Understanding the Cambridge Analytica Scandal: How Big Data Was Used to Influence Elections
In the age of digital technology, personal data has become the currency of the modern world. One major instance of this phenomenon surrounded Cambridge Analytica, an analytics company that played a significant role in major political campaigns, including the Brexit referendum and the 2016 US Presidential Election. This article delves into the origins of the Cambridge Analytica scandal, how big data was implicated, and the consequences of this data-driven political maneuvering.
Origins of the Cambridge Analytica Scandal
The story begins in 2014 when a Cambridge University researcher, Michal Kosinki, coined a new method of data analysis called psychometrics through his app, MyPersonality. Psychometrics, often referred to as psychographics, entails measuring psychological traits such as personality. Traditional methods for assessing personality involved administering questionnaires to individuals. This process, while accurate, was cumbersome and time-consuming.
Kosinki's innovation was the use of online platforms like Facebook to gather personalized data about users' behavior and interests. By analyzing the data collected from user interactions, the app could predict individual psychological traits with remarkable accuracy. Specifically, Kosinki found that even a few likes on Facebook could reveal a substantial amount of information about a person. With this tool, Kosinki could predict a person's behavior with a high degree of precision using just an average of 37 likes.
In 2015, the Strategic Communication Laboratories (SCL) group, a subsidiary of Cambridge Analytica, acquired the tool from Kosinki for a substantial sum of money. SCL, along with its affiliate Cambridge Analytica, then utilized this personal data to influence voter behavior in crucial political campaigns.
Cambridge Analytica's Influence in the US Elections and Brexit Campaign
Alexander Nix, the CEO of Cambridge Analytica, admitted at the Concordia Summit in New York that his company had profiled over 220 million US adults and employed data-driven strategies to influence the outcomes of the 2016 US Presidential Election. The goal was to suppress turnout among potential Clinton voters, focusing on making them feel that their votes were irrelevant. This strategy involved tailoring individualized content delivery, where users saw different messages based on their preferences.
For example, if a Facebook user was an African American and had previously expressed certain views, Cambridge Analytica could ensure that content promoting negative aspects of Hillary Clinton was pushed to their feed. Similarly, if a user was identified as largely supporting Trump, they would receive positive content about the candidate. This personalized messaging approach helped to reinforce candidates' messages and disorient voters, often making them less likely to vote at all.
According to Nix, Cambridge Analytica generated around $15 million over a two-month period for Trump's campaign. This success led to the shutdown of the Cambridge Analytica parent company in 2018, but SCL, the parent company, remains operational.
Consequences and Lessons Learned
Revelations about the Cambridge Analytica scandal sparked a national debate about the role of big data in political campaigns and the ethical implications of data-driven influence on voters. Many critics, including Professor Kosinki, have been vindicated in their warnings about the dangers of psychometrics in a political context. Kosinki himself became a vocal advocate against the misuse of personal data for political ends, emphasizing the importance of safeguarding individual privacy.
The consequences of this scandal extend beyond the immediate political outcomes of 2016. It highlighted the power of big data and the need for stringent regulations to protect personal information from misuse. Companies and governments must work together to ensure that data remains a tool for good, rather than becoming a weapon of influence in the wrong hands.
Conclusion
The Cambridge Analytica scandal serves as a critical case study in the intersection of big data and political influence. It underscores the need for transparency, accountability, and strong regulatory frameworks to protect democracy from the potential abuse of personal data. As we continue to navigate the digital age, it is essential to maintain vigilance and advocate for policies that protect individual rights and uphold the democratic process.