The Data That Turned the World Upside Down
GRASSEGGER, KROGERUS (Jan 28 2017)
Paper’s reference in the IEEE style?
How did you find the paper?
Referenced from the course website 1)https://lo.unisa.edu.au/mod/page/view.php?id=874401
If applicable, write a list of the search terms you used.
Was the paper peer reviewed? Explain how you found out.
This is a newspaper article and was not peer reviewed
Does the author(s) work in a university or a government-funded research institute? If so, which university or research institute? If not, where do they work?
The authors are both reporters with Zurich-based Das Magazin
What does this tell you about their expertise? Are they an expert in the topic area?
What was the paper about?
The article is about work by Cambridge Analytica (CA), the company behind the digital campaign of Donal Trumps presidential race, and the Leave.EU movement as part of Brexit.
CA uses psychometrics, the measure of psychological traits such as personality and the five groups people fit into (OCEAN):
- openness (how open you are to new experiences?)
- conscientiousness (how much of a perfectionist are you?)
- extroversion (how sociable are you?)
- agreeableness (how considerate and cooperative you are?)
- neuroticism (are you easily upset?)
In 2012, Kosinski proved that on the basis of an average of 68 Facebook "likes" by a user, it was possible to predict their skin color (with 95 percent accuracy), their sexual orientation (88 percent accuracy), and their affiliation to the Democratic or Republican party (85 percent).
Kosinski continued to work on the models incessantly: before long, he was able to evaluate a person better than the average work colleague, merely on the basis of ten Facebook "likes." Seventy "likes" were enough to outdo what a person's friends knew, 150 what their parents knew, and 300 "likes" what their partner knew. More "likes" could even surpass what a person thought they knew about themselves.
On the day of the third presidential debate between Trump and Clinton, Trump's team tested 175,000 different ad variations for his arguments, in order to find the right versions above all via Facebook.
The article speculates that CA uses work similar to that develop by Kosinsky to target individual people using methods and language designed to be most influential to them
If applicable, is this paper similar to other papers you have read for this assignment? If so, which papers and why?
If applicable, is this paper different to other papers you have read for this assignment? If so, which papers and why?
This is the first paper about the use of psychometrics, social media and other user data to form individual psychological profiles and customised messaging to influence voting decisions
What do these similarities and differences suggest? What are your observations? Do you have any new ideas? Do you have any conclusions?
This question is to be answered after your critical analysis is completed. Which sections (if any) of your critical analysis was this paper cited in?
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