新西兰媒体RNZ的分析显示，该国主要政党在Facebook和Instagram上投放的政治广告受众存在显著的性别倾斜，国家党和ACT党的广告主要触达男性，而绿党则主要触达女性1。这种受众分布并非完全由政党主动定向造成，而是Meta日益依赖人工智能算法自动优化广告投放对象所致1。文章作者呼吁新西兰借鉴欧盟经验，出台新规要求披露政治广告的目标受众设定和实际触达情况，以提升选举广告透明度1。
RNZ分析了今年国家党在Facebook和Instagram上投放的500多条广告，其中92条仅被男性看到，吸引最多390万次观看，花费高达21,000美元1。仅有1条国家党广告仅被女性看到，持续一天，花费不到100美元，且该党称并未投放该广告1。ACT党有14条广告仅被男性看到，没有仅被女性看到的广告；绿党有13条广告仅被女性看到，没有仅被男性看到的广告1。
Meta使用Andromeda系统将数千万潜在广告和变体缩小到几千个可能匹配项，并使用Advantage+工具自动决定受众、预算和广告位置1。2019年一项研究发现，即使广告主使用包容性定向，Facebook的广告投放仍可能按性别和种族产生偏差1。一项涉及8,587名参与者的随机实验发现，根据个人特征定制政治信息并未使其比向所有人展示相同信息更具说服力1。
自2025年10月起，欧盟规则要求政治广告披露其赞助商、成本和定向技术使用情况1。Meta和Google选择停止在欧盟投放政治广告，而非遵守新规1。对2024年欧洲议会选举的分析显示，在25个国家超过110,000条广告中，男性明显更可能收到民粹主义和极右政党的广告1。
An analysis by New Zealand media outlet RNZ has revealed significant gender disparities in the audiences reached by political advertisements on Facebook and Instagram 1. The examination of over 500 advertisements placed by the National Party this year found that 92 of them were viewed exclusively by men, attracting up to 3.9 million views and costing up to $21,000 1. In contrast, only one National Party ad was seen solely by women, running for a single day at a cost of less than $100, and the party stated it did not run the ad 1. Similar gender-skewed patterns were observed across other political entities: the ACT Party had 14 ads seen only by men and none seen only by women, while the Green Party had 13 ads seen exclusively by women and none seen only by men 1.
These skewed distributions are not entirely the result of deliberate targeting by the political parties, but rather stem from Meta's growing reliance on artificial intelligence algorithms to automatically optimize ad delivery 1. Specifically, Meta utilizes the Andromeda system to narrow tens of millions of potential ads and variations down to a few thousand possible matches, alongside the Advantage+ tool, which automatically determines the audience, budget, and ad placement 1. Historical and international data corroborate the impact of such algorithmic delivery; a 2019 study demonstrated that Facebook's ad distribution could still generate gender and racial biases even when advertisers employed inclusive targeting 1. Furthermore, an analysis of the 2024 European Parliament elections revealed that among more than 110,000 ads across 25 countries, men were significantly more likely to receive ads from populist and far-right parties 1. Meanwhile, a randomized experiment involving 8,587 participants indicated that tailoring political messages to individual characteristics did not make them more persuasive than presenting the same message to everyone 1.
In light of these findings, the author calls for New Zealand to adopt transparency measures similar to those implemented in the European Union 1. Starting in October 2025, EU regulations will mandate that political advertisements disclose their sponsors, costs, and the use of targeting techniques 1. However, the implementation of such rules has prompted major tech companies to alter their strategies, with both Meta and Google opting to halt political advertising in the EU entirely rather than comply with the new regulations 1. The author argues that New Zealand must introduce comparable regulations requiring the disclosure of both the intended target audiences and the actual reach of political ads to enhance the transparency of electoral advertising 1.
评论
还没有评论，欢迎留下第一条。