The British firm Cambridge Analytica has been in the news recently about its role in influencing elections in various countries around the world. It specializes in what is known as microtargeting. This is where it gathers up all manner of information about individuals and creates profiles that suggest how they can be motivated in a particular way, using targeted messaging aimed at them to trigger their fears about an opponent. While much of this can be considered legitimate even if creepy, what has been revealed is that the company also produces false ‘news’ items that become viral and has engaged in illegal activities on behalf of its clients.
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