Open AccessThe Effects of Modern Data Analytics in Electoral Politics
Author(s) -
Evan Oddleifson
Publication year - 2020
Publication title -
political science undergraduate review
Language(s) - English
Resource type - Journals
eISSN - 2562-1289
pISSN - 2562-1270
DOI - 10.29173/psur130
Subject(s) - politics , agency (philosophy) , analytics , democracy , political science , presidential election , voting , voter registration , public administration , political economy , sociology , data science , computer science , social science , law
New implementations of data analytical processes in democratic politics deeply affect voter-representative relationships and constitute a substantive challenge to voter agency. This paper examines the effects of social media driven data analytics on voter microtargeting and electoral politics using Cambridge Analytica’s (CA) involvement in the 2016 US Presidential election and the 2010 Trinidad and Tobago General election. It finds that data-driven voter targeting strategies developed by Cambridge Analytica from 2014-2015 are substantially more effective than previously employed strategies. Moreover, these strategies undermine rational choice and consequently impede a country's ability to conduct democratic politics.