Have you been interminably microtargeted by political interest groups that you’ve financially supported in the past? If so, perhaps you can relate to the cynical attitude I’ve developed about the whole process, and why I’ve opted out of four or five overlapping political-interest email lists over the past few weeks.
I don’t have anything negative to say about the microtargeting of undecided voters in the months shortly before an election. This allows campaigns to maximize the efficiency of their operations, and since I’m almost always well-decided well before election day, I appreciate being passed over by the in-person hard-sellers (and so does Katie, our dog, who freaks out at the slightest hint of a visitor at the door). But what has increasingly come to irritate me are the endless email invitations I receive from movements I’ve financially supported in the past – invitations that are clearly seeking ever-more specific information about my particular interests in order to follow up with more specific pleas for funds. If I thought that my signing a petition or taking a poll authored by these groups would have any political impact whatsoever, including altering the priorities of the groups themselves, I might participate. But since the petitions and polls are so transparently merely ploys to gather more data about me for further fundraising purposes, they just cause me to lose interest in the entire political process.
A brief web-search on the topic of political microtargeting indicates that even those who agree with me that such microtargeting “dehumanizes” individuals (by treating them as mere data-points and potential resources to exploit) seldom condemn it. Rather, they cynically accept it as a political necessity. But political parties and interest groups, as well as commercial corporations, ought to beware of the long-term effects their marketing practices might have. Politically conscious individuals may at some point say, “Microtargeted-to enough already!”, and find alternative ways to form political and economic alignments.