Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/271329 
Year of Publication: 
2023
Citation: 
[Journal:] Internet Policy Review [ISSN:] 2197-6775 [Volume:] 12 [Issue:] 1 [Year:] 2023 [Pages:] 1-22
Publisher: 
Alexander von Humboldt Institute for Internet and Society, Berlin
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.
Subjects: 
Political campaigns
Microtargeting
Social media
Data campaigning
Personal data protection
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article

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