Fear, Anger, and Political Advertisement Engagement: A Computational Case Study of Russian-Linked Facebook and Instagram Content

Abstract

This study examined political advertisements placed by the Russian-based Internet Research Agency on Facebook and Instagram. Advertisements were computationally analyzed for four rhetorical techniques presumed to elicit anger and fear: negative identity-based language, inflammatory language, obscene language, and threatening language. Congruent with extant research on arousing emotional responses, advertising clickthrough rates were positively associated with inflammatory, obscene, and threatening language. Surprisingly, however, a negative relationship between clickthrough rate and the use of negative identity-based language was observed. Additional analyses showed that the advertisements were engaged with at rates that exceed industry benchmarks, and that clickthrough rates increased over time.