Book Log: Targeted
Jun. 19th, 2025 05:50 pm![[personal profile]](https://www.dreamwidth.org/img/silk/identity/user.png)
I picked up Brittany Kaiser's Targeted: My Inside Story of Cambridge Analytica and How Trump, Brexit and Facebook Broke Democracy when it first came out in paperback a handful of years ago, but hadn't read it because, well, I figured it'd be stressful. And it is stressful to read, which I have just done, considering where the world has gone since the first Trump election! But I think it worked out in the end because the book is already dated, and that helps to put some things in perspective in how facebook is no longer the powerhouse it once was, and our understanding of Big Data and data protection has evolved somewhat.
So Kaiser was an employee and eventual whistleblower of Cambridge Analytica (CA), I think it's quite widely known now how CA used Big Data to develop highly detailed psychographics of US voters to manipulate them in the 2016 election, especially towards the goal of voter suppression. What the book does is provide Kaiser's understanding of the timeline of events plus the details of the wheeling and dealing of players behind the scenes who were funding and/or moving money around, plus how the data was scraped and hidden in the first place (like, I knew all those facebook quizzes were part of data scraping and psychological profiling, but reading about it is still upsetting). But Kaiser says she had no hand in the data herself, since she was mostly pitching customers towards signing a contract before handing off to the operations team.
Since Kaiser didn't handle data herself I didn't get what I would've loved to know more about, which is how manipulation happens, beyond Kaiser's description of customized advertisments to incite anger and fake grassroots movements, but we knew that already. The psychology of it is interesting, and I would've liked deeper analysis of how to process news in a noisy world, and of the psychological and societal consequences we're still living in. But that's not the point of the memoir, and Kaiser's main emphasis is the attempt to redeem herself for her role in CA by focusing on data protection moving forward, which feels at this point a little horse-out-of-barn situation, but that doesn't mean we can't become more conscious of our online safety and support legislation to better protect everyone's privacy. (Facebook also being a case study of new social media being the wild wild west and allowing such abuse because no one knew what to protect themselves from.)
Plus when I say the book is dated, I'm also specifically referring to how Kaiser's exit strategy to get out of CA was to join the blockchain community.👀
So Kaiser was an employee and eventual whistleblower of Cambridge Analytica (CA), I think it's quite widely known now how CA used Big Data to develop highly detailed psychographics of US voters to manipulate them in the 2016 election, especially towards the goal of voter suppression. What the book does is provide Kaiser's understanding of the timeline of events plus the details of the wheeling and dealing of players behind the scenes who were funding and/or moving money around, plus how the data was scraped and hidden in the first place (like, I knew all those facebook quizzes were part of data scraping and psychological profiling, but reading about it is still upsetting). But Kaiser says she had no hand in the data herself, since she was mostly pitching customers towards signing a contract before handing off to the operations team.
Since Kaiser didn't handle data herself I didn't get what I would've loved to know more about, which is how manipulation happens, beyond Kaiser's description of customized advertisments to incite anger and fake grassroots movements, but we knew that already. The psychology of it is interesting, and I would've liked deeper analysis of how to process news in a noisy world, and of the psychological and societal consequences we're still living in. But that's not the point of the memoir, and Kaiser's main emphasis is the attempt to redeem herself for her role in CA by focusing on data protection moving forward, which feels at this point a little horse-out-of-barn situation, but that doesn't mean we can't become more conscious of our online safety and support legislation to better protect everyone's privacy. (Facebook also being a case study of new social media being the wild wild west and allowing such abuse because no one knew what to protect themselves from.)
Plus when I say the book is dated, I'm also specifically referring to how Kaiser's exit strategy to get out of CA was to join the blockchain community.👀