Female Participation in Politics in Canada
Is politic still a good old boy's club in Canada? For some parties in Canada, it might still is. In this paper, the audience demography of 14690 Facebook ads plublised during the election season were analysed. The findings indicates that three out of the six parties who participated in the Federal Election have their ads reached substaintially more male than female audience. Moreover, it is also found that most of the parties have different messaging for female and male audiences — environmental and social topics for females, and economic topics for males.
The data is collected through Facebook Ad Library Scraper developed by Max Woolf (@minimaxir). The queries are set to collect the ads from the pages of each party and each leader that were active from June 1st, 2019 to October 21, 2019. Three data frames are retrieved — a data frame that contains the raw ads and their metadata; a data frame that has the unnested demographic distributions of people reached by ads, and the data frame that has the unnested region distributions of people reached by ads. The three data frames can be joined by the unique identifier of the ads.
In this work, we examine the dataset of advertisements posted to Facebook at the time of the 2019 Canada federal election season by exploratory data analysis, sentiment analysis and TF-IDF keyword extraction.