Precision Negativity? Geographic Targeting and Sentiment Among Senate Facebook Advertisements

• In Event: Responses to Frames and Tone in Political Advertisements

Brief Overview

Using machine learning approaches to assess several measures of ad sentiment, we find that the tone of 2020 Senate ads on Facebook differs depending on whether candidates are targeting audiences outside of their home state.

Authors

• Noah Cohen, Wesleyan University

• Oliver Diamond, Wesleyan University

• Jielu Yao, Wesleyan University

• Erika Franklin Fowler, Wesleyan University