WEAPONIZING THE DIGITAL INFLUENCE MACHINE: THE POLITICAL PERILS OF ONLINE AD TECH
Journal Title: Media Literacy and Academic Research - Year 2019, Vol 1, Issue 2
Abstract
We live in time period when advertising dominates both in media and marketing environments. Advertising becomes an absolute and necessary part of the functioning of companies, media concerns and individuals. Individually oriented advertising is often put into the context of politics, especially in times of significant socio-political changes, such as elections. We think that political advertising and political marketing currently represent an important tool of self-presentation and visibility of political opinions and preferences (e.g. in the parties) as well as the candidates themselves in elections. Since today it is increasingly difficult to influence or affect public opinion as a result of a differentiated voter spectrum, electoral campaigns are becoming more and more professional, dynamic and diverse. They often reflect themselves as „rational“ fights for voters. To succeed in elections, political actors acquire different forms of political communication, they work with political market surveys or voter market segmentation to target voters as effectively as possible in their electoral campaign. One of the most significant environments where politicians present themselves is the cyberspace and virtual online interface. For example, in the USA, more money is spent on digital political advertising than on any other media. Analysts even expect that by 2020 more than a half of all global advertising costs will be used for digital advertising
Authors and Affiliations
Vladimíra Hladíková
Keywords
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