Transparency in Political Advertising: Assessing the Utility and Validity of the FCC's Online Public Inspection File System

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2018-01-01
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Newell, Jay
Blevins, Jeffrey
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Newell, Jay
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Greenlee School of Journalism and Communication
The Greenlee School of Journalism and Communication offers two majors: Advertising (instructing students in applied communication for work in business or industry), and Journalism and Mass Communication (instructing students in various aspects of news and information organizing, writing, editing, and presentation on various topics and in various platforms). The Department of Agricultural Journalism was formed in 1905 in the Division of Agriculture. In 1925 its name was changed to the Department of Technical Journalism. In 1969 its name changed to the Department of Journalism and Mass Communications; from 1969 to 1989 the department was directed by all four colleges, and in 1989 was placed under the direction of the College of Sciences and Humanities (later College of Liberal Arts and Sciences). In 1998 its name was changed to the Greenlee School of Journalism and Communication.
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Abstract

This research explores the usability of the Federal Communication Commission's (FCC's) online Public Inspection Files to measure the sources and quantities of political advertising on broadcast television. We compared data from FCC files with data purchased from a commercial vendor in a presidential caucus campaign that stretched across nine months, including advertising sponsored by over 40 groups and totaled tens of millions of dollars. The FCC-derived and commercial data were consistent in reporting the quantity of advertising, but sponsor identification was inconsistent between data sources, raising concerns about the FCC's ability to disclose reliable information about political ad spending.

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This article is published as Newell, J., Blevins, J.L. Transparency in Political Advertising: Assessing the Utility and Validity of the FCC's Online Public Inspection File System. Journal of Information Policy., (2018), 8; 417-441. Doi: 10.5325/jinfopoli.8.2018.0417. Posted with permission.

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Mon Jan 01 00:00:00 UTC 2018
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