Analysis of Early Electoral Advertisements on Twitter
Abstract
Electoral advertising are an essential part of an election. The popularization of online social networks has offered a promising way for candidates In fact, the use of these applito communicate with the electorate at large. cations to share electoral ads has already being pointed out, even outside the period allowed by Brazilian law. Yet, fighting this practice is hampered by the lack of a broader knowledge about the characteristics of this type of content, which allows effective detection solutions. This study aims to contribute to this knowledge through a broad characterization of the textual content associated with a set of early electoral advertisements shared on Twitter in pre-election periods associated with recent elections in Brazil (2016, 2018 and 2020). Our main findings are that ads tend to have a negative or neutral sentiment, a certain constant structure and more than half tend to explicitly mention a candidate or party to be chosen or avoided.
Keywords:
Political Ads, Early Electoral Advertisements, Twitter, Social Networks
References
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Conover, M., Ratkiewicz, J., Francisco, M., Gonçalves, B., Menczer, F., and Flammini, A. (2011). Political polarization on twitter. In Proc. of the ICWSM.
Grimaldi, D. (2019). Can we analyse political discourse using twitter? evidence from spanish 2019 presidential election. SNAM, 9(1):1–9.
Jaccard, P. (1912). The distribution of the flora in the alpine zone. 1. New Phytol., 11(2):37–50.
Kim, Y. M., Hsu, J., Neiman, D., Kou, C., Bankston, L., Kim, S. Y., Heinrich, R., Baragwanath, R., and Raskutti, G. (2018). The stealth media? groups and targets behind divisive issue campaigns on facebook. Polit. Commun., 35(4):515–541.
Kireyev, K. (2009). Semantic-based estimation of term informativeness. In Proc. of the NAACL HLT, pages 530–538.
Kou, Y., Kow, Y. M., Gui, X., and Cheng,W. (2017). One social movement, two social media sites: A comparative study of public discourses. Computer Supported Cooperative Work (CSCW), 26(4):807–836.
Landis, J. R. and Koch, G. G. (1977). The measurement of observer agreement for categorical data. biometrics, pages 159–174.
Maruyama, M. T., Robertson, S. P., Douglas, S. K., Semaan, B. C., and Faucett, H. A. (2014). Hybrid media consumption: How tweeting during a televised political debate influences the vote decision. In Proc. of the CSCW, pages 1422–1432.
Newcombe, R. G. (1998). Interval estimation for the difference between independent proportions: comparison of eleven methods. Stat. Med., 17(8):873–890.
Oliveira, L. S. D., Vaz-de Melo, P. O. S., Amaral, M. S., and Pinho, J. A. G. (2020). Do politicians talk about politics? assessing online communication patterns of brazilian politicians. Trans. Soc. Comput., 3(4).
Ribeiro, F. N., Kansaon, D., and Benevenuto, F. (2019a). Leveraging the facebook ads platform for election polling. In Proc. of the WebMedia.
Ribeiro, F. N., Saha, K., Babaei, M., Henrique, L., Messias, J., Benevenuto, F., Goga, O., Gummadi, K. P., and Redmiles, E. M. (2019b). On microtargeting socially divisive ads: A case study of russia-linked ad campaigns on facebook. In Proc. of the FAT.
Salton, G. and Buckley, C. (1988). Term-weighting approaches in automatic text retrieval. Inf. Process. Manag., 24(5):513–523.
Sang, E. T. K. and De Meulder, F. (2003). Introduction to the conll- 2003 shared task: Language-independent named entity recognition. In Proc. of the CoNLL, pages 142–145. Morgan Kaufman Publishers.
Schubert, E., Spitz, A., Weiler, M., Geiß, J., and Gertz, M. (2017). Semantic word clouds with background corpus normalization and t-distributed stochastic neighbor embedding. arXiv preprint arXiv:1708.03569.
Silva, M., Guimarães, S., Caetano, J., Araújo, M., Santos, J., Reis, J. C., Silva, A., Benevenuto, F., and Almeida, J. (2021). Propaganda eleitoral antecipada: Uma análise de postagens em mídias sociais. In Anais do X BraSNAM. SBC.
Silva, M., Oliveira, L. S. d., Andreou, A., Melo, P. O. V. d., Goga, O., and Benevenuto, F. (2020). Facebook ads monitor: An independent auditing system for political ads on facebook. In Proc. of the WWW.
Sosnovik, V. and Goga, O. (2021). Understanding the complexity of detecting political ads. In Proc. of the WebConf, pages 2002–2013.
Tausczik, Y. R. and Pennebaker, J.W. (2010). The psychological meaning of words: Liwc and computerized text analysis methods. J. Lang. Soc. Psychol., 29(1):24–54.
Thelwall, M., Buckley, K., Paltoglou, G., Cai, D., and Kappas, A. (2010). Sentiment strength detection in short informal text. JASIST, 61(12):2544–2558.
Wattenberg, M. and Viégas, F. B. (2008). The word tree, an interactive visual concordance. IEEE TVCG, 14(6):1221–1228.
Published
2022-07-31
How to Cite
GUIMARÃES, Samuel et al.
Analysis of Early Electoral Advertisements on Twitter. In: BRAZILIAN WORKSHOP ON SOCIAL NETWORK ANALYSIS AND MINING (BRASNAM), 11. , 2022, Niterói.
Anais [...].
Porto Alegre: Sociedade Brasileira de Computação,
2022
.
p. 85-96.
ISSN 2595-6094.
DOI: https://doi.org/10.5753/brasnam.2022.222602.
