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It's not clear that Cambridge Analytica did anything very special with their psychographic targeting. But that's not to say that the data, that Facebook and other big data companies have, can't be effectively used for political campaigning. Cambridge University psychology researcher Sandra Matz argues that, in an era when people are disengaged from politics and often ill-informed, micro-targeting voters to connect with their individual concerns could be a useful way to get the population re-engaged with the political process. Jolyon Jenkins presents.

First broadcast on SLICE: Politics and Personality, 15 June 2018.