Queensland political parties spend up big on social media in bid to sway public opinion, study reveals

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During the Queensland election campaign, QUT's Digital Media Research Centre analysed how parties used social media to communicate with voters discovering a 'significant spend' across the board.

Queensland Unions was not far behind, spending $30,500, while the Queensland Resources Council spent $28,500.Researchers scrutinised the first three weeks' worth of candidate's tweets and Facebook posts, as well as the tweets directed to them, to get a sense of the most common themes.

The research is based on a model being used by a team doing similar work at New York University , and works best when researchers build a wide and diverse database of people volunteering their data.In the past week, the NYU team was served with a cease and desist notice from Facebook. "Facebook has made moves to stop and prevent the software that they've developed from actually working and operating with the Facebook website — so it is a bit of a tense relationship between researchers and Facebook at the moment."In a statement, Facebook said their Ad Library provided industry-leading transparency and was used extensively by researchers.

 

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