In the big data era, it is important to learn from Cambridge Analytica and democracy problem. Just because you can, doesn’t mean you should. The New York Times write controversial news on Cambridge Analytica. The British political consulting firm uses 50 million Facebook users in 2014 for the campaign. Right-wing donors to the firm for Trump campaign.
In firm perspective, that is data mining and data analytics. That has no moral problem. That is their job. Their job is to collect data and analysis. That is smart, good and get money. What is a problem? That is business.
Cambridge analytic is not alone. So many companies, business, and politic firm create a data mining about demographic and psychographic then analyze the profiles and target the smallest market segment that they can service. That is marketing process. Then in politic, data help political parties to select most easy people to persuade. Don’t care about intellectual that difficult to persuade. Even though intellectual have a big concern about the public good.
But in another perspective that confronts, that is wrong. They use personal data. People didn’t give permission to use. Somebody or institution can use personal data to create influence and persuasion. The problem is people can not control goal of the persuasion words, because they hide. Trump campaign using personal data to persuade and win.
To collect information, Cambridge using personality quiz app. Then they get 50 million personal data from Facebook. Personality quiz app is like an academic tool to measure our personality.
Big Data and Cambridge Analytica Democracy
With the big data, the election is not about ideas contestation. The election is about targeting. Is big data disturb democracy? A political election is part of the democratic idea, that people free to choose a leader. Leader and participant ideas. In that procedure, freedom, justice, equality, and prosperity for all are created.
With political targeting, is freedom, equality, and justice for all is created? Rich people with big data access will get more power. In the case of Cambridge analytica democracy in question.