Big Data in political communication

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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 supporters
Translated title of the contributionBig data i politisk kommunikation
Original languageEnglish
Title of host publicationBig Data : Promise, Application and Pitfalls
EditorsJohn Storm Pedersen, Adrian Wilkinson
Number of pages23
Place of PublicationCheltenham
PublisherEdward Elgar Publishing
Publication dateNov 2019
ISBN (Print)978-1-78811-234-5
ISBN (Electronic)978-1-78811-235-2
Publication statusPublished - Nov 2019

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