Big Data and Political Communication

Dear Colleagues,

The rapid rise of Big Data has revolutionized the landscape of political communication, fundamentally reshaping how campaigns are conducted, how politicians engage with the electorate, and how information flows through society. Today, political actors leverage vast amounts of data to influence voting behaviors, craft tailored messages, and micro-target specific segments of the population. This transformation opens up new opportunities for political strategies, but it also presents profound challenges to democratic values, transparency, and fairness.

At the heart of this change lies the growing role of social media platforms, which have become the primary venues for political discourse. Platforms like Facebook, Twitter, and Google wield unprecedented power over public opinion, often bypassing traditional media gatekeepers. The case of Donald Trump's use of Twitter during the 2016 U.S. elections, and the recent shifts in platform policies under Elon Musk’s leadership of Twitter, highlights the immense influence these platforms hold in shaping political narratives. Yet, the lack of effective regulation surrounding the use of data and digital communication continues to amplify risks, from misinformation to the manipulation of voters.

The growing influence of populism across the globe further complicates this issue. Big Data has been instrumental in the rise of populist movements, enabling leaders to tailor messages that resonate with specific fears and grievances, while undermining traditional political discourse. As these technologies evolve, the following question arises: how can democracies adapt to a world where data-driven political communication challenges the very foundations of political legitimacy and public trust?

This dossier seeks to explore these critical questions. How do Big Data and political communication intersect in a world dominated by digital media and algorithmic decision making? What are the ethical implications of micro-targeting and voter manipulation? And most urgently, what role should legislation and regulation play in ensuring that these technologies do not undermine democratic processes but rather enhance transparency, equity, and fairness?

Key Questions for Research

• How does Big Data influence political messaging and voter behavior in contemporary campaigns?
• In what ways does the micro-targeting of voters using personal data contribute to political polarization and the rise of populism?
• What ethical dilemmas arise from the use of Big Data in political communication, particularly in terms of privacy, manipulation, and transparency?
• How have social media platforms like Twitter, Facebook, and Instagram reshaped the dynamics of political debate, and what is their responsibility in regulating political content?
• What lessons can be learned from the use of Twitter in the 2016 U.S. election and the role of Elon Musk in reshaping platform policies?
• To what extent do current regulatory frameworks address the challenges posed by Big Data in political communication, and where are they failing?
• Can Big Data enhance or hinder the legitimacy of elections and the broader democratic process?

This Special Issue aims to illuminate the future of political communication in the age of Big Data, offering a nuanced understanding of its potential to transform democratic practices—both for better and for worse.

Dr. Ana María Velasco Molpeceres
Dr. Ricardo Domínguez-García
Prof. Dr. Graciela Padilla-Castillo
Guest Editors

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• big data
• political communication
• populism
• social media influence
• micro-targeting
• political polarization
• misinformation
• data privacy
• electoral integrity
• digital regulation