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Two crates of beer and 40 pizzas: the adoption of innovative political behavioural targeting techniques

Author

Listed:
  • Dobber, Tom
  • Trilling, Damian
  • Helberger, Natali
  • de Vreese, Claes H.

Abstract

Political campaigns increasingly use data to (micro)target voters with tailored messages. In doing so, campaigns raise concerns about privacy and the quality of the public discourse. Extending existing research to a European context, we propose and test a model for understanding how different contextual factors hinder or facilitate data-driven capabilities of campaigns. We applied the model during the 2017 national election campaign in the Netherlands. The results show how data-driven targeting techniques are not only useful in a first-past-the-post system, but also in a proportional representation system, which at first sight seems to be less suitable for such techniques.

Suggested Citation

  • Dobber, Tom & Trilling, Damian & Helberger, Natali & de Vreese, Claes H., 2017. "Two crates of beer and 40 pizzas: the adoption of innovative political behavioural targeting techniques," Internet Policy Review: Journal on Internet Regulation, Alexander von Humboldt Institute for Internet and Society (HIIG), Berlin, vol. 6(4), pages 1-25.
    • Handle: RePEc:zbw:iprjir:214050
    DOI: 10.14763/2017.4.777
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    References listed on IDEAS

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    1. Rachel K. Gibson & Ian McAllister, 2015. "Normalising or Equalising Party Competition? Assessing the Impact of the Web on Election Campaigning," Political Studies, Political Studies Association, vol. 63(3), pages 529-547, August.
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    Cited by:

    1. Dobber, Tom & Ó Fathaigh, Ronan & Zuiderveen Borgesius, Frederik J., 2019. "The regulation of online political micro-targeting in Europe," Internet Policy Review: Journal on Internet Regulation, Alexander von Humboldt Institute for Internet and Society (HIIG), Berlin, vol. 8(4), pages 1-20.
    2. Baldwin-Philippi, Jessica, 2019. "Data campaigning: between empirics and assumptions," Internet Policy Review: Journal on Internet Regulation, Alexander von Humboldt Institute for Internet and Society (HIIG), Berlin, vol. 8(4), pages 1-18.

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