Political microtargeting: What is all the fuzz about?

Political microtargeting is a strategic political communication practice consisting of (a) segmentation (distinguishing between different voter segments based on data); (b) tailoring (developing specific messages aimed at specific voter segments); and (c) targeting (reaching these voter segments through communication channels). Traditionally this is done by canvassing or making phone calls. In today’s hybrid media environment, social media platforms such as Facebook have opened up new possibilities for political micro-targeting. One striking feature of academic literature and public debates around political microtargeting is the strong focus on normative concerns about this campaign practice. This chapter enriches the discussion on political microtargeting by addressing four key aims: (1) defining political microtargeting, (2) analyzing how politicians employ it strategically, (3) evaluating its electoral effectiveness, and (4) categorizing normative concerns. Through an exploration of recent studies and academic literature, the chapter seeks to offer a more nuanced perspective on this evolving campaign practice.