Microtargeting

politicians have always shown different faces to different audiences
- they want to figure out exactly what people want to hear
- Mit rohmney, fundraising event with leader or something
- Mass communication makes this harder to do
- Rayid Ghani data effort for Obama 2012 campaign
- Applied advertising tactics
- Interviewed thousands of people to group 'like minded' people, dive into national databases etc to come up with a good campaign
Sounds like advertisements etc... grouping people into buckets
Nice slides, decent pacing
relaxed
Value of voter can rise and fall
Cambridge Analytica
- 40 million us voters' FB profiles to rank based on personality traits
- Republican Jewish Coalition convened in Las Vegas, web advertisements pledging cruz's support to israel were shown exclusively in the hotel
- very small grained
Is it ethical to make targeted political advertisements
75% of advertisement buying power is television

Polarization

creating small groups leads to disconnection between groups.
Gaslighting a population because everyone believes something completely different
Media companies also group their viewers

60 minutes interview Frances Haugen.
- Anonymous complaints with law enforcement
Haugen worked in an area to combat misinformation
Safeguards were disbanded too early
- contributed to January 6th riots
Algorithm has been deliberately tuned to favor hateful and rousing content to retain user attention
Well aware of instagram's affects on teen girls
- concerns raised internally, regarding changes to algorithm to amplify hate
- rejected systematic approaches to reduce hateful and divisive posts
  - they prefer to decide on a case by case basis
high profile users get exempted from rule enforcement, including hate speech and misinformation
They have made a ton of money, from ad revenue
Inflammatory content pays well, motivating fb to not police it
Insightful, interesting, citations on every slide, nice slides, additional sources