Big Data in political communication

Bidragets oversatte titel: Big data i politisk kommunikation

Publikation: Bidrag til bog/antologi/rapportBidrag til bog/antologiForskningpeer review


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
TitelBig Data : Promise, Application and Pitfalls
RedaktørerJohn Storm Pedersen, Adrian Wilkinson
Antal sider23
Udgivelses stedCheltenham
ForlagEdward Elgar Publishing
Publikationsdatonov. 2019
ISBN (Trykt)978-1-78811-234-5
ISBN (Elektronisk)978-1-78811-235-2
StatusUdgivet - 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.