Political Microtargeting in Liberal Democracies THREATS AND RECOMMENDATIONS FOR THE USE OF ARTIFICIAL INTELLIGENCE IN POLITICAL CAMPAIGNING
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2022-01-01
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en
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Political Microtargeting (PMT) is the use of data-driven voter research in personalized political campaigning. It is used to find voters most susceptible to political advertisements, and to tailor the advertising to a voter’s specific interests. Previous research has shown that PMT can influence democratic processes. To decide on the validity of this practice, we look at what is valued within a certain type of democracy, and then decide whether or not these values are endangered by the use of PMT. In this thesis we define PMT, and show to what extent AI changed scale and efficacy of it. We then claim that the liberal democratic values of liberty, equality, privacy, data security, development of character, deliberation, transparency and political participation are threatened by its use. Lastly, we provide technical design solutions for designers of microtargeting algorithms that support these values, as well as policy recommendations to regulate the use of these techniques to protect the liberal democratic values.
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Faculteit der Sociale Wetenschappen