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Title:
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BINDERS FULL OF VOTERS: HOW INFORMATION GATHERED THROUGH TRACKING WAS USED TO TARGET VOTERS IN THE 2012 PRESIDENTIAL ELECTION |
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Author(s):
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Zijun (Jenny) Pang, Christina Pollalis, Alessandra Saluti |
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ISBN:
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978-972-8939-82-3 |
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Editors:
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Piet Kommers and Pedro Isaías |
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Year:
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2013 |
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Edition:
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Single |
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Keywords:
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Tracking, Micro-Targeting, Cookies, Elections, Analytics |
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Type:
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Full Paper |
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First Page:
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155 |
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Last Page:
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161 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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Modern technology and the accessibility of online databases have expanded the reach of information tracking, which played a strong role in the American presidential elections in 2012. Using technological strategies and databases, individuals online activity and offline behavior was tracked and translated into campaign strategies to better target voters. This allowed the campaigns to become more efficient and transmit a more effective message on both the individual and national level. However, the rapid increase of tracking raises questions about privacy, monetary cost and the effectiveness of these strategies, as well as the changes to the election system that they are facilitating. |
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