Media literacy 101: Case Studies in Manipulation - Cambridge Analytica the FacebookBrexitTrump Connection

What This Is

Cambridge Analytica & the Facebook-Brexit/Trump Connection refers to the scandal surrounding the use of personal data from Facebook to influence the 2016 US presidential election and the 2016 UK Brexit referendum. This case highlights how data-driven propaganda can be used to manipulate public opinion and sway electoral outcomes. For instance, Cambridge Analytica's use of micro-targeting and emotional appeals helped to bypass rational scrutiny and sway voters in key demographics.

Key Theories & Models

• Propaganda Model (Herman & Chomsky): Five filters (ownership, funding, sourcing, flak, anti-communism/ideology) shape news into pro-establishment narratives – explains why some stories are systematically marginalised.
• Inoculation Theory (McGuire, Compton): Pre-exposing people to weakened versions of misinformation can build resistance – basis for pre-bunking games like “Bad News”.
• Agenda-Setting Theory (McCombs & Shaw): Media can influence public agenda by deciding what issues to cover and how to frame them – explains why some issues get more attention than others.
• Framing Theory (Goffman): Media can shape public perception by selecting and presenting information in a way that creates a particular narrative or interpretation – explains why some stories are presented as crises or scandals.
• Social Identity Theory (Tajfel & Turner): People derive a sense of identity and belonging from group membership – explains why people are more likely to accept information that confirms their group identity.
• Cognitive Dissonance Theory (Festinger): People experience discomfort when confronted with information that challenges their beliefs or values – explains why people may reject information that contradicts their worldview.
• The Spiral of Silence (Noelle-Neumann): People are less likely to express opinions that contradict the majority view – explains why some opinions or perspectives are systematically marginalised.
• The Elaboration Likelihood Model (Petty & Cacioppo): People process information in one of two ways: centrally (thinking) or peripherally (emotionally) – explains why some messages are more persuasive than others.
• The Source Credibility Model (Holvand & Weiss): People are more likely to accept information from credible sources – explains why some sources are more trusted than others.

Step-by-Step Application

1. Identify the source: Determine who is behind the message and what their motivations might be.
2. Analyze the framing: Look for language and imagery that creates a particular narrative or interpretation.
3. Check for logical fallacies: Identify any errors in reasoning or argumentation.
4. Verify the facts: Use fact-checking resources to confirm or deny the accuracy of the information.
5. Consider the context: Take into account the broader social, cultural, and historical context in which the message is being presented.

Common Misconceptions

• Misconception: "Propaganda is just lies."
• Correction: Propaganda can be based on true information, but presented in a way that distorts or manipulates the truth. For example, the tobacco industry's use of "scientific" research to downplay the risks of smoking.
• Misconception: "Smart people can't be fooled."
• Correction: Anyone can be influenced by propaganda, regardless of their intelligence or education. For example, the Cambridge Analytica scandal showed how sophisticated data analysis and emotional appeals can sway even well-informed voters.
• Misconception: "The news is completely objective."
• Correction: All news is filtered through some kind of bias or perspective, whether it's the ownership structure of the media outlet or the personal views of the journalists. For example, the Propaganda Model highlights how five filters can shape news into pro-establishment narratives.

Exam / Case Interview Tips

• Be prepared to distinguish between disinformation and misinformation: Disinformation is intentionally false information, while misinformation is unintentionally false information.
• Understand the difference between framing and agenda-setting: Framing refers to the way information is presented, while agenda-setting refers to the issues that are covered and how they are prioritised.
• Be able to identify astroturfing and grassroots campaigns: Astroturfing involves creating the appearance of grassroots support for a cause or issue, while grassroots campaigns involve genuine, organic support.

Quick Practice Scenario

A news outlet repeatedly pairs the word "crisis" with images of migrants. What framing technique is being used and what is its likely effect?

Answer: The news outlet is using the framing technique of "crisis framing" to create a sense of urgency and danger around the issue of migration. This is likely to have the effect of increasing public anxiety and support for restrictive immigration policies.

Last-Minute Cram Sheet

• Propaganda: Manipulative communication aimed at influencing public opinion or behaviour.
• Cambridge Analytica: Scandal surrounding the use of personal data from Facebook to influence the 2016 US presidential election and the 2016 UK Brexit referendum.
• Facebook-Brexit/Trump Connection: Use of personal data from Facebook to influence the 2016 US presidential election and the 2016 UK Brexit referendum.
• Propaganda Model (Herman & Chomsky): Five filters (ownership, funding, sourcing, flak, anti-communism/ideology) shape news into pro-establishment narratives.
• Inoculation Theory (McGuire, Compton): Pre-exposing people to weakened versions of misinformation can build resistance.
• Agenda-Setting Theory (McCombs & Shaw): Media can influence public agenda by deciding what issues to cover and how to frame them.
• Framing Theory (Goffman): Media can shape public perception by selecting and presenting information in a way that creates a particular narrative or interpretation.
• Social Identity Theory (Tajfel & Turner): People derive a sense of identity and belonging from group membership.
• Cognitive Dissonance Theory (Festinger): People experience discomfort when confronted with information that challenges their beliefs or values.
• The Spiral of Silence (Noelle-Neumann): People are less likely to express opinions that contradict the majority view.
• The Elaboration Likelihood Model (Petty & Cacioppo): People process information in one of two ways: centrally (thinking) or peripherally (emotionally).
• The Source Credibility Model (Holvand & Weiss): People are more likely to accept information from credible sources.
• Astroturfing: Creating the appearance of grassroots support for a cause or issue.
• Grassroots campaigns: Genuine, organic support for a cause or issue.
• Disinformation: Intentionally false information.
• Misinformation: Unintentionally false information.