Data-driven political campaigning strategies often remain a black box for citizens; however, educational interventions provide a means to enhance understanding, conscious evaluations, and skills. In this context, we term this combination digital campaign competence (DCC). We conducted an online pre-registered experiment in Austria ( N = 553) using a 2 × 2 between-subject design to compare intervention formats (reading a voter guide vs. playing a campaign game) and content framing (emphasizing risks vs. benefits of data-driven campaigning) plus a control condition. Results show no significant differences in framing on DCC. However, variations are observed among different formats, with the non-interactive voter guide proving to be the most effective one. Contrary to our expectations, the voter guide emphasizing the risks of data-driven political campaigning enhanced conceptual understanding levels, influenced evaluative perceptions, and aided skill development to detect highly targeted ads. We argue that innovative interventions do not always guarantee success in enhancing competencies.

中文翻译：

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游戏结束？使用（并非如此）创新干预措施来提高数字营销能力


数据驱动的政治竞选策略对于公民来说通常仍然是一个黑匣子；然而，教育干预提供了一种增强理解、有意识的评估和技能的手段。在这种情况下，我们将这种组合称为数字营销能力（DCC）。我们在奥地利（N = 553）进行了一项在线预注册实验，使用 2 × 2 受试者间设计来比较干预形式（阅读选民指南与玩竞选游戏）和内容框架（强调风险与收益）数据驱动的活动）加上控制条件。结果显示 DCC 上的框架没有显着差异。然而，不同格式之间存在差异，非交互式选民指南被证明是最有效的一种。与我们的预期相反，选民指南强调了数据驱动的政治竞选的风险，提高了概念理解水平，影响了评估看法，并帮助开发了检测高度针对性广告的技能。我们认为，创新干预措施并不总能保证成功提高能力。