Why Am I Seeing That Political Ad? Check Your ‘Trump Resistance’ Score.

… In the run-up to the midterm elections next month, campaigns are tapping a host of different scores and using them to create castes of their most desirable voters. There are “gun owner,” “pro-choice” and “Trump 2024” scores, which cover everyday politics. There are also voter rankings on hot-button issues — a “racial resentment” score, for example, and a “trans athletes should not participate” score. There’s even a “U.F.O.s distrust government” score.

Campaign and media consultants say such political-issue scores make it easier for candidates to surgically target messages to, and mobilize, the most receptive voters. …

But the same nano-targeting that may help mobilize some people to vote could also disenfranchise others as well as exacerbate political polarization, political researchers say. CONTINUED

Natasha Singer, New York Times


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