Political Microtargeting and Online Privacy: A Theoretical Approach to Understanding Users’ Privacy Behaviors

Social media allow political parties to conduct political behavioral targeting in order to address and persuade specific groups of users and potential voters. This has been criticized: Most social media users do not know about these microtargeting strategies, and the majority of people who are aware...

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Autores principales:	Johanna Schäwel, Regine Frener, Sabine Trepte
Formato:	article
Lenguaje:	EN
Publicado:	Cogitatio 2021
Materias:	online privacy political microtargeting social media affordances social media privacy model Communication. Mass media P87-96
Acceso en línea:	https://doaj.org/article/0ac2db9f5f45466a9b56492f20d070d1
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id	oai:doaj.org-article:0ac2db9f5f45466a9b56492f20d070d1
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spelling	oai:doaj.org-article:0ac2db9f5f45466a9b56492f20d070d12021-11-18T11:14:12ZPolitical Microtargeting and Online Privacy: A Theoretical Approach to Understanding Users’ Privacy Behaviors2183-243910.17645/mac.v9i4.4085https://doaj.org/article/0ac2db9f5f45466a9b56492f20d070d12021-11-01T00:00:00Zhttps://www.cogitatiopress.com/mediaandcommunication/article/view/4085https://doaj.org/toc/2183-2439Social media allow political parties to conduct political behavioral targeting in order to address and persuade specific groups of users and potential voters. This has been criticized: Most social media users do not know about these microtargeting strategies, and the majority of people who are aware of targeted political advertising say that it is not acceptable. This intrusion on personal privacy is viewed as problematic by users and activists alike. The overarching goal of this article is to elaborate on social media users’ privacy perceptions and potential regulating behaviors in the face of political microtargeting. This work is theoretical in nature. We first review theoretical and empirical research in the field of political microtargeting and online privacy. We then analyze how privacy is experienced by social media users during political microtargeting. Building on our theoretical analysis, we finally suggest clear-cut propositions for how political microtargeting can be researched while considering users’ privacy needs on the one hand and relevant political outcomes on the other.Johanna SchäwelRegine FrenerSabine TrepteCogitatioarticleonline privacypolitical microtargetingsocial media affordancessocial media privacy modelCommunication. Mass mediaP87-96ENMedia and Communication, Vol 9, Iss 4, Pp 158-169 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	online privacy political microtargeting social media affordances social media privacy model Communication. Mass media P87-96
spellingShingle	online privacy political microtargeting social media affordances social media privacy model Communication. Mass media P87-96 Johanna Schäwel Regine Frener Sabine Trepte Political Microtargeting and Online Privacy: A Theoretical Approach to Understanding Users’ Privacy Behaviors
description	Social media allow political parties to conduct political behavioral targeting in order to address and persuade specific groups of users and potential voters. This has been criticized: Most social media users do not know about these microtargeting strategies, and the majority of people who are aware of targeted political advertising say that it is not acceptable. This intrusion on personal privacy is viewed as problematic by users and activists alike. The overarching goal of this article is to elaborate on social media users’ privacy perceptions and potential regulating behaviors in the face of political microtargeting. This work is theoretical in nature. We first review theoretical and empirical research in the field of political microtargeting and online privacy. We then analyze how privacy is experienced by social media users during political microtargeting. Building on our theoretical analysis, we finally suggest clear-cut propositions for how political microtargeting can be researched while considering users’ privacy needs on the one hand and relevant political outcomes on the other.
format	article
author	Johanna Schäwel Regine Frener Sabine Trepte
author_facet	Johanna Schäwel Regine Frener Sabine Trepte
author_sort	Johanna Schäwel
title	Political Microtargeting and Online Privacy: A Theoretical Approach to Understanding Users’ Privacy Behaviors
title_short	Political Microtargeting and Online Privacy: A Theoretical Approach to Understanding Users’ Privacy Behaviors
title_full	Political Microtargeting and Online Privacy: A Theoretical Approach to Understanding Users’ Privacy Behaviors
title_fullStr	Political Microtargeting and Online Privacy: A Theoretical Approach to Understanding Users’ Privacy Behaviors
title_full_unstemmed	Political Microtargeting and Online Privacy: A Theoretical Approach to Understanding Users’ Privacy Behaviors
title_sort	political microtargeting and online privacy: a theoretical approach to understanding users’ privacy behaviors
publisher	Cogitatio
publishDate	2021
url	https://doaj.org/article/0ac2db9f5f45466a9b56492f20d070d1
work_keys_str_mv	AT johannaschawel politicalmicrotargetingandonlineprivacyatheoreticalapproachtounderstandingusersprivacybehaviors AT reginefrener politicalmicrotargetingandonlineprivacyatheoreticalapproachtounderstandingusersprivacybehaviors AT sabinetrepte politicalmicrotargetingandonlineprivacyatheoreticalapproachtounderstandingusersprivacybehaviors
_version_	1718420826598932480

Political Microtargeting and Online Privacy: A Theoretical Approach to Understanding Users’ Privacy Behaviors

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