Item
Exploring digital campaign competence: the role of knowledge in data-drivenelection campaigns
- Type
- Journal Article
- Author
- Sophie Minihold, Sophie Lecheler, Claes de Vreese & Sanne Kruikemeier
- Year
- 2024
- Publisher
- Taylor & Francis
- Abstract
- Data-driven political advertising (DDPA) is a manifestation of data-driven campaigning and isincreasingly used by European political parties. Political actors can collect vast amounts of personaldata to show voters targeted ads. Therefore, DDPA has received much attention from scholars.However, we lack insights into what voters know about DDPA, and how this knowledge affects(dis-)engagement with personalized ads. We approach this problem by examining (a) which votercharacteristics enhance understanding of DDPA tactics and implications, and (b) to what extentDDPA knowledge plays a role for engaging with or avoiding of political ads. In a two-wave panelsurvey study (NW1 = 1264, NW2 = 1011), conducted during the 2021 Dutch General Elections, weshow that (a) male, younger, higher educated and politically interested respondents were mostknowledgeable. Yet, (b) the predictors vary when examining different types of DDPA knowledge,and (c) DDPA knowledge neither affects ad engagement nor ad avoidance, but we find thatpolitical interest and self-efficacy are crucial for ad engagement and ad avoidance, respectively.These findings discuss the relevance of DDPA knowledge in the context of data-driven campaigns,and add to the debate on how to best empower voters in a changed political advertisinglandscape.
- Language
- English
- Keywords
- Media Literacy, Privacy Literacy
- Tags
- Critical thinking, Political communication
- PGDMIL Course
- C02 – Media, Technology and Content
- PGDMIL Block
- C02-B3: Advertising and MIL
- Has Part
- C02-U11: Targeted Advertising and the Political Agenda
- Corpus Status
- Pending Review
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