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“These social platforms are all invented by very liberal people on the west and east coasts,” Parscale said. “And we figure out how to use it to push conservative values. I don’t think they thought that would ever happen.”

And that was part of the media’s problem, too.

* * *

Before Trump’s election, the impact of internet technology generally and Facebook specifically was seen as favoring Democrats. Even a >TechCrunch critique of Rosen’s 2012 article about Facebook’s electoral power argued, “the internet inherently advantages liberals because, on average, their greater psychological embrace of disruption leads to more innovation (after all, nearly every major digital breakthrough, from online fundraising to the use of big data, was pioneered by Democrats).”

Certainly, the Obama tech team that I profiled in 2012 thought this was the case. Of course, social media would benefit the (youthful, diverse, internet-savvy) left. And the political bent of just about all Silicon Valley companies runs Democratic. For all the talk about Facebook employees embedding with the Trump campaign, the former CEO of Google, Eric Schmidt, sat with the Obama tech team on Election Day 2012.

In June 2015, The New York Times ran an article about Republicans trying to ramp up their digital campaigns that began like this: “The criticism after the 2012 presidential election was swift and harsh: Democrats were light-years ahead of Republicans when it came to digital strategy and tactics, and Republicans had serious work to do on the technology front if they ever hoped to win back the White House.”

“Facebook is what propelled >Breitbart to a massive audience. We know its power.”

It cited Sasha Issenberg, the most astute reporter on political technology. “The Republicans have a particular challenge,” Issenberg said, “which is, in these areas they don’t have many people with either the hard skills or the experience to go out and take on this type of work.”

University of North Carolina journalism professor Daniel Kreiss wrote a whole (good) book, Prototype Politics, showing that Democrats had an incredible personnel advantage. Drawing on an innovative data set of the professional careers of 629 staffers working in technology on presidential campaigns from 2004 to 2012 and data from interviews with more than 60 party and campaign staffers,” Kriess wrote, “the book details how and explains why the Democrats have invested more in technology, attracted staffers with specialized expertise to work in electoral politics, and founded an array of firms and organizations to diffuse technological innovations down ballot and across election cycles.”

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Source : https://www.theatlantic.com/technology/archive/2017/10/what-facebook-did/542502/

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