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Restrictions on data-driven political micro-targeting in Germany
Internet Policy Review Pub Date : 2017-12-31 , DOI: 10.14763/2017.4.780
Simon Kruschinski , André Haller

The revitalisation of canvassing in recent elections is strongly related to campaigns ́ growing possibilities for analysing voter data to gain knowledge about their constituents, identifying their most likely voters and serving up personalised messages through individual conversations. The research literature about political micro-targeting hardly ever focusses on campaigns in parliamentary democracies with strict data protection laws. Based on in-depth expert interviews we introduce a framework of constraints in strategic political communication and reveal several restrictions on the macro, meso and micro levels which hinder the implementation of sophisticated data strategies in Germany. We argue that political microtargeting highly depends on system-level contextual factors, budgetary and legal restraints, party structures and even individual decisions and knowledge on behalf of the campaign leadership.

中文翻译:

德国对以数据为依据的政治微观定位的限制

在最近的选举中,拉票活动的振兴与竞选活动日益增长的可能性有关,这些可能性越来越多,可以用于分析选民数据以获取有关选民的知识,确定其最有可能的选民并通过个人对话来提供个性化信息。关于政治微观目标的研究文献几乎没有集中在具有严格数据保护法律的议会民主制国家。在深入的专家访谈的基础上,我们介绍了战略政治沟通中的约束框架,并揭示了在宏观,中观和微观层面上的一些限制,这些限制阻碍了德国实施复杂的数据策略。我们认为,政治微观定位在很大程度上取决于系统级的背景因素,预算和法律限制,
更新日期:2017-12-31
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