social networks

Global Spectator, by Andrés Ortega Psychographic advertising: the global battle to sway minds

It’s nothing new. Much indeed was known or suspected: specifically, that by using data from social media it is possible to send and personalise messages –true and otherwise– to reach many millions of individual users (who, even if pseudonymous, are real) or groups of them. Using Facebook data this [...]

Global Spectator, by Andrés Ortega Big states, big business, troubled societies

Shop window, megaphone and venue for discreet meetings: Davos is all these things. The main participants at the most recent World Economic Forum were the major states –geopolitical problems sometimes stem from others of lesser calibre– and the large technology and IT companies. It has been held at a [...]

Global Spectator, by Andrés Ortega The chessboard and the networks

Joseph Nye described the complex post-Cold War world as akin to three chessboards on which one has to play simultaneously: a chessboard of military power, dominated by the US; an intermediate multipolar board of economic power; and a more diverse realm of non-state actors. Anne-Marie Slaughter, in a book [...]

Mental borders and the clash of ignorance

Humanity is on its way to settling in a global village. In a world where physical distances become shorter and information flows at top speed, the concept of borders takes on different forms. There are physical and political borders which are built to separate those who are different, or [...]

Global Spectator, by Andrés Ortega Social media and democracy: Trump harnessed the power of algorithms

The US presidential elections have shown that democracy has changed, and the means of obtaining victory, too. Hillary Clinton’s team (despite winning the popular vote) erred. It spent more than US$200 million on TV advertising, twice what Donald Trump spent. Clinton also spent US$30 million on the social media [...]

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