Safeguarding Democracy in the Age of Data-Driven Political Microtargeting

Syrine Melliti

Master's thesis

Safeguarding Democracy in the Age of Political Microtargeting

Abstract:

In the digital age, this research delves into the multifaceted nexus between data privacy, political advertising, and the sustenance of democratic ideals, driven by the urgent inquiry: "Does political microtargeting threaten democracy?" Focusing particularly on the repercussions of microtargeting regarding data privacy, societal polarization, and the efficacy of regulatory measures like the GDPR, this study aims to decode public perceptions of data-driven political advertisements and their resulting influence on democratic values. Through a comprehensive survey (N=87), a dominant apprehension surrounding the misuse of data in microtargeting campaigns emerges. This sentiment of unease is further accentuated in an interview. Detailed statistical analyses reveal that a majority of respondents view political microtargeting as a potential threat to democracy. Individuals exposed to targeted ads are notably more predisposed to perceive manipulation. In contrast, those uncertain about such exposure mainly feel unmanipulated, suggesting a significant information gap and a lack of awareness among the populace. The findings of the survey underscore the delicate balance required to preserve democratic values in the increasingly complex realm of data-driven politics. In conclusion, the research advocates for improvements in both technological measures and legislative frameworks. These enhancements address growing public skepticism, emphasizing the imperative for heightened transparency, thoughtful regulation, and rigorous oversight. Such measures are crucial to ensure the sanctity of democratic principles as politics continue to evolve within an ever-digitalizing landscape

Abstract:

In the digital age, this research delves into the multifaceted nexus between data privacy, political advertising, and the sustenance of democratic ideals, driven by the urgent inquiry: "Does political microtargeting threaten democracy?" Focusing particularly on the repercussions of microtargeting regarding data privacy, societal polarization, and the efficacy of regulatory measures like the GDPR, this study aims to decode public perceptions of data-driven political advertisements and their resulting influence on democratic values. Through a comprehensive survey (N=87), a dominant apprehension surrounding the misuse of data in microtargeting campaigns emerges. This sentiment of unease is further accentuated in an interview. Detailed statistical analyses reveal that a majority of respondents view political microtargeting as a potential threat to democracy. Individuals exposed to targeted ads are notably more predisposed to perceive manipulation. In contrast, those uncertain about such exposure mainly feel unmanipulated, suggesting a significant information gap and a lack of awareness among the populace. The findings of the survey underscore the delicate balance required to preserve democratic values in the increasingly complex realm of data-driven politics. In conclusion, the research advocates for improvements in both technological measures and legislative frameworks. These enhancements address growing public skepticism, emphasizing the imperative for heightened transparency, thoughtful regulation, and rigorous oversight. Such measures are crucial to ensure the sanctity of democratic principles as politics continue to evolve within an ever-digitalizing landscape.

Keywords

PMT, Democracy, GDPR

Keywords

PMT, GDPR, Democracy

Language used: English

Date on which the thesis was submitted / produced: 24. 8. 2023

Thesis defence

• Date of defence: 7. 9. 2023
• Supervisor: Marek Hudík
• Reader: Gabriela Koľveková

Vysoká škola ekonomická v Praze

Master programme:
Management