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Political microtargeting is sometimes presented as a revolution in political campaigning. Sending citizens tailored political messages is considered effective, efficient, and modern, especially in the Netherlands. In this article we dive deeper into the concept of microtargeting. We compare modern-day microtargeting and political campaigns in the pre-mass party era, who already tailored political messages to individual citizens as early as in the 1900’s. We describe similarities and differences between the ‘old’ and ‘new’ campaigns to illustrate how, conceptually, both forms of ‘microtargeting’ do not differ that much. Finally, we conclude that while the concept may be similar, the practice does differ. Technology not only enables political parties to reach unparalleled levels of granularity, but also to spread messages on an incomparable scale. Thus, we may speak of old wine in new bottles. But the new bottles may be so dominant that they have changed the old taste of the wine.