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Washington State University
College of Arts and Sciences political campaigns

Facebook political ads more partisan, less negative than TV

A computer screen displaying Facebook's login page.More political candidates may be shifting primarily to social media to advertise rather than TV, according to a study of advertising trends led by WSU political science professor Travis Ridout. Looking at the 2018 campaign season, Ridout and his colleagues also found that Facebook political ads were more partisan, less negative and less issue-focused than those on TV.

“The 2018 race showed that social media can be helpful to candidates who may not have a lot of resources, including challengers and those who are not already well known,” said Ridout, a corresponding author on » More …