The impact of Data Science in elections.
Tags: datascience, analytics, datascientist, classifiers
Published: 2022-01-29 22:43:34

**_
(The return of Cambridge Analytica?)_**

Just how strongly could technology (data science) alter votes in general elections.
The term ****_data** is the new oil_** has most certainly gained popularity (from
not so long ago, but recently has.)
From root definition, data refers to raw facts and information-pieces that 
can be collected about an entity.Our entity here is human beings.

Human beings have many data points.These data points are relayed through our preferences (likes) and dislikes from our interactions,
our speech, our social media and browsing patterns etcetera. 
With the right tools and technology, we can have this data collected and stored - then later used.

Back to data as oil - Oil is of most benefit after being refined. The same way, crude data is of lesser benefit to us. The data we collect is crude, since it has (both relevant and irrelevant) parts.
The data we collect is beneficial only when it has meaning.
Collected data is cleaned. Here we remove outliers, inconsistent and or is irrelevant parts.
We then analyze the data we have and interpret results.

Artificial intelligence thrives from this aspect, data. The data that we have cleaned and interpreted reveals patterns to us (data scientists) who use this patterns to predict things and make decisions that are informed. 

You would more likely not go wrong on the predictions made from analyzed data,rather
than simply following instincts.

Back to elections.To ensure you garner the most votes, you must have the majority on your side. You can easily do this when you have information on these people,then manipulate their decisions by tailoring your products based on their likes and dislikes.

**Sources of data**
You need a lot of data for you to form the right classifiers - and establish the groups that are formed,to influence your decision models.
It is expensive and time consuming to collect data about every citizen that forms the voter's population.
These analytics companies buy data from companies that store huge chunks of them - social media platforms.
Facebook, Twitter , to name a few - trade your personal data to these companies.
This is one of the ways they use to make profit.

**Why are developing countries a fit in this?**
There is an encouraging economic growth here in Kenya and burgeoning of the middle class. Improving infrastructure and 
electrification means that internet and smartphone access get a shilling friendlier everyday. This means that there is greater incalcation of the internet in many facets today - this is evident from the so vocal KOT group who are running riot everyday.
By January 2020, Kenya had a little bit shy of 9 million facebook users. (Two years is a lot - so numbers have most probably tremendously grown),
you can imagine how politicians can powerfully gain from this access.

**So ,When is this unethical and considered crime?**
Interested parties approach data science companies to help them in the tailoring of 'products' to sell to 
their supporters. (By products we refer to rebrands, speech creation etcetera). Voters are also manipulated with 
ominous attack advertisements against their opponents. They use hatespeech and image tainting to flourish their own bids.
It requires good legal muscle to sanction such companies and opponents - especially in developing countries where 
data privacy and rules have not very well come into play.I am sure you have heard of Cambridge Analytica who have had a history
with such sanctions. 
We are having elections this year (Kenya,2022), technology is still growing, there is power in information, and the outreach it could make. Could there be a repeat of this?

Is Cambridge Analytica V2.0 feasible?