ABSTRACT
This chapter reviews the literature of the contemporary mechanisms of political campaigning and organizing taking place in the hybrid and networked media ecology. This functions as a literature review covering topics such as data collection, data analytics, political advertisements online, and online campaigning. This chapter argues that the practices of data collection and advertising are uniquely tied to identity production in post-modern politics. Voting then becomes an expression of identity rather than rational deliberation. Technologies also provide specific affordances and barriers for political actors to mobilize groups—the effect of which will be seen in subsequent chapters. Many of these issues resonate with the 2016 and 2018 elections in the United States and the controversies that followed.
