Researchers from London School of Economics report about their ongoing research into political targeting on Facebook in the UK (the research is done in collaboration with WhoTargetsMe, a browser extension to measure political targeting on Facebook):
As we made clear in our first two posts, our analysis here is exploratory. It is, for example, unclear to what extent our dataset is representative of Conservatives’ online advertising throughout this campaign, and the WhoTargetsMe sample of potential voters, from whose Facebook feeds our data is scraped, may be skewed.
Bearing in mind these problems, we can say that, of the 820 exposures to ads paid for by Conservatives that we analysed, 28% (or 232 items) attacked Corbyn using facts that appear to be false or are clearly manipulated to confound the reader – and sometimes both.
Generally, Conservatives used 73% (598) of its 820 ads exposed in our sample to attack Corbyn. They are not, of course, the only ones targeting opponents. As we have shown, both Labour and Lib Dems have done the same. However, while ads by these other parties conveyed simplifying messages, portraying adversaries as weak, immoral or pro-elite, we couldn’t find, at least in our samples, pieces by them using baseless or misleading facts.