New Cambridge Analytica Leaks
Probably the most useful takeaway from CA's approach is that it's useful to realize how malleable opinions are of large swaths of "independent" voters. Ad experts and entertainment companies have known this for decades, but I get the sense the average American citizen still thinks of themselves as a free and independent thinker and not a product of their environment.Problem is, even if they are a free and independent thinker, voting populations are large enough that the "average is the outcome" phenomenon comes into play, and voters are on average demonstrably vulnerable to coercion. Not enough to flip people's opinions 180 degrees, but enough to, say, get a reality TV star elected over a politician with a checkered history (that has itself been subject to decades of effort and millions spent to make said history checkered).