Hacking the citizenry?: Personality profiling, ‘big data’ and the election of Donald Trump

This article examines the reported use of ‘big data’ analysis by Cambridge Analytica in support of Donald Trump's presidential campaign. It investigates the transformations enveloping the overlapping worlds of politics, technology and social science. In particular, it critically reviews new developments in the field of psychometrics that have enabled researchers to harvest vast quantities of data by accessing social media platforms such as Facebook. The article also assesses claims that predictive analytics and ‘psychographics’ led to Trump's unexpected victory. The article concludes with a broader discussion about the state of political discourse in an era of digital communication.