Surveillance capitalism and modulation of human behavior: a digital environment as an enabling space for voter manipulation?
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Abstract
This article seeks to understand how Cambridge Analytica strategically used Facebook users’ digital footprints to modulate public opinion during the 2016 US presidential election. It adopts Shoshana Zuboff’s concept of surveillance capitalism as a theoretical basis, and employs the hypothetico-deductive method, grounded in a literature review and case studies. Research demonstrates Artificial Intelligence’s influence on a hyperconnected society’s political processes. It reveals that psychographic profiling and content micro-segmentation enabled sophisticated forms of electoral manipulation, based on emotional activation and control of individual behavior behind voters’ backs. The study concluded that a lack of transparency and algorithmic opacity represents a serious threat to informational self-determination and democratic integrity, which requires strong forms of legal technological regulation.
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