Manipulating Citizens: How Political Campaigns’ Use of Behavioral Social Science Harms Democracy

Abstract Critical theorists in the mid-twentieth century argued that behavioral social science by its nature conceptualizes knowledge as the power to predict and control. As such, rather than serving as a source of enlightenment or emancipation, social science risked functioning as a tool for dominating and manipulating the public.The power of this criticism, however, was undermined by the behavioral revolution’s initial failure to produce theories that offered much prognostic power. Recent methodological and technological developments in the social sciences have begun to generate an impressive ability to predict human behavior, especially when combined with new innovations in marketing and computer science. Disturbingly, political campaigns and interest groups, especially in the US, appropriate this new knowledge to try to alter the beliefs and behaviors of voters. This development bodes ill for US democracy and other liberal democracies where the use of these techniques is likely to increase. It turns citizens into objects of manipulation and undermines the public sphere by thwarting public deliberation, aggravating political polarization, and facilitating the spread of misinformation.