14.2 Big data, algorithms, and political microtargeting

Big data and algorithms are reshaping media and democracy. They analyze our online behavior, helping campaigns target us with personalized messages. This raises concerns about privacy and manipulation, as seen in scandals like Cambridge Analytica.

Political microtargeting uses these tools to reach specific voter groups. While it can boost engagement, it may also fragment public discourse and spread misinformation. The media plays a crucial role in informing us about these practices and their implications.

Big Data and Algorithms in Media and Democracy

Defining Big Data and Algorithms

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• Big data refers to large, complex datasets generated and collected from various sources (social media, online transactions, digital devices)
• Characterized by volume, variety, and velocity
• Algorithms are sets of rules or instructions used to process and analyze big data
  • Designed to identify patterns, make predictions, and automate decision-making processes

Big Data and Algorithms in Media and Politics

• In media and democracy, big data and algorithms analyze user behavior, preferences, and opinions
  • Can be leveraged to shape public discourse, influence political outcomes, and target specific audiences with tailored messages
• Raises concerns about privacy, transparency, and potential for manipulation
  • Collection and analysis of personal data can influence individuals' beliefs and behaviors without their explicit knowledge or consent
  • Example: Cambridge Analytica scandal, where personal data from Facebook was used to create psychographic profiles and target voters with personalized political messages

Political Microtargeting and Democracy

Defining Political Microtargeting

• Political microtargeting uses big data and algorithms to identify and target specific groups of voters with personalized political messages
  • Based on demographic, psychographic, and behavioral characteristics
• Involves collecting and analyzing data from various sources (voter registration records, consumer databases, social media profiles)
  • Creates detailed voter profiles and segments the electorate into distinct groups
• Political campaigns use microtargeting to deliver tailored messages, advertisements, and content through various channels (social media, email, direct mail)
  • Aims to persuade voters to support a particular candidate or cause

Implications for Democratic Processes

• Positive implications:
  • Can help campaigns engage with voters more effectively, increase political participation, and address specific concerns of different constituencies
  • Example: Obama's 2012 campaign used microtargeting to mobilize supporters and increase voter turnout among key demographics
• Negative implications:
  • Can lead to fragmentation of the public sphere, spread of misinformation, and manipulation of voters' opinions and behaviors based on personal data
  • Example: Russian interference in the 2016 US presidential election, where targeted ads and fake news were used to influence voter opinions and suppress turnout among certain groups

Ethics of Big Data in Politics

Privacy Concerns

• Collection and use of personal data for political purposes raise significant privacy concerns
  • Individuals may not be aware of how their data is being gathered, analyzed, and used to influence their political opinions and decisions
• Lack of transparency in the use of algorithms for political microtargeting can lead to the spread of misinformation, propaganda, and targeted manipulation
  • Criteria and processes used to generate and disseminate political messages are often opaque and unaccountable

Social and Political Inequalities

• Use of big data and algorithms can exacerbate existing social and political inequalities
  • Certain groups may be disproportionately targeted or excluded based on their demographic or behavioral characteristics
  • Can lead to reinforcement of biases and discrimination
• Concerns about the impact of microtargeting on the integrity of democratic processes
  • Can lead to polarization of the electorate, suppression of dissenting voices, and undermining of public trust in political institutions and media outlets

Ethical Guidelines and Regulations

• Ethical use of big data and algorithms in political campaigns requires development and enforcement of regulations and guidelines
  • Ensures transparency, accountability, and fairness in the collection, analysis, and use of personal data for political purposes
• Example: The European Union's General Data Protection Regulation (GDPR) sets strict rules for the collection and use of personal data, including for political purposes

Media Scrutiny of Big Data in Politics

Informing the Public

• Media plays a crucial role in informing the public about the use of big data and algorithms in political campaigns
  • Includes potential benefits, risks, and ethical implications of these practices
• Investigative journalism can help uncover hidden practices and actors involved in the collection, analysis, and use of personal data for political purposes
  • Sheds light on the opaque and often unaccountable nature of these processes
• Example: The Guardian's reporting on the Cambridge Analytica scandal, which exposed the company's use of personal data for political profiling and targeting

Fostering Public Discourse

• Media provides a platform for experts, activists, and policymakers to discuss and debate the ethical, legal, and social implications of big data and algorithms in politics
  • Fosters public awareness and engagement on these issues
• Example: Media coverage of congressional hearings on social media and political advertising, which brought attention to the need for greater regulation and oversight of these practices

Media's Own Use of Big Data and Algorithms

• Media itself is not immune to the influence of big data and algorithms
  • News organizations increasingly rely on these technologies to analyze audience behavior, personalize content, and optimize their business models
  • Can lead to reinforcement of biases and fragmentation of the public sphere
• To effectively scrutinize the use of big data and algorithms in politics, media needs to:
  • Develop technical expertise and ethical frameworks necessary to critically analyze and report on these complex and rapidly evolving technologies
  • Be transparent about its own use of these tools