A Theoretical Framework for Targeting and Tailoring in Data-Driven Political Campaigning on Social Media
By
Simon Kruschinski
An everything bagel for the brain. Substantive, layered, well-seasoned.
Summary
This article presents a theoretical framework for understanding two key practices in data-driven campaigning (DDC): targeting (selecting which audiences receive campaign messages) and tailoring (adapting messages for specific audiences). It examines how political campaigns use voter data, analytics, and technology to inform strategic communication decisions, with a specific focus on political social media advertising. The paper develops a conceptual framework to distinguish between and analyze these practices, contributing to the academic understanding of modern election campaigning methods.
Key quotes
· 2 pulledData-driven campaigning (DDC) has fundamentally changed the conduct of election campaigns worldwide, as parties increasingly rely on voter data, analytics, technology, and personnel to inform strategic decisions about communication, resource allocation, and mobilization efforts
targeting, which involves selecting which audiences receive campaign messages, and tailoring, which refers to adapting messages for specific audiences
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