Associate Professor Young Mie Kim discusses her project, Digital Ad Tracking and Analysis (DATA), examines micro-targeting in political campaigns

Young Mie Kim

Young Mie Kim has a theory about voters. Each one is basically a collection of data points that determine how that person will vote.

“In the data age, voters are defined based on an algorithm, based on a construction and reconstruction of data,” she said.

Two months after an election where political campaigns were blamed or credited for relying on voter data to an unprecedented degree, Kim, a professor and researcher at the University of Wisconsin-Madison’s School of Journalism and Mass Communication, is studying how campaigns used that data in Wisconsin and across the country.

To read the entire article, go to The Capital Times.