Two-faced on facebook: Ad tailoring in U.S. house campaigns
研究发现美国国会候选人在Facebook上向全国潜在捐助者投放的广告比向本地选民投放的广告更极端、议题重叠更少，揭示了定向广告如何助长政治言论分化。
Congressional candidates simultaneously seek votes from local residents and money from partisan potential donors who live across the United States. Ad targeting allows political candidates an inexpensive way not only to reach this dispersed partisan audience but also to deliver messages tailored to donors, whose preferences are more extreme than voters’. Using data on geographically-targeted Facebook ads, I find that the national ads of Democratic and Republican candidates have less issue overlap — and are more extreme — than their local, voter-targeted ads. Candidates’ ability to direct tailored, extreme communication to receptive audiences via targeted ads facilitates divergent political speech.