ABSTRACT

This paper analyses the investment in digital tools and the allocation of communication expenses in a Global South country with an uneven digital penetration rate. Data were collected for 2,563 candidates in the 2018 legislative election in Colombia, based on the official campaign finance disclosure documents. A multivariate analysis shows that particularly challengers invest in social media tools, which is a strong indication in favor of the equalization model. That such an effect is not found for radio and television expenses confirms this interpretation. Candidates on open lists are more inclined to spend on both digital and radio and television tools than candidates on closed lists. At the district level, the odds of spending on digital media increase with the digital media use, but so does the odds of spending on radio and television ads.

摘要

本文分析了一个数字渗透率不均的全球南方国家对数字工具的投资和通信费用的分配。根据官方竞选财务披露文件，收集了 2018 年哥伦比亚立法选举中 2,563 名候选人的数据。多变量分析表明，挑战者尤其会投资于社交媒体工具，这是支持均等化模型的有力迹象。广播和电视费用没有发现这种影响证实了这种解释。公开名单上的候选人比封闭名单上的候选人更倾向于在数字和广播电视工具上花钱。在地区层面，数字媒体支出的几率随着数字媒体的使用而增加，但广播和电视广告支出的几率也会增加。