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Mass Communication Commons

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Communication Technology and New Media

University of Pennsylvania

Big data

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Full-Text Articles in Mass Communication

Advertising, Big Data, And The Clearance Of The Public Realm: Marketers’ New Approaches To The Content Subsidy, Nick Couldry, Joseph Turow Jan 2014

Advertising, Big Data, And The Clearance Of The Public Realm: Marketers’ New Approaches To The Content Subsidy, Nick Couldry, Joseph Turow

Departmental Papers (ASC)

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 ...