How Big Data Becomes Psy Ops and Tilts the World Towards its Own Aims: Next Stop, Public Education
The psy ops tactics used to get Donald Trump elected to the U.S. Presidency (still having gag reflex) are the same ones being used in public schools, using children as their “data” source. Given the power they had on influencing the electorate, imagine what they could do with 12 years of public school data collected on your child.
What data? And how was it used?
A psychologist named Michael Kosinski (see full report) from Cambridge developed a method to analyze Facebook members, using the cute little personality quizzes or games. What started as a fun experiment resulted with the largest data set combining psychometric scores with Facebook profiles ever to be collected. Dr. Kosinski is a leading expert in psychometrics, a data-driven sub-branch of psychology. His work is grounded on the Five Factors of Personality theory which include something called OCEAN: openness, conscientiousness, extraversion, agreeableness, and neuroticism.
So many people volunteered their personal information to play these games and take these quizzes that before long Kosinski had volumes of data from which he could now predict all sorts of things about the attitudes and behaviors of these individuals. He applied the Five Factors (Big Five Theory) model (well-known in psychometric circles) and developed a system by which he could predict very personal and detailed behaviors of individuals on a level deeper than had been accessed by prior models or systems.
Enter Cambridge Analytica (CA), a company connected to a British firm called SCL Group, which provides governments, political groups and companies around the world with services ranging from military disinformation campaigns to social media branding and voter targeting. CA indirectly acquired Kosinksi’s model and How Big Data Becomes Psy Ops and Tilts the World Towards its Own Aims: Next Stop, Public Education | educationalchemy:
