Cambridge Analytica Leaks Reveal Global Psychological Manipulation

On New Year’s Day 2020, Twitter account @HindsightFiles began posting documents from data firm Cambridge Analytica (CA) which expose the extensive infrastructure used to manipulate voters on a global scale.

More than 100,000 documents are said to be released in the coming months, revealing Cambridge Analytica’s activity in a shocking 68 countries, including elections in Malaysia, Kenya, and Brazil. The Guardian reported that the documents come from Brittany Kaiser, a former employee of Cambridge Analytica who turned whistleblower and star of the documentary The Great Hack.

Kaiser told the Guardian:

“I’m very fearful about what is going to happen in the U.S. election later this year, and I think one of the few ways of protecting ourselves is to get as much information out there as possible.”

The latest CA whistleblower has said the dumps will contain previously unreleased emails, project plans, case studies, and negotiations. The HindsightFiles twitter account has posted data on the relationship between Cambridge Analytica and John Bolton, former National Security Adviser to the Trump administration. In 2013, the John Bolton Super PAC paid Cambridge Analytica $650,000 for voter data analysis and digital video ad targeting.

The documents provide more details on that relationship, including using psychographics to play on voters hopes and fears. Psychographics is a methodology which focuses on consumers psychological attributes. Research firms attempt to develop a psychographic profile on various segments of the population by studying personality, opinions, interests, attitudes, values, and behaviors.

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