Micro-targeting and polarization

Anja Prummer

Journal of Public Economics, 2020, vol. 188, issue C

Abstract: This paper connects the rise in polarization to changes in media technology, which allow for higher precision in the advertising strategy of candidates. Candidates place ads in media outlets whose audiences differ in ideology and size. We develop the concept of media centrality, which takes into account differences in the media network and in ideology. Media centrality leads to a simple characterization of both the optimal targeting strategy and policy. We show that generally a more fragmented media landscape leads to an increase in polarization.

Keywords: Targeting; Networks; Voting (search for similar items in EconPapers)
JEL-codes: D72 D83 D85 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:pubeco:v:188:y:2020:i:c:s0047272720300748

DOI: 10.1016/j.jpubeco.2020.104210

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