Let’s focus on Data! This week’s TLDR provides an overview of the main findings from a recent study published in the Party Politics Journal.
Data as a campaign tool
The growing importance of data in political campaigning is evident. Data empowers political actors to make cost-efficient decisions, it enhances communication efforts, and facilitates campaign organisation and evaluation. This recent study highlights how political parties increasingly perceive data-driven campaigning as a valuable tool to navigate contemporary trends, including the fragmentation of media landscapes, the pervasive influence of data in society, the growing individualisation of voters, and the heightened electoral volatility observed across democratic nations. By focusing on political parties, especially their internal practices and structures, this research recognises their crucial role in political discourse and the democratic process.