Objective
This PoC proposes an Election Monetization Observatory (EMO) as a research infrastructure to examine the feasibility of measuring hidden advertising in election content on social media, combining scientific insights with the practical knowledge of political content creators and journalists. Politicians and their apparatus of marketing agencies, business connections and lobbyists are openly and unequivocally embracing influencer marketing and content creation tactics. And most importantly, they are shifting their budgets towards marketing by content creators. Content monetization is an emerging unmonitored space creating a data void that breeds dis/misinformation and covert manipulation operations by electoral stakeholders. Existing election or social media observatories lack insights into these new developments. Open source tools available in this space, when accurate and not deprecated, have minimal (if at all) documentation and instructions. Moreover, tools are generally scattered and lacking a conceptual framework that can give context about their role and limitations. To bridge this gap, EMO aims to conceptualize, collect, validate and share computational tools that can be self-deployed in a user-friendly way by relevant stakeholders such as academics, public authorities, journalists, NGOs or even citizens. This innovation has a two-fold impact: (a) it democratizes and empowers knowledge users by becoming immediately available as a transparent, do-it-yourself investigation architecture; and (b) it enables a new path for scientific research on election integrity in particular and advertising more broadly, by shedding light on the content monetization ecosystem. EMO is uniquely co-designed by academics and a popular political YouTuber.
Fields of science (EuroSciVoc)
CORDIS classifies projects with EuroSciVoc, a multilingual taxonomy of fields of science, through a semi-automatic process based on NLP techniques. See: The European Science Vocabulary.
CORDIS classifies projects with EuroSciVoc, a multilingual taxonomy of fields of science, through a semi-automatic process based on NLP techniques. See: The European Science Vocabulary.
- social sciences media and communications journalism
- social sciences political sciences political policies civil society civil society organisations nongovernmental organizations
- social sciences political sciences political transitions elections
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Programme(s)
Multi-annual funding programmes that define the EU’s priorities for research and innovation.
Multi-annual funding programmes that define the EU’s priorities for research and innovation.
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HORIZON.1.1 - European Research Council (ERC)
MAIN PROGRAMME
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Topic(s)
Calls for proposals are divided into topics. A topic defines a specific subject or area for which applicants can submit proposals. The description of a topic comprises its specific scope and the expected impact of the funded project.
Calls for proposals are divided into topics. A topic defines a specific subject or area for which applicants can submit proposals. The description of a topic comprises its specific scope and the expected impact of the funded project.
Funding Scheme
Funding scheme (or “Type of Action”) inside a programme with common features. It specifies: the scope of what is funded; the reimbursement rate; specific evaluation criteria to qualify for funding; and the use of simplified forms of costs like lump sums.
Funding scheme (or “Type of Action”) inside a programme with common features. It specifies: the scope of what is funded; the reimbursement rate; specific evaluation criteria to qualify for funding; and the use of simplified forms of costs like lump sums.
HORIZON-ERC-POC - HORIZON ERC Proof of Concept Grants
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Call for proposal
Procedure for inviting applicants to submit project proposals, with the aim of receiving EU funding.
Procedure for inviting applicants to submit project proposals, with the aim of receiving EU funding.
(opens in new window) ERC-2025-POC
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Net EU financial contribution. The sum of money that the participant receives, deducted by the EU contribution to its linked third party. It considers the distribution of the EU financial contribution between direct beneficiaries of the project and other types of participants, like third-party participants.
3584 CS Utrecht
Netherlands
The total costs incurred by this organisation to participate in the project, including direct and indirect costs. This amount is a subset of the overall project budget.