Political Microtargeting – on the Possibility of a Polish Version of the American Cambridge Analytica Scandal from 2016

Abstract

The use of political microtargeting, a technique of political market segmentation based on an algorithm that allows personalising campaign materials catered to individual voters, is on the rise with political campaigns across the world. Trump’s 2016 campaign provides an example of it being used in an ethically-questionable way that entails personal data infringement. The article looks at the possibility of using it in a similar way in Poland. To this end, the author presents a comparative analysis of a number of elements that make up the political landscapes of the United States and Poland.