美国当代网络政治广告的特点分析与影响反思

Reflection on Characteristics and Influence of Contemporary Online Political Ads in America

随着网络技术的快速发展和美国公众对网络的普遍化使用,美国政治选举中的传播方式也在不断变化。梳理了自2000年以来美国选举中网络政治广告的技术应用及形式变迁后,提出当代美国网络政治广告的特点:依靠数据精准耙向的受众策略;迎合受众多重定位的产品策略;实时监测和迅速调整的媒体策略;以及行动动员导向的目标策略。研究认为,依靠大数据指导的网络政治广告在现实中助推整合传播策略的开展,有助于信息传递和选民动员,但其对选民投票的直接影响尚不清晰,而可能带来的负面社会影响亦值得警惕与反思。

With the fast development of internet technology and wide use of new media,the mode of political communication in America has greatly changed. This paper traces the development of online political advertising in American elections since 2000,and concludes characteristics of online political ads as following: precise targeting based on big data as the audience strategy,multi-positioning catering to voters’ preference as product strategy,real time monitoring and prompt adjusting of information as media strategy,and motivation as the most important aim as the goal strategy. Such big data-relied advertising strategy is beneficial for integrated communication;it helps to broadcast information and motivate voters. But its influence on voters’ voting behaviors is unclear yet.Meanwhile,we should keep alert on its potential negative effects.