E-Campaigns: Use of Big Data, Artificial Intelligence in Hybrid Political Campaigns and the Emergence of Wiki-Leaderships

Abstract

This article is structured into eleven moments, which explain the migration of political campaigns to the  digital age. Thus, this document explains: first, the use  of Bots for political attacks in campaigns. Second, the  automation and mining of digital data, for the design of political campaigns. Third, the use of Big Data and social networks to create databases and issue personalized messages to voters. Fourth, the use of Big  Data and Artificial Intelligence (Data Science) for the  segmentation of the voter market. Fifth, the use of the  metaverse in hybrid political campaigns and the  emergence of wiki-leaderships, in immersive scenarios.  Sixth, data mining and prospective meta-analytic  models. Seventh, the use of Deep fake to create fake  videos in the campaign. Eighth, the Cambridge Analytics  case and campaign fundraising. Ninth, the  automation of campaigns, thanks to virtual platforms.  Tenth, the creation of war rooms and the use of trolls  for political attacks. Eleventh, the metaverse,  cyberpolitics and cyberactivism. The analytical  ramework that governs this research is political  sociology and digital political communication. The methodology used was netnography and participant  observation. In this sense, this article aims to be a  roadmap for academics and political analysts.