That Economic Anxiety Again

The Russians not only knew where to hit us when it came to maximum damage to our election process (voter registration and Facebook) but they knew us better than we knew ourselves when it came to getting those "economically anxious" voters to the polls for Trump.

The Russian company charged with orchestrating a wide-ranging effort to meddle in the 2016 presidential election overwhelmingly focused its barrage of social media advertising on what is arguably America’s rawest political division: race.

The roughly 3,500 Facebook ads were created by the Russian-based Internet Research Agency, which is at the center of Special Counsel Robert Mueller’s February indictment of 13 Russians and three companies seeking to influence the election.

While some ads focused on topics as banal as business promotion or Pokémon, the company consistently promoted ads designed to inflame race-related tensions. Some dealt with race directly; others dealt with issues fraught with racial and religious baggage such as ads focused on protests over policing, the debate over a wall on the U.S. border with Mexico and relationships with the Muslim community.

The company continued to hammer racial themes even after the election.

USA TODAY Network reporters reviewed each of the 3,517 ads, which were released to the public this week for the first time by the House Permanent Select Committee on Intelligence. The analysis included not just the content of the ads, but also information that revealed the specific audience targeted, when the ad was posted, roughly how many views it received and how much the ad cost to post.

Among the findings: 

Of the roughly 3,500 ads published this week, more than half — about 1,950 — made express references to race. Those accounted for 25 million ad impressions — a measure of how many times the spot was pulled from a server for transmission to a device. 

At least 25% of the ads centered on issues involving crime and policing, often with a racial connotation. Separate ads, launched simultaneously, would stoke suspicion about how police treat black people in one ad, while another encouraged support for pro-police groups. 

Divisive racial ad buys averaged about 44 per month from 2015 through the summer of 2016 before seeing a significant increase in the run-up to Election Day. Between September and November 2016, the number of race-related spots rose to 400. An additional 900 were posted after the November election through May 2017. 

Only about 100 of the ads overtly mentioned support for Donald Trump or opposition to Hillary Clinton. A few dozen referenced questions about the U.S. election process and voting integrity, while a handful mentioned other candidates like Bernie Sanders, Ted Cruz or Jeb Bush.

Thousands of ads, targeted with pinpoint accuracy, seen tens of millions of times, designed to make white voters angry enough to go to the polls and back Trump and the GOP, and to make black voters angry enough to abandon Clinton and the Democrats.

And it worked.  All it took for Trump to win Wisconsin, Michigan, and Pennsylvania was a swing of a few hundred thousand votes, a fraction of a percent of total votes cast.

That's how we lost this country.