Political Microtargeting

While the concept of microtargeting, i.e. tailoring a message to certain characteristics of a recipient is a hot topic in communication research, the effects of political microtargeting and comparative aspects are still in its infancy.

Using comparative factorial survey experiments, I am investigating the perception and effects of microtargeting in European countries (the NL, Germany), the US, and Asian countries (India, Japan). We expect in the project that perceptions of these new techniques are deeply interwoven with cultural aspects such as individualism, political aspects such as political trust and partisanship, but also the legal regulations within a society.