Research Mon­i­tor Microtargeting

Election campaigns in the digital age

The iRights.Lab think tank produces a regular Research Monitor on behalf of the State Media Authority of North Rhine-Westphalia.

Ger­man and Euro­pean researchers have thus far dealt only ten­ta­tive­ly with the topic of micro­tar­get­ing in elec­tion cam­paigns. Most of the research projects and sci­en­tif­ic papers on the sub­ject are from the USA. Since Barack Obama’s elec­tion cam­paign in 2008 at the lat­est, it has become clear that both Democ­rats and Repub­li­cans in the US are employ­ing mas­sive­ly data-dri­ven process­es in their elec­tion cam­paigns. In the paper State of Research: Micro­tar­get­ing in Ger­many and Europe, we sum­ma­rize the cur­rent expert debate on micro­tar­get­ing in polit­i­cal com­mu­ni­ca­tion, point to gaps in the research and pro­vide sug­ges­tions on where new work is needed. 

The paper was com­mis­sioned by the Lan­desanstalt für Medi­en NRW. The pub­li­ca­tion can be down­loaded (Ger­man) free of charge from the Media Authority’s web­site and from our own.


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