How Big Data Influence Elections and Electoral Campaigns?


Blog#8: How Big Data Influence Elections and Electoral Campaigns?
Name: Aileen 蔣慧玲
Student ID: D0726917
Source: https://www.agiliacenter.com/big-data-elections/?lang=en

Big data has a role in politics. Every country need the help of big data during elections and electoral campaigns. However, some companies have misused big data to alter the outcome of presidential election and the Brexit’s referendum.

In the political field, parties use big data to help them find their audience and get to know them better. According to the article, here are some of the benefits of Big Data:

1. Predetermine the electoral behavior of the audience
2. Allow segmentation
3. Extract the likes and interests of the audience, which will give them the ability to carry out political programs that satisfy the needs of the potential voters
4. It measures opinions about problems that matter, such as the socio-economic reality of the country, as well as the cultural tendencies of the population
5. It allows the personalization of electoral campaigns
6. It provokes greater interaction between political parties and the voting population

Cambridge Analytica

Cambridge Analytica is a data processing company that was founded in 2013. There was a scandal that said Cambridge Analytica used data from US Facebook users without their consent for political purposes. These data were resold and used in the last US election Campaign. It also had a great influence on the campaign in favor of the departure of Great Britain from the European Union (Brexit).

Conclusion

Political parties can use big data to help them know more about their voters and adapt their ideals according to their voters. This will lead them to a winning position in an election. However, it is important to not misuse big data.

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