How Political Campaigns Use Personal Data
Really interesting report from Tactical Tech.
Data-driven technologies are an inevitable feature of modern political campaigning. Some argue that they are a welcome addition to politics as normal and a necessary and modern approach to democratic processes; others say that they are corrosive and diminish trust in already flawed political systems. The use of these technologies in political campaigning is not going away; in fact, we can only expect their sophistication and prevalence to grow. For this reason, the techniques and methods need to be reviewed outside the dichotomy of ‘good’ or ‘bad’ and beyond the headlines of ‘disinformation campaigns’.
All the data-driven methods presented in this guide would not exist without the commercial digital marketing and advertising industry. From analysing behavioural data to A/B testing and from geotargeting to psychometric profiling, political parties are using the same techniques to sell political candidates to voters that companies use to sell shoes to consumers. The question is, is that appropriate? And what impact does it have not only on individual voters, who may or may not be persuad-ed, but on the political environment as a whole?
The practice of political strategists selling candidates as brands is not new. Vance Packard wrote about the ‘depth probing’ techniques of ‘political persuaders’ as early as 1957. In his book, ‘The Hidden Persuaders’, Packard described political strategies designed to sell candidates to voters ‘like toothpaste’, and how public relations directors at the time boasted that ‘scientific methods take the guesswork out of politics’.5 In this sense, what we have now is a logical progression of the digitisation of marketing techniques and political persuasion techniques.