By George Friedman
Last week, I wrote about the use of marketing in elections. This week, as Facebook CEO Mark Zuckerberg faces a congressional hearing on how Facebook data was used during the 2016 presidential election, I will address one of the critical consequences of marketing. It is a tool used on a global basis to delegitimize elections and, with it, democracy. As I argued last week, the use of marketing, particularly online marketing, has been growing. But this doesn’t necessarily mean it is becoming more effective. It has been claimed that the Russians interfered in the U.S. election by spreading fake news stories to help Donald Trump get elected. It has also been revealed that consulting firm Cambridge Analytica helped run the Trump campaign’s data operations and used social media user data to target certain voters with customized content. The connection between alleged Russian interference and Cambridge Analytica is murky, but they are both being used as examples of how the internet can sway election results. This assumes that such techniques are effective enough to change voters’ minds and influence the outcome of a presidential election.


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