That is because most of the population is either set on voting for a particular candidate or is extremely unlikely to vote. This is nothing new and appears to be doing what it’s supposed to do – targeting a small audience group that is more likely to buy your product. This is catastrophic for democracy. One victim was Mitt Romney, who ran for president not as himself, but as a thin slice of himself. The public discussions around these practices have largely been guided by the thought that microtargeting might have a devastating effect on democracy. Die Definition von Microtargeting ist sehr vielseitig, denn es bezeichnet verschiedene datenbasierte Marketingstrategien, welche durch Cluster-Analyse und Data-Mining identifizierte Zielgruppen mit passgenauen Werbe- und Image-Botschaften ansprechen. Candidates have always thought about different groups and how to persuade and mobilize them, it's just that now they can be more precise about it. Both individuals and companies use microtargeting commercially and non-commercially. Microtargeting (also called micro-niche targeting or micro-targeting or people-based targeting) is a marketing strategy that capitalizes on the consumer’s demographic, psychographic, geographic, and behavioural data to predict his buying behaviour, interests, opinions, and influence that behaviour with the help of a hyper-targeted advertising strategy. The data from people's digital footprints is analysed to create and convey messages that reflect an individual's preferences and personality. Consumers don’t want to feel like they’re being sold to, so without providing your audience with engaging content that triggers an emotional response, your brand is doomed to fail. They knew your age, your gender, your address, and a couple of other data points, and with some creativity they could infer other things about you (for instance, one campaign I worked on sent a mailer about gay issues to any household with two people over 30 of the same gender living together). In this study, we have constructed a political deepfake (video and audio), and study its effects on political attitudes in an online experiment (N = 278). "While the effects are reasonably strong, they should not be overestimated. Political Microtargeting and Personality Traits Our digital footprints offer political actors a wealth of detailed information to mobilize and persuade us as citizens by means of political microtargeting (PMT; Zuiderveen Borgesius et al., 2018). Literature on effects of PMT-techniques is scarce. By clicking accept or continuing to use this site you are agreeing to our cookies policy. Nah. In this world, much of the concern over micro-targeting reads as a classic “third-person effect”, where scholars and journalists presume that members of the public are more affected by campaign advertising than they themselves are. The ensuing global collapse in public support for Big Tech has prompted companies like Google and, most notably, Apple, to embrace a privacy-first message in public that promises to limit the effects of microtargeting, if not to eliminate it altogether. A microtargeting strategy will rarely target more than a small portion of the voting population. But Brooks sees the slaves of microtargeting failing everywhere: The other victims include the Democratic senators in red states. There wasn't some halcyon time decades ago when a candidate would give exactly the same speech at the chamber of commerce, the union hall, and the ladies' sewing circle. But his column today is worthy of comment, because it gets at something that I've been thinking about for a while, raises an important issue about how campaigns are conducted today, and still manages to be utterly wrong. The present study fills this gap in the field of psychological persuasion (Matz et al., 2017) by answering two research questions. Considering the size of the Latino A politician delivering a speech to the Chamber of Agriculture will likely address different topics than she would if speaking at a labour union meeting. While the concept of microtargeting, i.e. Find out more about CW's Innovation programmes, including our work with the R&D team of global hair styling device designer, ghd. But, The Alt-Labor Chronicles: America’s Worker Centers, David Brooks: Wrong On the Effects of Microtargeting, Wrong For America. 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