Microtargeting

Political elites and organizations increasingly employ online microtargeting. The Cambridge Analytica scandal in 2018 made this an often discussed and increasingly studied topic. In this entry, the definition of microtargeting, its normative discussions, practices, and impact are discussed. Political microtargeting involves collecting online data, identifying individuals, and delivering tailored messages to these individuals, often through intermediaries like Meta and Google. Debates about microtargeting deal with the impact of these digital strategies on democracy, with concerns about voter deception and the spread of misinformation. Yet, it also has the potential to diversify election messages and engage disengaged citizens. Interestingly, research suggests that, in general, the impact of microtargeting is considered conditional and small with a limited to small impact on changing voter preferences.