Cambridge Analytica: A Case Study In Behaviorism Run Amok

Photo by Jefferson Santos on Unsplash

Using information about people to manipulate them is nothing new. Psychologists refer to theory of mind as the capacity to attribute various mental states to others. Once we begin developing a theory of mind, using information we’ve acquired on others to our advantage follows very quickly. While this isn’t a uniquely human ability, our capacity for language and large brains have enabled us to take far greater advantage of it than any other species on the planet.

One indicator of a theory of mind is the ability to deceive. Animals do it all the time. In some cases deception is actually hardwired into a creature’s biology by evolution. Even in insects and plants we can find examples of false signals intended to convey the message to potential predators that they are poisonous when in fact they are not. But when it comes to skullduggery humanity can reach levels of sophistication other species couldn’t even begin to imagine, let alone implement.

The latest example of the use of information mined from our social environment and exploited for nefarious purposes involves the use of data gathered on around 50 million Facebook users by Cambridge Analytica, a company specializing in targeting voters and consumers on behalf of clients in order to “move them to action.”