis of current research. Information, Communication & Society, 18(5), pp. 524-538 https://doi.org/10.1080/1369118X.2015.1008542 DOI: https://doi.org/10.1080/1369118X.2015.1008542

Bucher, T. (2012). Want to be on the top? Algorithmic power and the threat of invisibility on Facebook. New Media & Society, 14(7), pp. 1164-1180. https://doi.org/10.1177/1461444812440159 DOI: https://doi.org/10.1177/1461444812440159

Chadwick, A. (2013). The Hybrid Media System: Politics and Power. Oxford University Press. DOI: https://doi.org/10.1093/acprof:oso/9780199759477.001.0001

European Commission. (2018). Code of Practice on Disinformation. https://rb.gy/3yppg2

European Union. (2016). Regulation (EU) 2016/679 of the European Parliament and of the Council of 27 April 2016 on the protection of natural persons with regard to the processing of personal data and on the free movement of such data (General Data Protection Regulation). Official Journal of the European Union, L 119, pp. 1–88. https://eur-lex.europa.eu/eli/reg/2016/679/oj

Floridi, L. (2014). The Fourth Revolution: How the Infosphere is Reshaping Human Reality. Oxford University Press.

Fenton N. (2019). Delusions of Democracy. Jackson D., Einar Thorsen E., Lilleker D. and Weidhase N. (Eds.): UK Election Analysis 2019: Media, Voters and the Campaign (pp.11-12). The Centre for Comparative Politics and Media Research Bournemouth University.

Gonçalves G. (2018). Political Communication. Heath R.L. and Johansen W. (Eds.) The International Encyclopedia of Strategic Communication. Vol I-III. JohnWiley & Sons, Inc. DOI: https://doi.org/10.1002/9781119010722.iesc0129

Howard, P. N., y Hussain, M. M. (2011). The role of digital media. Journal of Democracy, 22(3), pp. 35-48. 10.1353/jod.2011.0041 DOI: https://doi.org/10.1353/jod.2011.0041

Kreiss, D. (2016). Prototype Politics: Technology-Intensive Campaigning and the Data of Democracy. Oxford University Press. DOI: https://doi.org/10.1093/acprof:oso/9780199350247.001.0001

Kreiss, D. (2012). Taking Our Country Back: The Crafting of Networked Politics from Howard Dean to Barack Obama. Oxford University Press. DOI: https://doi.org/10.1093/acprof:oso/9780199782536.001.0001

Loader, B. D. y Mercea, D. (2011). Networking Democracy? Social media innovations and participatory politics. Information, Communication & Society, 14(6), pp. 757-769. 10.1080/1369118X.2011.592648 DOI: https://doi.org/10.1080/1369118X.2011.592648

Meta (2019-2023) At Meta, we're committed to giving people a voice and keeping them safe. https://transparency.meta.com/pt-pt/

Sunstein, C. R. (2001). Republic.com. Princeton University Press.

van Dijk, J. A. G. M. (2012). The Network Society: Social Aspects of New Media. SAGE Publications.

Vaidhyanathan, S. (2022). Introduction: The Problem with Facebook Is Facebook. Antisocial Media: How Facebook Disconnects Us and Undermines Democracy. Oxford Academic, https://doi.org/10.1093/oso/9780190056544.003.0001 DOI: https://doi.org/10.1093/oso/9780190056544.001.0001