Modest & Conservative Facebook Users More Susceptible toward Pro-Trump Messaging

Modest Fashion
photo credits: upper right: photo from Unsplash photo stock, upper left, photo by
Kayle Kaupanger, and lower photo obtained from Mark Zuckerberg’s Facebook photos.


On Thursday, at the Business of Fashion’s Voices in UK, Christopher Wylie, former Cambridge Analytica employee, revealed some disturbing information about how we, as Facebook users, have been influenced by pro-Trump messaging system during the 2016 Presidential election.

Below, we gathered some of the most important information you need to know about the stories published on this matter.

Main findings:

  • Cambridge Analytica, a firm started by former Trump adviser Steve Bennon, harvested information of 87 million #Facebook profiles, reportedly logged users’ preferences for certain fashion brands to target them with pro-Trump messages during the US presidential election of 2016. According to WARC story, see blow.
  • Trump adviser used a conservative philanthropist money to target tens of millions of Facebook users information to send them pro-Trump messages and fake news.
  • A Russian researcher helped Trump campaign with messaging to use data of users on Facebook including people’s birthdays, relationships, religions, locations and work history, subscriptions, and user’s likes to influence their votes, according to Cambridge Analytica. According to VOX story, see below.
  • How it worked: #CambridgeAnalytica decided to study five personality attributes: openness, conscientiousness, extroversion, agreeableness, and neuroticism. It then studied how those attributes correlated with preferences for different fashion brands. Cambridge Analytica determined, for example, that a Facebook user who liked typical American heritage brands like Wrangler or LL Bean also often scored low on the “open” metric, and would therefore respond to Trump’s populist anti-immigration and “America First” campaigns, according to Vox story.
  • The simple, palatable takeaway is that modest, traditional, conventional brands tend to be favored by those with more conservative ideals, while provocative, directional brands, like Kenzo, were more likely to be worn by the liberal-minded. According to CNN story.
  • “We used weaponized algorithms. We used weaponized cultural narratives to undermine people and undermine the perception of reality. And fashion played a big part in that,” Said Christopher Wylie, director at Cambridge Analytica, at the Business of Fashion’s Voices conference in the UK. According to CNN story.

WARC story: Cambridge Analytica used fashion data to target messages

VOX story: Cambridge Analytica used fashion preferences to target people on Facebook

CNN story: Fashion’s role in Cambridge Analytica’s ‘cyber warfare,’ according to Christopher Wylie

YouTube post of the news:

Source – Business of Fashion #BOFVOICES  Youtube Channel.

Business of Fashion:

Controversial British political marketing firm Cambridge Analytica weaponised fashion brands to help elect Donald Trump president of the United States, revealed Christopher Wylie, the whistle-blower who earlier this year lifted the lid on the company’s misuse of data belonging to 87 million Facebook users, adding to public distrust of the world’s largest social network. Read more:

The Business of Fashion is a next-generation fashion media company conceived for today’s global and hyper-connected world. Founded in 2007 by Imran Amed, BoF is known for its authoritative, agenda-setting point of view on the global fashion industry, and is an indispensable resource for fashion executives, creatives, students, and entrepreneurs in over 200 countries. It has been described as “The Economist of Fashion,” “A Daily Destination for Fashion’s Power Players”, and “The Industry Bible”,

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