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دسته بندی:
داده های بزرگ - big data
سال انتشار:
2018
عنوان انگلیسی مقاله:
Social media and microtargeting: Political data processing and the consequences for Germany
ترجمه فارسی عنوان مقاله:
رسانه های اجتماعی و هدف قرار دادن میکرو: پردازش داده های سیاسی و پیامدهای آن برای آلمان
منبع:
SAGE Publications, Big Data & Society July–December 2018: 1–15
نویسنده:
Orestis Papakyriakopoulos , Simon Hegelich, Morteza Shahrezaye and Juan Carlos Medina Serrano
چکیده انگلیسی:
Amongst other methods, political campaigns employ microtargeting, a specific technique used to address the individual
voter. In the US, microtargeting relies on a broad set of collected data about the individual. However, due to the
unavailability of comparable data in Germany, the practice of microtargeting is far more challenging. Citizens in
Germany widely treat social media platforms as a means for political debate. The digital traces they leave through
their interactions provide a rich information pool, which can create the necessary conditions for political microtargeting
following appropriate algorithmic processing. More specifically, data mining techniques enable information gathering
about a people’s general opinion, party preferences and other non-political characteristics. Through the application of
data-intensive algorithms, it is possible to cluster users in respect of common attributes, and through profiling identify
whom and how to influence. Applying machine learning algorithms, this paper explores the possibility to identify micro
groups of users, which can potentially be targeted with special campaign messages, and how this approach can be
expanded to large parts of the electorate. Lastly, based on these technical capabilities, we discuss the ethical and political
implications for the German political system.
Keywords: Microtargeting | social media | Germany | influence | datafication | electorate
قیمت: رایگان
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