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Academic Essay for Topic Algorithmic Persuasion in the Digital Society
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The Socially Accepted Type Of Online Stalking: PoliticalMicrotargeting
Topic: The Role of Algorithmic Persuasion in the Digital Society
Word count: 786
Date: 24/02/2021
Lecturer: Sophie Boerman & Brahim Zarouali
, 1. Introduction
The first time I heard about the Dutch political party Groenlinks was
at a lecture discussing political microtargeting. The second time I heard
about Groenlinks was through an ad before a YouTube video the day after.
Despite not speaking Dutch, I could tell by the subtitles that the video
shown to me was about students, which alarmed me even more. I have
always favoured environmental, left-leaning political parties, and to
receive an ad for a party that represented exactly that in a country I do
not vote in, quite frankly, freaked me out. I had never been aware of my
exposure to such microtargeted messages and after this experience I
have been increasingly aware of them. Political microtargeting (PMT) is a
strategy that can be used in political campaigns where voters’ online data
is collected and then used to show them a personalised political message
(Zuiderveen Borgesius et al., 2018). This technique has been used in
several recent elections, such as in the 2016 US Presidential Election or
the 2015 Brexit referendum, and has been accused of swaying voters
after the Cambridge Analytica scandal (Zarouali, Dobber, Pauw & de
Vreese, 2020). Therefore, it isn’t unthinkable to believe they can affect,
even if in small scales, democratic elections. For this reason, in this essay
I will argue in favour of the statement “Political microtargeting can
influence people in their voting behaviour, and thus threatens democratic
elections”.
2. Argument 1
Firstly, there has been growing scholarly evidence that political
microtargeting can indeed influence or persuade voters’ decisions.
Papakyriakopoulos, Hegelich, Shahrezaye & Medina Serrano (2018)
argued that even though political microtargeting does not force you take
any decisions, it can unconsciously create a conditioned response in
voters in the direction that the political party behind the message
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