The Effects of Modern Data Analytics in Electoral Politics

Cambridge Analytica’s Suppression of Voter Agency and the Implications for Global Politics

Authors

  • Evan Oddleifson University of Alberta

DOI:

https://doi.org/10.29173/psur130

Keywords:

Cambridge Analytica, Democracy, Data Analytics, Technology

Abstract

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.

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Published

2020-04-01

How to Cite

Oddleifson, E. (2020). The Effects of Modern Data Analytics in Electoral Politics: Cambridge Analytica’s Suppression of Voter Agency and the Implications for Global Politics. Political Science Undergraduate Review, 5(1), 46–52. https://doi.org/10.29173/psur130

Issue

Vol. 5 No. 1 (2020): Political Science Undergraduate Review

Section

Articles

License

Copyright (c) 2020 Evan Oddleifson

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