The Effects of Modern Data Analytics in Electoral Politics

Abstract

New implementations of data analytical processes in democratic politics deeply affect voter-representative relationships and constitute a substantive challenge to voter agency. This paper examines the effects of social media driven data analytics on voter microtargeting and electoral politics using Cambridge Analytica’s (CA) involvement in the 2016 US Presidential election and the 2010 Trinidad and Tobago General election. It finds that data-driven voter targeting strategies developed by Cambridge Analytica from 2014-2015 are substantially more effective than previously employed strategies. Moreover, these strategies undermine rational choice and consequently impede a country's ability to conduct democratic politics.