A “drop in the ocean”? Emerging adults’ experiences and understanding of targeted political advertising on social media

Author(s)

Melanie Hirsch, Alice Binder, Jörg Matthes

Abstract

Political microtargeting practices aim at exposing social media users to political content that aligns with their preferences and interests. Hence, such exposure becomes a personal experience, dependent on individual perceptions. So far, research has rarely investigated young social media users’ personal experiences with targeted political advertising (TPA). In the present study, five qualitative focus group interviews with 20 young social media users (M

_age = 19.30, SD = 1.59) were conducted to descriptively explore young social media users’ experiences with TPA. The insights indicated little intuitive reflection about TPA and targeting disclosures on social media. Participants often based their knowledge on algorithms for commercial advertising. This awareness did not seem to translate to TPA automatically. Once aware of TPA, however, they intuitively understood its potential threats. Our insights highlight the importance of educational programs to increase adolescents’ and young adults’ TPA-related awareness.

Organisation(s)

Department of Communication

Journal

New Media & Society

ISSN

1461-4448

DOI

https://doi.org/10.1177/14614448241306455

Publication date

01-2025

Peer reviewed

Yes

Austrian Fields of Science 2012

508007 Communication science

Keywords

ASJC Scopus subject areas

Communication, Sociology and Political Science

Portal url

https://ucrisportal.univie.ac.at/en/publications/8885f8cf-fc38-444f-953b-2d6a1ed60361