反亚裔网络仇恨言论呈上升趋势--美国各大品牌在无意中为其提供资助

2021 年第一季度，发表针对亚洲人的种族主义言论的网站获得了 1.53 亿美元的数字广告收入

New York, NY - May 13, 2021 - Since the outbreak of the COVID-19 pandemic, the Asian American community has experienced a 145% increase in hate crimes; with incidents ranging from verbal harassment to deadly assaults. Despite widespread condemnation of these acts, Nielsen’s newly published study, part of the Asian American Diverse Intelligence Series report, Hope And Action, found that anti-Asian hate speech online actually increased in the beginning of this year. And while many major U.S. brands have taken action to combat racism targeting Asian Americans, some of these same companies are also unintentionally funding online hate speech through their advertising. From January – March 2021, $153 million was spent on digital ads on U.S.-based URLs that have published content with anti-Asian rhetoric. The top ad categories monetizing this hate speech included TV stations and networks ($29.7 million ad spend), department stores ($6 million), apparel ($4.1 million), miscellaneous retail ($3.9 million), travel ($629,000), and arms and ammunition ($122,000). 

尼尔森的研究采用了人工智能技术，发现在 1280 个网站 URL 上出现了 250 多个广告活动，这些广告活动使用了种族主义术语，以及与冠状病毒起源、亚洲人和中国有关的阴谋。这些攻击性内容被分离出来后，共发现了 5,000 多条广告。发现十几家财富 500 强公司和至少 66 个品牌的广告活动与包含反亚洲仇恨言论的内容相邻。  

数字内容中由广告支持的反亚裔仇恨言论 

From news reporting to op-eds, incendiary terms (e.g., “China virus,” “Wuhan plague”) and subjective language connecting blame for the pandemic to Chinese and Asian people has been pervasive across digital content. Nielsen also found that certain key words and phrases have actually increased this year as the U.S. approached the one year anniversary of national lockdown orders in March. News sites that published articles flagged as including anti-Asian hate speech were visited by 38.1 million people during first-quarter 2021. 

2021 年 3 月，近三分之一的仇恨言论来自一个网站。这一个域名从百货商店、杂项组织以及服装、鞋类和配饰商店这三大广告类别中获得了超过 10 万美元的数字广告收入。 

What brands can do right now 

尼尔森的调查结果表明，品牌有机会采取行动反对资助网络仇恨言论。尼尔森敦促公司及其广告合作伙伴在出现对亚裔美国人社区和品牌有害的语言时要不断进行审查。此外，广告服务器必须考虑如何在其算法中反映言论的变化。 

"尼尔森广告主和行业执行副总裁杰伊-丹尼斯（Jay Dennis）表示："随着消费者对品牌和企业的要求越来越高，企业的社会责任现在已经关系到品牌安全。"尼尔森很高兴能为营销人员带来新的产品和衡量标准，使品牌能够做出更好的决策，支持具有包容性和代表性的内容，避免将内容置于仇恨言论的邻近位置"。

关于亚裔美国人社区

自 2000 年以来，美国 50 个州和哥伦比亚特区的亚裔人口都有所增加。根据仇恨与极端主义研究中心（Center for the Study of Hate and Extremism）的数据，在COVID-19大流行之后，全国反亚裔仇恨犯罪的比例激增了145%（2020年与2019年相比）。这些事件在以下城市的发生率也达到了惊人的水平：纽约（833%）、费城（200%）、克利夫兰（200%）、圣何塞（150%）、波士顿（133%）和洛杉矶（114%）。  

“In this evolving digital media landscape and as consumers demand more accountability, brands need to be increasingly diligent about the kinds of platforms their ads appear on and the types of content they support; whether it’s directly or inadvertently,” stated Patricia Ratulangi, Nielsen VP, Global Communications, Diversity Equity & Inclusion. “Companies need to ensure their advertising dollars aren’t fueling anti-Asian sentiment online, which puts Asian American communities at risk.” 

“Corporate accountability is more essential than ever to Asian Americans,” said Connie Chung Joe, CEO of Asian Americans Advancing Justice – Los Angeles. “While it’s certainly not easy, brands will need to take a more conscientious approach towards their digital advertising spending if they want to truly stand with this community. The connection between online hate speech and hate crimes in real life is undeniable.” 

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