Algorithms and Populism: Practices in Microtargeting

Abstract

This article argues that populist governments generate disruptive narratives through two distinct methods: (1) knowledge and manipulation of the algorithmic parameters and (2) manipulation and amplification of propaganda content. This article demonstrates that recommender systems of the online platforms enable the power to microtarget sensitive communities and to generate and amplify misinformation and propaganda. This is made possible through personalization, where content and users are formed into clusters on the basis of the history and context of the users and the content. Since data protection bills vary vastly across countries, unequal and often inadequate protection is available across geographical regions.

Populist leadership can use technological tools such as spyware or aides to create strong narratives. Examples include the following: This is your Digital Life app used by Cambridge Analytica for Brexit propaganda or Pegasus spyware, used in the Indian subcontinent. The access to parameters varies from simplistic features of specific clusters such as age group, gender to political affiliations, individual interest in events, or industrial affiliations. Many of the parameters remain unrevealed by the platforms because of a lack of regulation or strong demand. This form of manipulation and control threatens the ideals of a global democratic framework, expected from the online public sphere, such as autonomy, freedom of speech, and plurality. The control and relationship shared by the corporate and governmental stakeholders pose a challenge to the individual capacity of users to make rational-critical discourse. Constant regulation of parameters, audits to check power, and campaigns to increase technological awareness are an urgent need.