Micro-targeting and polarization

• 成果类型: Article
• 署名作者: Prummer, Anja
• 署名单位: University of London; Queen Mary University London
• 刊物名称: JOURNAL OF PUBLIC ECONOMICS
• ISSN/ISSBN: 0047-2727
• DOI: 10.1016/j.jpubeco.2020.104210
• 发表日期: 2020
• 关键词: targeting; networks; voting

摘要

This paper connects the rise in polarization to changes in media technology, which allow for higher precision in the advertising strategy of candidates. Candidates place ads in media outlets whose audiences differ in ideology and size. We develop the concept of media centrality, which takes into account differences in the media network and in ideology. Media centrality leads to a simple characterization of both the optimal targeting strategy and policy. We show that generally a more fragmented media landscape leads to an increase in polarization. (C) 2020 Elsevier B.V. All rights reserved.