Big Data in political communication

Research output: Chapter in Book/Report/Conference proceedingBook chapterResearchpeer-review

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 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
PublisherEdward Elgar Publishing
Publication dateNov 2019
Chapter16
Publication statusAccepted/In press - 2019

Cite this

Aagaard, P. (Accepted/In press). Big Data in political communication. In J. Storm Pedersen, & A. Wilkinson (Eds.), Big Data: Promise, Application and Pitfalls Edward Elgar Publishing.
Aagaard, Peter. / Big Data in political communication. Big Data: Promise, Application and Pitfalls. editor / John Storm Pedersen ; Adrian Wilkinson. Edward Elgar Publishing, 2019.
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Aagaard, P 2019, Big Data in political communication. in J Storm Pedersen & A Wilkinson (eds), Big Data: Promise, Application and Pitfalls. Edward Elgar Publishing.

Big Data in political communication. / Aagaard, Peter.

Big Data: Promise, Application and Pitfalls. ed. / John Storm Pedersen; Adrian Wilkinson. Edward Elgar Publishing, 2019.

Research output: Chapter in Book/Report/Conference proceedingBook chapterResearchpeer-review

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AB - 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

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Aagaard P. Big Data in political communication. In Storm Pedersen J, Wilkinson A, editors, Big Data: Promise, Application and Pitfalls. Edward Elgar Publishing. 2019