Participatory Propaganda in Seven Simple Steps

20
21
the Cruz and Trump campaigns purports to be
using similar tracking techniques 24 to identify target
audiences and create customised, persuasive
messaging intended to illicit a specific response.
There has been some debate as to how genuine
Cambridge Analytica’s claims are 25 – but it isn’t so
much whether these techniques happened in the
2016 presidential campaign or not, it is that this
• Group #1: The Supporters – This group
consists of people who already support the
candidate and as such make the most ideal
candidates to become propagandists in a
participatory propaganda model. In terms
of Trump, this would include the 681,864
people following Eagle Rising, the 249,720
behind Citizens for Trump, and the 29,121
who like Wake Up & Reclaim America.
can be persuaded. People are more likely
to believe those familiar 26 to them or those
they view as influential, 27 and 20% of those
surveyed by Pew Research Centre in 2016
said “they’ve modified their stance on a social
or political issue because of material they saw
on social media, and 17%” had perspectives
changed this way about a political candidate. 28
• Group #4: The Forgetables – this group is not
likely to change their mind. In the 2016 election
example, these are the die-hard Clinton
supporters. Nothing Trump could say would
ever persuade this group to switch sides. The
tactic for mitigating this group is to drown out
their attempts to propagandise The Unlikelys.
Of course, each segment can be further divided for
is where things are headed regardless. The fact is,
Content delivered to this group will aim to
• Group #3: The Unlikelys – this group
hyper-targeted messaging campaigns, but this is a
that there is a wealth of information collected about
encourage their active support in spreading
has fundamentally opposing views to the
quick generalisation. With knowledge of who the
each and every one of us when we engage online.
a propaganda message. The Supporters will
propagandist such that they are never likely
audiences are and what makes them tick – it’s on
This data can paint a very accurate picture of who
be called on to help recruit the next group;
to be swayed, however, they are also not
to step two.
you are, which can in turn be used to segment you
yet fervently behind the opposing camp. In
into ‘target audiences’, and feed very manipulative
• Group #2: The Winnables – these people
a political campaign, the aim with this group
content aimed at provoking an intended response.
are possible supporters who are likely to be
is to discourage them from supporting the
swayed with the proper message delivered
opponent. No vote at all is better than a vote
For example, voters in the 2016 U.S. presidential
by the right person at the appropriate time.
for the other candidate.
election might be broken out in the following
The Winnables might not be on board at
broader audience groups:
the outset, but via their connections to The
Supporters or sentiments on key issues they