I read a couple of things recently that made me feel like a number. The shorter of the two was “The Master’s Tools” by Arielle Pardes, which appeared in Wired 28.18. (I’ve been reading Wired for years and just realized that they don’t use months to mark their issues.) The other is the book Mindf*ck: Cambridge Analytica and the Plot to Break America by Christopher Wylie.
Both detail how the seemingly innocent trail of Internet data we leave behind can be used by politicians to aim targeted messages at the most receptive audiences.
In a nutshell, the political message to a white, Catholic gunowner who lives on a farm is most effective if it is crafted differently from the one for a black professional who lives in a city. Facebook is one of the prime sources for the data that allows politicians–and other businesses–to slice and dice people and tell them what they want to hear.
Even if the message is not blatantly misleading, there’s something wrong with the inability to tell every voter the same thing.
I avoid Facebook and many other social media platforms because I do not want all kinds of information collected about me and sold to people who want to sell me something. I don’t like being a target.
Back in 1978, Bob Seger wrote the song, “I Feel Like a Number.” I thought I understood it then. I really understand it now. [Link to lyrics and audio]
Thanks for the warning, Bob.