Abstract
This chapter will address the growing use of big data in political communication. Since the 1980s, political communication has undergone a professionalization process due to the rise of political marketing (market research, focus groups, targeting advertising). Today, in the era of big data, political communication is moving into a new phase, which we might term ‘Political Marketing 2.0’, in which big data is being used to launch sophisticated micro-marketing initiatives with the aim of targeting highly segmented groups of voters, donors and supporter
| Originalsprog | Engelsk |
|---|---|
| Titel | Big Data : Promise, Application and Pitfalls |
| Redaktører | John Storm Pedersen, Adrian Wilkinson |
| Antal sider | 23 |
| Udgivelses sted | Cheltenham |
| Forlag | Edward Elgar Publishing |
| Publikationsdato | nov. 2019 |
| Sider | 325-347 |
| Kapitel | 16 |
| ISBN (Trykt) | 978-1-78811-234-5 |
| ISBN (Elektronisk) | 978-1-78811-235-2 |
| Status | Udgivet - nov. 2019 |
Citer dette
Aagaard, P. (2019). Big Data in political communication. I J. Storm Pedersen, & A. Wilkinson (red.), Big Data: Promise, Application and Pitfalls (s. 325-347). Edward Elgar Publishing.