I understand people’s anger and I understand the degree of fear that comes with the idea that we (or, more usually, some other group: “them”) are being manipulated to undermine democracy. But there are good reasons to be sceptical over the claims made for and by Cambridge Analytica (CA).
The basic story is that CA scraped user data off Facebook. Some people equate this with stealing data or an elaborate hack of Facebook, but what they actually did was take information that users left lying around about themselves because they couldn’t/didn’t want to/didn’t know how to make it private. It wasn’t particularly clever, if my interactions with people studying social media are anything to go by then there are probably quite a few academics standing around with their hands in their pockets trying not to look guilty as the current row rumbles on. What sets CA apart is the claims they make for what they did with this information. Developing psychographic profiles of millions of individuals which, they say, they used to create online advertising that was uniquely persuasive and effective. They’ve also claimed, in the Channel 4 videos, to “seed” viral information around the web and to indulge in various types of dirty politics.
I’ll come back some of the other stuff in another post, but first I want to talk about online advertising and why I consider it an unlikely tool for manipulating “the masses”. If your goal is to persuade anyone of anything you could hardly choose a worse weapon than the online display advert. Continue reading