Synergy of Micro-Targeting and Social Networks in Political Communications (The Role of Social Media in US Presidential Campaign 2012)
Download paperPhD Student at the Chair of Foreign Journalism and Literature, Faculty of Journalism, Lomonosov Moscow State University, Moscow, Russia
e-mail: aseverse@gmail.comSection: Advertising and Public Relations
The article is dedicated to the new political technology — synergy of micro targeting and social media. Barak Obama is relying on the new technology in his 2012 reelection campaign. Potentially, the new technology could have a substantial impact on the process of democratic elections. On one hand, microtargeting with social media yields innovative ways of voter mobilization and political engagement. On the other, it leads to voter discrimination, manipulation, and invasion of privacy.