Big Data, Big Questions| Advertising, Big Data and the Clearance of the Public Realm: Marketers' New Approaches to the Content Subsidy

Authors

  • Nick Couldry LSE
  • Joseph Turow University of Pennsylvaniz

Keywords:

Big data

Abstract

This article addresses implications for democracy of two interconnected developments involving big data and the media. One is the targeting of consumers for advertising by marketers and the new data-capture industry that supports them. The other involves the transformation of advertisers’ approach to subsidizing media content production. We describe these developments and consider their consequences for democratic life, drawing on classical and recent democratic theory (Paine, Dahl, Mouffe, Rosanvallon). We conclude that big data’s embedding in personalized marketing and content production threatens the ecology of connections that link citizens and groups via information, argumentation, empathy, and celebration as members of a shared social and civic space. Unless challenged, these developments risk eliminating the connective media necessary for an effective democracy.

Author Biographies

Nick Couldry, LSE

Professor

Joseph Turow, University of Pennsylvaniz

Robert Lewis Shayon Professor of Communication

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Published

2014-06-16

Issue

Vol. 8 (2014)

Section

Special Sections

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