Political microtargeting: Towards a pragmatic approach

Peter Aagaard; Selma Marthedal

doi:10.14763/2023.1.1690

Political microtargeting: Towards a pragmatic approach

Peter Aagaard^*, Selma Marthedal

^*Corresponding author for this work

Department of Social Sciences and Business

Research output: Contribution to journal › Journal article › Research › peer-review

Abstract

It has become increasingly popular for scholars to investigate the technology of political, personal microtargeting (PMT). We review a sample of 62 research articles in the field of political PMT and argue that these studies can be grouped according to different orientations: an interpretative orientation, either expressing hopes for voter mobilisation or strong concerns for democracy and voter manipulation, or a descriptive orientation, viewing PMT as a supplement to the traditional elements of political campaigns. We argue that these two orientations must continuously be mixed thoughtfully in a pragmatic approach that addresses public concerns on highly empirical grounds to avoid technological myths.

Translated title of the contribution	Politisk mikro-targeting: På vej mod en pragmatisk tilgang
Original language	English
Journal	Internet Policy Review
Volume	12
Issue number	1
Number of pages	22
ISSN	2197-6775
DOIs	https://doi.org/10.14763/2023.1.1690
Publication status	Published - 24 Mar 2023

Keywords

Political campaigns
Microtargeting
Social media
Data campaigning
Personal data protection

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10.14763/2023.1.1690Licence: CC BY

Political microtargeting Towards a pragmatic approachFinal published version, 403 KBLicence: CC BY

Cite this

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KW - Social media

KW - Data campaigning

KW - Personal data protection

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