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Restrictions on data-driven political micro-targeting in Germany

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  • Kruschinski, Simon
  • Haller, André

Abstract

The revitalisation of canvassing in recent elections is strongly related to campaigns´ growing possibilities for analysing voter data to gain knowledge about their constituents, identifying their most likely voters and serving up personalised messages through individual conversations. The research literature about political micro-targeting hardly ever focusses on campaigns in parliamentary democracies with strict data protection laws. Based on in-depth expert interviews we introduce a framework of constraints in strategic political communication and reveal several restrictions on the macro, meso and micro levels which hinder the implementation of sophisticated data strategies in Germany. We argue that political micro-targeting highly depends on system-level contextual factors, budgetary and legal restraints, party structures and even individual decisions and knowledge on behalf of the campaign leadership.

Suggested Citation

  • Kruschinski, Simon & Haller, André, 2017. "Restrictions on data-driven political micro-targeting in Germany," Internet Policy Review: Journal on Internet Regulation, Alexander von Humboldt Institute for Internet and Society (HIIG), Berlin, vol. 6(4), pages 1-23.
    • Handle: RePEc:zbw:iprjir:214051
    DOI: 10.14763/2017.4.780
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    Citations

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    Cited by:

    1. Dobber, Tom & Ó Fathaigh, Ronan & Zuiderveen Borgesius, Frederik J., 2019. "The regulation of online political micro-targeting in Europe," Internet Policy Review: Journal on Internet Regulation, Alexander von Humboldt Institute for Internet and Society (HIIG), Berlin, vol. 8(4), pages 1-20.
    2. Kerr, Aphra & Musiani, Francesca & Pohle, Julia, 2019. "Editorial – Communication and internet policy: a critical rights-based history and future," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 8(1), pages 1-16.
    3. Berg, Sebastian & Rakowski, Niklas & Thiel, Thorsten, 2020. "Die digitale Konstellation. Eine Positionsbestimmung," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 30(2), pages 171-191.
    4. Katharina Baum & Olga Abramova & Stefan Meißner & Hanna Krasnova, 2023. "The effects of targeted political advertising on user privacy concerns and digital product acceptance: A preference-based approach," Electronic Markets, Springer;IIM University of St. Gallen, vol. 33(1), pages 1-17, December.
    5. Maxim Senkov & Arseniy Samsonov, 2024. "Should Politicians be Informed? Targeted Benefits and Heterogeneous Voters," Papers 2401.04273, arXiv.org.
    6. Baldwin-Philippi, Jessica, 2019. "Data campaigning: between empirics and assumptions," Internet Policy Review: Journal on Internet Regulation, Alexander von Humboldt Institute for Internet and Society (HIIG), Berlin, vol. 8(4), pages 1-18.
    7. König Pascal D., 2020. "Why Digital-Era Political Marketing is Not the Death Knell for Democracy: On the Importance of Placing Political Microtargeting in the Context of Party Competition," Statistics, Politics and Policy, De Gruyter, vol. 11(1), pages 87-110, June.
    8. Kerr, Aphra & Musiani, Francesca & Pohle, Julia, 2019. "Editorial – Communication and internet policy: a critical rights-based history and future," Internet Policy Review: Journal on Internet Regulation, Alexander von Humboldt Institute for Internet and Society (HIIG), Berlin, vol. 8(1), pages 1-16.

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