Personality Profiles in Politics Essay

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New Technologies

When searching for new technologies, a company called Cambridge Analytica was identified to be an emerging tech firm. The company is a subsidiary of a London-based firm that has established itself in the industry of psychological operations (psych ops). The company is now working in politics and has recently been employed by the Ted Cruz campaign for the U.S. Presidency and the company can create customizable marketing messages that are based on psychological profiles (Issenberg, 2015). Psychologist use what is known as the "big 5" personality traits to create something referred to as a personality inventory.

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The big five traits include openness, agreeableness, extraversion, neuroticism, and conscientiousness.

Analytica can shift through a mountain of data to build personality profiles for virtually everyone. It uses data collected by public information available through memberships, shopping behavior, demographic composition, and many other sources. An algorithm is then used to build a personality profile from the data and each profile has a….....

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