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

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 ( Mage = 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.