Russian Propagenda Facebook Political Adverts Analyze > Computational Social Science
“Are negative adverts more likely to be successful in Propaganda? “
How effective is an advert in relation to its positivity (negativity)?
How do we measure effectiveness?
We have access to AD_Click and AD_Impression in our data and we can calculate Click Through Rate measure to compare the success or effect of the advert. CTR = ClicksImpression
To measure campaigns’ success based on CTR plus Amount of Money spent (In other words, which campaigns were more affordably successful).
How to measure negativity?
We find a dictionary for labeling positive/ negative words or do supervised labeling to find negativity index for each row of our data.
Finding a correlation between negativity Index vs effectiveness?
Dictionary method for labeling using: SentiWordNet.
- Esuli, Andrea and Fabrizio Sebastiani. “SENTIWORDNET: A Publicly Available Lexical Resource for Opinion Mining.” LREC (2006).
codes for using the dictionary:
Java code: https://nlp.stanford.edu/sentiment/code.html
Compare the results for different groups based on followings and age. Does any obvious difference exist?
Relate the Positivity/Negativity with the demographic measures.
Challenge: Missing data exists in our columns; which is observable.
We must include the Demographics for clustering. AD_TARGETING_INTERESTS, AD_TARGETING_EXCLUDED_CONNECTIONS
Age Platform (Instagram/ Facebook)
Which issues were more important for the Americans in comparison to topics for Russians Group?
- Institute for Web Science and Technoloogies (WEST), University of Koblenz-Landau
All code is licensed under MIT License .