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A couple of years ago, we first learned how big data could influence politics. The way in which we can be influenced by social media is fairly scary…
What if the team supporting a political campaign had information about the opinions, preferences and voting intentions of every individual in a country, and could tailor their campaigning precisely to each voter?
They have it already.
The Vice News article “The Data That Turned the World Upside Down” is the second scariest thing I’ve seen for ages.
It analyses how the harmless-sounding British company Cambridge Analytica uses information gathered from social media – all your “likes”; which shows you watch on TV; every quiz you ever did on Facebook; what you click on; what you buy; what you drive – in fact the whole of so-called “big data” – to build up a picture on you more detailed than anything George Orwell could have imagined.
If the Thought Police in 1984 had had big data, they wouldn’t have needed Room 101. They would have known everything already.
As others have observed, Orwell got total surveillance right. What he didn’t anticipate was people voluntarily putting on line all the information about themselves a potential authoritarian state could ever need.