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
Bidragets oversatte titel | Big data i politisk kommunikation |
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Originalsprog | Engelsk |
Titel | Big Data : Promise, Application and Pitfalls |
Redaktører | John Storm Pedersen, Adrian Wilkinson |
Antal sider | 23 |
Udgivelsessted | 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 |