Market research along with social media reveals much about both potential Republican and Democrat voters.
Like so many other aspects of today's political landscape, the debate over microtargeting reflects a clash of two intractable American values: the struggle for individuality, and the desire for privacy. What Gage calls "Big Data," others would call Big Brother. We're social animals, tweeting every trenchant and insipid thought, but, somehow, we still prize anonymity. We're more open than ever, but less trusting. We want things to be easy -- Amazon, tell us which book to buy, Pandora, which song to play -- but we don't want it done behind our backs. Because that makes us feel stupid and tricked.
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