In this episode Elizabeth delves into the fascinating world of data and personalization with Hamish Marshall, former National Campaign Manager for the Conservative Party of Canada and seasoned expert at the crossroads of data and politics. They explore the evolution from the Two-Step Flow to the One-Step Flow of Communication, examining how data personalization and the changing media landscape have shifted the way information is disseminated in political campaigns. Hamish shares real-world insights into the practicalities and challenges of data-driven campaigning, touching on the nuances of voter targeting, the effectiveness of door-knocking, and the potential of personalized campaign strategies.

Additional Resources:

• Elizabeth relies on Bennett and Manheim’s article, The One-Step Flow of Communication, to outline the theory. 
• To provide historical context, The Two-Step Flow of Communication by Katz is referenced. 
• For further information on data-driven campaigning, consult Just what is data-driven campaigning? A systematic review by Dommet, Barclay, and Gibson. 
• Hamish discusses the limitations of data targeting in political campaigns, referencing the varied effectiveness of these strategies in different jurisdictions due to privacy laws and data availability. For more information about data laws and availability, consult:
  • Elections Canada’s collection of personal information and data privacy practices,
  • This Reuters article on the use of data in political campaigns in US elections, 
  • This piece about the German government's support of banning the use of personal data in political campaigning, and 
  • The UK’s guidelines for the use of personal data in political campaigns. 

Check out www.polcommtech.ca for annotated transcripts of this episode in English and French.