Social media and microtargeting: Political data processing and the consequences for Germany

Abstract

Amongst other methods, political campaigns employ microtargeting, a specific technique used to address the individual voter. In the US, microtargeting relies on a broad set of collected data about the individual. However, due to the unavailability of comparable data in Germany, the practice of microtargeting is far more challenging. Citizens in Germany widely treat social media platforms as a means for political debate. The digital traces they leave through their interactions provide a rich information pool, which can create the necessary conditions for political microtargeting following appropriate algorithmic processing. More specifically, data mining techniques enable information gathering about a people's general opinion, party preferences and other non-political characteristics. Through the application of data-intensive algorithms, it is possible to cluster users in respect of common attributes, and through profiling identify whom and how to influence. Applying machine learning algorithms, this paper explores the possibility to identify micro groups of users, which can potentially be targeted with special campaign messages, and how this approach can be expanded to large parts of the electorate. Lastly, based on these technical capabilities, we discuss the ethical and political implications for the German political system.