How predictable is voter behavior? Could big data really swing an
election? The past US presidential campaign and the debate about the effectiveness of Cambridge Analytica have fueled
the discourse about the role of data in election campaigning.
The story immediately went viral: Big Data company Cambridge Analytica
and its sophisticated psychographic models helped Donald Trump to secure
the victory in the 2016 presidential election. The story played to all
prevalent fears in the age of big data: privacy, microtargeting,
behavioural steering. But now – with far less media buzz – the
company admits that it was never really involved in the Trump campaign.
What can we learn from this ‘scam’?
Twitter is a widely used short message service. With 313M monthly active
users, it is also an important platform for politicians to reach potential
voters. It thus seems interesting to investigate how some of the most
popular German party’s chairholders use their twitter account and if any
differences between their tweets’ style can be detected.
Twitter ist ein interessantes Ökosystem. In Deutschland dient es
vielmals als direkte Interaktionsplattform zwischen Politikern und
Journalisten. Und so mancher Politiker hat sich mit unbedachten Aussagen
auf Twitter schon selbst ein Bein gestellt.
If one headline were to describe the last months of politics in Europe
and America, it would be “the rise of populism”. In the US, Donald
Trump secured the GOP nomination without any substantial policy plan, and
in Europe populist parties continue to shake up the political environment.