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Political microtargeting: Towards a pragmatic approach

Author

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  • Aagaard, Peter
  • Marthedal, Selma

Abstract

It has become increasingly popular for scholars to investigate the technology of political, personal microtargeting (PMT). We review a sample of 62 research articles in the field of political PMT and argue that these studies can be grouped according to different orientations: an interpretative orientation, either expressing hopes for voter mobilisation or strong concerns for democracy and voter manipulation, or a descriptive orientation, viewing PMT as a supplement to the traditional elements of political campaigns. We argue that these two orientations must continuously be mixed thoughtfully in a pragmatic approach that addresses public concerns on highly empirical grounds to avoid technological myths.

Suggested Citation

  • Aagaard, Peter & Marthedal, Selma, 2023. "Political microtargeting: Towards a pragmatic approach," Internet Policy Review: Journal on Internet Regulation, Alexander von Humboldt Institute for Internet and Society (HIIG), Berlin, vol. 12(1), pages 1-22.
    • Handle: RePEc:zbw:iprjir:271329
    DOI: 10.14763/2023.1.1690
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