What we have been learning the last few days about Cambridge Analytica’s use of purloined Facebook data to assist the Trump campaign reminds me of that famous scene from “Raiders of the Lost Ark”–the scene where Harrison Ford is engaged in a ferocious sword fight, and Ford suddenly pulls out a gun and shoots the other guy.
It’s unexpected–and effective–because it breaks a norm of “fair fighting” that that has shaped our expectations. In a movie, that norm-breaking is entertaining; in our communal life, it is considerably less so.
Cambridge Analytics acquired extensive data on the habits, personal characteristics and preferences of fifty million Facebook users. It used that data to assist the Trump campaign. Sophisticated algorithms targeted users with messages tailored to their particular opinions and biases–messages that, by their nature, went unseen by users who had different perspectives or who might have information with which to rebut “facts” being conveyed.
The New York Times and the London Observer mounted the joint investigation through which the covert operation was uncovered, and Britain’s Channel 4 obtained footage of executives boasting to a reporter posing as a potential client about additional “dirty tricks” the company employed on behalf of its customers: sending “very beautiful” Ukranian sex workers to the homes of opposition figures; offering bribes to candidates while secretly filming them; and a variety of other tactics employing fake IDs and bogus websites.
Who or what is Cambridge Analytica?
The Mercer family owns a majority of the stock in Cambridge Analytics.Before joining Trump’s campaign, Steve Bannon was the company’s vice president. Former national security adviser Michael Flynn served as an adviser to the company.
As Michelle Goldberg wrote in a New York Times op-ed,
After days of revelations, there’s still a lot we don’t know about Cambridge Analytica. But we’ve learned that an operation at the heart of Trump’s campaign was ethically nihilistic and quite possibly criminal in ways that even its harshest critics hadn’t suspected. That’s useful information. In weighing the credibility of various accusations made against the president, it’s good to know the depths to which the people around him are willing to sink.
Her concluding paragraph is particularly pointed.
There’s a lesson here for our understanding of the Trump presidency. Trump and his lackeys have been waging their own sort of psychological warfare on the American majority that abhors them. On the one hand, they act like idiots. On the other, they won, which makes it seem as if they must possess some sort of occult genius. With each day, however, it’s clearer that the secret of Trump’s success is cheating. He, and those around him, don’t have to be better than their opponents because they’re willing to be so much worse.
We now know why Trump insisted that Hillary was “crooked” and the election would be “rigged.” It’s called projection.
My friends who are sports fans become outraged when they believe one team or another has cheated and benefitted from that behavior. (“Deflate-gate anyone?) After all, games have rules, and when rules are broken in order to achieve a win, the game is tarnished. We don’t know who the better player really is.
The “game” of electoral politics has a long history of so-called “dirty tricks,” but nothing of this magnitude–and when those tactics have been detected, they’ve led to widespread condemnation. Americans have a right to expect political combatants to “play fair.” When they don’t, cynicism grows. Trust in government is diminished. Citizens’ compliance with the law declines–after all, if government officials can cheat, people reason they can too.
Trump and his consiglieres in the cabinet and Congress have demonstrated their willingness to bring guns to sword fights–to breach the rules of the game and to sneer at those who”fight fair.”
They pose an existential threat to American government and the rule of law.
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