Marketing Case

Business / Microtargeting Case

Microtargeting Case

Book Report Microtargeting Case and over other 20 000+ free term papers, essays and research papers examples are available on the website!

Autor: people 15 January 2012

Tags:

Words: 949 | Pages: 4

Views: 265

Read Full Essay

Join Now!

Do you agree that political microtargeting signals the dehumanization of politics?

Political microtargeting is a computational tool used by the political parties in the election campaigns to categorize voters into different groups according to their specific characteristics. While we agree that political microtargeting signals the dehumanization of politics, there are many positive aspects that acknowledge the contribution of microtargeting in the economy.

The reason why microtargeting indicates the dehumanization of politics is that it analyzes the voters and categorizes them according to their family sizes, spending patterns, specific behaviours and choices, and so forth, which touches on the surface of people's privacy. This is accomplished through transactional and analytical information. Essentially, transactional information contains all the records of single business process or unit of work; in other words, these information are enough to describe people's daily life, such as what they bought using credit cards, when they went to work by using clock on system, and where they went by taking airline service. Analytical information then organizes transactional information to support the performance of managerial analysis. After, political parties send them personalized messages to influence a favorable vote out of them just so they can win the election. Furthermore, they use power and money to implement and handle this information without regards to the voters' rights. Moreover, analyzing data and calculating voters' responses before the election does not sound ethical. It is not fair to the voters and it is not a fair way to gain their votes in order to win the election. It invades on their privacy to be spied on in that manner and having their information be used that way. It might very well be considered illegal since privacy rights are a general law.

In contrast, microtargeting displays many more positive characteristics that overshadow the downside of using this tool. To begin with, microtargeting has become popular in the election because it helps the candidates identify potential swing voters whom have not yet been recognized by the traditional database. This increases the probability of candidates getting more votes and winning