Trump, the First Facebook President: Why Politicians Need Our Data Too

  • Jennifer Pybus


This chapter considers how advertising platforms like Facebook or companies like Cambridge Analytica leveraged vast amounts of data to produce granulated, psychographic profiles that matched American voters with targeted political messages in the recent Trump elections. In so doing, it begins by examining the relationship between current political practices and the technological changes that have rapidly transformed advertising and marketing industries. It goes on to discuss how processes of datafication should no longer be uniquely understood as economic but also as political to garner influence, raising important questions around the myriad ways in which political parties are now using algorithmic processes to reach potential voters. The chapter concludes by considering the datafied tactics of persuasion or ‘nudge politics’, given the small margins and means by which Trump won.


Cambridge Analytica Psychographic Profiles Datafication American Voters Political Advertising 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© The Author(s) 2019

Authors and Affiliations

  • Jennifer Pybus
    • 1
  1. 1.Digital Culture and SocietyKing’s College LondonLondonUK

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