<p>Pink slime journalism is a practice where news outlets publish low-quality or inflammatory partisan articles, claiming to be local news networks. This paper examines the spread of pink slime sites on Facebook using public posts from Pages and Groups via the CrowdTangle API. We evaluate the trends of sharing pink slime sites on Facebook and patterns regarding the advertisements purchased by the parent organizations of the pink slime news networks using data from the Facebook Ad Library. Our over time data analysis discovers that while the number of pink slime posts on Facebook pages have decreased over the years, advertising dollars have increased, particularly in swing states. Furthermore, through analyzing the demographic data of the Facebook ad impressions, we see parent organizations like American Independent and Courier targeting a younger and more female population than Metric Media. Using Pearson correlation, we find that the increase in advertising dollars is associated with an increase in Facebook group posts. Further, the advertising expenditure increases during election years, but contentious topics are still discussed during non-election years. By illustrating geographic patterns and themes from US election years of 2020, 2022, and 2024, this research offers insights into emerging ‘local’ journalism tactics, and provides predictions for future US Presidential Elections.</p>

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Pink slime journalism on Facebook: advertisement trends and political influence (2019–2024)

  • Christine Sowa Lepird,
  • Lynnette Hui Xian Ng,
  • Kathleen M. Carley

摘要

Pink slime journalism is a practice where news outlets publish low-quality or inflammatory partisan articles, claiming to be local news networks. This paper examines the spread of pink slime sites on Facebook using public posts from Pages and Groups via the CrowdTangle API. We evaluate the trends of sharing pink slime sites on Facebook and patterns regarding the advertisements purchased by the parent organizations of the pink slime news networks using data from the Facebook Ad Library. Our over time data analysis discovers that while the number of pink slime posts on Facebook pages have decreased over the years, advertising dollars have increased, particularly in swing states. Furthermore, through analyzing the demographic data of the Facebook ad impressions, we see parent organizations like American Independent and Courier targeting a younger and more female population than Metric Media. Using Pearson correlation, we find that the increase in advertising dollars is associated with an increase in Facebook group posts. Further, the advertising expenditure increases during election years, but contentious topics are still discussed during non-election years. By illustrating geographic patterns and themes from US election years of 2020, 2022, and 2024, this research offers insights into emerging ‘local’ journalism tactics, and provides predictions for future US Presidential Elections.