Social media advertising has taken on outsized proportions during the effort to recall Gavin Newsom, because of the compressed campaign schedule.
In their social media campaign to remove Gov. Gavin Newsom, recall supporters are blaming him for a wide variety of ills, each advertisement targeted to specific voters based on their demographics and interests.
From the drought to gas prices to wildfires to homelessness, pro-recall social media ads are seeking to tap into anxieties among Californians that go beyond pandemic policies.
“If Gavin Newsom wins, be prepared to have your water shut off,” says a Facebook ad by the pro-recall group Rescue California.
Another ad claims that Newsom has invited the world’s homeless to come to California.
“We want someone to blame for all these things that are beyond our control, " said Sacramento State University political science professor Kim L. Nalder, “and the governor is at the top of the structure of state government.”
Social media advertising has taken on outsized proportions during the recall effort, largely because of the compressed schedule of the campaign and the challenges recall proponents face in quickly raising money to pay for television advertising in key markets statewide.
Anne Hyde Dunsmore, campaign manager for Rescue California, said social media ads also are more effective because they can be “micro targeted” to individual voters based on age, ethnicity, residency and interests. The water advertisements are going to...
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