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At the core of the concept is the use of data and analytics to craft and convey a tailored message to a subgroup or individual members of the electorate. PMT refers to the use of different communications (mail, phone, canvassing, direct mail, and social media advertising, etc.) to communicate and build a relationship with prospective voters. Political micro-targeting (PMT), however, only became prominent in recent election cycles. Political parties, candidates, and campaigns have a long history of classifying and segmenting the ‘voter market’ in order to optimise their messages to different profiles. Political targeting is not a new phenomenon. Micro-targeting, the quantified persuasionĭaniel Kreiss, University of North Carolina at Chapel Hill Political micro-targeting: a Manchurian candidate or just a dark horse? Towards the next generation of political micro-targeting research It is time to take a critical look at political micro-targeting Simon Kruschinski, Johannes Gutenberg University Mainz Restrictions on data-driven political micro-targeting in Germany Tom Dobber, Damian Trilling, Natali Helberger, & Claes H. Two crates of beer and 40 pizzas: the adoption of innovative political behavioural targeting techniques Mauricio Moura, The George Washington University WhatsApp in Brazil: mobilising voters through door-to-door and personal messages Jeff Chester, Center for Digital Democracy The role of digital marketing in political campaigns
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Political micro-targeting: A Manchurian candidate or just a dark horse? Towards the next generation of political micro-targeting researchīalázs Bodó, Natali Helberger, & Claes H. And finally, we call for distancing PMT research from the hype surrounding the new PMT capabilities, and the moral panics that quickly develop around its uses. We point out that the incorporation of such new factors calls for the sophistication of research designs, which currently rely too much on qualitative methods, and use too little of the data that exists on PMT. We argue that PMT research must develop a better understanding of law, especially in Europe, where the regulatory frameworks around platforms, personal data, political and commercial speech do shape the use and effectiveness of PMT. One of the most under-researched macro-level factors is law. We argue that we need to decouple research from the US context, and through more non-US and comparative research we need to develop a better understanding of the macro, meso, and micro level factors that affect the adoption and success of PMTs across different countries. In this article we identify the points where we think we need to further develop our analytical capacities around PMT. Yet, we still know little about whether PMT is a tool with such destructive potential that it requires close societal control, or if it’s “just” a new phenomenon with currently unknown capacities, but which can ultimately be incorporated into our political processes. Political micro-targeting (PMT) has become a popular topic both in academia and in the public discussions after the surprise results of the 2016 US presidential election, the UK vote on leaving the European Union, and a number of general elections in Europe in 2017.